In the world of online marketing, the term “lead” refers to a person who has shown interest in your products or services. They are a potential customer who comes to you for information. The more leads your business generates, the higher your opportunity for revenue growth. Every business that wants to grow needs a systematic lead generation program.

Competition for website traffic, leads, and customers is fierce. Search engines continue to innovate to enhance the user experience, increase usage of their search engines, and ultimately increase their own advertising revenue. Agencies must keep pace by mastering tactics to drive as much traffic as possible from search engines to business websites with the goal of generating leads and customers.

The most certain way to drive website traffic is through PPC (pay-per-click) advertising. One of the most powerful tools for lead generation, PPC advertising involves ads that appear in search engine results, for which businesses pay on only a per-click basis. To make sure their per-click budget is not wasted, businesses must have the right lead generation and customer conversion tools in place on their websites.

Sending Prospects to a Landing Page

Businesses often mistakenly direct their PPC ads to their homepage, which may not meet the demands of the customer. It’s best to send PPC leads to a landing page that guides them into the next step of conversion. There is a reason why the visitor or lead clicked your PPC ad, and your landing page must anticipate and provide that which the visitor seeks.

Another purpose of a landing page is to evoke an action from the lead—something that your homepage may not be able to do if it only offers information and background about your business.

Match Your Content to Your PPC Ad 

Something in your PPC advertisement has caught the lead’s attention. It may be a particular service, product, or promo. Given this, it’s only logical that the content on your landing page correlates to the PPC ad. Otherwise, a potential customer may be confused enough to wonder if he or she is on the right page. Use the same keywords in your PPC ad and your landing page content while staying on the message as with both as well—especially if it is a promotion or event.

Make a Concise Lead Generation Form 

One way to capture information about your leads is through a contact form. When creating this, make sure it’s designed to glean the exact details you need about your leads. It should be easy to understand and fill out. Avoid adding too many design elements, which may deter your visitors or leads from following through on their initial reason for clicking on your ad.

These tips will help you utilize PPC campaigns more effectively. If all these sound too complicated to you, a variety of lead generation companies stand ready to assist. They can do the job for you as you keep your focus on other important tasks regarding your business and its growth.

What is Pay-Per-Click Advertising?, Wisegeek.com
7 Tips for Improving Pay-Per-Click Campaigns, Entrepreneur.com