Using Google AdWords to Capture Leads – An Explanation
Using Google AdWords to Capture Leads
Google AdWords is an advertising platform that positions ad copy at the top,
bottom, or next to, the organic search results for a given search engine query.
The placement and choice of the ads is dependent in part on a proprietary
calculation of the relevance of the search string to the ad copy.
Running a successful campaign on AdWords is all about relevance.
Click-Through Ratio (CTR) is the primary metric that determines whether or not
your ads are relevant (The % of people who are seeing your ad who click on it).
If you can learn how to maximize your CTR, you can pay a lower amount
per click, have a higher CTR, and get a higher position for a lower price.
The term “Call-To-Action” (CTA) is pretty standard in marketing; and it’s very important
when working with Google AdWords. A CTA basically tells viewers of the ad exactly
what you want them to do. And adding a CTA improves your results substantially.
Having a clear CTA is important because it moves viewers to literally take action.
Your ad copy should be keyword-rich and provide some sense of urgency. When you
combine these with a solid CTA, many viewers will be enticed to click to learn more.
In order to convert your leads once they click on your ad, the landing page has to be
right and ready. Whether you’re sending them to a page on your website, or a stand-
alone lead capture page, the success of your Google AdWords campaign is highly
dependent upon the landing page.
Having relevance between the search term, the AdWords ad, and the landing page
is critical. Otherwise, you’ll simply lose money on your campaign in the end;
AdWords campaigns can be expensive for some keyword phrases, so you definitely want
everything to be intact for the best results. Instead of trying to do it themselves, many
small business owners hire an expert who knows how to do perform keyword research,
analyze the target audience, and craft compelling ads. This way, they can get started
on the right track without risking their budget.
When it comes to generating new leads online, of course you can always work towards
getting your website pages to rank higher in the organic listings. However, this tends
to take some time.