4 Proven Strategies to Generate High Quality Pay-Per-Click Leads

Generating quality leads is a challenging zone where most of the marketing and sales reps fail. PPC’s help but is hardest. And the strategies vary per se the product type, industry domain, pricing, business focus and many other marketing related factors. Transactional ads on shopping websites perform better. As a matter of fact, they perform better on any campaign where the transaction or the purchase is made right on the website. Buyers with money and focused intention to buy the products make instant purchases under various transactions and need based circumstances. That’s a different marketing campaign and transaction type.

Lead generation is a different marketing beast. One of the most difficult one in-fact. There are multiple factors involved. There are companies who fail miserably at it and they fail entirely because they are least focused on the quality of leads, least focused on the opportunities presented by the leads and majorly focused on creating a database of decision makers. Marketing and sales reps live in a bubble most of the time. They think having a list of C-level decision makers will make them buy their products or solutions. It never happens that way. Most of the problems faced by the demand generation teams across companies can be solved with a slight change in their approach, “Focus on the opportunities” and create your prospecting list accordingly. Do not be in a situation where all you have is a wrong sales and lead funnel.

Here are the points we would like to highlight before we detail 7 strategies to best quality leads funnel:

  1. Focus on the opportunity
  2. Lower your lead volumes
  3. Cost per lead will increase
  4. Click through rate will decrease
  5. Focus on buy-intent leads

Understand that a lead is cluster of information like contact information, buying intent signals, demographics, psychographics and firmographics

Targeted and focused high-quality leads can help you find how they stack up against your existing customers and the rest of your audience focus

Demographics should include name, age, title primarily to help with list segmentation and personalized messaging

Firmographics should include annual revenue, marketing focused cases and events, market share, growth rate, employee count and capital events such as funding, mergers and acquisitions etc. A survey pointed out that more than 88% of the lead lists lack even the basic firmographic data points.

Buying intent signals should include a yes or no with respect to your products receptiveness, technologies used, recent media activities, existing business partnerships, opportunities in the form of customer pain points as found out. Did you know that sales teams spend only 33% of their time in actual selling?

6. Focus on multi-channel B2B marketing campaigns is critical to your success

B2B marketers must create 11-17 interactions to enable a purchase (SiriusDecisions)

79% of B2B marketing generated leads do not get sales follow-up (FireEye)

65% of content in B2B organizations goes unused (SiriusDecisions)

85% of B2B marketers using marketing automation in 2014 felt they weren’t using it to its full potential (Marketo)

Companies that have aligned sales and marketing deliver 19% more growth (LinkedIn B2B)

Sales-generated leads are 4X more likely to close vs marketing generated leads (Heinz Marketing)

Predictive analysis boosts conversion rates by 2X (@bkardon)

7. Engage your buyers early during the buying journey

Social selling helps. Use it

Use sticky messaging during prospecting post lead generation

Now that you have the most relevant points which should help with an idea about what works and how they work; let us highlight 7 proven strategies we have successfully used at our digital agencies and across assignments with most of our clients.

1)  Focus on most specific keywords only

Keywords happen to be at the core of every campaign. Keywords drive the success percentage involved and tell us about the probabilities and expected results from a particular campaign. They tell about the target customers, kind of content to be used, kind of landing pages to be created, A/B testing, customer profiling and various others.

Sales and marketing reps keep working to generate better leads and they often revisit their keywords in order to close sales.

Short vs. Long Tail keywords

Keywords have associated target customers and buying signal queries attached to them. They tell us about the intent of target customers and your leads. If you are still reading this post you must be knowing about the strength of your keywords. You need to ask how many long keywords do you have? Are they specific?

Ready to buy leads usually search with prefixes like buy, order, purchase, bargain etc. Let’s say you are a B2B SaaS platform in a specific domain. Now go back and look on your keyword list. Is one of your keywords, something like; “Best B2B SaaS Platform” or” Best B2B SaaS platform for {Your specific domain}”.

You must be asking why does it matter? It matters because your target customer knows what they are looking for and they are more likely to buy. Have long tail keywords specific to what you offer and attach the same to your target customer or target domain.

Generic vs. Buy-intent keywords

Campaigns differ across each stage of the sales and marketing cycle and related functions. The primary objective of most of the sales campaigns is to get your customers to buy your product or solution or subscribe to one of your premium plans. Goals differ as per the platform or solution being offered. We have witnessed as high as 44% higher conversion rates for our campaigns and those of our clients too when running campaigns focused on using buy-intent keywords.

Let us give you an example here. Assume you are a company that sells wooden phone cases for Apple and Samsung phones in India and USA. Their keywords were like Bamboo Phone Cases, Wooden Phone cases, Wooden cases for Apple Phones etc. Their initial conversion stood around 1.8% of the total hits on each campaign. They were looking at the downside of their campaign budget.

Now let’s go back to changing these keywords and prefixing them with buy-intent keywords. Something like, “Order wooden case for iPhone X”, “Buy Wooden Case for iPhone XS”, “Purchase Wooden case for iPhone XR”, “Best Buy Wooden Case for Samsung S9” etc.

There was a huge change the client’s conversion rate. Focus on running your lead campaigns with buy-intent keywords. You will start seeing changes in your conversion rates.

Keyword Matching

Keyword matching plays a big role in driving better quality lead campaigns. Just like long-tail and buy-intent keywords. Keyword matching for exact and phrase matches allow better control. Focus on having specific matching type. Broader matching terms cause issues and lead to lesser quality leads.

Being extremely careful while searching negative keywords and search query reviews is one of the steps you can take while keyword matching. Using this approach requires continued campaign optimizations and you might end up spending a lot of your time optimizing your keywords each day of the campaign as your most searched keyword might not even be in the list of top keywords the next day.

You can also choose to refrain or limit yourself from using broad match terms. This is however going to severely affect your volumes. However, this should not matter as long as you are not focused on the quantity of leads.

2)  Use multiple copies of your ads based on points highlighted in step no. 1

Potential customers happen to be the backbone for every business. They keep companies rolling and it’s not an easy task to find out the best call-to-action or a specific headline or a specific target lookout that will help your campaign achieve higher conversion rates. Especially when quality is the only focus.

Companies that are successful at campaigning have a purposeful strategy to deter most of their users to click on their ads. There is a smart approach involved here. In order to keep your CTR bumped up always, we would suggest keeping various variants of your ads. Let us give you an example with one of the ads queries our digital agencies has ran often.

We offer various services. Something like “Companies can hire a fractional marketing director with us for as low as $2500 per month only”. But that does not mean we provide only marketing directors. We also help companies with sales and product directors. So instead of running campaigns for marketing directors, we also run bundles. Something like the one in the image below where we have bundled sales and product director posting offering users to save as high as 30% on the monthly cost.

We do the same with other ad campaigns as well. So when sometimes tries a specific search, the least qualifies ad copies get neglected. You can try the same for your company too.

3)  Have separate and alternate landing pages for your target customers

Now that you have understood long-tail & buy-intent keywords, variant copies of your qualified ads; it’s time to start creating defined landing pages for your target customers. Set the script and landing page content specific to your target audience.

Let us help you understand further with the marketing director example. At our digital agencies we have a well outlined strategy when it comes to our target customers. We know we work majorly with companies that are more focused on quality products and have a stable history or say were recently funded.

Our landing pages are specific to the kind of companies we want to work with. We do not adopt an approach where we say that we work for all kinds and sizes of companies. Afterall, why would a company like Microsoft want to hire a marketing director from our digital agencies. They have hundreds of them already. But a startup which was recently funded might want to hire one of our marketing directors.

Hence our landing pages reflect the tone and visuals specific to our target customers. So we use images and content which is specific to the kind of companies we want to work with. We use content like, “Best Suited for Companies with 25-50 employees”, or “Best suited for B2B SaaS startups”. This is then followed by highlighted points which clearly define our target customer.

4)  Create a detailed form to further qualify your leads

 Asking for more information is going to help you a great deal. For starters:

·       Prevent window shoppers

·       Further qualify your leads

·       Minimize click frauds

·       Avoid wastage of sales resources

·       Better control on your ad and marketing budget

Bad leads usually tend to leave the long forms before filling them out entirely. We suggest asking your ad visitors justified questions and asking them to fill out the form. Higher levels of received information help companies understand more about their leads and the opportunity. See image below for a Facebook ad form example.

This approach helps companies to send a personalized first contact email to the interested prospects. Pay attention to the specific information you are asking in a form. 

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