PPC Lead Generation: Reach LMS Software Buyers And Maximize Your ROI Using Custom Marketing Content

Lead Generation Becomes More Targeted With PPC

Advertising on the right niche PPC platform will make your brand visible to the right LMS software buyers. However, simply becoming visible does not pay the bills. You need to sell. Or, in this case, your business listing in eLearning Industry's directory needs to sell. In our experience, there are certain elements of a business directory listing that make PPC lead generation successful. CTAs and user reviews are two key factors. While they both have a major influence on the success of your PPC campaign, there are a few other elements of a business listing that also have a significant effect on the Return On Investment (ROI) of your PPC dollars. That said, creating a professional-looking business directory listing that speaks the language of conversion is not a difficult task.

Content marketing ideas are crucial tools that drive more conversions, get your brand new leads, promote your brand across various marketing channels, and spread the word. No wonder it is something that cannot and must not be overlooked. Similarly, the content that goes into making your PPC campaigns is crucial, too. In fact, here are more insights on how custom marketing content contracts lead to PPC advantages for your campaigns.

From compelling content and strong CTAs to strategic bidding and clear pricing, this guide explores how to optimize every element of your PPC listing on eLearning Industry to attract qualified leads and increase conversions.

Don't have a listing yet? Here's how to be featured in our niche-specific PPC directories.

In This Guide, You Will Find...

• 4 Reasons Why Custom Content Marketing Boosts Conversion Rates And Brings Down CPL
• Choosing The Right CTA For PPC Lead Generation
• PPC Click-Through Rates Per Position
• Report Discrepancies
• Increase ROI With Crisp, Concise, And Thoughtfully Written Ad Copy
• Visuals Are The Key For PPC Lead Generation
• Exhaustive Information Of The Product
• Transparent Pricing
• Deciding On The Right Bid Amount
• 3 General Bidding Mistakes That Most Marketers Make
• 4 Bid Management Goals For PPC Lead Generation

4 Reasons Why Custom Content Marketing Boosts Conversion Rates And Brings Down CPL

Over the last decade, the world of internet marketing has become increasingly saturated. Brands offering products or services in the same niche are finding it difficult to get the right customers, and marketing efforts are not yielding the expected results. And then, the situation is worse in the case of online learning. LMS vendors are dealing with increased competition each day, and attracting interested LMS software buyers is getting harder by the hour. What's the solution? For starters, here are the 4 ways in which custom B2B content marketing strategies can help eLearning businesses stand out.

• Places You Higher In The SERPs

One of the most common and most desirable benefits of having a custom content marketing strategy is SEO. As you or the agency that you hire work toward creating custom content for your brand, your LMS software buyers will start relating to it on a different level altogether. This will show in your traffic analytics in the form of dwell time and bounce rate. And all search engines reward low bounce rates and high dwell times with better search rankings. Also, if you keep the general ranking factors in mind while creating your content, your rankings will improve.

• Establishes Your Brand's Authority

Content that is educational and helpful to an audience pays off by establishing brand authority. If LMS software buyers or a part of them have been struggling looking for a solution to a common problem and you come up with the solution, your audience will always look up to your brand. They may seek answers to more questions. They may go through your website and other content pieces, and they might even sign up for your newsletter. Clearly, content isn't the king for nothing.

• Works For Your Brand Awareness

Quality content shows the world what your brand is and how it can be useful for its prospects. Every time a prospect looks for something relating to your industry and your brand's name appears, you gain brownie points for the brand awareness that you just earned. And then, even for your brand awareness campaigns, you'll need marketing content that is spot on. So, save yourself the day and work for it.

• Attract More Clicks With Better Text Copies

It's a known fact that better titles attract more clicks. The questions where the ball drops are: "What kind of titles work best?" and "How can I create better titles?" Well, thankfully, we have answers. Speaking of what a better title means, it's simply a title that intrigues the reader
and compels them to click through. For coming up with such titles, you may have to brainstorm. And to improve your good titles, you can even invest in iterative testing. Try to make sure that the catch-phrase/hook of your title occurs in the first or the last three words. That's where most eyes reach first.

Choosing The Right CTA For PPC Lead Generation

Free trials, in general, tend to convert 20% more than demo CTAs. Therefore, it's one of the most effective lead generation techniques. Limiting your free trial to 14 days, along with having no credit card requirement, will bring you more conversions, and it is more than enough for a potential buyer to get a solid sense of your offering. With eLearning customers having plenty of choices, LMS vendors need a way to give potential LMS software buyers a good understanding of what their product is capable of. A free trial with no payment obligations puts the buyer's mind at ease while they use the product before deciding to commit to a particular vendor. Since an LMS software will be used extensively by the client, it only makes sense for LMS vendors to offer free trials that give a sneak peek of how the product will help their purpose.

PPC Click-Through Rates Per Position

Depending on your ad's search result position, your clicks will vary. For example, if you are in the first two positions, you are likely to receive a little over 20%. However, if you rank in the fifth position, this percentage drops way low, to 7.88%.

Report Discrepancies

There will be times when clicks appearing on our platform will be more or fewer than on your Google Analytics reports. This happens for the following reasons:

• We charge (and report) unique daily clicks. Therefore, if someone clicks on your LMS directory listing 5 times within a day in 30-minute intervals, we will report one click, but your Analytics will report 5 sessions.
• We are also adding UTM tags so you can track the traffic we bring to your website inside your Analytics. Those UTM tags appear on the URL of your website's landing page. If this URL is shared with other people, it will appear as additional traffic on Analytics, but it won't appear or get charged on our platform.
• There's also a small chance that after a visitor clicks on your listing button to get redirected to your website, they will close the browser tab before the page fully loads. This might lead to a lost visit on Analytics.

Generally speaking, clicks on your Analytics should be more than the clicks reported on our platform. Being part of a niche-related list is major, but being featured at the top of a directory listing is even more important.

Increase ROI With Crisp, Concise, And Thoughtfully Written Ad Copy

Many advertisers make the mistake of creating a salesy copy in hopes of boosting PPC lead generation numbers and conversions. However, it is important to understand that being too much of a salesman may put off your prospects. We are all bombarded with so many marketing messages every day that most of us simply phase them out and avoid thinking about them. Visitors on the eLearning Industry platform are, in most cases, looking for specific products with specific features. We advise our vendors to understand this and use the information to guide the copy of their landing page.

Got a unique feature? Mention it in the copy. Does your product solve a particular problem? Let your ad copy reflect that. Is your product designed for a specific industry? Be upfront about it. An informative ad copy that highlights the salient features of your product will do better than a vague one that is only designed to sell and will help you generate high-quality business leads.

Visuals Are The Key For PPC Lead Generation

Product listing directories on the eLearning platform have the option of adding images and videos along with the rest of the information about the product. We have added this feature to our platform for two reasons:

• Images (in the form of screenshots and infographics) and videos help vendors showcase their product in its full glory. It is easier to highlight the most impressive features while showing the product in action.
• Similarly, watching videos and looking at screenshots helps prospects understand the product before they make the purchase decision. They can better gauge the usability and relevance of a product by looking at screenshots and videos of how the product functions.

Both of these reasons ultimately boil down to avoiding miscommunication and confusion between a vendor and a prospect. When prospects make an informed decision, they turn into happy LMS software buyers.

Exhaustive Information Of The Product

This one is a commonly overlooked aspect of business directory listings. While most listings feature videos, reviews, and action-oriented CTAs, some of the information about the listing, especially in the Overview section, is often overlooked. On eLearning Industry's directory listing platform, you can benefit immensely by using this section. It is important to understand that the Overview section is one of the first things a user goes through when they land on a directory listing page. This is where a user expects to find out if a particular product specializes in their industry, about how it can be deployed, or if it fulfils their specific requirement of compliance or employee training.

Not having access to this information doesn't just confuse the user, it also affects the impression your product will make on them. So, take this into consideration and don't forget to add this information on your directory product listing page.

Transparent Pricing

In many cases, LMS vendors choose to go for the "contact us for a quote" message when it comes to disclosing the price of their product. We advise against doing so. Being upfront about your pricing with a potential LMS software buyer will help save time. A prospect can simply look at the pricing information and decide whether the product fits their budget. If it doesn't, they can move on to find one that does. Similarly, if a potential LMS software buyer contacts a vendor for a quote and doesn't purchase the product because it turned out to be more expensive than their expectation, the vendor's time is wasted. Sure, there are customizable plans for some products that require the prospect to get in touch with the vendor and describe their unique needs. With the exception of such scenarios, we advise our vendors to be upfront and clear about their pricing.

Deciding On The Right Bid Amount

1. Average Monthly Revenue Per LMS Software Buyer

Considering the amount of money you make from an LMS software buyer every month is important. It'll give you a clearer view of what you want to achieve through these campaigns. This way, you can come up with a bid amount that seems reasonable, abiding by your expectations. So, as you start off with deciding the right bid amount for your business's niche-specific PPC lead generation campaigns, make sure you first know how much you make per customer every month.

2. LMS Software Buyer Retention And Tenure

The second thing that matters is how well your organization can retain LMS software buyers and for how long it can keep them. Data shows that it costs five to seven times more to acquire a new customer than to retain an existing one. See how simple it is? Customer retention is important, and so is knowing how good your organization is at it. Just like the average revenue per customer every month, customer retention and tenure will help you determine how much you can spend, considering your current retention rates and average customer tenure.

3. LMS Software Buyer Lifetime Revenue

Another important metric that you need to look up to before deciding your campaign's bid is the average customer lifetime value per LMS software buyer. The profits that you make from an LMS software buyer throughout their entire lifespan with you are a major factor affecting the bid. If the LMS software buyer's lifetime revenue doesn't justify the bid amount, you are clearly bidding too much. So, stop there!

4. Close Rate

Even after you get a qualified lead, what are the odds that it will convert/close? Close rate is a major factor affecting the amount that you set the bid for. It's because a thousand leads may not mean a thousand sales. And, ugh! It's sad when you realize leads don't get you money, sales do. So, understand this. The number of leads you get out of a PPC campaign must matter, but you must never neglect the close rate as well.

3 General Bidding Mistakes That Most Marketers Make

1. Bidding Too Low

The idea of bidding too low may seem appealing in theory, but in reality, it can always backfire. How? Spending a few more cents and getting results is better than spending a smaller amount of money and getting nothing out of it. Setting your bid rates too low will be of no benefit, as your ads may not even be visible to your LMS software buyers.

2. Not Trying And Keeping Up With The Innovations

One reason why something can go wrong with your PPC strategies is a lack of innovation. The moment you become too comfortable and satisfied with your campaign and its results, you stop thriving. This can seriously affect your PPC campaign.

3. Lack Of Strategy

One of the most common mistakes is jumping into the world of product listing ads with too much ambition and no strategy. Many marketers fall prey to this one. And it's not even a surprise. As a PPC agency, we have approached a number of ideas without the thought of "What if this doesn't work?" In a number of cases, this ideology has produced magnificent results. However, when we talk bidding, we talk money. Which is why it becomes more crucial than ever to be careful and move forward only with a strategy. The basic idea is to create a buyer persona and identify its needs and interests. This will greatly help in targeting your PPC campaigns better and in coming up with a better buyer intent, saving you fine deals while bidding.

4 Bid Management Goals For PPC Lead Generation

1. Improving Branding

One of the most conventional goals of any marketing campaign can be to increase branding. With PPC campaign management services, you can optimally do that if you are able to acquire as many impressions as possible while staying under the target CPM.

2. Boosting Site Traffic

Another major marketing goal is to boost site traffic. This is no surprise that quality web traffic is essential but hard to gain. With a niche-specific PPC platform, you can reward yourself with this distant goal. The main aim should be to stay under a target CPC. That's the way to optimize bid rates.

3. Increasing Leads

Targeted leads are fuel to any business in the world; we know it. Having said that, it's no surprise that increasing lead generation/conversion rates while managing to keep your bids below a CPA target can certainly be one of your major PPC marketing goals.

4. Getting More Sales

It goes without saying that getting more sales is definitely one of the major goals of any B2B marketing campaign. However, when we connect it with PPC bids, it becomes crucial to ensure that bids are priced smartly to generate positive ROI. Keep this in mind and consider the steps and factors mentioned in the sections above for coming up with the right CPC bid value for your campaign.

Key Takeaway

PPC is one of the most useful B2B lead generation strategies for all businesses in the world. It's just that there's always some scope for betterment, and eLearning Industry's niche-specific PPC platform is here to fulfill that scope. Through this guide, we tried to make you aware of the huge potential that a niche-specific PPC platform holds for boosting lead generation and your business's ROI. Hopefully, you now have all the PPC directory tips you need to create a campaign that generates leads and moves the needle for your conversion rates.

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