How do you find information about brands or services? When looking for information you probably think, “I’ll Google it!” If that’s you, you’re not alone. We all rely on search engines to help us find information we’re looking for.
The marketing world has changed dramatically in recent years, and Google Ads is one of the platforms driving this transformation. In fact, Google Ads has become one of the best tools for lead generation. If the ads are set up properly, they have the potential to send extremely targeted leads to your website to view your services or provide lead contact information by downloading a resource.
Let’s talk through how your firm can offer a resource through Google Ads to support your lead generation strategy.
Create a Valuable Resource
Every effective Google Ad will lead interested visitors to an engaging landing page on your website. One way to make a landing page engaging is to offer a downloadable resource that your target audience would be interested in. Maybe a case study, white paper, industry insider tips or a checklist for a new process related to your niche focus area.
Offering a take-away shows your firm’s thought leadership and expertise in a certain area. It also makes a visitor feel like they found what they were looking for, or better yet, they found a firm that can help support them.
Collect Contact Information
The best part about offering a free resource is that you can ask the lead to provide contact information to receive it. When you collect contact information, make sure you require the lead to provide:
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- First Name
- Last Name
- Email Address
What other information would be important for you to know about the lead? Maybe the company they work for, their location or job title. When designing this landing page, you can make these requirements tailored to your firm’s lead generation strategy, but don’t ask for too much information right away. Each click or required field on a landing page increases the chances for someone to opt out and leave. Keep the information needed to receive the resource simple, clean and quick.
Monitor the Results
Don’t rush online advertising. It takes time to find your mojo. Until you find your rhythm and see desired results, frequently monitor your ad and landing page. You can see how many people visit the landing page, if they are downloading your resource and if visitors from your Google Ad explore other areas of your website. All of this information can be tracked through Google Analytics.
If you notice that people are not downloading your resource, you may need to make the landing page more engaging to persuade and encourage. If you want more people to visit the landing page in general, try tweaking your Google Ad to better reach your target audience.
With a little patience and an open mind, your Google Ads will become an effective lead generation tool for your firm or association.
Follow Up
Your ad is running smoothly and you’re starting to collect lead contact information when visitors are downloading your free resource. Now what?!
Reach out to these new leads in a timely manner. Send a friendly email thanking them for visiting your site and learning more about the services you provide. Offer to answer any questions they have regarding the free resource they received. Are there any other questions they have that weren’t answered? Build the relationship and learn more about them. What types of services are they looking for? How can you support them?
Set aside time to contact these new leads. Following up is a critical piece to build your business development strategy, so set firm calendar reminders to incorporate it into your routine.
Google Ads can be inexpensive and target people specifically searching for the services your organization provides. An effective ad will drive potential leads to your website. An engaging landing page and resource will position your firm as a thought leader in the industry. Follow-through builds great brand recognition and turns these potential leads into future clients. Incorporate Google Ads into your SEO and business development strategy, and be prepared to be wowed by the results.
