Want more leads? Maybe… but probably what you really want is better leads. It’s 2019, after all – B2B marketers have evolved past “lead gen 101”. They need leads that contribute to pipeline. Leads that become closed deals and real revenue.
Plenty of research backs this up. But here’s just one example: 58% of marketers said their top priority was lead quality.
Only 46% said it was lead quantity.
Getting higher-quality leads is a great goal, but it means you have to think more strategically about your ppc lead generation advertising. You have to think beyond the first click – way beyond it. So while many of the tools we’ve listed here are expressly for ppc, a couple are for optimizing what happens after the click.
Some of these ppc tools may be brand new to you, some will be familiar. Some you may already use. We’ve also included a handful of tools that aren’t primarily known as pay per click tools – but if you know how to use them, they can really help B2B lead generation campaigns.
PPC Lead Generation Competitive Analysis Tools
SpyFu.
SpyFu can show you detailed information about your competitors’ SEO and pay per click campaigns, including keywords, estimated spend, estimated traffic, and even the ads they’ve run. It will give you suggestions for negative keywords, tell you who their top organic and paid competitors are, and more. SpyFu’s new tool, Nacho Analytics, even promises to basically show you your competitors’ analytics reports.
Ahrefs is another tool that has similar functionality to SpyFu. They’re primarily known for SEO, but because SEO and PPC are so complementary, you could easily find ways to optimize your ppc accounts with this tool. Same goes for Moz, which is also a terrific SEO analysis tool.
SEMRush.
SEMRush is another competitive analysis tool that can be used for both SEO and PPC. It can help you:
analyze your ppc strategy and your competitors’ strategies
organize your keywords into ad groups more effectively
find negative keywords (more on that below)
research your competitors’ keywords and ads
Plenty of research backs this up. But here’s just one example: 58% of marketers said their top priority was lead quality.
Only 46% said it was lead quantity.
Getting higher-quality leads is a great goal, but it means you have to think more strategically about your ppc lead generation advertising. You have to think beyond the first click – way beyond it. So while many of the tools we’ve listed here are expressly for ppc, a couple are for optimizing what happens after the click.
Some of these ppc tools may be brand new to you, some will be familiar. Some you may already use. We’ve also included a handful of tools that aren’t primarily known as pay per click tools – but if you know how to use them, they can really help B2B lead generation campaigns.
PPC Lead Generation Competitive Analysis Tools
SpyFu.
SpyFu can show you detailed information about your competitors’ SEO and pay per click campaigns, including keywords, estimated spend, estimated traffic, and even the ads they’ve run. It will give you suggestions for negative keywords, tell you who their top organic and paid competitors are, and more. SpyFu’s new tool, Nacho Analytics, even promises to basically show you your competitors’ analytics reports.
Ahrefs is another tool that has similar functionality to SpyFu. They’re primarily known for SEO, but because SEO and PPC are so complementary, you could easily find ways to optimize your ppc accounts with this tool. Same goes for Moz, which is also a terrific SEO analysis tool.
SEMRush.
SEMRush is another competitive analysis tool that can be used for both SEO and PPC. It can help you:
analyze your ppc strategy and your competitors’ strategies
organize your keywords into ad groups more effectively
find negative keywords (more on that below)
research your competitors’ keywords and ads
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