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Pay Per Lead Services Versus Pay Per Click Advertising

Jun 8, 2008
If you are like a lot of companies dependent on client leads to keep afloat, you may be noticing a trend from some of the lead generation companies out there. Not only are the leads expensive, but they aren't as strong as they used to be. We are hearing this again and again from our clients who are shifting their budgets to crank up the stronger quality pay per click search leads.

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.

Begin with your paid search ad copy. Today's PPC search engines place high importance on your click through rates. The more an ad is clicked, the more money they can make. So, they have worked into their algorithms things like "Quality Scores" which take these rates into consideration. Fine tuning your ad copy will increase your click through rates. Conducting daily split tests is vital. By testing your ads continually, you will find what works and what doesn't. If you don't have the time to do that, then hire a PPC management company. An expert can double or triple the number of people clicking on your ads.

Maybe that doesn't sound important, but it is. Doubling and tripling your quality traffic can do the same for your number of leads. And, it can lower your costs per click in the process.

But don't stop there, look at your landing pages (the pages where you send your pay per click traffic). Are the contact forms too busy or too buried? Is your phone number buried? There are ton of things you can do to convert leads at a higher rate.

If you can optimize your landing pages over time, you can now take that traffic and double or triple your lead conversions. We've seen it time and time again. So, put in the effort, it is worth the time.

If you don't know where to start when it comes to Pay Per Click search, hire a PPC management company. They will develop keyword lists, find keywords from your competition, advise you on some ideas for your landing pages and conduct those daily split tests.

Ditching those weak, watered-down leads and going right to the source can help your business boost its results dramatically.
About the Author
Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management company. Visit his website to learn more on how to improve your PPC ad campaigns and performance.
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