If you’re a business owner, you know the importance of good marketing and – even more so – good Return on Investment of that marketing. To generate lead acquisition (and get that ROI) you need two things: traffic going to your website, and great content on your site.
Lead Acquisition: PPC and Google AdWords
A solid Pay Per Click (PPC) strategy and Google AdWords campaign is one way to help drive targeted traffic (i.e. people who are likely to buy from you) to your website. In fact, a well-structured PPC campaign can increase traffic to your website by more than 300%!
Google determines the quality of your ad (and how many people to show it to) based on the following four factors:
CTR (click through rate). What percentage of the time do people click your ad when it appears? If people aren’t clicking either your keywords OR ad copy aren’t relevant.
Your bounce rate. Once a person clicks the ad, what do they do on your website? If they leave quickly or without clicking on anything, AdWords determines that the landing page is irrelevant. OR your website experience is bad (slow, not mobile friendly, confusing, etc.)
Campaign history. They are gathering data over time. If you fix something, it will take a little time to get the score back up because of this. That’s yet another reason. If your quality is slipping and you don’t know why, consult an AdWords management agency.
Landing Page Relevance. This is one of the most important aspects of any Ad campaign, Google will crawl the targeted page to ensure its content is valuable to the user. Do not just send traffic to your home page! Your landing page should be optimized to capture your potential leads as well, sending them to a contact page after they read your content increases the chance of users bouncing from your site.
Once you’re successfully driving traffic to your website, it’s important to keep them there with great content that is relevant to them and their needs. If you look at the PPC campaign factors above, half of them depend on good content to be successful: Your bounce rate and Landing Page Relevance. Without engaging content on your landing page, both of these factors will suffer.
Great content requires three key pieces to keep the reader engaged: The right audience, the right information, and the right time.
The Right Audience: Who is your target audience? When you’re writing content, keep a very specific niche of your target market in mind and write for them only – not everyone you sell your products and services to.
The Right Information: This is easier to figure out once you’ve chosen your audience. What exactly is the problem they have? How can you solve it for them? Don’t be afraid of giving away free information here – when your readers begin to trust you, that’s when they will become more likely to buy from you.
The Right Time: Understand where your audience, with that specific problem, is in their buyer journey. Writing for them at that moment will help move them from researcher, to shopper, to buyer (and new client).
If you need help implementing a PPC or content marketing campaign to increase your lead acquisition, book a meeting with our co-founder, Tony, today. We have experts in-house that specialize in these areas and work together to ensure your digital marketing strategy is a success from start to finish. In fact, we specialize in multi-company projects, giving you a single-point of contact through a dedicated project manager and professionals in each specific field of your marketing project.