Digital marketing consist of different strategies, isn’t it? There are different tactics by which you can generate leads. There are two ways in which you can generate traffic to your website. On is the organic way and the other is an inorganic one.
Interested to know what these two ways are?
Organic basically means traffic generated from organic search which only comes from search engine results.
Inorganic also commonly termed as PPC (Pay Per Click) is the traffic that is generated when someone clicks on an ad you paid for. You can set how much you want to pay on the ad you are displaying.
Now, the point behind explaining these terms is just to clear the concept that Cost Per Lead is related to PPC. Cost Per Lead is a metric used to measure how cost-effective your marketing campaigns are. And also to determine if it is working fine to generate new leads to further grow the sales. The Cost Per Lead matric refines the data to use in your return on marketing investment calculation.
What is the role of Cost Per Lead?
It is a matrix that ensures the most bang for your buck. It represents the amount of money an advertiser spends acquiring a new lead. CPL represents your team’s ability to deliver targeted high-quality ads that drive tangible results for your business. CPL can be considered in other marketing activities rather than typically paid advertising. But in this blog, I have focused on CPL in the context of Paid Google Ads.
Remember it’s not necessary that keeping your CPL high is the only way to generate new leads. In this blog, I will let you know some of the longer-term strategies you can employ to keep your CPL as low as possible and still boost your ROI (return on investment) acquiring new, high-quality leads for your sales team.
Here are some of the proven ways you can use:
Review your ads
Sometimes thing could be that your ads itself are not good enough. But that’s ok. If not the first time there is always a second chance. A general tip could be to always run two ads simultaneously so that you can perform a test and see which one is performing better. Running an ad performance report will help you analyze the ads and the landing page performance. In certain cases the problem might be with the landing page bond to it, the text performs well but the landing page does not. In this case, place the ad text with a better performing landing page. That will help you generate more conversions from a lower CPL. Along with this make sure you place your keywords in the ad text as well as the landing page will help you improve ad relevance boosting your quality score.
Landing Page optimization.
As I said before, sometimes the ad text may be good but the landing page fails. So what you need to do is optimize your landing page as they are great resources to gather information on potential customers. Low conversion rates will, however, affect your overall CPL. So, here are some things you need to implement while creating a landing page:
- Make sure you have a submission form on your landing page that is clear enough and well placed to be visible enough. Make sure it is easily findable.
- The submission form that you have implemented should consist of bare minimum questions like – name, email address, and phone number.
- Keep the word count low. It is pointless explaining your company history rather than the product. Make sure your landing page is clear and not confusing.
Stop spending on lower performing keywords and lower bids
Analyze the keywords you are bidding on. Look if they are really worth spending money on and segregate the list of keywords to be bid once again after analyzing. Bid only on the keywords are driving conversions and eliminate the ones that are not. A simple yet effective trick could try switching to long-tail keywords.
Lower keyword bid if you find a keyword is converting, at a lower CPL still at the high position than lower the bid to save some money. You can also lower bid on keywords that are being clicked but not getting converted.
Improve the quality and relevance of your ads
Your CPL will end up decreasing if you serve it to the people who are least bothered about the content being advertised. To get value from the money you are spending on traffic make sure your landing page is optimized for conversions. If you think it is optimized cross-check it by showing it to someone and making them identify what your landing page is offering within 10 sec. If then can tell go ahead if not you still need to work upon the optimization.
Similarly, relevance place an important role. The more relevant your keyword is, the more reflective of what your prospects are actually searching for. Make use of accurate and long-tail keywords. Apply the formula ‘targeting one single keyword per ad group’.
Improve your quality score
The primary matrix that determine your quality score are:
- Ad relevance
- Landing page relevance
Improving the user experience will help you a lot to improve upon your quality score. Better user experience on your landing page, increase in click-through-rates (CTR), and relevance to the ad you show your targeted audience will all contribute to improved quality score which will lead to reduced Cost Per Lead.
Utilize ad extensions
Ad extensions can improve the performance of your ads which improves overall ad rank, which means higher positioning. Choose the best ad extensions suitable for your ad, it may be call extension, call out extension, location extension, message extension, structured snippet extension, review extension and so on. So, higher positioning will reduce the Cost Per Lead.
Integrate negative keywords
Time to cut off on unqualified traffic by adding negative keywords. The time we segregate upon the keywords we want to target also make sure to do research on the negative keywords. Review the negative keywords to be sure you have not restricted potential qualified traffic. By integrating negative keywords you make sure:
- You eliminate the potential for irrelevant searches.
- Show your ads to people who are most likely to click through.
- Reduce overall cost
As you can see there are a lot of tactics you can apply to reduce the Cost Per Lead in Google Adwords make use of it. Take some time, implement and see the change in results. As you continue to optimize and iterate on your strategies you will definitely see the changes.
I hope you will benefit from this blog and if you would like some more additional tips and consulting regarding Google Ads feel free to contact us. Reach out to us today at www.digitalzeromile.com