I want more leads, you want more leads – everyone wants more leads! Taking care of your existing customers is a solid strategy, but you can’t rely on them to completely fuel the growth of your business; you MUST attract new leads. One of the most effective ways to fill the top of your funnel is to use pay-per-click (PPC) advertising to attract prospective customers – but how do you do that? In this brand new webinar, Larry Kim and MacStrat Principal Brad MacMillan will divulge: - Why PPC is so effective for generating leads - How to optimize your PPC campaigns for lead generation - Strategies to grow your database of leads - Actionable tips for improving your lead-gen performance _________________________________________________________ For more information about WordStream, visit www.wordstream.com.

1. How to Grow PPC
Into the Ultimate
Lead Gen Machine
Brought to you by:
www.wordstream.com/learn
Webinar
Brad McMillen
Principal, Mac Strat
@bradmcmillen
Larry Kim
Founder & CTO, WordStream
@larrykim

2. #PPCLeadGen
www.wordstream.com/learn
Want to get smart in paid search?

3. JOIN THE CONVERSATION
#PPCLeadGen
@WordStream
@bradmcmillen
@larrykim
#PPCLeadGen

4.  How to successfully use PPC for lead generation?
 How to create ad copy to get the clicks and score more
leads?
 Which AdWords extensions are most effective for lead
gen?
 How to efficiently use Mobile for lead gen?
 Why you MUST answer the phone!
 What to measure and how to do it?
Today’s Agenda
#PPCLeadGen

5. Brad McMillen
 Principal, Mac Strat
 10+ years in PPC, SEO, copywriting
 Google Partner, former Yahoo!
 @bradmcmillen
Meet The Experts
Larry Kim
 Founder & CTO, WordStream
 Leader of the Quality Score
Rebellion
 @larrykim
#PPCLeadGen

6. #PPCLeadGen
Let’s learn a little about you….

7. Live Poll Question
1. How much do you rely on PPC for Lead Gen?
• 0-25%
• 26-50%
• 51-75%
• 76-100%
• Want to use it, unsure how to effectively use
2. What other channels are you currently using to generate
leads?
• Print advertising
• Email Marketing
• Social Media
• Content Marketing
• No other channels
#PPCLeadGen

8. Who should use PPC for Lead Gen:
#PPCLeadGen

9. Who should use PPC for Lead Gen:
Types of companies that use PPC for lead gen:
• Financial services
• Insurance
• Business-to-business software
Characterized by:
• Tell us more about yourself
• Try us out
• Qualifying leads
• Long sales cycles
• Price quotes
#PPCLeadGen

10. The Goal: Start a Dialogue
#PPCLeadGen

11. The Goal: Start a Dialogue
Start the conversation to get prospects to share
information:
• Begin a dialogue with prospects
• Get vital information:
• Name
• Email Address
• Phone Number
• Company Name
• Job Title
• Utilize your CRM to stay in touch
• Convert over time, sales might not happen
immediately
#PPCLeadGen

12. Ad click with PPC
Enter the funnel—landing
page, info exchange
Conversion—good fit, sign me
up!
The Funnel:
Source: http://www.ednetinsight.com/files/article%20images/Funnel2point0.jpg
#PPCLeadGen

13. Start With Ad Copy
Ads must demonstrate an offer and
more information needed. An
information exchange will occur
CTAs:
• Sign up
• Get more information
• Download our guide
• Attend our free webinar
• Get a free quote today
#PPCLeadGen

14. Copy & CTAs In The Wild
Ads and CTAs are not
about buying insurance.
Rather, they are about
getting a quote or finding
a plan.
The visitor must become a
lead, then an information
exchange takes place
(state, driving record,
type of car, coverage
desired).
#PPCLeadGen

15. Callouts & Sitelinks
Callouts and Sitelinks put
lead gen on steroids.
Benefits, quick links to
actions, offers…
#PPCLeadGen

16. Mobile Pages
#PPCLeadGen

17. Speaking Of Mobile…
Mobile ads make it easy for click-to-call
interaction
Once the lead calls, you enter it into your
CRM and continue the marketing process…
#PPCLeadGen

18. Call Tracking
#PPCLeadGen

19. Call Tracking
#PPCLeadGen

20. Landing Pages Are Where Gold Comes
From
“If a good PPC account
isn’t converting, in
99% of cases the
landing page is the
problem.”
— Brad Geddes, Author,
“Advanced Google
AdWords”
#PPCLeadGen

21. Lead Gen Landing Pages
Slim, trim, and focused.
NO distractions & NO browsing!
#PPCLeadGen

22. Focused Landing Pages
• No navigation.
• Benefits statements only.
• The first step is to input your zip code or call
#PPCLeadGen

23. Focused Landing Pages
No navigation. Tell us where you are or call us
#PPCLeadGen

24. Focused Landing Pages
• Very few fields to
fill in = increased
response
• Simple bullet point
list of benefits
• Testimonial and
short client list
• Free offer in
exchange for
information
• Trust & credibility
proof
#PPCLeadGen

25. CRM & Marketing Automation
• Invest in a solid CRM (customer relationship
management) software to manage leads and
market to them regularly
• A CRM allows you to record who contacted you,
what they were interested in, and what happened
• Classify leads and plan regular contact with them
to close sales
• Many providers exist, including Infusionsoft and
Salesforce
#PPCLeadGen

26. Metrics
• Focus on a “new” KPI (key performance
indicator): Cost Per Lead
[Overall cost of PPC campaign / number of
leads = CPL]
• CPL tells you how much you’re paying for
your leads, which will drive your decision-
making process
#PPCLeadGen

27. The Landing Page Grader
Get your FREE report: www.wordstream.com/landing-page
• Find out how your
landing page conversion
rate compares to
industry benchmarks.
• Find out how relevant
your landing page
content is, based on
spend.
• Make sure your landing
pages follow PPC best
practices.
• See if your landing page
forms are optimized for
conversions.
• Find out whether your
PPC landing pages are
optimized for mobile.

28. 50% of SMB’s aren’t
tracking conversions
#PPCLeadGen

29. Lots of leads come from phone calls…
 Service industry leads
 Emergency service leads
 High end product sales
If you have a phone number on your website, you should
track the calls you get!
#PPCLeadGen

30. WordStream Call Tracking
24 hrs
#PPCLeadGen

31. WordStream Call Tracking
#PPCLeadGen

32. Special Offers
1. Free 1-on-1 AdWords Assessment with
AdWords Certified Professional
2. Personalized Demo of WordStream
3. I don’t need any help with my PPC right
now
*Looking to outsource landing page copy?
Connect with Brad- brad@macstrat.com
#PPCLeadGen

33. Thank You!
Brought to you by:
www.wordstream.com/learn
Webinar
Benchmark your AdWords account for free
today!
www.wordstream.com/google-adwords
Questions? 855.967.3787
Brad’s Marketing + Copywriting Services
www.macstrat.com
Brad McMillen
Principal, Mac Strat
@bradmcmillen
Larry Kim
Founder & CTO, WordStream
@larrykim