Google Paid Search Advertising

Online Lead System

An online lead system can be developed so small and medium sized companies can use the internet to automate their prospecting and conversion process.

Companies grow by increasing the number of potential customers, retaining customers and getting referrals. In this article, we are going to focus on getting a lead or prospect to contact your business.

Every business would like to generate leads that consist of people who have a high propensity to buy your product or service. With print ads it is sometimes difficult to target an audience. Online, targeting can be accomplished by geography, behavior and demographics by using search engine marketing.

Millions of people are searching the internet everyday and it’s possible that thousands are looking for information on your product and services. The most typical way consumers look for things is by using a search engine like Google or Yahoo. When someone types in a search query, the search engine returns the most relevant information available on the internet. The search engine companies gives businesses the chance to advertise in areas surrounding the natural search results. The paid advertisements or listings can drive a prospect to your website when they click on your ad.

PPC or pay per click advertising is one of the advertising tools that allows a business owner to pay only when a prospect likes your ad enough to click on it an get the information your are promoting. PPC ads can be placed on both the search results pages and also on targeted websites that are related to your product or service. The campaign can be managed effectively by split testing ads, website pages the prospects visit and where they appear in ad listings. Budgets can also be controlled by placing spending limits per click and per day.

Google Local Listing Advertisement

Local search listings are available for brick and mortar businesses to advertise in their local community. Both Google and Yahoo allow businesses to list their business for free in a directory based on the location and category of business. Google gives up the top of the natural search results to the local listing service, making it very attractive real estate.

When setting up your advertising campaign, it is imperative to consider what a prospect may type into the search engine if they were looking for your product or service. If your advertisement or search phrases are too broad, the ad will be ineffective and the search engine will increase the price of your advertisement. Google, the most used search engine on the planet, rates the click through rate of your ad, the quality of your website as it relates to the search term and the conversion rate on your website. If the scores remain high, Google will continue to show your ad at a lower cost.

To generate a lead, a business can provide several different methods of contact on their website. This can be accomplished by telephone, live chat, email or by having the prospect fill out a contact form. The trick to cost effective advertising is to decrease the cost of generating a lead. When a prospect clicks on your ad, the page they land on, also known as a landing page, should provide the information promised in the ad and then persuade them enough to contact your company or complete a sale.  The landing page should be optimized for the target audience and feature specific keywords or phrases for indexing by search engines. The goal of the page is to motivate the prospect to take another step – fill out a contact form, call a telephone number or make a purchase.

Turning a new lead into a sale is part of a conversion process that should be mapped out, tested and refined as part of the overall campaign. To learn more about search engine marketing and how your company can set up it’s own online lead system, contact Halo Effects, an Arizona internet marketing company.