Lead Generation: Multichannel PPC Strategy

Course Overview

Learn how to design, execute, and measure an effective multi-channel PPC strategy for lead generation.

Course Circullum

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

Amy Bishop

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