by Keisha Stephen-Gittens
Why Cost-Per-Lead ads for your business?
Wouldn’t our business world feel like a better place if we had unlimited advertising budgets? Sadly, this is not the reality and limitations sometimes challenge us. Brands and small businesses in particular are constantly looking for reasons to justify spending or making wise and appropriate investment decisions for search marketing strategy. ROI is always key. Therefore, generating quality leads and establishing relationships with customers can impact on long term business success.
Imagine being able to capture valuable information from your target audience at the ‘Zero Moment of Truth‘ while they are actively searching online within your product or service category. Yahoo! in conjunction with Inadco (a CPL ad network for display advertising) is now offering this option to businesses right from their search engine results page (SERP) with the introduction of the Cost-Per-Lead Search Ad Format in Yahoo! Search.
CPL Ad Format in Yahoo / Inadco
What is clever and quite interesting is that the new ad format appears on the first page of the Yahoo! SERP under a company’s organic listing as a short form that can be completed by the user, blending paid advertisement into organic search results.
According to Search Engine Land, it is marked as, “Ad from”, with the advertiser’s name following; and can collect demographic information, email addresses or phone numbers. The layout consists of a headline, logo and up to six individual fields for users to fill out. A customizable message can also be included to respond to users who have completed the form, for example, “Thank you” or “We will contact you soon.” Advertisers who add this CPL feature to their search campaign will only pay for each completed form or valid lead. It is not clear at this time if the format will be adapted to mobile searches.
Businesses can generate leads, signups, subscriptions all from the search engine results page and use this information to build their own email lists to inform users about special sales, news, events and drive traffic to their website. This feature is also reported to give a 6% lift to organic traffic just by having the ad form included. But most importantly, this information can be used to collect audience research. Knowing who your potential customers are and exactly who is searching for you can be instrumental in forming personas for SEO content creation and tailored messaging.
Let’s put this into perspective. If a user is searching for “cookies,” a bakery that appears in the organic listing using the CPL feature can then ask that user to sign up for free recipes and specials. That bakery now has the user’s email address, telephone number and geographic location. A restaurant can ask a user for his/her name, age and other information to sign up for birthday dinner specials or discounts; or a tax company can ask users to complete the form to be contacted for a free tax evaluation. The possibilities are many and leads can equate to new business.
Lead Generation Strategies in Yahoo Search
Face it – you can never find out too much about your audience, but with consumers becoming ever so aware and in some cases paranoid about spammers and their privacy, will they be willing to participate and view this as trustworthy? Leveraging Yahoo’s brand equity, Inadco is uniquely positioned to divert some search marketing dollars from Google, who has not introduced a similar paid advertising product into its organic search results and geographic location. business. Testing this innovative trend will be the only way to answer that question objectively. The fact is that people who do complete the form are those who hold more of an invested interest in your product or service and may be easier to convert once targeted properly. The key may be to communicate this engagement in a direct way that will be helpful or the answer to consumers’ needs.
Keisha Stephen-Gittens (@KeishaSG) is enthusiastic about digital marketing and is currently completing a graduate degree at New York University in Integrated Marketing. Before becoming an NYU student she worked at McCann Worldgroup in Trinidad and Tobago. One word that describes Keisha: effervescent! Learn more about Keisha here.