How to generate leads for your business with paid search
TLDR: Write well, budget smart, collect data, adapt
Paid search is an invaluable tool for businesses looking to generate leads. It combines precision, compelling content, and optimization to capture high-intent users. If you’re ready to tap into the power of paid search, here’s a no-nonsense guide to help you get started and succeed.
1. Define your goals and target audience
Before you dive into the world of paid search, you need a clear roadmap. Define your goals and target audience with SMART criteria (Specific, Measurable, Achievable, Realistic, Timely). Know how many leads you want and who you’re trying to reach. Don’t cast a wide net; instead, focus on relevant search terms and buyer personas.
Pro tip: Google the keywords your audience would search. If there are more than two advertisers, you’re in the right zone. Sign up for SEMRush to see the cost per click (CPC) and calculate your return on investment (ROI).
2. Choose your keywords and match types
Keywords are the cornerstone of your paid search campaign. Do thorough keyword research using tools like Google Keyword Planner, SEMrush, or Moz. Choose keywords based on search volume, competition, and CPC. But don’t go overboard with branded terms — you’ll only waste your budget.
Pro tip: Don’t underestimate long-tail keywords. They can have high conversion rates when used as exact matches.
3. Create compelling ad copy and landing pages
Once you have your keywords, it’s time to craft ad copy that grabs your audience’s attention. Make sure your ad copy includes the main keyword, a value proposition, a call to action, and relevant extensions. Your landing pages should complement your ad copy and offer a seamless user experience. Align your copy with what your audience is searching for.
Pro tip: Your landing pages should be optimized for speed, mobile-friendliness, and conversion rate. Match what the audience is looking for with the right keywords.
4. Set your budget and bids
Your budget and bids determine your campaign’s success. Set a daily or monthly budget and bid per click. You can choose manual or automated bidding, but remember, AI is ahead of you. Be willing to invest upfront.
Pro Tip: Keep an eye on your impression share to determine how much more you need to spend to capitalize on demand.
5. Track and measure your results
The final step is to track and measure your results. Use tools like Google Analytics and Google Ads to monitor KPIs like clicks, conversions, and ROI. Review and report your results regularly to make data-driven decisions to optimize your campaigns.
Pro Tip: Leverage multi-channel funnels and the model comparison tool in Google Analytics to see how other marketing channels may be affecting your search performance.
In the world of paid search, success is all about focus, data-driven decisions and adaptation. By following these steps, you can confidently dive into paid search and start generating leads for your business. Remember, in the digital realm, you have the tools to see what’s working — and that’s a superpower in marketing.
