SEO Marketing SEO | Pay Per Lead vs. Pay Per Click

Pay Per Lead vs. Pay Per Click

Filed Under PPC Marketing |

by Josh Prizer

Tired of watered down, poor quality leads from your lead generation company? The last several years, we have been noticing a trend being discussed by our clients. They are telling us that the quality of leads that used to come in from their lead generation services have dropped off the map. At the same time, they’ve noticed that the quality of leads coming from pay per click has remained superb and even gotten better.

Interestingly, one of the sources that lead generation companies use to develop leads is pay per click search traffic. Many will end up marking up the costs to you and then shelling the same lead out to multiple vendors. If this sounds like your situation, perhaps you ought to think about ditching the go-between and head straight to the source of traffic.

Unfortunately, PPC search isn’t quite as easy as it used to be. These days you have a lot of competition and it’s getting increasingly sophisticated. Sure, you can set up a simple web site with contact info and point some ads at it. You’ll probably get a trickle of leads. But if you want to really increase your business and lower your cost per lead or cost per acquisition, you will most likely need to dedicate some resources to it.

When you launch a paid search campaign, you need to realize that everything in your pipeline, from what keywords to appear on, what ads to run, where to send them, how to get them to take action, etc. — all of that can be managed and optimized. Let’s examine two of these areas.

Let’s start with your PPC ad copy. You can certainly just place an ad and let it ride, but with the PPC algorithms placing more and more importance on Quality Scores, you need to pay close attention to your ads. If you can’t conduct daily split testing on your ads because of the time and effort, then try outsourcing to a PPC management company. A good firm should be able to double or triple your click through rates.

So, why is this key? Pretty simple. Double and triple that relevant traffic and you can double and triple your leads. If you are not working on this, trust me, your competition is. It’s worth the time and expense.

But this is just one place to focus your efforts. Take a look at the destination urls — the landing pages where you send visitors. Are you using a contact form? How simple is your contact form? Is your phone number too small? There are always a variety of items you can optimize and test to increase conversions.

Fine tuning your landing pages will lower your cost per lead. We’ve seen small changes double conversions and drop your costs per lead in half. So, tinkering is well worth the effort.

If jumping into the paid search engines sounds like a lot of work, it is. You can roll up your sleeves and make it pay off over time, or you can hire a turnkey PPC management company. A good PPC expert will develop expansive keyword lists, mine keywords from your competitors, conduct daily split tests on your ads, and advise you on your landing pages.

Once you dump those watered down leads and go straight to the source…the results can be phenomenal.

About the Author:
Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management company. Check out his website to discover more details on improving your PPC ad accounts and performance.
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