PPC: Is it a waste of money?

No, not if you are using it in the right way. PPC marketing is a great method of ascending Google mountain, but also drive traffic to your website using relevant keywords. It’s a must-have in the modern marketing world.

We live in a tech-savvy generation and Google is at the very beginning of most our journeys. However, there’s a lot to be said about the ROI from PPC campaigns, yet most businesses are unable to prove its worth. Let’s take a look at the do’s and don’ts of running successful PPC campaigns and how to identify it’s ROI.

1 Identify your PPC leads

If you are running PPC campaigns you need to be able to identify your clickers. This is where the cost justification lies. There is simply no point throwing money at a campaign that you are going to do nothing with.

IP tracking software, such as GatorLeads, identifies the source of your website visitors. So for example, you can see that business A came via your PPC campaign.

But wait, there’s more! Delve a little further and follow the individual around your website. See which pages they visit and the content they engage with. From here you can track what their interests before you call.

2 Follow up your PPC leads

Well duh, obviously! You’re paying a lot of money for them, so of course you’re going to follow up. One day.

You would be surprised at how many businesses are either unable to, forget or just don’t follow up on their paid for leads. Ludicrous I know! Hence, most businesses can’t prove its worth.

Treat them like any other lead and then some: identify, score, and track their journey on your website. Essentially, we recommend you spy on them until you know for sure they are ready for a sales call.

You don’t want to scare off such valuable leads. Trigger a nurture campaign with relevant content to keep them keen.

3 Be patient

Typically, PPC leads come with a longer sales cycle. Just because you’ve paid, doesn’t mean to say they don’t need nurturing!

Conversions from PPC campaigns generally relates to downloading free content or signing up to an event. This isn’t buying intent.

Identify the keywords that are bringing in the sales, not just the form fills, and focus on those. But be consistent and stick with it so you can reap the rewards when they do come flooding in.

So, when your MD or Finance Director asks where all your marketing budget goes, whip out your reports and let the stats do the talking.


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