Using PPC Campaigns for Generating Leads

PPC Campaigns can be a great way to generate leads for yourself as a freelancer. If you haven’t already tried a campaign or two, you should throw $20 or $30 into the pot and get your feet wet - who knows, you might land a good sized project with that amount!

Targeted. The great thing about PPC campaigns, of course, is that you can target exactly the type of potential customer you want to. You can choose to only show your ad in a certain city if you are only looking for local business. And more importantly, you can target your ad in a way that only the people you want to click will click. And…you only pay when they click! It’s pretty awesome - I had some great results with the small amount of PPC stuff I did, and I’m surprised I don’t do more really.

One newbie mistake I made on my very first campaign was that I figured - well it should say “low cost” or something with Free in the title like “Free Consultation”. It’s funny all the ideas about marketing and advertising that get stuck in our heads somehow. So, I did a couple ads with this kind of wording, and guess what? I got people looking for free and cheap web development services. Who’d have thunk it? Since I don’t and didn’t at the time shoot for the bottom of the barrel in terms of pricing, the leads I got were not good leads at all and nothing panned out.

So the next round of ads I put the price right there in the ad. I had something along the lines of “$2K for Community Website”. So only someone who already understands the relative cost for a community website is even going to click on the ad! And you don’t have to even pay for the low-end people.

Custom landing page. Your landing page is extremely important. This is the page that people get to when they click on your ad. It amazes me how especially larger brands advertise some special offer and take you right to their main home page. You are completely lost, can’t even find the initial offer you clicked about. They are clearly implementing PPC without putting much thought at all into it.

I would recommend that every campaign you run should have a custom landing page. If you want to advertise your design services for starter websites, make a specific landing page. Wordpress programming - custom landing page. Try to find something specific you want to target and go for that. Also - a good idea to have an audio clip on your page to increase conversion rates. Video could work as well but if you’re going to do it, I’d recommend you make it professional looking, which can take some investment in video equipment.

I hope your PPC campaigns are successful! Look forward to hearing some good feedback or any questions/concerns.

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