When is your business ready for PPC?
So you want to start pay-per-click advertising? Great! But, the question is: “Is your business ready for pay-per-click advertising?” Today we’re going to talk about 3 questions you need to ask yourself before you start with PPC advertising. I’m Adam Arkfeld, owner of ParaCore, a pay-per-click lead generation agency. PPC advertising is different from normal advertising. If you’re working on referrals and organic growth, you probably already have a certain way of handling inbound leads. But, with PPC, you need more structure and a clear process. There are three things you need to consider before you start PPC advertising: First, are you capitalizing on all of your warm leads? Warm leads are inbound prospects who find you through personal connections, like networking events, referrals from current customers, or partner relationships. These leads are the easiest to convert. If you have warm inbound leads that you can’t handle or aren’t closing, don’t do PPC yet. Nurture these leads until you max them out and only run PPC when you want to grow faster than your organic warm leads allow. Warm leads have a higher conversion rate and are free, so make sure you maximize this lead source first! Second, are you operationally ready to handle an increase in leads? Warm leads are usually more forgiving with missed calls or delayed email responses. But when you pay for leads, you want to make sure you can capture them right away. They often don’t leave messages and they might hire someone else if it takes you a few days to get back to them. Referrals will wait for you because there’s already some trust established, but PPC leads won’t. So before you start PPC advertising, make sure that you can handle and process incoming leads right away. If there’s a very high volume of leads coming in, setting up an automated system is important to ensure you don’t miss any leads. Third, are you prepared to handle cold leads? Not only should you be able to handle the increase in leads, like we just discussed, you should also be ready to handle a different type of lead, the so-called cold leads. Cold leads are different from warm leads and often have to go through more steps in the sales funnel before they become your customer. You might need a modified sales cycle with the right incentives and modified sales collateral to get them to convert. You might also want to set up call tracking to ensure customer service is handled correctly. PPC advertising is a great way to get more leads in, but you have to make sure your business is ready first. Otherwise, you’ll waste money and it may seem the paid marketing isn’t effective. It might actually be that your business is not ready. Make sure you have a plan and structure in place so you don’t miss those leads you’re paying for. If you enjoyed this video, make sure to subscribe to our YouTube channel. We’re going to be creating a lot more videos just like this, for marketers just like you.