For several digital marketers today, an exciting opportunity lies in setting up Pay-per-click (PPC) ads; whether a marketer handles an existing PPC account or configures a new PPC account, the aim remains the same – to approach it with a fresh perspective and identify opportunities for growth and improvement.

Every marketer aims to build a robust PPC marketing strategy and develop it as per the market and audience demands. A common misconception about PPC ads is that they are deemed to be fit only for e-commerce websites, but that is not the case. PPC is a befitting marketing channel for all websites and companies doing lead generation through digital channels.

Pay-per-click (PPC) and Lead Generation

Lead generation or lead gen is a technique used by all those businesses that do not want to deal with just any random customer. A customer goes through a prequalification stage, and an information-exchange cycle takes place.

• The goal of lead generation is to get the prospective customer to the lead tracking system.
• The goal of a salesperson is to close the deal so that the company gains a new customer.

You might wonder why PPC is great for lead generation when we have email marketing, blogging, social media, and organic search. Businesses argue that organic marketing is easy and affordable, however, we must realize that none of the online marketing channels are free. For example, if you are trying to generate leads through social media, you hire a social media manager who eventually charges you a small fortune to do so.

The benefit of PPC is that you pay the search engine and it lets your ad appear on the first page of search results.

While pay-per-click (PPC) advertising is a powerful tool for B2B marketers looking to capture enterprise leads, many marketers struggle to get the most out of their PPC campaigns, leading to wasted budgets and poor end-results.

Let us explore how marketers and advertisers can make the most of their PPC campaigns to capture high-quality enterprise leads.

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1. PPC Account that is Ready for Growth

When you are doing PPC, there are many things to keep in mind to ensure that your efforts are not getting wasted. The first thing you will need is a well-organized account that can help you track performance, identify areas for improvement, and make data-driven decisions.

Some factors to consider while determining the structure for your account are:

• Locations you are targeting
• Products or Services you offer
• Your reporting goals

2. Choose High-Performance Keywords

Choosing the right keywords is crucial to the success of your PPC campaign. The key is to identify keywords that are relevant to your business and have a high search volume. You should also consider the intent behind the keyword – are people searching for information, or are they ready to make a purchase? By targeting the right keywords, you can attract high-quality leads that are more likely to convert.

To ensure the success of your PPC campaign, you should prioritize keywords with a high CTR.

3. Create Compelling Ad Copy

Your ad copy is what will persuade potential customers to click on your ads and visit your landing page. It’s essential to create ad copy that is compelling, concise, and relevant to the keyword you’re targeting. You should also include a clear call-to-action that tells potential customers what action you want them to take.

4. Design an Effective Landing Page

Once potential customers click on your ad, they should be directed to a landing page that is relevant to the ad they clicked on. The landing page should be designed to convert visitors into leads by providing them with the information they need and guiding them towards taking the desired action, such as filling out a form or downloading a whitepaper.

5. Continuously Monitor and Optimize Your Campaign

PPC campaigns require ongoing monitoring and optimization to ensure that they’re delivering the best possible results. You should regularly review your campaign metrics, such as click-through rate, conversion rate, and cost per click, and make adjustments as needed. This can include adjusting your keyword targeting, ad copy, and landing page design.

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Wrapping Up

By following these best practices, B2B marketers can capture high-quality enterprise leads with an optimized PPC campaign. However, it’s important to remember that PPC is just one piece of the marketing puzzle – it should be used in conjunction with other tactics, such as content marketing and social media, to create a comprehensive marketing strategy that drives growth for your business.