Login
ISCOVER
There are multiple ways that brokers can use pay-per-click advertising effectively as a lead generation tool, according to a digital marketing expert.
Greg Cassar, internet marketing strategist at The Collective, said brokers can use pay-per-click advertising to drive traffic directly to pages for their products or services, or they can drive traffic to a page with useful content and position themselves as an authority figure.
To continue reading the rest of this article, please log in.
Looking for more benefits? Become a Premium Member.
Create free account to get unlimited news articles and more!
Looking for more benefits? Become a Premium Member.
“They’re the two main ways that you would use pay-per-click – to send your audience to a page that does some selling for you or a content page that does pre-selling and that trusts an authority,” he said.
Mr Cassar will be one of the keynote speakers at The Adviser’s Digital Marketing Boot Camp 2015, which will take place in Brisbane on 1 July, Melbourne on 2 July and Sydney on 3 July.
He said the two main traffic sources for pay-per-click advertising are Google AdWords and Facebook.
“AdWords is more like the traditional Yellow Pages where people are going there to actively solve a problem – to search for something that they’re after,” he told The Adviser.
“I consider Google AdWords to be the most effective advertising mechanism in the history of mankind, and the reason why is because as a broker – as a business owner – you only pay if someone clicks on your ad, and your ad only shows up if it’s directly relevant to the problem that the person is searching for.”
Mr Cassar said Google AdWords is effective for brokers if they send their audience directly to a product or service, whereas Facebook works better if brokers send their audience to content on their website to build trust and “warm them up”.
He added that there are two key components in trying to direct traffic to the content.
“One is definitely the headline, but certainly the image is the most important component now, so try to capture them with something visual but try to fit into the medium as well,” he said.
“You can complement it with a headline and then some ad copy and calls to action that sends them over to your page.
“That’s the type of content that really should be in the ads – a combination of direct response and content that ultimately grabs consumers’ attention and leads them over to your site.”
If you would like to learn how to create a winning digital marketing strategy of your own, you can join The Adviser at its upcoming Digital Marketing Boot Camp.
[Related: Uncrowded marketplace waiting for brokers to claim]
JOIN THE DISCUSSION