Competition for real estate within search engine results is fierce. Search engines are where most consumers and business go first to research products and services they are looking to purchase. It can be difficult and time consuming to earn top organic rankings, and in many cases it’s impossible due to the competition. That’s why so many marketing teams turn to PPC advertising to supplement their lead generation – it’s an instant way to gain top position in the SERPs and drive leads.
However, many sales and marketing executives will agree that the leads PPC generate are often poor quality or difficult to close. And 61% of B2B marketers say generating high-quality leads is the biggest challenge they face in regards to lead generation (B2B Technology Marketing Community). Below are two strategies that will guarantee you drive high quality leads from PPC.
Focus Your PPC Strategy on Mobile and Optimize for Calls
According to a study by Marin, mobile devices will drive 50% of all paid search clicks by the end of 2015. Focusing your PPC strategy on converting mobile visitors is key to generating high quality leads, and this means considering the easiest path to conversion for mobile visitors.
Since 70% of mobile searchers will call a business directly from Google Search, it’s important to optimize your ads and landing pages to drive calls .
Below are a few ways to optimize your PPC campaigns to drive mobile conversions:
1> Ensure the landing pages you drive PPC clicks to are optimized for mobile (responsive or mobile-friendly pages)
2> Take advantage of campaign extensions – in particular Google call extensions, which drive hundreds of millions of calls each month to businesses