Pay-per-click (PPC) lead generation is supposed to be the lifeblood of most B2B marketing campaigns.
Sure, content marketing is still important.
The same goes for solid SEO to bring in organic traffic.
But everyone knows that PPC ads should be the easiest way to catch leads who are ready to buy, convert them quickly, and enjoy a nice ROI.
However, the “rules” have changed a lot over the years. So it shouldn’t be surprising if you’ve seen your PPC lead generation rates fall.
Of course, that doesn’t make it any less frustrating.
3 Ways to Improve Your PPC Lead Generation Rates
Don’t settle for low lead-generation numbers from your PPC efforts. These ads still carry a massive amount of potential if you implement the three tips below.
1. Get Even More Specific with Your Segments
Before you spend any more money on keywords or targeting individuals based on certain traits, take some time to reconsider your company’s segments.
I know, I know – that’s B2B Marketing 101. You have it covered.
It’s still worth reviewing your segments.
For one thing, if it’s been a while, your market may have evolved. You may now have new segments you’re not serving.
Similarly, your competition may have realized this, which means their superior PPC efforts are pulling traffic away from yours.
Go through your segments and look for opportunities to be more specific. Finding even one such opportunity could make all the difference.
2. Rethink Your Copy
One of the most overlooked options for better PPC results is to improve the copy in the ads.
Much like the above tip, it often seems too simple. B2B companies will spend a fortune on better photographs and videos before they’ll take the time to simply review their copy and look for where it can be improved.
For best results, hire a professional copywriter who understands your market. Most B2B companies don’t have writers with direct-response experience on staff. Perhaps you outsourced this to your marketing team.
Find someone with a history of writing solid landing pages for your industry and you’ll see your rates skyrocket.
3. Ask Your Customers for Feedback
Asking the right questions to B2B customers can lead to major marketing wins.
Unfortunately, the majority of marketers ask questions to improve their buyer personas. It’s a great idea, but you can do so much more.
For example, any time you have a customer who starts off as a PPC lead and later converts, ask them for feedback about every step of the funnel – including what you could have done better with your ads.
How to Get the Absolute Most from Your PPC Lead Generation Efforts
You’re now ready to start investing in PPC lead generation efforts and actually see some ROI.
However, if you want to see more than just single-digit increases to your conversion, you should know about Hushly.
Our platform promises way more than 5% or even 10% increases to those all-important conversion rates that B2B marketers depend on for revenues.
One of our brand promises is that we increase landing page conversions by no less than 51%! We’ve done it for more than 100 companies and can do it for yours, too. For proof, take a minute to view a demo of how Hushly works.