As busi­ness own­ers and entre­pre­neurs, we know that you are total­ly aware of the pow­er of online mar­ket­ing. That’s why so much time and resources are invest­ed in gain­ing new cus­tomers and main­tain­ing cur­rent ones. It is the lifeblood of your busi­ness and PPC con­ver­sion is an indi­ca­tion of meet­ing the demands of your tar­get mar­ket. When the time and resources aren’t pro­duc­ing the desired results, it’s time to revis­it how we are exe­cut­ing cur­rent online mar­ket­ing strate­gies and make the nec­es­sary changes quick­ly. Most often, busi­ness own­ers and entre­pre­neurs don’t know where to start when PPC leads aren’t con­vert­ing. We can help with this. 

What Are PPC Leads?

Con­trary to pop­u­lar belief, PPC or pay-per-click adver­tis­ing is not just for eCom­merce busi­ness­es. It is a high­ly effec­tive avenue for dri­ving leads and rev­enue for both online and brick and mor­tar busi­ness­es. There are sev­er­al types of PPC ads but the most com­mon is a paid search ad. This online adver­tis­ing mod­el requires adver­tis­ers to pay every time a cus­tomer clicks on their ad. Busi­ness­es adver­tis­ing on a partner’s web­site will pay every time a cus­tomer clicks on the ad. It can sig­nif­i­cant­ly boost sales con­ver­sions and bot­tom-line prof­it when exe­cut­ed effec­tive­ly. How­ev­er, when con­ver­sions fail, it can trans­late into lost time and resources. 

What Are PPC Leads

Why Are My PPC Leads Not Converting?

When PPC leads aren’t con­vert­ing, it can be frus­trat­ing. This is the time to slow down, inves­ti­gate, and make changes. Here are some tips on where to start adjust­ing your PPC leads for improved con­ver­sion rates: 

  • Dis­con­nect — In most com­pa­nies, sales and mar­ket­ing depart­ments don’t com­mu­ni­cate until chal­lenges arise. The com­mon under­stand­ing is that mar­ket­ing will dri­ve sales and sales are expect­ed to con­vert all leads. How­ev­er, what is often over­looked are the cru­cial miss­ing ele­ments and com­mu­ni­ca­tion that takes place dur­ing the sales cycle. Hav­ing a big pic­ture per­spec­tive of the sales cycle con­cept can help answer the fol­low­ing ques­tions when dis­con­nects happen: 
    1. What is the length of our sales cycle? 
    2. When does lead respon­si­bil­i­ty change hands from mar­ket­ing to sales? 
    3. What are the key trends among unqual­i­fied leads? 
    4. What is the length of time tak­en to con­nect with leads? 

Ask­ing these strate­gic ques­tions will help you get to the bot­tom of the dis­con­nects tak­ing place in the busi­ness as a whole. 

  • Sales cycle — Now that we’ve pre­sent­ed these ques­tions, it’s time to take a look at how long the sales cycle is and how it cur­rent­ly impacts the qual­i­ty of leads. A PPC pro­gram can be hit­ting lead goals with a client expec­ta­tion of a 30-day sales cycle. After data is col­lect­ed, it may be found that the sales cycle is 30–60 days, which is longer than expect­ed. This may impact the per­ceived qual­i­ty of sales leads if expec­ta­tions are dras­ti­cal­ly dif­fer­ent than what the data indi­cates. While this is unre­lat­ed to the PPC pro­gram, it is impor­tant to revis­it expec­ta­tions so that every­one, includ­ing mar­ket­ing and sales, is on the same page. 
  • Sales copy — A PPC ad with mil­lions of peo­ple view­ing may not trans­late to sales leads if it is direct­ed towards the wrong audi­ence. When you receive zero respons­es from a PPC ad, it means that you may not have a clear under­stand­ing of your tar­get audi­ence. When you’re guess­ing your tar­get demo­graph­ic and mak­ing assump­tions about their back­ground, you’re gam­bling with your PPC pro­gram and wast­ing valu­able time and resources. Con­nect­ing with your audi­ence is more than ad titles and descrip­tions. Devel­op­ing engag­ing con­tent requires encour­ag­ing “buy-in” and “call-to-action” oppor­tu­ni­ties for the con­sumers inter­est­ed in pur­chas­ing from you. Offer­ing 1‑week tri­als or prod­uct refunds if spec­i­fied expec­ta­tions are not met will entice new customers. 
  • Bud­get — This year has been a chal­leng­ing one for many com­pa­nies. Many unqual­i­fied leads are inter­est­ed in your prod­uct but may not have room in the cur­rent bud­get. It’s impor­tant to audit these unqual­i­fied leads and place them in a “bud­get issue” clas­si­fi­ca­tion. When the econ­o­my bounces back and bud­get is the only issue, you can revis­it these unqual­i­fied leads who may con­vert to being your best customers. 
  • Inef­fec­tive — You may be receiv­ing inef­fec­tive leads from a few high vol­ume key­words. Often, PPC lead cam­paigns may be rely­ing on a few gener­ic key­words that are gen­er­at­ing a lot of vol­ume but lit­tle sales con­ver­sion. When you’ve iden­ti­fied this, it’s time to change the key­words by ask­ing these questions: 
    1. Are the key­words too generic? 
    2. What is the pur­pose of the search? 
    3. Has the tar­get mar­ket been prop­er­ly identified?

These sim­ple changes can make a sig­nif­i­cant dif­fer­ence in a PPC lead pro­gram.  The idea is to main­tain qual­i­ty over quan­ti­ty by estab­lish­ing appro­pri­ate para­me­ters that get you the leads that matter. 

  • Fit — Not all leads will be the right fit and that’s ok. A PPC pro­gram is meant to help dri­ve traf­fic and sales but not all of it. If there have been changes in the indus­try or offer­ings, key­words should be adjust­ed to reflect these changes. There may be oth­er ways to search for your prod­uct or ser­vice offer­ings that may make a dif­fer­ence in sales con­ver­sion. Find­ing the right fit may take some minor adjust­ments and reeval­u­a­tion of your sales cycle but it is worth it. 

Why PPC Conversion Tracking Matters

One of the most ben­e­fi­cial com­po­nents of PPC lead track­ing is the abil­i­ty to keep track of cus­tomer behav­ior. Col­lect­ing this data helps you to make more informed and prof­itable deci­sions. It will also help you to iden­ti­fy which key­words and ads are work­ing and which ones are not. Being able to pause and make adjust­ments to key­word cam­paigns can save you time and mon­ey in the long run. Here are some more benefits: 

Why PPC Conversion Tracking Matters

  • Bud­get con­trol — When you start a cam­paign, you set a bud­get you can eas­i­ly make adjust­ments to. 
  • Cost sav­ing — You only pay for clicks on your cam­paign and noth­ing more. This can save you a lot of mon­ey com­pared to tra­di­tion­al mar­ket­ing methods. 
  • Track­ing and mea­sure­ment — All objec­tives and goals can be tracked through a PPC pro­gram. Hav­ing mea­sur­able results makes a dif­fer­ence when mak­ing changes or adjustments. 
  • Increased tar­get­ing — Know­ing your tar­get mar­ket is cru­cial to tak­ing full advan­tage of PPC adver­tis­ing. Your leads will be rel­e­vant and you’ll have a clear under­stand­ing of the return on your investment. 

Call Us to Help Lead PPC Conversion

The ben­e­fits of out­sourc­ing your PPC mar­ket­ing are numer­ous. We under­stand how impor­tant it is to ded­i­cate the time to ana­lyze PPC cam­paign data as part of your inte­grat­ed mar­ket­ing strat­e­gy. An out­sourced, ded­i­cat­ed team of PPC spe­cial­ists can help keep you with­in your bud­get while free­ing up time to focus on oth­er aspects of your busi­ness. We have access to all of the nec­es­sary resources and tools to devel­op an effec­tive and prof­itable cam­paign. Our effi­cient report­ing can demon­strate the lev­el of per­for­mance at any cam­paign com­plex­i­ty lev­el. We have the tech­ni­cal exper­tise to man­age PPC cam­paigns at a rapid pace while main­tain­ing accuracy. 

With over 20 years of mar­ket­ing expe­ri­ence, Rosy Strate­gies is well-posi­tioned to help small busi­ness own­ers dur­ing these chal­leng­ing times. With big firm expe­ri­ence, we deliv­er per­son­al­ized inte­grat­ed mar­ket­ing cam­paigns that ensure your orga­ni­za­tion’s mes­sage is heard clear­ly and con­sis­tent­ly. Save time and mon­ey by out­sourc­ing your PPC cam­paigns with Rosy Strategies. 

Give us a call to dis­cuss how we can help you!