0
Using AdWords For
Lead Generation
What You Need To Know
Getting started is easier than you
probably think. Let me show you.
RESEARCHING KEYWORDS
Keyword Planner
Start with Google’s Keyword Planner
Bing Ads Intelligence
Supplement with Bing Ads Intelligence (which also
includes age and gender of searchers)
Google Trends
Use Google Trends to find rising keywords and be
early adopter of term
CREATE GREAT CAMPAIGNS
4 Campaign C’s
1.
2.
3.
4.

Company
Category
Content
Compete
Company
Brand keywords and ads that direct visitors who
are already familiar with your company to your
homepage.
“Marketo”...
Category
Keywords and ads related to your product /
solution that do not include your brand name.
“Marketing Automation” e...
Content
Ads not for looking necessarily for a product, but
for information.
“Marketing Automation Guide” example:
Compete
Where searchers are actively looking to compare
options and competitors.
“Marketo vs Hubspot” example:
SETTING RIGHT BIDS
Return-On-Ad-Spend
Look at return-on-ad-spend. If you use Salesforce,
we’ve made it easy with an AdWords ROI
dashboard.
CONVERTING CLICKS TO
CUSTOMERS
Create Great Landing Pages

Source: Unbounce
Lead Nurturing
Nurturing to educate leads about about your
product or solution, especially relevant if the lead
was genera...
Define MQL & SQL
Define what a marketing qualified and a sales
qualified lead looks like as well as the process for
handin...
Visit bizible.com to learn
more about marketing
analytics in Salesforce or
request a demo today.
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Using AdWords For Lead Generation

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What you need to know to get started and how to make the most of your budget.

Published in: Marketing
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Transcript of "Using AdWords For Lead Generation"

  1. 1. Using AdWords For Lead Generation What You Need To Know
  2. 2. Getting started is easier than you probably think. Let me show you.
  3. 3. RESEARCHING KEYWORDS
  4. 4. Keyword Planner Start with Google’s Keyword Planner
  5. 5. Bing Ads Intelligence Supplement with Bing Ads Intelligence (which also includes age and gender of searchers)
  6. 6. Google Trends Use Google Trends to find rising keywords and be early adopter of term
  7. 7. CREATE GREAT CAMPAIGNS
  8. 8. 4 Campaign C’s 1. 2. 3. 4. Company Category Content Compete
  9. 9. Company Brand keywords and ads that direct visitors who are already familiar with your company to your homepage. “Marketo” example:
  10. 10. Category Keywords and ads related to your product / solution that do not include your brand name. “Marketing Automation” example:
  11. 11. Content Ads not for looking necessarily for a product, but for information. “Marketing Automation Guide” example:
  12. 12. Compete Where searchers are actively looking to compare options and competitors. “Marketo vs Hubspot” example:
  13. 13. SETTING RIGHT BIDS
  14. 14. Return-On-Ad-Spend Look at return-on-ad-spend. If you use Salesforce, we’ve made it easy with an AdWords ROI dashboard.
  15. 15. CONVERTING CLICKS TO CUSTOMERS
  16. 16. Create Great Landing Pages Source: Unbounce
  17. 17. Lead Nurturing Nurturing to educate leads about about your product or solution, especially relevant if the lead was generated from a content download and they don’t have a good understanding of your product and offering.
  18. 18. Define MQL & SQL Define what a marketing qualified and a sales qualified lead looks like as well as the process for handing off to sales, including SLAs.
  19. 19. Visit bizible.com to learn more about marketing analytics in Salesforce or request a demo today.
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