Why Paid Search Advertising can be a Great Lead Generation Tool

With so many consumers going to the Internet to find the products and services that they need, it is more important than ever that your business can be easily found online. Poor exposure or no exposure is bad for business. You might have the most amazing product or service available, but if people cannot find it easily online they are not going to buy.

Fortunately, there are some great internet marketing tools to assure that your business is getting the exposure and branding it needs to be successful in today’s competitive marketplace. One of the most effective and essential online marketing strategies that every business should take advantage of is Paid Search Marketing.

Paid Search Marketing also known as Pay-per-click (PPC) is a method of search engine marketing that allows businesses to reach consumers when they are actively searching for products and services.  The ultimate goal of PPC is to funnel qualified buyers to your website or customer landing pages instead of your competitor’s at critical moments in the buying cycle.

How does it work? When someone searches for keywords specific to your business, your site will appear high up in the paid sponsor section of the search engine. This means that visitors searching for your products or service can easily find your business, resulting in an increase in targeted traffic to your site.

In comparison to other marketing methods, pay-per-click can be a very cost effective marketing technique to build volume to your site, provided you are doing it right.  Anyone can buy keywords and drive large volumes of traffic to your site but if that traffic leaves as soon as they get there because your offering isn’t relevant to what they are looking for, then you’ll end up wasting a lot of money (remember you pay per each click).  The key is to know exactly what keywords your target audiences are using to search for services like yours and then purchase those keywords. If working with a PPC Professional they can develop a Keyword Analysis Report that can be used to create a targeted paid search marketing campaign for your business. This involves setting up, managing and monitoring the results of all your pay-per-click activities.

A guaranteed way to sabotage the success of your PPC campaign is by sending visitors who click on your ad to a generic page like your website homepage. Consistent communication is the key to a campaign’s success. When you target your online ads to a specific offer and users click on that ad, they expect to land on a page that communicates details related to the ad they clicked on. Their goal is to learn more about your services and decide whether or not to do business with you. But when you link your PPC ad to a generic homepage, visitors become unclear about your offer and are likely to click away – costing you money.

Create a seamless experience for your visitors by eliminating all elements of confusion. Rather than linking your PPC ad to a homepage, consider designing a landing page that is in sync with the message and theme of your PPC ad. This way, the experience for users will be seamless, increasing their likelihood of doing business with you.

A good pay-per-click marketing strategy includes offer value added tracking tools to make sure you know where every penny is spent and what it brings back to your business. PPC campaigns can be set up to direct traffic to a specific landing page or to calls to a single phone number (preferably toll free). This way, you can track the results of your campaign and enhance it periodically to get the best results.

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