Key Issues

• Pay-per-click campaigns are not generating quality leads
• Not convinced pay-per-click is right for our business
• Campaigns are getting too difficult to manage
• Not able to properly measure and track ROI

Search engine marketing as an umbrella covers two tasks: search engine optimization (SEO) and pay-per-click advertising (PPC or SEM).  

SEO is covered at the next stop.  We are Google Certified Adwords Professionals and have planned and managed campaigns all over the country.  Pay-per-click advertising is absolutely essential for inbound lead generation because more than likely, search advertising is the first opportunity to reach a warm lead looking for a solution, and thus an opportunity with a compelling ad to capture that prospect’s email address or phone number.

Based on research, we estimate that about 20% of all clicks on search engine go towards pay-per-click ads as compared to organic listings.  Here are a few considerations of pay-per-click advertising:

• Immediate lead response.  SEO takes months of planning and tweaking.  Within minutes, with the right ad and bid, you can be on Google’s first page.
• Message testing.  Ads give you the ability to test message style, offers, content, and headlines.  By testing messages, content themes can be optimized.
• Direct response landing pages.  Covered later in our tour, pay-per-click ads should click to specific microsite landing page that captures the lead within one click.
• Pay-per-click is promotional advertising.  SEO tells audiences “this is what we do to solve your problem.”  Pay-per-click tells audiences “click now to receive this offer because of this important benefit.”

Like display banners as shown on the previous stop, our philosophy of utilizing pay-per-click advertising properly is to offer important, interesting content that can attract prospects who are otherwise looking to organic listings for their solution.

Pay-per-click ads need to attract audiences before they view the listings, which is why we prefer ad positions in the top 3 positions right under the search query.  Remember, if you’re in a competitive environment, then a Google Page one result page is like a crowded classroom, and our job is to get you noticed, clicked, and away from competitors.

By providing free relevant content, demos, or trials, your clicks increase (compared to generic ads).

If you’re an ecommerce or catalog site, then offers need to be present such as deep discounts or shipping deals (Landing pages need to display promotional codes). Below are two examples of what we would execute for you as a lead generation strategy.

Learn More About Our Search Marketing/ Pay-Per-Click Services.

Key Content Statement

How ads are written, and what content is offered, makes a huge difference is lead generation. We will work with your team to optimize pay-per-click advertising via proper message strategy.

Summary of Approach

Being certified, we’ll address your current campaign structure, keywords, bidding, ads, landing pages, and more, and give you actionable recommendations.  If need be, we’ll manage the campaign ourselves, and optimize consistently. We’ll generate more leads through this channel, like we’ve done for many clients throughout the country.

Next stop: SEO