How To Manage PPC Lead Gen Campaigns
The competitive world of search can be a daunting place for service-based businesses. However, knowing how to manage and set up future-proof PPC lead generation campaigns is particularly important for localised fast response service providers. Due to the nature of these services, people are usually searching using the localised key terms (i.e. ‘Plumbers SW4’ or ‘Damp Proofing Essex’) in order to find local service providers and as a result, utilising local search is crucial.
However, these types of advertisers usually have very strict CPA objectives, so to ensure the maximum profitability of a campaign, the minimum conversion rate should be around 20% – 25%. This is a very high conversion rate, so achieving this in a short period of time is a challenge.
Where Do I Start?
To start with, you will need to define the size of your PPC lead generation campaign, creating a matrix with targeted Geo areas and services. This will give you a good idea about how many campaigns you’ll need. We would advise you not to be hesitant of creating as many campaigns as you can! Ideally, you will need to create an ad group for each service, town and postcode, where you will have all of your localised terms combined with the name of the service.
A challenge is that sometimes you may find an enormous amount of PPC accounts targeting 100k+ keywords. However, it is worth going that extra mile by setting up a very granulated campaign, as you will be more likely to see very high conversion rates and a significant volume of leads being generated from long tail geo-targeting keywords.
Maximising Lead Generation Campaigns
Utilise The Lead Funnel
The first leads for any campaign will enter what is commonly referred to as the “Lead Funnel”, where they will work themselves down until they become a conversion. The main objective is making sure your ideas and concepts enter this funnel so you are able to maximise your campaign.
By using PPC campaigns, you will be constantly filling this funnel, which means you will appear instantly within page one of Google’s listings. This will give you prime exposure over any competitors which will significantly increase the likelihood that people will visit your website and, ultimately, make purchases.
One of the best ways of enhancing any PPC led campaign is to have ad extensions in place. They are far more compelling in comparison to copy-only text ads and will entice searchers to learn more about the services or products you have on offer.
You will be handed far more space within search listings to give you a greater opportunity of spreading brand awareness and conveying important messages that will help lure customers into using your website. In many cases such as localised ads, you will need to have extensions switched on in order to appear at all, making this a crucial part of PPC-led campaigns.
You also need to ensure that you have a clean and dynamic landing page that will have a strong impact when people arrive. Unless the page is clearly laid out and has an efficient loading time, you will not make sufficient leads from your website. There needs to be clear and concise calls to action that indicate relevant phone numbers and any contact pages needed to get in touch with someone working in your business.
It’s also worth considering that there’s much more on offer than Google. A lot of people are now starting to turn to Bing for their PPC campaigns since the search engine now covers around 20% of the market share. This means bidding on Bing ads could give you a much broader audience.
So, How Do I Future-Proof My Campaign?
Below are some tips that will help you build a future-proof PPC campaign for fast response services:
- Spend time conducting in-depth keyword research to identify the most searched keywords. Then begin to form additional keywords, by adding targeted areas followed with the names of the towns, cities, counties and relevant postcodes. For emergency services, do not forget to include words such as ‘24 hours’, ‘out of hours’, ‘247’, ‘emergency’, ‘fast response’, etc. If you are targeting London, then keywords with postcodes work very well, so it is worth considering setting up individual ad groups for each postcode and town in your targeted location.
- Setup predefined negative keyword lists to stop future wastage. Some of the obvious words can be the names of locations that you do not serve.
- Set the location options to ‘People in my targeted location’, to stop the wastage from people who are not in your area of interest.
- Always create at least two individual text ads for each “services + location” type of keyword per ad group. Maintain very high relevancy between keywords and text ads to warrant the highest quality score possible.
- Set the call extension to display the “Call” button on your mobile ads. You can expect around 10%-15% of all calls to be generated directly from adverts.
- Set ‘call-only’ adverts to appear on mobile devices.
- Setup the individual landing pages for each of the services and locations. Dynamically generated pages will work very well, as long as you highlight the name of the area within the landing page.
- Setup website call tracking. There are two options available here, either standard Google website call tracking or third-party call tracking software (Response Tap, Infinity, etc.). Google website call tracking is a very basic solution and simply does a job of attributing website calls to keywords responsible for the call. You won’t be able to see the specific phone numbers, choose the phone number extension or export your call conversion data to Google Analytics.
- Ensure you have the maximum visibility on mobile devices and consider setting up a default increase by 10%-20% for mobiles on all campaigns.
- Setup an ad schedule to maintain your bids for the busiest and slowest period of the day.
For more information regarding how to benefit from a comprehensive PPC strategy, don’t hesitate to contact us, today.