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A Quick Guide to Converting New Leads with Paid Advertising

A Quick Guide to Converting New Leads with Paid Advertising

Hunter Schoepflin
June 28, 2022

Is digital advertising right for you?

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With over 8.5 billion searches made on Google every single day, the ability to generate leads with paid advertising has never been more important or available. People are searching for your widget, solution, process, idea, etc. The key is just getting in front of them.

Consider the fact that there are only ten spots available on the first page of search results. With the addition of advertising spots, you may be up to as many as 15. Additional research from HubSpot shows pages two and three of search results attribute to only 5.59% of website clicks. If your website isn't one of the lucky few who make it to the first page, the odds of closing any valuable leads greatly diminish.

Below we discuss how pay-per-click (PPC) can help you if your business goals include increasing brand awareness, improving qualified leads, and converting new customers.

Building Rapport With Google

Google dominates the search engine market. So much so that 9 out of 10 people will use this platform to search the internet for any and all needs. This means that as a business owner, your website goals should involve ranking on the first page of search engines either organically or through advertising. In other words, building rapport with Google should be your top priority, but how can you do that?

The hard truth: There are no shortcuts when it comes to building your website and establishing domain authority. Search engine optimization (SEO) is the name of the game and a process that establishes credibility over time on Google's search engine. The more credible your website, the more likely Google will help you increase website traffic.

Here's how it happens: Google's business objective is to consider user intent and then provide searchers with the most relevant answer to their query in the most efficient manner.

When it comes to paid advertising, the impact of keywords remains the same as website SEO. They are needed to target high-value audiences with decisive and informative content. Keywords in advertisement copy play a huge role in search engine results. The customization of website content with focused keywords for maximum delivered value to visitors goes hand in hand with converting leads through paid search advertising.

Keyword Optimized Website

When developing website content, consider the user intent and the reason your target audience would visit your website. But just understanding what people are searching for won't get you very far, you need to read between the lines and understand why they are searching for something on the internet. Are they wanting information? Are they ready to make a purchase? It's time to leave certain SEO myths behind.

Without knowing the intention of someone visiting your website, chances are they will not find the information on your website helpful. This leads to high bounce rates and signals to Google that your website is not authoritative on that subject matter. As you develop your paid search ads, pay attention to where you are sending visitors on your website. The language you use in advertising should match the language used on the website landing page to which you send them.

Simply put, when people click on your ad, they should get what they expect. This also makes sense from a business perspective because, with every click, you're paying a premium for that website visit. To get the most out of your marketing budget, a website and paid search campaign should align to provide maximum value to the searcher.

Optimize For User Experience

You've done the work to get visitors to your website. User intentions and keywords have been identified that match the queries people are searching for. You created a search ad that aligns with the information on the website page you are sending people to. You're off to a good start! Now that people are there, how will you get them to do what you want? It all starts with a user-centric website design.

Below are four tips to make your landing page work as hard as you do:

Identify Pain Points

Optimize landing page conversions by leaning into visitor pain points. Offer a clear solution to a problem. The more clearly you define a solution, the more likely visitors will take the desired action on your website.

Provide Value

Whether your goal is to collect contact information or close a sale, there needs to be a value-driven offer. To successfully convert leads, it's crucial to provide website visitors with something of value, so they know they are getting something in return for their conversion.

A/B Test

Track everything that you do. The more performance data you collect, the more you can determine which elements of the page are performing and how. Testing improves the likelihood of your website and landing pages converting more leads.

Remove Distractions

Keep things simple on your landing page. Create a clear path to the action you want a visitor to take. It doesn't need to be complicated, nor should it be. As you build landing pages for paid search ads, be selective in what you include. Be intentional with your landing page design and just get to the point.

Is Paid Search Advertising Worth The Investment?

Pay-per-click advertising is a legitimate tool; when used correctly, you will undoubtedly see a return on your investment. Determining whether paid search advertising is right for you depends on a number of factors. While budget is often the first thing to consider, you also want to understand your reason for buying clicks. Consider the value you are providing versus the value you are offering in return. Are you advertising to generate new leads? Are you selling a product or service right through your website? What is the length of your sales cycle?

Typically, companies with a shorter sales cycle, such as an e-commerce website that sells a specific product visitors search for, will see a faster ROI. Compare this to a company that offers a service and aims to generate more interest in what they do. Their return on investment can potentially take longer to mature. Are you willing to wait to see your money grow?

Get Things Buzzing With PPC!

For those who aren't willing to wait, there is no denying that paid search advertising is a great lead generation strategy. Our team of professional digital marketers is equipped with the knowledge and bandwidth to build profitable paid advertisements. Get a baseline of your PPC performance by clicking here for a FREE Pay Per Click evaluation.

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