How To Reduce Your Cost Per Lead For Your PPC Campaigns

Running a successful PPC campaign is all about finding the sweet spot between keeping your costs down and increasing the amount of quality traffic clicking through to your landing page. By filtering out traffic that is unlikely to convert, you can concentrate on targeting a more valuable audience and therefore decrease your costs. Here’s how to drive quality leads through your PPC campaigns, while keeping your cost per lead (CPL) down.

Be specific with your keywords

Although choosing broad keywords may attract a large audience to your landing page, casting a broad net means that you will be paying for traffic that is unlikely to convert. This will reduce the quality of your traffic and therefore damage your conversion rate. Try narrowing your keywords down to exactly what you have to offer your customers. By being specific with your keywords, you can attract people who are looking for exactly what your brand provides. It will increase the quality of your leads, exclude people who are unlikely to convert and therefore reduce your cost per lead.

Monitor your customers’ search queries

Find out which keywords are working for you and which ones aren’t by regularly checking your search queries. This will help you to identify not only which keywords to continue using, but also the ones to ditch. By identifying the words that your customers use while searching, you can discover new potential keywords to use and ones that you may want to add as negative keywords.

Use lots of negative keywords

Actively excluding traffic from your PPC campaign can be unnerving at first, however using negative keywords is one of the best ways to reduce your CPL. Your PPC campaign should be about providing a direct solution for your customer’s query. So if a person is searching for something that you clearly don’t offer, you shouldn’t be paying to display your ad to them. For example if a large portion of your traffic is searching the word “free” along with the product or service you provide, you may be paying more than what you need to. If you don’t provide any free product or service, it would be beneficial for you to add the word “free” as a negative keyword so that you no longer have to pay for traffic that you know is not going to convert.

Monitor and improve your quality score

To improve your quality score, it’s important to look at the relevance of your ad and the user experience of your landing page. Does your ad copy have a strong, clear and concise call to action? Is the content on your landing page relevant to your ad copy? Does your landing page provide a direct solution to your ad’s call to action? Is your landing page void of spelling or grammatical errors? If you’ve answer yes to all of these questions, then you’re on the right track!

Run A/B testing

A/B testing can take the guess work out of your ad copy development. By A/B testing your PPC ads, you can find out which keywords and call-to-actions are working best for your brand. To get the most out of your tests, try different sentence structures, for example statement vs. question, try different stop-words, punctuation and keywords.

If you would like to get more out of your PPC campaigns, talk to an expert at Flight Digital today.