If you ask any business owner what their ultimate goal for running an expensive PPC lead generation (pay per click) campaign is, you will get the most common answer: ROI (return on investment).
If you think your product or service alone is compelling enough to generate higher ROI, then that's incorrect. Your marketing strategies and overall execution plan of the entire PPC lead generation process are equally essential to achieve higher ROI.
According to IAB's internet advertising revenue report, ad revenue in the United States has risen to $57.9 billion for 2019. With such massive growth in the ad market, unless your leads convert into customers, all the values and numbers are of no use. And it doesn't matter how decent your click-through-rate (CTR) and conversion rate are.
So, is there a proven framework to achieve higher ROI? Yes.
In order to boost ROI, you have to keep refining the processes throughout your PPC lead generation campaign and keep floating your boat towards the profitable segments. So, here are standard 3Es as a framework to follow iteratively.
Execute campaign to the best of your reach.
Evaluate the outcomes of the previous campaign.
Execute each new campaign with better strategies.
You will notice a significant improvement in your ROI when you keep iterating this solid framework. So, if you want to know what are the top 5 areas of this framework to assess at every single cycle of your campaign, keep reading.
In order to optimize the usage of your marketing budget, it's essential to prioritize your ad platforms and understand their configuration and execution.
If your audiences intend to proactively search your product or service through a Google search, Google ads may be your ideal platform. For instance, search for the "top marketing agencies nearby". If you want to push your product or service in front of mass target audiences, Facebook ads may be an ideal option. For instance, offer an augmented reality effect for Instagram, to target Instagram users on Facebook.
Along with ad platforms, consider the following assessment throughout your PPC lead generation campaign:
Select the type of campaign wisely. For instance, Google ads provide 5 types of campaigns. You have to decide on your type based on your product and market.
Target very specific keywords with "Exact Match" rather than "Broad Match" so that your money will not be wasted on "spam leads".
Eliminate irrelevant keywords, industries, and locations.
Leverage the sitelinks and extensions inside your ads in order to boost a higher click-through-rate of qualified leads.
Create ad groups based on the segment of target audiences. This way it will be easy to evaluate your campaign by comparing the two groups.
Tag your URLs with UTM (Urchin Tracking Module) parameters, so that you will be able to track the source of your traffic and the best-performing ad, ad platform, ad type, keywords, and groups.
By the end of every iteration, keep making required changes in your campaign and configurations. You will have better strategies in place for your subsequent campaign.
The more qualified leads on your website, the more profitable your sales funnel. Because the goal of your PPC lead generation campaign is to achieve higher ROI, you should focus more on quality traffic rather than quantity. Understand your market inside-out and refine your target audiences based on their demographic and psychographic.
Demographics of users include their age, sex, employment, income, and marital status. Psychographics of users include their interests, hobbies, buying behavior, and other patterns. Know this information so that you can understand their preferences and requirements in conjunction with your product or service.
Along with your target audience, keep assessing your competitors as a part of your market research. Evaluate the keywords, industries, type of ads that your competitors use and their prime source of traffic. As a result, you will have more clarity about where you should flow more money in order to achieve optimal results throughout the PPC lead generation process.
Because your ad platform doesn't provide all such details about your target audiences, it is essential that you link your ad platform with Google Analytics.
No matter how effective your campaign is and how compelling your product is, you won't convert more sales unless you improve your website design and copy. So, what are the key attributes of an ideal website?
An ideal website strengthens trust, is user-friendly and eye-catching, and has clean and persuasive copy to evoke your visitors to take action. If your website does not have these attributes, you could revamp your website in order to take your visitors to the next level in the buyer's journey throughout the PPC lead generation process.
Besides the revamp plan of your website and copy, you should also consider increasing the number of landing pages throughout your campaign. The more landing pages, the more options you have to evaluate in your campaign. According to recent research, more landing pages causes the lead generation index to go up dramatically.
Utilize Google Analytics to understand the visitors' behavior and navigation on your website. Get an idea about the top-ranking pages and low-ranking pages of your website. You can then plan to modify the navigation flow of your website based on the overall activities of visitors on your website.
It's essential that you gaze around the traction - the peak-hours and off-hours of your campaign. Based on your product, target location, and bid strategies, you need to discover the most optimal patterns for your PPC lead generation.
Use a built-in analyzer of your ad platforms in conjunction with Google Analytics to track real-time traffic and live interactions. As a result, you will be able to auto-adjust elements of your ads at a specific point of time throughout your marketing campaign.
Once you discover the most optimal schedule for your ads, keep an eye on the daily spend dashboard for each ad and ad group. For instance, if you think any specific ad doesn't yield the desired results, you can tweak the configuration of that ad or pause that ad temporarily.
Note also, when you change any setting of your PPC ad which is in the “Running” state, it takes a few hours to update the system. So be watchful about the moments in a timely manner.
So, when you keep optimizing your ads and schedule like this, eventually, you will end up saving a lot in marketing costs.
Because you should not completely rely on the inbuilt calculator of ads platforms, the task of calculating accurate ROI throughout your PPC lead generation campaign is certainly complex and requires an additional tracker. You have to go through the nitty-gritty of every single component in your campaign wherever your money flows.
For cross-verification, it's essential that you maintain your own database and external tracking through your order statements. Make sure your calculation of ROI is accurate, so that you can play it safe and within your budget. But if you're not familiar with billing terms like payment threshold, outstanding balance, ending balance, and many others specific to your ad platform, it's always better to get the help of experts.
Once you optimize your target audiences with the potential of higher ROI, you should consider "Retargeting Your Audience" in your marketing funnel. Retargeting helps to bring qualified leads who have already visited your site before and keep juggling between you and your competitors. You can leverage specific ad types such as a "Display Ad" in Google Ads Campaign to increase the brand awareness of your product or service.
There are many ways to generate leads such as email marketing, blogs, SEO, and social media marketing, and many other platforms to share the content in order to acquire the leads. However, PPC lead generation is the quickest approach to expedite the lead generation process, but you will incur some costs.
Thus, it's essential to balance your marketing budget and keep refining your campaign iteratively using these top 5 areas as a framework. Hire a dedicated copywriter today to help you in executing this framework, along with writing compelling copy.
Darshit Shah is a Copywriter with focus on marketing psychology and user experience, to help clients achieve record growths. He is hands-on in PPC Google AdWords and LinkedIn along with writing Copies of entire sales funnel. While working in Microsoft, he explored AI to Digital Marketing for accurate forecasting of Conversions and Call-to-Action rates, to reduce overall marketing cost.Hire Darshit