The Definitive Guide to Lead Generation
TABLE OF CONTENTS Part One: Introduction to Lead Generation Chapter One: What is Lead Generation and Why is it Important? Chapter Two: How Has Lead Generation Evolved? Chapter Three: Defining a Lead Part Two: Lead Generation Tactics Chapter Four: Content Marketing and Blogging Chapter Five: Website and SEO Chapter Six: Landing Pages Chapter Seven: Social Media and Lead Generation Chapter Eight: Email Marketing Chapter Nine: Paid Programs Chapter Ten: Telephone-Based Lead Generation Chapter Eleven: Middle-of-Funnel Lead Generation Part Three: Optimize and Measure Your Lead Generation Chapter Twelve: Testing and Optimization Chapter Thirteen: Metrics Chapter Fourteen: Lead Generation Technology Conclusion: Lead the Way! Appendix: References
TABLE OF CONTENTS
Part One: Introduction to Lead Generation
Chapter One: What is Lead Generation and Why is it Important?
Chapter Two: How Has Lead Generation Evolved?
Chapter Three: Defining a Lead
Part Two: Lead Generation Tactics
Chapter Four: Content Marketing and Blogging
Chapter Five: Website and SEO
Chapter Six: Landing Pages
Chapter Seven: Social Media and Lead Generation
Chapter Eight: Email Marketing
Chapter Nine: Paid Programs
Chapter Ten: Telephone-Based Lead Generation
Chapter Eleven: Middle-of-Funnel Lead Generation
Part Three: Optimize and Measure Your Lead Generation
Chapter Twelve: Testing and Optimization
Chapter Thirteen: Metrics
Chapter Fourteen: Lead Generation Technology
Conclusion: Lead the Way!
Appendix: References
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CHAPTER NINE: PAID PROGRAMS<br />
PAY-PER-CLICK (PPC) SEARCH ADS<br />
With pay-per-click advertisements, your ad is placed as a “sponsored result” on the <strong>to</strong>p of search engine<br />
results, and you pay for each received click. You can tailor your PPC ads <strong>to</strong> appear when specific search terms<br />
are entered, creating highly targeted ads.<br />
PPC ads allow you <strong>to</strong> limit how<br />
much you’ll spend, and unlike<br />
traditional advertising, you can<br />
adjust your copy or CTA<br />
within hours.<br />
PPC Keywords<br />
<strong>The</strong> keywords you choose for your<br />
PPC campaigns should be close <strong>to</strong><br />
your <strong>to</strong>p SEO keywords, but you’ll<br />
probably have more. Some<br />
companies have hundreds of PPC<br />
keywords, depending on their<br />
business and goals. As with your<br />
SEO keywords, you can use<br />
Google’s Keyword Planner <strong>to</strong> help<br />
you brains<strong>to</strong>rm and research<br />
keyword popularity.<br />
PPC ads purchased by SAS, tableau, and Marke<strong>to</strong> for the search term “how can I track marketing analytics?”<br />
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