How to Rock a Lead Generation Campaign in Paid Advertising

A lead generation campaign is the process of capturing and replicating interest in a service or product to generate potential customers. In this instance, we’re talking about generating inbound leads using paid advertising.

Define the Strategic Basics

Strategy encompasses any marketing strategy in which a business targets potential clients based on their preferences, intents, or previous interactions. 

Strategies for paid advertising include paid search marketing, social media ads, banner ads, and ad retargeting. In this phase, you’ll need to consider your platform, objectives, and budget.

1. Define Your Buyer Persona

A buyer persona is a fictional representation of your ideal client. Before you can make a sale, you need to know who you're marketing to and selling to, as a quality audience generates qualified leads.

2. Find Out in Which Marketing Channels are Your Potential Customers

You don’t need to concentrate on every new channel. Instead, you should concentrate on the correct channels to enhance your company's growth. 

By utilizing professional demographic data, you can target the right people based on their job title, company, industry, and more. Matched audiences are sets of custom targeting options for retargeting website visitors, contacting contacts, and creating account-based marketing campaigns.

3. Understand the Buyer Journey of Your Potential Customers

The buyer's journey could be defined as "the customer's path to purchase," during which they examine a problem, identify potential solutions, and then choose one of them. 

Understanding this is vital, as it allows you to understand the kinds of queries they might have when searching for a solution to the issue you're trying to solve. If you know what your personas are looking for at each phase of the buyer's journey, you can create content that is more tailored to their demands.

Create Content and Resources to Support Your Campaign

Modernizing how you manage content is key to creating a better brand experience. 

When you streamline your content operations, every piece of content becomes more effective for your brand, and your brand's cornerstone is content. 

The way you format that content has an impact on how it is delivered to customers. A modern digital content strategy requires an agile content platform that combines material and supports consistency, creativity, and speed to market.

1. Landing Pages Dedicated to Lead Generation

A landing page is a standalone web page built for the purpose of promoting or publicizing your paid advertising campaign. It's the location where a visitor "lands" after clicking on a pay-per-click (PPC) ad. 

Typically, successful PPC landing pages have only one targeted campaign goal or aim, known as a Call to Action.

2. Downloadable Resources

Providing valuable downloadable content on your website is a good method to get new leads for your company. Examples of downloadable resources are eBooks, white papers, infographics, and coupons. Which one you select will be dependent on your target audience.

3. Provide Answers and Solutions to Your Potential Customers

There are three stages in the customer-decision process:

1. Awareness 
2. Consideration 
3. Decision 

The customer will require answers to different questions at each stage as they get closer to making a buying decision. 

It's vital that you create content offers that offer appropriate answers at all stages of the buyer's journey, for if the customer feels pressured or doesn’t get the information they need, they may search elsewhere.

Optimize Your Campaigns

You can achieve significant success in digital marketing if you test and optimize your campaigns on a regular basis. Good paid advertising is never quite finished -- you always want to try to make it better.

You can improve the quality of your leads and obtain a greater return on marketing efforts by asking the correct questions at every stage of the buyer's journey.

1. Create Specific Ads for Specific Contents

By producing different advertising spots for the different content you create, your site will provide a more-personalized user experience without requiring you to invest a lot of time or money in establishing completely separate websites, web pages, or systems. 

2. Refer to a Pain or Need and Provide a Solution Related to Your Product or Service

A customer could be in any of the following phases on their way to making a purchase:

• Unaware
• Provider Aware
• Pain/Problem Aware
• Solution Aware

Customers today have more information at their fingertips than ever before, allowing them to compare your company and the services or goods you provide to those of your competitors. This means you have an opportunity to earn their trust before they consider your competition.

Then, you can later pitch yourself as the solution to their problem when they are ready to make a purchase, as long as you can build their confidence early on. 

3. Bid Attending To Success Metrics (CPA, ROAS, Conversions/sales)

Automated ad bidding is one of the most powerful tools accessible to digital marketers today. You can now take advantage of its full potential, thanks to machine learning. Using automated ad bidding, you may increase the visibility of your campaigns on the internet.

Automated ad bidding solutions often include two key items:

• Cost-Per-Action (CPA) - Bids for traffic that is most likely to convert are targeted with CPA bids.
• Return on Ad Spend (ROAS) - Targeted ROAS is a technique of optimizing for conversions, but it's focused on your final return rather than CPA.