For outbound marketing, try using paid ads, like pay per click advertising to generate leads. Content marketing expert Dayna discusses how to create and use PPC ads.
- [Instructor] When it comes to outbound marketing, using paid ads to target your buyers is an ideal way to generate leads. Pay-per-click advertising is one of the most effective types of online advertising. These types of ads are highly targeted using demographic and search criteria. In the type that I'm going to be speaking about today, the pay-per-click advertising, these ads appear in the results page in a search engine, so they are tied to search engine performance in Google, or Bing, or Yahoo.
Pay-per-click advertising can also be behavioral, appearing on various websites after a lead visits your site, so these are called retargeting ads. So here's an example of a standard PPC ad in Google. So as you can see here on the top, the keyword that I typed in was lead generation. So once I type in that keyword of lead generation, Google then shows me the relevant results. At the top of the page, these are PPC ads. So other companies will pay using that key term for their ads to be shown when people are searching for related terms.
So these are not to be confused with organic results that you would get from search engine optimization. These are very specifically paid advertising. However, they do look like they are part of Google's search engine, and so they are a very successful way to generate leads. So how do you get started creating PPC ads? And I'm going to be focusing specifically on Google here, since Google is the best-known widely used search engine. So the first step here is to make sure that you set up a Google AdWords account.
So this is fairly simple, you can go onto Google and search how to set up an AdWords account and set it up for your business. You need to make sure that you define the goals for pay-per-click advertising. So goals might be dependent on what types of leads that you want to generate. You need to determine your budget. You need to figure out how much budget you'd like to spend per keyword grouping in a given month. You will also be often measuring your pay-per-click performance by cost per lead, so keep that in mind as well.
It's also important to define your audience, so have an understanding of who you want to be targeting with your pay-per-click ads. And then of course choose your keywords. So these generally should map to some of your SEO keyword priorities, however you might have a slightly larger group here since you might be going after multiple keywords in multiple keyword groups. The either way, you just need to make sure that the keywords you select are relevant for your company. So how are you thinking about choosing your keywords? So again, you can choose your keyword priorities just like in SEO, and then for each top keyword you need to think about all of the different iterations and phrases that somebody might search for.
So if you have a keyword, let's say like lead generation, there might be a lot of different variations that are considered keyword phrases, like, what is lead generation, or lead generation planning, and so on. You can actually use Google's Keyword Planner for relevant keywords and average monthly searches, and then you can combine the like keywords to create keyword groups, and that's how you think about your ads. So as you're creating your ads, it's going to be very important that you create keyword specific landing pages.
So all PPC ads should go to a landing page with an offer. This is the best way to track your conversions. This is the best way to make sure that everything is consistent, especially if you're a B2B company, you don't want people that are feeling out your ads to go directly to a website page where you can't track them anymore. You need to make sure that you have a very specific offer. And your landing page should speak to your exact ad and your exact offer. The landing page also should be optimized for conversion, so think of it as you would think a webpage.
You want to make sure that you have concise copy, you want to make sure that you have a very clear CTA, and so that the person that's responding to your ad knows exactly what to do. Because if your landing page doesn't speak to your ad, your lead will almost surely bounce, and that's generally the problem as you're sending people to only a website, is that a person might not know exactly what to do. You want to make sure when a person clicks on your ad they already have a good idea of what they'll see on the landing page side.
So let's kind of dig into this a little bit deeper and look at ad landing page best practices. I'm going to go through some of the other elements of this page which makes this a good landing page. So engaging graphics. You want to make sure you have bold copy. Also, bullet points will help your lead scan through this and know what they're getting at. Of course, a clear CTA, and then validation is another very interesting piece that you can add to a landing page. So this particular landing page has kind of all of the pieces that you need to be successful.
So now let's think about creating your ad copy. So once you have your general landing pages created that have specific offers, then it's time to think about your ad copy. Always use clear, easy-to-understand words. So you need to be concise. There's no need to have long, drawn-out sentences or words. Be very clear and make sure that you're easy to understand. Use vivid and emotional language. You want people to feel an emotional tie to your ad, and that's why they click through. You want to show them that there is a very high value to responding to your ad.
Focus on the keywords and the intent behind them. Again, remember the brainstorming session on lead generation, and all of the different phrases and questions that could come up. If somebody's searching for lead generation and what is lead generation, you might want to create an ad that talks to the intent behind that words. So by offering, maybe, a cheat sheet that explains what lead generation is, you can really speak to what that specific initial search intent was. Of course, have a clear and compelling CTA.
You always want to make sure that you add in exactly what the person is going to get if they click on your ad. However, don't go overboard. Make sure that any abbreviations that you use are very well-known widely, because if you use abbreviations that people are unclear on, people will simply bypass your ad. So consider what your buyers search for, and that's really the key point when you're thinking through your copy. So here's an example using the search phrase of website optimization.
So in these particular ads, we have one by Optimizely, these ads answer the question, what is website optimization? Which is a very typical search topic that somebody's going to look for. So these are some types of languages that really work well in your PPC ads. So in fact 80% of people will only read your ad headline. So think about yourself as you're scanning through a Google search result, and the headline is what's going to pop out to you.
A winning headline will get the most attention out of all of your ads. It is important in your ad headlines to focus on your keyword, make sure you do have your keyword in your headline, and then use strong verbiage, and always play to emotions. So now let's talk about ad copy and CTAs. So your ad copy itself must show value. So make sure in a short amount of time that you actually show value in your ad copy. Don't shy away from all caps, bold letters, exclamation points.
Obviously there is a limit to how often you do want to use these, but using them sparingly will really make your ad pop. So you can see below in the ad for Marketo, they do bold Marketing Automation, which is part of the keyword phrase that was searched to get this ad. So you also want to focus on the keyword, show the value, and have a strong CTA, like I said. So in this particular ad right here, we have the headline of Marketing Automation 101, so if you are searching for something like what is marketing automation, this is a type of headline that will jump out to you, and then it says learn about marketing automation, download our definitive guide now.
So very simple, focuses on the keyword, and then has a very strong CTA of download the guide now. And then you also want to use ad extensions where applicable. So ad extensions can be found at the bottom of your ad. That's where you have kind of additional CTAs where you link out to other landing pages. In the case of this ad here, we have four different ad extensions. So the idea here is to add a couple more additional CTAs, so that somebody can click on it if that particular ad might not be totally exactly what they're looking for.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness