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When it comes to pay per click, a lot of business owners incorrectly use clicks as a way of measuring PPC success. However, depending on your industry, those clicks can start to get costly—especially if the clicks never convert into leads or sales!
Do you know your current PPC cost per lead? You can calculate it by dividing your pay per click spend by how many leads your campaign has generated. If you don’t know how many leads your PPC campaign has generated—get tracking help NOW.
To make the most of your marketing budget, you’re going to want to reduce your cost per lead. That means either getting more leads out of your current campaign or finding a way to reduce your spend. We recommend you do both.
Here’s How We Achieved an 80% Lower Cost Per Lead for One of Our Clients
Although Google is the leader in the search engine market, Bing Ads—which provides pay per click advertising services on the Bing search engine—still accounts for a large share of the market. If your company is ONLY advertising on Google AdWords, you might be missing out.
Our client, a water delivery company in Florida, was enjoying a healthy number of pay per click leads but wanted a lower cost per lead. We knew that since fewer companies were advertising on Bing Ads, the amount he’d have to pay to reach millions of target customers would be a lot less. Why not just test it?
For most of the keywords we were bidding on for the Bing Ads campaign, the Bing cost per click (CPC) was half or less than half of the CPC on Google:
|Keyword||Google CPC||Bing CPC|
|water delivery florida||$9.73||$3.88|
|customized water bottles||$8.98||$4.70|
|water bottle labels||$8.26||$2.98|
|water delivery miami||$7.86||$3.26|
|bottled water service||$7.72||$4.99|
|private label water bottles||$6.76||$2.30|
|bottleless water cooler||$6.71||$2.90|
|personalized water bottles||$6.46||$3.44|
We combined these low cost per click keywords with our already high converting ad copy and landing pages to get the water delivery company a Bing cost per lead that was 80% lower than their Google cost per lead.
Track > Test >Tweak > Repeat
Here’s a funny story for you and it starts the way most of my funny stories do—when I was talking to a guy I just met at the bar. He asked the usual questions: where are you from, what do you do, why is there a horse mask in your purse, etc. When I told him I work in marketing, he said something that almost made me choke on my vodka tonic:
“The problem with marketing is that half of it doesn’t work and you never know which half.”
I’ve written similar statements before on Blue Corona’s blog, but I’ve never actually had someone say it to me in a conversation.
The great thing about advertising online is that you don’t have to rely on your gut intuition to tell you whether or not your marketing campaign is successful. Bing Ads hasn’t been AS successful when we tested it for some of our other clients, but the point is you have to track it and test it. Who knows, you could be getting an 80% lower cost per lead too!
See the rest of this case study here.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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