PPC Lead Generation Strategies for Quantity, Quality, and Revenue
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Michelle Morgan Utah Digital Marketing Conference 2019 Learn more at: utahdmc.org Lead generation presents different challenges than Ecommerce. The sale isn’t made in an instant on a website. We have to offer, show, and then deliver on value through a sometimes lengthy buyer journey, all while competing for our audience’s attention against distractions and competitors and also making sure they’re a good fit for our customer base. In this session, we take a step away from the keyword and bidding strategies and focus on the parts of lead generation campaigns that can help drive higher lead counts, better quality leads, and propel users through to customer.
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PPC Lead Generation Strategies for Quantity, Quality, and Revenue
- 7. @michellemsem@ClixMarketing Ad Click Add to Cart Check Out Revenue Ad Click Fill Out Form Form Submit Qualifying Stage Consideration Stage Offer Made Contract Signed Revenue*Heinous oversimplifications ECOMMERCE VS LEAD GEN
- 8. @michellemsem@ClixMarketing About Me Lead gen my entire career Lead Gen > Ecommerce
- 9. @michellemsem@ClixMarketing • Getting Leads • Improving Quality • Converting Down the Funnel AGENDA
- 11. @michellemsem@ClixMarketing • Choosing your keywords • Writing ad copy • Who you should target • Building landing pages • Bidding strategies WHAT I’M NOT TALKING ABOUT
- 12. @michellemsem@ClixMarketing YOUR CALLS TO ACTION ARE TERRIBLE *PROBABLY
- 13. @michellemsem@ClixMarketing “How long is this gonna take?” “Do I have to pause Jeopardy?” “Don’t steal my identity!”
- 14. @michellemsem@ClixMarketing HOW EXPENSIVE ARE YOUR CTAS?
- 15. @michellemsem@ClixMarketing “It’s nice to meet you…give me your wallet.”
- 16. @michellemsem@ClixMarketing • Would you request a demo for super expensive software after the first touch? • This can work sometimes, but not always. • Better yet, why not try to provide some value to your customers? DON’T ALWAYS JUMP TO THE MOST EXPENSIVE CALL TO ACTION
- 19. @michellemsem@ClixMarketing • Whitepapers • Industry reports • Webinars • Calculator • Access to a Calendar • Custom quiz • Size finder • Contests • Interactive video • Build a game PROVIDE VALUE IN RETURN
- 22. @michellemsem@ClixMarketing • Not everyone is at the same stage of the buyer funnel. • Create CTAs for each of them. Awareness Interest Consideration Action SHOULD HAVE CTAS FOR ALL FUNNEL STAGES
- 23. @michellemsem@ClixMarketing Funnel Stage Call to Action Price to User Value to You Awareness Video View $ Audience Interest Content View $$ Engagement Consideration Tool Use $$$ Partial Info Action Demo $$$$ All Info If you’re missing a stage, go build another CTA! MAKE A CHART – FIND THE GAPS
- 24. @michellemsem@ClixMarketing NOT ALL CONVERSIONS HAPPEN ON YOUR WEBSITE
- 29. @michellemsem@ClixMarketing • Form Fills • Phone Calls • Live Chat • Direct Messages • Text Responses • Carrier Pigeons • Smoke Signals • Aura Changes • Pheromones TRACK ALL TOUCHPOINTS
- 30. @michellemsem@ClixMarketing • Whitepapers • Industry reports • Webinars • Calculator • Access to a Calendar REMEMBER ALL THAT STUFF I JUST TOLD YOU TO BUILD? • Custom Quiz • Size Finder • Contests • Interactive video • Build a game
- 31. @michellemsem@ClixMarketing • Website scripts • Call tracking software • Chat tools • Lead gen integrations TRACK ALL OF IT WE TRACK FOR 2 REASONS
- 32. @michellemsem@ClixMarketing STOP WASTING MONEY ON DUPLICATE LEADS
- 33. @michellemsem@ClixMarketing Our Bank Account THE PURPOSE OF LEAD GEN
- 34. @michellemsem@ClixMarketing Scripts • Cookies to track user behavior • Instant • Time restricted • Cookies can be removed Engagement Audiences • Leverages platform engagement tracking • Not transferrable across channels Customer Uploads • No time limit • Captures all sources • Matching isn’t always perfect EXCLUDE KNOWN LEADS
- 35. @michellemsem@ClixMarketing CUSTOMER UPLOADS: ALWAYS USE THE EXTRAS
- 39. @michellemsem@ClixMarketing • Strong credit score? • Company size? • Readiness to purchase? • Proper industry? • Demographics? (Careful here…) • BANT? (Budget, Authority, Need, Timing) • Package deal potential? • Homeownership status? WHAT ARE THE CHARACTERISTICS OF A GOOD LEAD?
- 40. @michellemsem@ClixMarketing Start Subtle Overt ADJUST COPY TO FOCUS ON YOUR TARGET
- 41. @michellemsem@ClixMarketing The Same Goes for Landing Pages
- 43. @michellemsem@ClixMarketing FORM LENGTH CAN GREATLY IMPACT PERFORMANCE
- 44. @michellemsem@ClixMarketing INFORMATION COMES AT VARYING PRICING
- 45. @michellemsem@ClixMarketing Minimum form fields w/ medium prices = Maximum form completions SHORT FORM VERSION
- 46. @michellemsem@ClixMarketing More questions w/ mid range prices = More chances for unqualified users to bail LONG FORM VERSION
- 47. @michellemsem@ClixMarketing Form Length Spend Leads CPL Qual Leads CPQL L > QL Rate Long Form $34,615 670 $51.66 496 $69.79 74% Short Form $11,837 162 $73.07 77 $153.73 48% FORM LENGTH RESULTS
- 49. @michellemsem@ClixMarketing CREATE QUESTIONS THAT WON’T AUTOFILL
- 50. @michellemsem@ClixMarketing FACEBOOK HAS FORM TYPES TO CHOOSE FROM
- 51. @michellemsem@ClixMarketing LET’S DO SOMETHING FUN WITH THESE
- 52. @michellemsem@ClixMarketing LEAD FORM ENGAGEMENT & ABANDONMENT
- 53. @michellemsem@ClixMarketing Simo Ahava: http://bit.ly/form-abandonment-trigger LEAD GEN FORM ABANDONMENT
- 55. @michellemsem@ClixMarketing CREATE A LOOKALIKE OF BAD LEADS FOR EXCLUSION
- 56. @michellemsem@ClixMarketing AUDIENCE INSIGHTS TO UNDERSTAND PERFORMANCE
- 57. @michellemsem@ClixMarketing • Create a Positive Audience • Create a Negative Audience • Review the Insights • Compare to Learn the Differences AUDIENCE ANALYSIS EXERCISE
- 65. @michellemsem@ClixMarketing Our Bank Account PURPOSE OF LEAD GEN
- 66. @michellemsem@ClixMarketing • Often held to metrics further down the funnel like MQLs, SQLs, and at times even revenue. • The biggest piece to be able to do this… • Having your CRM data available. Lead MQL SQL Opportunity Close LEADS AREN’T ALWAYS THE KPI
- 68. @michellemsem@ClixMarketing • The first…get rid of duplicate leads. • The second…using your CRM data to optimize appropriately. WE TRACK EVERYTHING FOR 2 REASONS
- 69. @michellemsem@ClixMarketing {lpurl}?_bk={keyword}&_bt={creative}&_bm= {matchtype}&_bn={network}&utm_source=g oogle&utm_medium=cpc&utm_term={keywo rd}&utm_content={creative}&utm_campaign ={_campaign}&mkwid={ifsearch:s}{ifcontent:c }{_mkwid}- d{device}_pcrid_{creative}_pkw_{keyword}_p mt_{matchtype}_&pgrid={adgroupid}&ptaid= {targetid}&intent={_intent}&iv_=__iv_p_1_g_ {adgroupid}_w_{targetid}_h_{loc_physical_m s}_ii_{loc_interest_ms}_d_{device}_v_{device model}_n_{network}_c_{creative}_l_{placem ent}_t_{target}_e_{feeditemid}_r_{adposition }_vi__ ● Channel ● Campaign ● Ad Group/Set ● Keyword ● Audience Targeting ● Creative ● Call to Action ● Device ● Match Type ● Location ● Etc. FILL TRACKING GAPS
- 70. @michellemsem@ClixMarketing WHICH CAMPAIGNS DRIVE THE MOST CUSTOMERS?
- 71. @michellemsem@ClixMarketing WHAT ABOUT AD GROUPS?
- 72. @michellemsem@ClixMarketing Add in in-channel metrics list clicks, cost, etc. to get a fuller data set. AND KEYWORDS
- 73. @michellemsem@ClixMarketing • Focusing in on higher quality leads. • Budget shifts. • Pausing underperforming keywords. • Determining ad copy that drives higher quality leads. • Where do people get stuck in the funnel for each channel? • Where are our lowest quality leads coming from? • If we got a budget increase, where should it go? THIS DATA CAN BE USED FOR
- 74. @michellemsem@ClixMarketing • This will impact decision making with your optimizations. • How long of a date range do you need to look at to review MQL, SQL, Opp performance data accurately and fairly? • 10 DaysLead • 4 DaysMQL • 21 DaysSQL • 23 DaysOPP • Total: 58 DaysCustomer SALE CYCLE LENGTH
- 75. @michellemsem@ClixMarketing Common CRM Attribution Scenario: • Leads: Time of Click • MQL & Further: Time of Status Change ATTRIBUTION MATTERS!
- 76. @michellemsem@ClixMarketing January 1st February 23rd Month Leads MQL January 1 February 1 ATTRIBUTION MATTERS!
- 77. @michellemsem@ClixMarketing Month Leads MQL SQL Opp Customer January 1 February 1 1 March April May 1 June July 1 IT CAN GET WORSE
- 78. @michellemsem@ClixMarketing What makes an MQL? Lead MQL SQL Opportunity Close TAKING LEADS TO MQL
- 79. @michellemsem@ClixMarketing Points awarded to leads based on the information they added to the form. Problem: Ideal Lead: 85 pts User Information Points Supportable Account 25 Corporate Email 10 Expected Employees: 100+ 25 Expected Employees: 50-99 5 Target Industry 25 LEAD SCORING
- 80. @michellemsem@ClixMarketing Once we add additional touch points, we’re able to get to 100. Action Points Request Demo 100 Visited Pricing Page 25 Bottom Funnel Content 15 Top Funnel Content 10 Blog View 5 ENGAGEMENT POINTS
- 82. @michellemsem@ClixMarketing OPTION 1: RETARGET TO BOTTOM OF FUNNEL CALL TO ACTION
- 83. @michellemsem@ClixMarketing OPT 2: SEND TO TARGETED PAGE
- 84. @michellemsem@ClixMarketing Send users to ungated content to gain small point values. +5 +5 OPT 3: ENGAGEMENT CAMPAIGNS
- 85. @michellemsem@ClixMarketing Map users only to unseen content. Ad Set 1 Ad Set 2 Ad Set 3 Ebook 1 Ebook 2 Ebook 3 Leads Short of MQL Points Leads Short of MQL Points Leads Short of MQL Points Ebook 1 Visits Ebook 2 Visits Ebook 3 Visits ENGAGEMENT CAMPAIGNS
- 86. @michellemsem@ClixMarketing Use similar strategies for users further down the funnel too, like SQLs and Opportunities COFFEE IS FOR CLOSERS Lead MQL SQL Opportunity Close
- 88. @michellemsem@ClixMarketing • Understand the implications of your CTA: appeal, price, value. • Qualify users by asking them to pay a higher price. • Track everything and leverage it to impact lead performance. • Make a difference beyond the lead. That’s where we make money after all. TAKEAWAYS
- 91. @michellemsem@ClixMarketing Ad Copy Testing Presented by: Michelle Morgan MICHELLE MORGAN Whovian Golfer Tea > Coffee @michellemsem Director of Client Services