Small businesses in particular must first be able to justify high costs, even such important expenses as marketing and advertising.
The annual marketing budget is not a bottomless pit and so a careful decision must be made when selecting advertising strategies and channels.
With modern advertising approaches, the question often arises as to whether pay-per-click (PPC) or pay-per-lead (PPL) is more successful for generating new leads.
Let me help you decide: You can use both methods… at the same time!
PPC PPL affiliate marketing
Now the cat is out of the bag: you don’t have to spend all night trying to decide which lead generation method to use.
In fact, many software vendors that work with Gartner Digital Markets (which consists of Capterra , GetApp , and Software Advice ) use both PPL and PPC programs, running multiple campaigns in both systems simultaneously.
However, with both models there are some aspects that software providers need to be aware of before launching a comprehensive campaign.
In this article, we'll explain the basics of both advertising options, as well as some prerequisites that should be met before you begin.
PPC and PPL advertising in detail
PPC and PPL advertising each have different requirements, but also different benefits. Let's take a closer look at these to make sure you have everything together before you start your campaign.
advertising with PPC
One of the biggest advantages of PPC is that you can launch a campaign in minutes and generate leads right away. But as tempting as this quick win may be, the website must also be able to convert the traffic at a similar rate.
Your website doesn't have a call to action or an online form? Adjust the page accordingly before you start your first PPC campaign.
Furthermore, the following elements should be present for a successful PPC campaign:
An optimized website or landing pages
Tracking tools for conversions and recommendations
A clearly defined target market
A clearly defined sales process
Create optimized websites and landing pages
Don't worry if you don't know how to create an online form and you don't have a web designer on hand. There are a variety of
tools for the optimization of websites and landing pages where you can get help.
It's not that difficult to create a landing page that is at least moderately optimized. However, you must set it up before starting a PPC campaign. Without a landing page, your potential customers have nowhere to store their contact information, which means your sales team can't get in touch with them afterwards. So without a landing page, a sale is impossible.
tracking campaigns
Tracking or monitoring PPC campaigns is actually quite easy with the right tools. Unfortunately, many providers do not monitor their paid traffic and therefore do not know whether their campaigns are even worthwhile.
There are hundreds of tools for web analytics or campaign management , with Google iran telegram data Analytics probably being the most popular (and free) choice.
What is your target market?
When starting a new PPC campaign, it's important to know your market. Often, keywords are set that are too expensive or too broad for the desired target audience.
PPC is great for niche markets, but only if the campaign is specifically targeting people in that niche. So you want to stay away from expensive clicks outside of your target market (and outside of your budget).
Collecting leads is all well and good, but ultimately you want to get your product in front of these potential buyers.
Your PPC campaign should generate hundreds of leads through the right channels, but if it doesn't have a thoughtful sales process behind it that assigns leads to the right person or team, qualifies them, and contacts them immediately, you're wasting your money.
A CRM software or similar tool helps your team organize a pipeline and lets them consolidate the leads from your successful advertising campaigns in one place.
Advertising with PPL
Pay per lead is a great choice for most software companies. Through PPL channels, they subscribe to a service and thus buy individual leads in one way or another.