Pay Per Lead Services Versus Pay Per Click Advertising

If you feel like you are spinning your wheels with the same poor quality leads from your lead generation service, you’re not alone. In the past few years we’ve heard from more and more of our clients that the quality leads they used to get from their lead gen services are becoming worse and worse. More people are shifting their budgets to pay per click search where the quality remains strong.

Many lead gen firms use pay per click (PPC) search to attract their leads. Once they have a lead, they will ship it out to a variety of vendors, charging each the same fee. If you are seeing your leads get more saturated, it might be time for you to go right to the source instead of letting the middle men do that for you.

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.

We always tell our clients that everything in the pay per click pipeline needs to be optimized. Let’s take a look at a couple items.

The first place to begin is with your pay per click ad copy. It’s fairly easy to place an ad and launch it. However, the pay per click engines are putting more emphasis than ever on “Quality” algorithms. If you are unable to make the daily effort to test your ad copy, you are going to fall behind those that do. A good PPC management company will run daily split tests for their clients. This is who you are up against more and more these days — experts who double and triple the click through rates of their clients’ ads.

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.

Optimizing your site’s landing pages reduces the dollars you spend on each lead. You might be surprised, but even tiny changes can cut your costs per lead in half. We’ve seen it. So put in the effort or invest more funds in these mission critical spots.

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.

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