Your Pay-Per-Click campaign is running at a loss if it doesn’t provide you with quality, converting leads. Let’s say you have poured thousands of dollars into your PPC search campaigns and managed to generate a substantial number of leads. You are already rocking on conversion rates at the same time your cost per lead is extraordinary. What is the problem, then?
After accurately analyzing your results, you’ll start realizing that a devastating majority of leads are actually in essence junk leads. Very few are turning into opportunities, let alone customers. The bottom line is, you aren’t seeing a healthy investment return.
Below, we provide a number of proven strategies that you can use to generate better quality leads from your PPC campaigns. Let’s dive in.
Structure a proper URL tracking.
To accurately measure the effectiveness of your campaigns, you need to make sure that you are capable of tracking other important elements besides conversions. This data will allow you to determine which campaign and site a lead came from, the keyword they searched for, the device they were on, and so on. For many cases, if you don’t take care to properly set up your URL tracking, the data you receive will be meaningless at best.
One of the best ways to accomplish this is to use UTM Parameters and ValueTrack Parameters. These tags are data that you append to the end of your landing page URLs. You’ve probably seen them when you clicked a link or ad.
Identify where your opportunities are coming from.
Once you have your tracking parameters, you need to capture them on your landing pages and store them — along with other lead details — into the contacts database of your marketing platform. This is normally done by creating hidden fields in your landing page form. You’ll need one field for each UTM parameter that you have passed to your landing page. Before mapping the leads to the new hidden fields in your form, the first thing you might have to do is to create custom fields in your contacts database. Next, you need to make sure that your contacts or leads data is synced with your CRM and that you’re capable of viewing all opportunity data for your leads. After perceiving all of the available data, you should make reports to isolate and segment it as well.
The most significant data you want to extract are the number of opportunities, its amount, and customers won for each source, campaign, keyword, and device. The name, email, company, lead status/stage, lead score, opportunity amount, source, campaign, keyword and device for each lead are as important as the above-listed data.
You’ll then be capable of identifying which opportunities are being generated from a particular search engine, campaign, device, and keyword. Combining these with the data from your ad platform, you can get your verifiable return on investment.
Next, isolate poor-quality leads. If you use lead scoring, look at the leads with the lowest scores. Otherwise, look for leads that have provided invalid or junk data in the name, email and company fields. Then check to see the similarities between campaigns, devices or keywords these leads have.
Segment your campaigns into many groups.
Numerous companies make mistakes in arranging campaigns for their products or service. They usually don’t broadly explore other different ways their audience is up to when looking for the solutions they offer.
You can address this by carefully planning your campaigns in order to segment your offer into as many groups as possible. You can segment by each main feature, benefit, subcategory, target industry, or geographic location relevant to your product or service.
Spot relevant keywords.
The heart of every paid search campaign is the keyword. As an owner, you need to go wide and deep to identify the best keywords that suit your business. Firstly, you need to identify the most focused and relevant keywords. Next is after segmenting your campaign as discussed in the above section, what you are going to do is to search for keyword ideas within each segment. You can then look for an excellent keyword research tools that you can use to find the best keywords. It is up to you which do you think captures you the most.
To attract the best quality leads at the bottom of the funnel, you have to target keywords with searcher intent in mind. Another way to get more focused on the keywords you’re targeting is to find long-tail keywords – those that consist of four or more words. Searchers who type in these longer search terms have typically done their research and honed in on exactly what they are looking for, making them quality prospects.
Make alterations based on mobile performance.
If you implemented device tracking, you’ll be able to determine which devices are driving opportunities. If you find that mobile leads are not converting into opportunities, you can stop running your campaigns on mobile devices or reduce bids so that computers and tablets receive the bulk of your traffic.
Design an ad schedule.
Even if you are running your ads 24/7, you should set up an ad schedule for your campaigns. Once you schedule your ads, you’ll be able to track performance for each day or hourly segment that you define.
By combining opportunity data and your ad schedule, you can determine which days or hours produce the most opportunities. From there, you can adjust your bids for each segment or stop running your campaign for those segments.
PPC campaigns are a powerful way to attract leads. However, many companies struggle at generating opportunities and driving a positive ROI from their campaigns. We are hoping that the strategies above will help you create targeted campaigns optimized for high-quality lead conversions. Moreover, if you are looking for help to boost your bottom line, you can contact us. Also, check our services free demo.