Pay Per Lead vs. Pay Per Click

Written by Josh Prizer

Thursday, 03 July 2008 14:19

If you are like a lot of companies dependent on client leads to keep afloat, you may be noticing a trend from some of the lead generation companies out there. Not only are the leads expensive, but they aren't as strong as they used to be. We are hearing this again and again from our clients who are shifting their budgets to crank up the stronger quality pay per click search leads.

Many lead gen firms use pay per click (PPC) search to attract their leads. Once they have a lead, they will ship it out to a variety of vendors, charging each the same fee. If you are seeing your leads get more saturated, it might be time for you to go right to the source instead of letting the middle men do that for you.

Getting into PPC advertising is not as simple as it used to be. Sure, you can set up a website with some contact info, but the competition has gotten more sophisticated in recent years. In order to really compete and push down your cost per acquisition, you've got to throttle up your effort and skills.

We always tell our clients that everything in the pay per click pipeline needs to be optimized. Let's take a look at a couple items.

Let's start with your PPC ad copy. You can certainly just place an ad and let it ride, but with the PPC algorithms placing more and more importance on Quality Scores, you need to pay close attention to your ads. If you can't conduct daily split testing on your ads because of the time and effort, then try outsourcing to a PPC management company. A good firm should be able to double or triple your click through rates.

So, why is this key? Pretty simple. Double and triple that relevant traffic and you can double and triple your leads. If you are not working on this, trust me, your competition is. It's worth the time and expense.

But don't stop there, look at your landing pages (the pages where you send your pay per click traffic). Are the contact forms too busy or too buried? Is your phone number buried? There are ton of things you can do to convert leads at a higher rate.

If you can optimize your landing pages over time, you can now take that traffic and double or triple your lead conversions. We've seen it time and time again. So, put in the effort, it is worth the time.

If jumping into the paid search engines sounds like a lot of work, it is. You can roll up your sleeves and make it pay off over time, or you can hire a turnkey PPC management company. A good PPC expert will develop expansive keyword lists, mine keywords from your competitors, conduct daily split tests on your ads, and advise you on your landing pages.

Ditching those weak, watered-down leads and going right to the source can help your business boost its results dramatically.

About the Author:

Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management company. Check out his site to discover more on improving your PPC ad campaigns and performance.

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