When some people think of the word advertising they think of their favorite 30-second TV spot played during the Superbowl or the outlandish billboard spotted during a recent road trip. Sure, flashy advertisements get the most attention, but many small to mid-size businesses aren’t only looking for recognition. They’re looking for qualified leads.

A simplified version of advertising assumes eye-catching visuals and memorable copy will sustain the attention of any one person that looks at an ad. Thanks to the rise of the digital age, professionals now know capturing the right customer is much more complex. In fact, effective advertising incorporates many of the fundamentals that make up sales. A perfect example would be the ever-popular sales funnel. The sales funnel, or the steps a potential customer takes until he or she makes a purchase, is used as a focal point during campaign creation.

Understanding the sales funnel

The sales funnel is split into two components: the classification of an individual that has consumed your ad and the actions that individual will take once he or she has been exposed.

During beginning stages, an individual that could potentially become a customer is a lead. As the lead’s intent is heightened, the individual moves down the funnel and becomes a qualified lead or prospect. Once a purchase is made, the prospect converts into a customer.

From the potential customer’s perspective, the sales funnel begins with an individual’s awareness of the product or service. If that person connects with the product or service, they may show interest. Once interested, the individual will consider the idea of engaging with the product or service. They may have an intent to buy and make a final evaluation. Finally, the prospect will complete the purchase.

Advertising tactics to get the right leads

What’s the magic solution, then? Which tactics will seize as many lead opportunities as possible while maintaining advertising budgets? That’s where pay-per-click advertising, or PPC, comes in.

Pay-per-click advertising on Google Ads can be a major area of opportunity to capture “bottom of the sales funnel” opportunities. It is a form of paid search, allowing you to pay for each individual click on a display ad that directs a user to your site. Using this form of lead generation, businesses can tailor the ads to include or exclude certain keywords a potential customer may be searching for. Detailed targeting, strategic keyword organization, and other qualifiers will all combine to create the ad campaign your business needs to secure qualified leads.

Although pay-per-click advertising has its benefits, it can be a dark void that sucks in your adverting dollars if not managed correctly. By understanding the market, analyzing the competition, and closely monitoring current standings, an experienced PPC specialist can yield the best results from this digital marketing channel.

All in all, using pay-per-click advertising to your advantage can make a world’s difference. More specifically, it can maximize your lead generation opportunities while minimizing your overall spend. As a business owner, it can be confusing and exhausting trying to keep up with the ever-changing search engine marketing landscape. Talk more with the pros of PPC regarding all things paid search by contacting our team at Hardcore Advertising. We’ll work with you to create an ideal and affordable pay-per-click campaign to generate the most qualified leads for your business.