Tag Archives: PPC strategies

5 Strategies to Improve the Quality of PPC Lead

5 Strategies to Improve the Quality of PPC Lead

Generating leads through PPC campaigns is a challenging work. Generating high-quality leads is even harder to find. In an ecommerce platform, you can track purchase or sales. But lead generation is not that simple. Lead generation leaves the door open for anyone who falls into the lead generation stage, irrespective of whether they have the ability to buy the product or not. Because of this, you need to develop different strategies to target higher quality leads and deter unqualified users. But before strategizing, you should take one aspect in consideration.

Improving Lead Quality Means Lowering the Volume 

Increasing the quality of lead is not that simple. But you need to remember when improving the quality of leads; you have to lower the number of leads you’re generating. The number of quality leads increases the number of overall leads declines. This means you ignore the lower quality leads. When working on the quality of leads, it’s important to expect a number of things to happen to your KPIs:

  • Overall lead volume will decrease
  • High-quality lead volume should increase
  • Cost per lead generally rises
  • Cost per high-quality lead should decrease
  • Click-through rate generally goes down

Here are the 5 strategies that can be successfully used to improve the B2B lead quality that can help any lead generation campaign.

  1. Target More Specific Keywords

All search campaign starts with keywords. They’re the backbone of any campaign. They decide what you get upfront, or what should be the ad copy, or which landing page you should use. To work on the quality of leads, you should revisit the keywords.

  • Long Tail vs. Short Tail

Keyword length is another important factor. Typically, shorter the keyword, less intent you can assign to a search. If most of your keywords are one or two words long, can you lengthen them by adding a modifier to make them more specific? To get high quality leads, long-tail keywords are a better way for targeting.

  • Match Types

Like length of the keyword, match type also play a big part in lead quality. Exact match and phrase match allow for most control in keyword matching. If most of your keywords are coming from broad match terms then this could cause issues. To combat poor matches, you can be more vigilant with search query reviews, and negative keywords additions or you can also limit your use of broad match types. Neither is perfect. You can use according to your requirements and then make adjustments.

  1. Use Qualifying Copy In Ads

You need to have most appealing ad copy for your potential customers. A good headline or call to action can increase your CTR and increase your conversion rate. When quality in focus, you want to purposefully deter some clicks on your ads. Just because a group of individuals isn’t in the right place to click and convert now, that doesn’t mean they never will be.

  1. Create Landing Pages For Target Customers, Not All Customers

Landing page copy is yet another tool to qualify the users on the page. The landing page copy should outline what our ideal customers would be. Landing page design is also an important factor. This same logic applies to a B2B SaaS provider. Generally, such companies earn more money on larger accounts. You approach can be as subtle or as bold as you like, but be sure you’re using your landing page to help qualify users.

  1. Give Your Form The Attention it Deserves

You can scare someone by asking about details while doing window shopping. It’s the highest price anyone can pay to a lead generation company. If you’re noticing a large number of forms filled by lower quality leads, then increase the number of information that you ask for. Make sure the form is contextual. You should also make sure what are the additional pieces of information that you need to add. In addition to the number of fields, it’s also important to pay attention to what exactly you’re asking for in a form.

  1. Leverage Back-End Data to Optimize

This is the most under-utilize strategy. If you’re planning to generate leads through PPC campaigns, odds are you’re using some type of sales or marketing management system to keep all those leads straight. This process is the best way to optimize information. With PPC campaigns, you can tag URLs so all users are tracked back to the keyword level with your campaigns. Your first challenge is making sure the marketing automation is capturing the information. Second challenge would be regularly pulling out data and use it to optimize your campaigns. This information plays an important part in determining the budget of the campaign, which keywords should remain active, and all sorts of other changes.  

Lastly, focus on the quality of the leads not the quantity of the leads. To increase the quality of the lead, you need to be strong enough that this may turn away some people from your business. You can purposefully try to prevent people from filling out your form. But at the end, it’s the move for your business.


PPC vs. SEO – Which is the best option Add value to your ROI

“SEO and PPC are two strategies to increase ROI, Let’s go read our blog before you decide to which will bring you high ROI – PPC or SEO?”

Digital marketing company provides the services of SEO and PPC. Before you decide to invest, first you need to know the real impact of SEO which means Search Engine Optimization and PPC which means Pay Per Click. SEO is the organic way to bring your website on the top of the search result. PPC is a way to buy a link, a marketing technique to invest in the website which will make the advertisement appear on the top of the search result, meant to attract more clicks. Clients fail to decide where to make their investment which will meet their purpose with greater returns.

If you are searching for a digital marketing company to enhance your brand, first you look whether the services provided by them include SEO and PPC. Then the challenge is to decide the better option that will meet your purpose. Both have its own merits and limitations. You have to judge how to maintain a balance between these two marketing strategies to gain maximum returns.  

Time needed for better results:

Sole aim of digital marketing is to take the website on top of the search results. If you invest in SEO you have to also invest time to pull your website on top of the SERP (Search Engine Result Pages) using required keywords and attract traffic. Every moment innumerable websites are adding to the list. Therefore to pull your website in top of the result pages following SEO strategy is much time consuming in comparison to results gained from PPC. In case of PPC, you need to run advertisements based on the keywords that will make it appear at the top of the SERP still you continue to invest for the same. This will result to more clicks but only as long as the advertisement is made available by you.   

Effective results:

Applying proper SEO techniques, the keywords used to attract traffic decrease the chances of bounce rate.  Here only relevant clients will visit your site so much are the possibilities to turn prospects to customers. But investing in PPC can result to attract random user meeting lesser relevance for your business. Even after a click on the link the chances of leaving the site remains high contributing to higher bounce rate with low returns.

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Cost Effective:

SEO is much more cost effective in comparison to PPC. Usage of keywords and relevant links attracts more traffic that is likely to increase with time at minimum cost. In case of PPC you have to continue to invest still you want to run your advertisement. Whenever a click in made on the link, money will be deducted from the linked account. Irrelevant clicks increases cost as well as make it difficult to meet the purpose.

Evaluate and Apply

One cannot achieve while applying single marketing technique. Evaluate both the strategies and apply accordingly to endorse your brand for better returns. Investing time over SEO to pull your site in top results of SERP as well as investing money over PPC will give desired returns to your investments. Investing in PPC can generate sale on the other hand keep your users interested with your brand with SEO techniques.  

If you are in need of professional advice to help you decide, the proportionate share of investment on SEO and PPC, then contact us at Keyline Creative Services or Call us at 033-24819206.