A very effective way to generate sales leads online is to use Google AdWords to send targeted traffic to well designed, high converting landing pages.
Virtually any business (online or offline) that depends on generating qualified, low cost sales leads should consider this powerful combination.
Well known examples include life and health insurance, home mortgages, real estate and B2B on the national level.
But even small local businesses and professionals, like lawyers and dentists, can benefit from a sales lead generation campaign using AdWords.
There are three keys to a successful Google AdWords lead generation campaign:
1. Keyword research to find targeted keyword phrases
Identifying and selecting relevant and profitable keywords are fundamental to any Google AdWords campaign. Furthermore, wasting money on the wrong keywords can eat a big hole in your budget and possibly leave you with no return on your investment. Therefore, you have to get your keywords right to attract targeted sales leads.
Most AdWords advertisers bid on the most obvious and popular keywords. As a result, they will pay more per click. In the Google keyword research tool, the term “Advertiser Competition” refers to how competitive a keyword is by how many other advertisers like you are bidding on it. “Search Volume” refers to how many searchers are using this keyword phrase in their searches.
While you don’t (and shouldn’t) have to find every possible keyword combination, you should at least start with the best ones in terms of targeting your market niche. You should avoid general or broad search terms that generate traffic but no leads.
For example, if you sell car insurance, opt for the more specific “car insurance” instead of the generic “insurance” which could also refer to “health insurance” or “life insurance”. High traffic is not your goal. You are looking for targeted sales leads at the lowest possible cost.
2. Landing page optimization
While your website might share a similar theme like insurance or B2B services, your keywords should be specific as possible such as term life insurance, or even better, term life insurance quotes in pasadena. For optimal results, a targeted landing page should be created for each major keyword group. This will improve your conversion rates and minimize your cost per sales lead.
Creating a landing page specific to your keywords instead of sending visitors to your home page makes perfect sense. AdWords visitors should be led through the sales lead generation process in a linear way that captures their important contact and qualifying information quickly.
In addition, you should split test your offers and landing page design to determine the most profitable combination. Split testing measures the effectiveness of alternative page elements such as headlines, sales copy, calls to action, images, form layout or any other page element you choose to test. The winning combination will generate the most sales leads at the lowest cost.
3. Minimize your cost per lead
While you may start your AdWords campaign with many keywords you will quickly find that most of your sales leads are generated by a small percentage of keywords (80/20 rule). You’ll want to eliminate or lower your bids for unprofitable keywords as soon as possible. How will you know which ones are profitable? Google supplies free conversion tracking code that is installed in your sales lead confirmation (thank you) page that gives you the conversion rate and cost per conversion for every keyword in your AdWords account.
In addition, you can install Google Analytics, a more advanced, free tracking code on each page of your web site. Google Analytics provides you with much more demographic information about your web visitors and it tracks all traffic sources to your site, not just AdWords.
AdWords conversion tracking and Google Analytics give you the tools you need to make smart keyword choices and bid strategies to minimize your cost per sales lead. It’s a powerful combination.