James Dooley:
Hi, I’m James Dooley, the author of Leads First. In today’s video, I’m reviewing Chapter Five of the Leads First book, which focuses on paid lead strategies.

The Holy Grail of paid ads, generally speaking, is Google AdWords. But you need to be very careful when running PPC campaigns. With PPC, you can get your webpage ranking right at the top of Google where you’re paying per click. But you must watch out for click fraud and ensure you’ve built a strong negative keyword list.

In the book, I go into the fundamentals of running PPC campaigns. It can be expensive, but if you execute it properly, it can also be highly rewarding.

The other paid lead strategies include social media ads—Facebook ads, Instagram ads, Pinterest ads, YouTube ads, and Twitter ads. Personally, I love running retargeting ads. When you have retargeting properly set up on your website, anyone who has visited or clicked through can be retargeted later on social media. They may not have been ready to convert during their first visit, but retargeting gives you another chance to bring them back.

Cold ads on social media, however, can be quite costly, and the lead quality often drops because you’re targeting a cold audience. They are still worth testing, but niche by niche, you need to evaluate whether they’re viable for your lead generation goals.

I hope you enjoyed this overview and review of Chapter Five in Leads First. Everything flows downstream after lead generation.