How do you reach out to potential customers? Do you generate leads through tradeshows? Buy lists and make cold calls or send emails? Depend on referrals? As a marketer, it’s likely the most important thing you can do is generate qualified leads. But this begs the questions, if you’re performing lead generating activities, how qualified are the leads being generated?
The largest advantage to pay-per-click advertising is that, when done properly, the traffic each campaign generates is targeted. When this targeted traffic hits your website (hopefully on a customized landing page with a solid call-to-action), their reaction can be gauged through how they respond after landing (time on site, paths navigated, bounce rate, etc.–see more analytics posts here and here). So almost instantly after starting pay-per-click advertising, you’re getting real time feedback on your offers through conversion tracking and analytics. You can find out what terms are driving people to your site, which terms are converting to leads in the most efficient manner, and how many people leave immediately, among many other important items. If you find you’re not achieving the desired results, do as any good experimenter would and tweak the variables. Ad copy, ad spend, calls to action, targeted keywords (make sure to check out Google’s traffic estimator), geographic regions, and time of day can all be tweaked one at a time until the results move in-line with what you are seeking. And this is the true beauty of pay-per-click advertising—real-time feedback that you can use to further build your online marketing campaigns.