Lead Generation: Multichannel PPC Strategy

Introduction

• Introduction to developing a multichannel PPC strategy

1. Laying the Foundation for Your Lead Gen PPC Strategy

• Defining goals for your lead generation PPC strategy
• Defining a target market for your lead generation PPC strategy
• Performing a competitive review to build your PPC strategy

2. Start Building Your Data Sources for Lead Generation

• Audience resources and data for lead generation
• Begin building PPC audiences
• Content inventory to build your funnel
• Lead generation tracking: Conversions and microconversions

3. Channel Selection for Your Lead Generation PPC Strategy

• Identifying the value of top-of-funnel campaigns
• Comparing PPC platforms: Targeting options
• Comparing PPC platforms: Ad features

4. Lead Generation Targeting Strategies and Considerations

• PPC strategy: Lead generation for local businesses
• PPC strategy: Lead generation for international businesses
• PPC strategy: Lead generation for national businesses

5. Coordinating Cross-Channel Lead Generation Campaigns

• Using audiences to align channels for lead generation
• Quantifying view-through conversion value

6. Projecting Performance and Defining Budgets

• Estimating and projecting PPC performance
• Determining minimum viable PPC budgets per channel
• Strategically allocating PPC budget
• Planning a testing budget for PPC

Conclusion

• Learn more about PPC