EP219 - PPC for Lead Gen, What is working, What is not working

0:01 Hello, and welcome to this week's episode of the PPC, chat Roundup. And today's episode, we have Julie taken us on another great topic that we are going to be talking about PPC, for lead-gen, what's working and what's not. And I think this is a really nice one because you know everything can be focused on e-commerce and you know, revenue and return an ad spend. But sometimes a lot of the times lead gen is also an important part of a journey and trying to, you know what? That quality. Is and driving clicks. The right clicks does going to lead to a quality, you know form fill or quality person calling through, you know because the actually the moment of actually generating the revenue cannot be on the site.

0:45 If for someone like myself who also you know there's always trying to push for subscribers. This kind of this kind of strategy is going to be really great for me knowing that I like the best strategy for lead gen because I have a newsletter and yeah I tried to do a lead gen camp. Pain on Facebook especially wonder why they were going to go into the territory of Facebook because I wasn't able to join unfortunate because it was back-to-back meetings earlier on today. But anyway excited to hear what the experts have to say. Because yeah, this is going to be brand new to me and it is, it is going to be for you. So, yeah, hope you enjoy and hope we enjoy together.

1:29 Hello and a warm, welcome to this episode of the PPC chat round up a podcast where I round up the Twitter discussion that happens on Tuesdays at 5 p.m. GMT or 5 p.m. BST at the moment. The British summer time. Yeah, I'm your host annual. And I'm recording from my lovely Studio here in London UK. And I use this platform to share, not just expert, but also my tidy has and considered best practices about paid media and the direction, the digital industry is going in. The direction is ever evolving to update by Google per month. Something always to discuss. So yeah. So if you want to get up to date with that. If you want to keep up to date with my tips and tricks in the industry, and get the latest on the podcast that has been called your go to if you don't make it to the PPC chat live discussions and even if you do then like, follow share and retweets on, that's Twitter with my handle, the marketing on you, or join us on our LinkedIn group.

2:24 PPC, chat, Roundup, or if you're on Instagram, why don't you check us out, at PPC, chat underscore Round Up to get quotes and Snippets from our previous episodes. So we have Julie bikini again leading us on another great topic. As I mentioned earlier on, we're going to be talking about PPC for lead gen and yeah. What working? What's not working? And also seeing the card types of lead, Jen's going to be seen What our clients are working on, whether how many of them are working on lead-gen, that's or definitely going to decide who joins today and who's going to be lacking. Before we get into the questions. I'm going to mention like Julie's, PSA, which is before we get to questions, this chat is intended for PPC, Professionals of all levels. So if you have something you want to share, please, do we are a friendly and supportive Community. Please don't be afraid to participate. Lurkers and podcast listeners.

3:18 Of course, of course, always He's welcome to. Yes. Thank you for joining us today. I'll quickly do a roll call of you know who we haven't got Julie advice because yeah, she--of course, she welcomes us and says hello to everybody. Julie advice joins us, Lawrence chases. Well as a mallee, Fowler Curt Hennig de as well and Diana Alina as well. Joins us and Harrison Jay Happ champs-elysees went to and Chantal a Ashton Clark, one of my new favorites are meaner Farid and love to see how because she's part of our women in PPC group, and for all the women listening on this podcast, please join our women in PPC slack if you want to know how just DM me, I would be happy to share that link with you as low as well as Glenn Smith Lake smartly joining us today as well. So yeah, let's get into question one. Julie asks if you are doing PPC for lead-gen for what industry or Industries are you currently advertising? Yeah we then have a card hanniger responding to in currently Lon.

4:20 Just Industries property management and yeah Molly goes this chat Is My Jam. She does Health Services HVAC trauma scene, clean-up, dumpster rental, window-washing dentists and Coring and drilling Concrete Plus more. I can't immediately recall. Those are some very like random out there Industries. I glove are in this chant because you realize how many Industries and how many loads of different kind of local companies and local. Businesses will need paid search and its really nice to see the kind of local services that also used paid search because why not their customers on Google Diana. Lee knows will response question one saying I currently do in-house PPC for a SAS Julie goes education. And what I'll put under the umbrella of Business Services on my lead gen clients.

5:11 Right now, Julie advice goes not much at all. We track rebate, forms likely, Jen, but it's not used in the same way. And Lead would be put into CRM and acted on. She continues in the past. I've used it for travel Harrison, Jay. Happ responsive, I'm currently doing lead-gen. Work in healthcare Finance, construction, B2B software, landscaping, and Commercial Furniture. Just realized. I'm all over the place. Yes, you are America's best way to be a bit more recession, pandemic world, and world event proof. That's a great Point. Harrison goes, I worked for an agency. That was overwhelming. Real estate prior. To 2007-2008.

5:52 They almost got wiped out when the economy crashed? Yes. So, don't put all your eggs in one industry basket. I think is what they're trying to say, which I totally agree with. Lawrence Chase goes, yes, medical is my biggest one. But also travel Auto and property malygos. Hello, personalized advertising in health care policy? Yes, Lawrence girls. And whether hospital or even Dental, there are lots of rules. A lot of Veterinary companies are also very Active about privacy even without the same rules and they act and clock as well. Response saying, currently managing clients across a pretty wide range of Industries, including Financial Services construction, real estate and commercial food and beverage, Sean, any response, A Little Bit of Everything, Medical cause conferences, medical calls, and conferences.

6:42 I need to have a chat about the conference's one. I am going to be listening to this chat, very intently, especially with Sean's answer. Has Miley read. I read that as one thing Medical Care conferences. So ambulance events, no Sean goes strictly, ambulance and help mobile conferences. Very nice, very nice indeed. I remain a response in technology industry, providing business tech services, and solutions like application, development, security, intelligent, automation, Etc. We are now diving into account based marketing and need to generate lead based on ABM. Strategy. Glen response to question once and currently technology and be to be manufactured goods. Julie then takes us on to question 2 saying, which advertising platforms are you currently using for your lead gen PPC, does it vary At All by industry performance? On the platforms will be the next question. Roscoe's, our Max spent is with Google but we are spreading out on almost all channels.

7:44 Glenn response saying LinkedIn is a platform that's common to all, but one of our clients in past there's always Has been a bit of Twitter Cora for lead gen Coral. Yeah. Nice I've heard really good things about Korra for B2B. Yeah, Jay goes, I sometimes feel like Korra is some kind of weird best-kept, CPC secret. If you want to reach the people who bring the options to the people who make the decisions Cora should be in your mix. You want to reach the people who bring the options to the people who make the decisions Cora should be in your mix, shouts out to JD Potter for getting me into Coral. Yeah, JT Is to be like a proper one of the account, managers at quora, and he's talked about the best ways to do it.

8:26 So, yeah, I'm sure he still has some tips as well. So, yeah, we have then. Oh, yeah, we've given you a question to. So, if you're Logan, then response to question one saying to SAS a flooring company on a solicitor, but mainly SAS, Julia voice response to question 2 as well only, of course, mainly Google, Microsoft metal, properties, and lots of awareness media. Cloud goes, do you personally work on On all those platforms or is that what your team works on and delivers goes? Yeah, what a great question. My team works on these but I'm in there quite a bit. I do leave the TV and billboard buying so, the experts though card goes. Interesting. Yeah. And Julia goes there's too many programs for me to do everything but I do. I do need to keep my platform knowledge up. Delegation is a skillet short is cut goes. I always find it.

9:16 Good to know, at least a bit about other platforms even offline gives fantastic. Text delegation is indeed a skill Universe goes, right? Very helpful to know that The Tick-Tock Pinterest LinkedIn platform looks like, even if you're mainly in a different medium and then we have Curt Hennig a respondents question to saying, good old Google ads, Microsoft ads. I'll throw in YouTube as well even though it's part of the Google app platform. And then we have fashion clock responded, to question to say, mainly using Google ads with some Microsoft advertising and Linkedin ads mixed in as well, doesn't vary as much. By industry, always down to test a new platform, but mostly depends on if the client has enough budget and it's in our scope of work Julius well, so response to question 2, saying, I'm heavily in Google ads with some Microsoft ads at the moment, always working to expand being talking LinkedIn, Twitter and Cora for a while. But getting green light is slow right now. Oh yeah.

10:15 Microsoft ads. How soon I forget, Julie, go. Sadly, that could probably be there. Hag lighthouse in I forget Lord calling in everybody glamorous. Phones are made a response in Google search and Linkedin the Diana Elena response. I do advertise on Google ads where most of the budget is spent followed by LinkedIn. Instagram pic Bing Pinterest, Twitter Tick-Tock and capped era in the recent past we also used to advertise on quora and Reddit but due to low performance we decided to pose ads Harrison goes 0 cap. Interesting, do you see results there? I've never tried that, but I do have a client in the software World down ago.

10:57 We invest very few dollars. Have dust volume of leads is low as well but depending on the month we see up to 10 trials hair at decent cost, you can give it a try and also start slow and see how that goes for your brand. So figures agreed. We see low volumes that we aren't spending a huge amount so we can't complain too much. There seems to be more Competition on the recently though and Reserve prices have increased so CPA is steadily Rising. That sounds interesting. I might have to do that and I malygos we are response question to saying Google ads with a hit of Microsoft ads. In terms of non-paid, there's a lot of push for SEO and content as well. Lawrence taste response saying Omni for life, under in response to question 2, there is no one channel really anymore. We try and test them all and put the dough. Dollars where we see the best returns LinkedIn, Google, Microsoft and meta.

11:55 All the big ones though. Roscoe's, if you don't test and are not agile and Nimble, you are done and dusted in this industry, change and learning other only constants that we have. And we have yeah, malagant continue Hans question to saying generally, do not do other platforms with my clients, especially not matter with the budget or Industries. I work with Sheila on early response to question twos. As I say, I am excited for his answer. Considering he does events varies by industries by have campaigned on Google Bing YouTube, LinkedIn, and Facebook, I'm thinking of doing some boosting campaigns for my conference and they are boosting like the events got. So yeah, that I've pushed it up, Jude 20, September 29th. We've got the next event at the shot, the tallest building in London, 15 pounds of tickets.

12:44 The cheapest you will find for any event. Anyway, I digress. We then have Circle again responding to question 2 saying for SAS clients. It's usually both Google and Microsoft. It's a specific platform such as capture and G2 added to my mix to trust, which it who is the CEO of victress agency based out in Sheffield who are sponsoring PVC live UK for the second event at the show. I'm so excited. She goes. Yeah, yeah. So if he goes M, also covers LinkedIn for a lot of our SAS client to save and continue For our nonce, ask lines. They mainly stick to Google ads and Facebook and then Rush then goes on to answer, question Tuesday.

13:27 And our Max band is with Google but we are spread out on almost all channels. Then Julie takes us on to question 3 saying, which platforms are having the most success for your lead gen PPC. Efforts currently Is this different from where you have found success in the past. I mean a response always been Google search when compared to LinkedIn but this Does not mean Google ads. Does a good job for B2B advertisers LinkedIn. Needs to be needs to up its game by positioning the platform as a problem. Solver for B2B pain points than just hiring a recruiting Julie response. We have talked about, we have talked before about how much opportunity opportunity, there is for LinkedIn and then continue to very slow rolling. Slowly rolling things out.

14:16 It's a bit baffling. I mean it goes. I know when I talk to Family and friends, who are decision makers in B2B space, they go to Google to find solutions to their be any problems. The perception is your high on LinkedIn. That platform should become perfect for B2B because because of the Sue relevant information on the company. And we have digital Sam. I am responding to question 2 saying really runs the gamut primarily Google search and Linkedin, but I had a ton of success recently with metal lead forms. Go figure. Figure in the Health Care Plus recruiting space Metal. He's forms. How interesting a malygos how's the quality of those leads?

14:58 I remember a few years ago, they were just total crap. So I'm goes roughly 3 and 10 are qualified but we're averaging a CPL of around 18 dollars over the past two months. So a CP quality, lead of $54 is very reasonable. Just more legwork on the clients and in terms of Outreach, he continues of the I do we schedule interviews with one plus we hire one in five of the scheduled interviews. So we're looking at a cost per hire of nine hundred and four dollars, which is one-tenth the recruiter or agency fee. We'd pay. That's a way to look at it relative, it's all about relative to what else you'd pay out there and compared to what you'd pay for a recruiter?

15:43 Yeah, that is a very good cost per hire. And then, we have a mallee responded to question three saying, depending on your definition of success go. Google search, if we are looking at least quality and volume, although I found across the board with Target CPA. These days, my cpcs are becoming almost unmanageable. So I've gone back to Max clicks on occasion with hot weather and have Rush responding to question. Three, seen success has a very different definition for us. Our success may not be a success for our platforms and may not translate to success. For our users, we have positive reviews and experiences. People come from such and targeted, look-alike, social or display audiences.

16:27 And then, we have shown earlier responding to question. 3 saying, Google being a LinkedIn. Depends on ad. Type leads ads, have been good recently, typically do the best in terms of CPA, but Google always has the upper hand. In terms of volume Facebook has been terrible recently. I don't want to hear that. I feel it's the was going to be my easy go to. But yeah maybe not you device. Wants to question a three going such as definitely it for us. But again, awareness media will get people searching outside of Google and Microsoft. Twitter does quite well for B2B leads and Instagram did very well in terms of travel leads. Interesting, so if it goes on to answer question 3, as well as in Google, has always been the best converter.

17:12 But Microsoft has been quickly, gaining much more traction over the past six to eight months. I'm glad to see this shift for our As the conversions are typically much cheaper and have a higher lead to sail rate, Curt Hennig a response to question. Three seeing Google ads as it's the quickest and most efficient to scale with multi-location. Lead generation, Ashton clogged response, question 3, as well as in Google ads has consistently been the top performer for several years now, Microsoft has done well to especially in terms of CPA because it's generally generally less expensive than Google LinkedIn. Is a mixed bag, but remarketing has been best.

17:54 Interesting, there is Chase response. Question 3 seeing very tough one, as it seems to vary quite a bit with the right creative, it really can be any platform. Google still has the best. The if you are looking for Volume Plus quality of leads, the other platforms, just kind of skill like Google can today and then yeah IM Aly response to question 3, seeing lots of my clients offer emergency services. So part of the Is getting people to know who they want to call in an emergency before the emergency while capturing others during their emergent search. And then we have Harrison Jap responding to Jay Happ even responding to question three saying, most of the success I'm seen in lead-gen right now is on Google ads.

18:39 The other platforms work well here and there, but most don't hold up against Google ants. And we have Julie responded to question 3 as well as in Google ads has been a bit all over. The place for the lead gen accounts. I work on over the past year. It has the most volume, so it ends up being the top source of PPC leads, Microsoft when it hits is great too when it hits, if it hits a. Yeah, that's always the question of their Diana than response to question 3, saying I see the most success referring to leads generated and cost per leads on Google ads more specifically on display and Discovery remarketing search even on performance Max. The least on video and we have another answer to question. Three from Julie going worth mentioning here, that search Google and Microsoft are capturing demand people only see search ads, when they sensually ask for them, other networks networks, not same Dynamic.

19:37 So criteria should be different in terms of success. Absolutely true. That's a good way of putting it. So, if you're looking goes, if I have a one dollar for every time I had to remind the clients do this again worth mentioning here, that's Search are capturing demand people only see search ads when they essentially ask a for them so it's needs to be something that they already searching for but so basically paid search does not create demand. Dinah continues another on to question 3, saying next, best performing channel for our SAS is Instagram in the past, remarketing on this platform, rocked for us. Now we barely see the same performance but we have to get good performance there on very static ads and unreal with interest related. Getting she continues.

20:22 LinkedIn also performs great for us, especially on retargeting, and for Gathering leads on the fourth and fifth place, our Bing. And surprisingly or not Pinterest, Julie goes, we could have a whole chat about the Myriad of ways. How clients dropped the ball with their leads? And this is yeah, when Julie invited said, hey teen, do we likely Jan ads with the form? Built-in, are we all using Salesforce or is it low enough volume that we just manually pull the forms out? Out of the platform regularly malygos, I don't like them because my clients generally generally don't do the legwork on the other side to answer them fast enough to make them convert and then you actually goes how many times declined to drop the ball. Am I goes?

21:04 And yet when leads drop it, somehow always ppc's fault. I said to a client the other day how do you know it is? These leads that are lower quality and they couldn't answer because they don't know for sure. Delivers girls have I got a program for you will pour a drink. One day and I'll take you through it. We need to have that on a woman. In people see chat. Anyway, civilian goes, there is a massive problem for us, but we do try and work with our clients to have them fed back on lead to sail rates week on week. There's much room for improvement Heather but it's a tricky one. When you're not in house Miley goes in this case, I don't even know that it's dropping the ball for me because they are typically small business owners without a sales team out in the field.

21:50 And so yeah continue conversation goes there but that is a bit of a tangent Army nothing answers question, 3 saying always been Google search when compared to LinkedIn, but this does not mean Google as does a good job for B2B advertisers LinkedIn. Needs to up its game by positioning the platform as a problem. Solver for B2B pain points than just hiring and recruiting. Yes. So yes sir. That's a repeated answer worth mentioning. I'm not going to repeat the replies to that and we then Julie take notes on to question. Forcing, what is your biggest challenge in lead gen PPC? Right now has it changed in the last six to 12 months and I'm Ali goes one acronym, CPC Rush goes not a challenge as it is constant.

22:36 Pull and push that is the nature of the job but sometimes people do not have the patience to let time became mature. The lead is frustrating as hell, and he continues. Don't even get me started on those. Haha, that is a huge problem. Problem, every morning, I wake up and lay in bed thinking, what new hell got Unleashed on the marketer. I mean a response in the long road from lead-gen to sales and none of the app platforms. Cookie policy attribution, zigzag customer journey, and Company CRM, segmentation and proper tagging give credit to our hard work. This has not changed in the last 12 months. 12, we have been managing responded. Question forcing lead quality with the expansion of match types and smart bidding it An ongoing challenge to ensure lead, quality remains High correspond, same P Max, reading the performance, Max tea, leaves and aroused question.

23:30 For a cigar cigarette spawns, the in its inability to get lead. Nurturing data from the client or inability to understand how leads are converted into sales and also lack of control on ADD assets. It's frustrating when there's no understanding of what combinations of our essays are getting me. My results are essays. Duty Goes On, Are such a data black hole. Yeah, Google need to do better with that, delivers response, conversion, volume, these hugely smart algorithms cannot deal with less than 30 a month. That's not how leads work, Julie, response to question, forcing Automation and machine learning struggles with low conversion, volume campaigns or account it just does yes.

24:13 So much this Harrison goes as well and then we have to feel again responded to question. Forcing for SAS. I'd say to the anchor. In competition while it's to be expected. As the industry continues to grow rapidly clients who have been advertising for a while struggle to be okay with the increase in CPC and CPA and she continues, they wanted the good old days back and see the increases as being issues with the account or management and nothing to do with the entire auction process or platform changes. Julie goes. This is a great Point too. I think clients sometimes just don't think that another brand. Could be pushing heavily into search advertising. For example, they can be quite rigid in their competitive competition ideas.

24:58 So if your response, absolutely, especially when it comes to keeping up with the New Kids on the Block Tony's re response, VC, VC, and their hockey stick requirements for growth. Tend to over invest in ads drives up prices. Slashed noise for the rest of the market. Julie goes, we could do a whole chat on that topic 2. So an area as well, goes down response to question. Forcing cpcs they are up or seem to be up on every platform. So clients are paying more for every lead. Rush goes, what's your take on volume versus quality, poor quality at lower CBC or good quality at high CPC. Sean goes all about quality even clients that only care about CPA. I try to get them to take the quality side. Under consideration, Roscoe's, quality and quantity are quantity are such a delicate mix. I never knew How crazy lead Jen's is until I got knee-deep into it.

25:53 Julie goes that is really the root of it. All, finding a high volume of quality. Leads way easier said than done, I didn't think it can be done. Rush goes. I didn't just get my salt and pepper. Look, lead-gen, gave it to me. Might me trying to be funny. Jesus Christ. I should stop trying to be funny and we get to our last question of the day. Julie asked takes us on to question five asking, have you tried anything new lately, or You wanting to try anything new for your lead gen. PPC accounts Diner response to question. Five saying we plan on testing DV 360 and Spotify in the next quarter. Ashton clock, responds saying performance, Max is the main one, we're seeing good results for b2c lead gen client. So I'm intrigued about testing in other accounts. Now, also leaning into more campaign or ad group consolidation to account for the changes in matching Ashton continues.

26:50 We've also seen good results on Spotify for an e-commerce client. So I would love to be able to test podcast targeting for B2B and lead a Jen. And then, gradually takes us on answers. Question 5, saying, I'd love to do some typos. Some type of video advertising for my lead gen clients. I'm not holding my breath, though. Again, I'd love to do some type of video advertising for my lead gen clients, but I'm not holding my breath, though. I'd be happy if they got get. Onto or back on to other platforms beside just search at this point. So, if you Logan goes one of my goals for the remainder of 2022 is to run a video campaign for one of my sass clients.

27:31 The issue comes to the resources, it takes to create a great asset and they are unlikely to instantly generate a lead. That's not what my clients want to hear, pulling goes. I think our plan that includes videos, sometimes something like product, demo videos, like various custom audiences and then remarked it. It to those who watch the video. Glenn response to a question fighting with coaxing them. One by one to try short videos Harrison Jay Happ response to question five saying not testing anything major at the moment because there have been so many changes in Google, considering running some P Max test for lead gen and I've heard a lot of bad stories there.

28:13 Yeah, and England goes, I know Lee Jen's not the largest advertising segment props to Julie for being Standard bearer of this so it gets some air time. So yeah Angela goes, thank you. It's my jam. So I love when we get to talk about it. Yeah there's loads of different industries that you know that outside retail, their loads of companies are outside the big retail. The big, you know, we can do this, went on shopping, we can do this on display and pmax that need attention as well. They know their customers are on Google but finding it hard to do that connect. So I'm really happy for this chat. That as well. And yes, with looking also mentions about, you know, getting some video for some of her clients just thought I'd end on that.

28:58 So yeah, I'm also thinking we had a great recording of PPC live over the first one. So yeah, I think I'll probably do some a video ad from that ring would contact someone on Fiverr to help me with that anyway. So I hope you've taken some great takeaways about this chat, but if you want to talk more about, you know, PPC and PC lead gen campaigns and your, you have Very interesting. Forced to share with us what you missed the Twitter chat. Why don't you join us on Thursday at 5:00 p.m. BST but British summer time, which is 12 p.m. eastern time where we'll be continuing this chat on Twitter spaces. Again led by Julie for any feedback about the podcast or even, maybe some correction and anything that has been shared.

29:42 Do you get in touch with me on Twitter? My DM's are open, on the handle, at the marketing, a new or on LinkedIn. We had. Do you have a PC Chat Roundup podcast group there. So, yeah, you know, I would love to have you if you want to join us and share your thoughts about PPC, Legion forms or anything else, it also be great for any of my long-standing members, 20 brand new listings who have been listening for more than 30 seconds to leave a review or a rating on Spotify, especially Wilson Apple, they'll be great to see which link that you can get to. You can go to link tree.com /p P c-- chat on the score round up, so that's Tre e.com, /p P c-- chat underscore Roundup. And yeah, but I also want to mention that September 29th. We've got the PPC live second event in the tallest building in London, in The Shard on the 22nd floor. It's going to be in fantastic view, but more so amazing talks from Crystal Carter of wakes from your good friend of mine, Chris Ridley of evoluted, who works in A shuffled. We got a first time speaker, Veronica room or and I'm sure she's going to be killing it on her topic about what it really means to be data forward.

31:01 Data-driven even data for data driven. Anyway, enough of the chatter, but yeah, please. Yeah. Do you consider getting a ticket for September 29th for the second PPC, live UK? Just go to T.L why /p P c-- live at UK. SE PT 22. And finally remember for your campaigns or businesses to run smoothly. There's a lot of hard work hard work needed beneath the surface. So keep us one's kicking by and speak to you next week.