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Pay Per Lead Services Versus Pay Per Click Advertising

by: JoshPrizer
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If you feel like you are spinning your wheels with the same poor quality leads from your lead generation service, you're not alone. In the past few years we've heard from more and more of our clients that the quality leads they used to get from their lead gen services are becoming worse and worse. More people are shifting their budgets to pay per click search where the quality remains strong.

A lot of lead generation companies are using pay per click search to gather their leads. They will then mark up the cost it took to acquire them, or they will send them to multiple vendors and the quality to you is often poor. If this is your problem, maybe it's time you skip the middle man and go straight to the source.

Getting into PPC advertising is not as simple as it used to be. Sure, you can set up a website with some contact info, but the competition has gotten more sophisticated in recent years. In order to really compete and push down your cost per acquisition, you've got to throttle up your effort and skills.

One thing we continually preach to clients is the importance of fine tuning every aspect of your online lead pipeline.

The first place to begin is with your pay per click ad copy. It's fairly easy to place an ad and launch it. However, the pay per click engines are putting more emphasis than ever on "Quality" algorithms. If you are unable to make the daily effort to test your ad copy, you are going to fall behind those that do. A good PPC management company will run daily split tests for their clients. This is who you are up against more and more these days -- experts who double and triple the click through rates of their clients' ads.

Maybe that doesn't sound important, but it is. Doubling and tripling your quality traffic can do the same for your number of leads. And, it can lower your costs per click in the process.

But this is just one place to focus your efforts. Take a look at the destination urls -- the landing pages where you send visitors. Are you using a contact form? How simple is your contact form? Is your phone number too small? There are always a variety of items you can optimize and test to increase conversions.

Fine tuning your landing pages will lower your cost per lead. We've seen small changes double conversions and drop your costs per lead in half. So, tinkering is well worth the effort.

If you don't know where to start when it comes to Pay Per Click search, hire a PPC management company. They will develop keyword lists, find keywords from your competition, advise you on some ideas for your landing pages and conduct those daily split tests.

So, consider getting rid of the saturated lead gen services and heading for the source. The results can be dramatic.

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About the Author

Josh Prizer is a Senior Account Executive and AdWords Expert for Zero Company Performance Marketing, a ppc management company. Visit his site to learn more details on how to improve your PPC advertising accounts and results.  

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