How to Grow PPC

Into the Ultimate

Lead Gen Machine

Brought to you by:

www.wordstream.com/learn

Webinar

Brad McMillenPrincipal, Mac Strat

@bradmcmillen

Larry KimFounder & CTO, WordStream@larrykim

#PPCLeadGen

www.wordstream.com/learn

Want to get smart in paid search?

JOIN THE CONVERSATION

#PPCLeadGen

@WordStream

@bradmcmillen

@larrykim

#PPCLeadGen

How to successfully use PPC for lead generation?

How to create ad copy to get the clicks and score more

leads?

Which AdWords extensions are most effective for lead

gen?

How to efficiently use Mobile for lead gen?

Why you MUST answer the phone!

What to measure and how to do it?

Today’s Agenda

#PPCLeadGen

Brad McMillen Principal, Mac Strat

10+ years in PPC, SEO, copywriting

Google Partner, former Yahoo!

@bradmcmillen

Meet The Experts

Larry Kim Founder & CTO, WordStream

Leader of the Quality Score Rebellion

@larrykim

#PPCLeadGen

#PPCLeadGen

Let’s learn a little about you….

Live Poll Question

1. How much do you rely on PPC for Lead Gen?

• 0-25%

• 26-50%

• 51-75%

• 76-100%

• Want to use it, unsure how to effectively use

2. What other channels are you currently using to generate

leads?

• Print advertising

• Email Marketing

• Social Media

• Content Marketing

• No other channels

#PPCLeadGen

Who should use PPC for Lead Gen:

#PPCLeadGen

Who should use PPC for Lead Gen:

Types of companies that use PPC for lead gen:

• Financial services

• Insurance

• Business-to-business software

Characterized by:

• Tell us more about yourself

• Try us out

• Qualifying leads

• Long sales cycles

• Price quotes

#PPCLeadGen

The Goal: Start a Dialogue

#PPCLeadGen

The Goal: Start a Dialogue

Start the conversation to get prospects to share

information:

• Begin a dialogue with prospects

• Get vital information:

• Name

• Email Address

• Phone Number

• Company Name

• Job Title

• Utilize your CRM to stay in touch

• Convert over time, sales might not happen

immediately

#PPCLeadGen

Ad click with PPC

Enter the funnel—landing

page, info exchange

Conversion—good fit, sign me

up!

The Funnel:

Source: http://www.ednetinsight.com/files/article%20images/Funnel2point0.jpg

#PPCLeadGen

Start With Ad Copy

Ads must demonstrate an offer and more information needed. An information exchange will occur

CTAs:

• Sign up

• Get more information

• Download our guide

• Attend our free webinar

• Get a free quote today

#PPCLeadGen

Copy & CTAs In The Wild

Ads and CTAs are not

about buying insurance.

Rather, they are about

getting a quote or finding

a plan.

The visitor must become a

lead, then an information

exchange takes place

(state, driving record,

type of car, coverage

desired).

#PPCLeadGen

Callouts & Sitelinks

Callouts and Sitelinks put

lead gen on steroids.

Benefits, quick links to

actions, offers…

#PPCLeadGen

Mobile Pages

#PPCLeadGen

Speaking Of Mobile…

Mobile ads make it easy for click-to-call

interaction

Once the lead calls, you enter it into your

CRM and continue the marketing process…

#PPCLeadGen

Call Tracking

#PPCLeadGen

Call Tracking

#PPCLeadGen

Landing Pages Are Where Gold Comes From

“If a good PPC account

isn’t converting, in

99% of cases the

landing page is the

problem.”

— Brad Geddes, Author,

“Advanced Google

AdWords”

#PPCLeadGen

Lead Gen Landing Pages

Slim, trim, and focused.

NO distractions & NO browsing!

#PPCLeadGen

Focused Landing Pages

• No navigation.

• Benefits statements only.

• The first step is to input your zip code or call

#PPCLeadGen

Focused Landing Pages

No navigation. Tell us where you are or call us

#PPCLeadGen

Focused Landing Pages

• Very few fields to

fill in = increased

response

• Simple bullet point

list of benefits

• Testimonial and

short client list

• Free offer in

exchange for

information

• Trust & credibility

proof

#PPCLeadGen

CRM & Marketing Automation• Invest in a solid CRM (customer relationship

management) software to manage leads and

market to them regularly

• A CRM allows you to record who contacted you,

what they were interested in, and what happened

• Classify leads and plan regular contact with them

to close sales

• Many providers exist, including Infusionsoft and

Salesforce

#PPCLeadGen

Metrics

• Focus on a “new” KPI (key performance

indicator): Cost Per Lead

[Overall cost of PPC campaign / number of

leads = CPL]

• CPL tells you how much you’re paying for

your leads, which will drive your decision-

making process

#PPCLeadGen

The Landing Page Grader

Get your FREE report: www.wordstream.com/landing-page

• Find out how your

landing page conversion

rate compares to

industry benchmarks.

• Find out how relevant

your landing page

content is, based on

spend.

• Make sure your landing

pages follow PPC best

practices.

• See if your landing page

forms are optimized for

conversions.

• Find out whether your

PPC landing pages are

optimized for mobile.

50% of SMB’s aren’t

tracking conversions

#PPCLeadGen

Lots of leads come from phone calls…

Service industry leads

Emergency service leads

High end product sales

If you have a phone number on your website, you should

track the calls you get!

#PPCLeadGen

WordStream Call Tracking

24 hrs

#PPCLeadGen

WordStream Call Tracking

#PPCLeadGen

Special Offers

1. Free 1-on-1 AdWords Assessment with

AdWords Certified Professional

2. Personalized Demo of WordStream

3. I don’t need any help with my PPC right

now

*Looking to outsource landing page copy? Connect with Brad- brad@macstrat.com

#PPCLeadGen

Thank You!

Brought to you by:

www.wordstream.com/learn

Webinar

Benchmark your AdWords account for free

today!

www.wordstream.com/google-adwords

Questions? 855.967.3787

Brad’s Marketing + Copywriting Services

www.macstrat.com

Brad McMillenPrincipal, Mac Strat

@bradmcmillen

Larry KimFounder & CTO, WordStream@larrykim