Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

BrightonSEO 2017: Get More Quality Leads from your AdWords Campaign

479 views

Published on

Jennifer Holt's slides on how to improve lead generation via AdWords.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

BrightonSEO 2017: Get More Quality Leads from your AdWords Campaign

  1. 1. Jennifer Holt ConversionWorks Get More Quality Leads from your AdWords Campaign @conversionworks
  2. 2. Jennifer Holt, Head of PPC - ConversionWorks @conversionworks#brightonseo
  3. 3. How to get more quality leads from your AdWords campaign @conversionworks#brightonseo
  4. 4. How to re-engage with existing customers @conversionworks#brightonseo
  5. 5. 77% of companies are dissatisfied with lead quality @conversionworks#brightonseo 50% of leads not closed have no budget @conversionworks#brightonseo What’s the issue?
  6. 6. 77% of companies are dissatisfied with lead quality @conversionworks#brightonseo 50% of leads not closed have no budget 77% of companies are dissatisfied with lead quality @conversionworksSource: State of Lead Generation Survey,2016
  7. 7. 77% of companies are dissatisfied with lead quality @conversionworks#brightonseo 50% of leads not closed have no budget 77% of companies are dissatisfied with lead quality Q.What’s the main reason for sales not closed? @conversionworksSource: State of Lead Generation Survey,2016
  8. 8. 77% of companies are dissatisfied with lead quality @conversionworks#brightonseo 50% of leads not closed have no budget 77% of companies are dissatisfied with lead quality Q.What’s the main reason for sales not closed? ➢Leads had no budget (47%) ➢Leads had no real need or interest (42%) @conversionworksSource: State of Lead Generation Survey,2016
  9. 9. Let’s go! @conversionworks#brightonseo
  10. 10. If you: ✓Have a sales cycle less than 90 days ✓Have a lead tracking system Do this: Import offline conversions into AdWords.
  11. 11. Import Offline Conversions into AdWords
  12. 12. Import Offline Conversions into AdWords How it works: 1. A user clicks on your ad – a GCLID is captured and stored in a cookie (auto-tagging must be enabled). 2. When a form enquiry is submitted, the user’s lead data is passed to your CRM, along with the GCLID. 3. The lead status is then passed back to AdWords with the GCLID, allowing for conversion attribution at a keyword and ad level.
  13. 13. AdWords Conversion Import: Set-up AUTOMATIC IMPORT (Salesforce) ➢Visit: goo.gl/w0dntK MANUAL IMPORT (other CRMs) ➢Visit: goo.gl/ajAh55
  14. 14. What if I have a long sales cycle? What if I don’t have a CRM? What if I only close a few deals each month? @conversionworks#brightonseo
  15. 15. Establish lead qualification criteria - characteristics that help classify a lead by its level of willingness and readiness to buy - Smart Insights,2016 @conversionworks#brightonseo
  16. 16. @conversionworks#brightonseo Qualify Leads Using: • Online form • Site engagement • Events • Phonecalls
  17. 17. Tip: Use Customised Columns to get your Qualified Lead Data into AdWords @conversionworks#brightonseo
  18. 18. How much should I pay for a qualified lead? @conversionworks#brightonseo
  19. 19. Establish an Optimum Cost per Qualified Lead (CQL) @conversionworks#brightonseo
  20. 20. Establish an Optimum Cost per Qualified Lead (CQL) @conversionworks#brightonseo ROI CQL Profit
  21. 21. Establish an Optimum Cost per Qualified Lead (CQL) @conversionworks#brightonseo CQL Profit ROI
  22. 22. Calculate your Optimum CQL Average Order Value (AOV): £100 Avg. Orders per Customer (lifetime): 2.0 Lifetime Revenue per Customer: £200 Target Gross Profit Margin: 40% Target Profit per Customer: £80 Lifetime Revenue per Customer – Target Profit per Customer: £120 Qualified Lead to Order Rate: 10% Qualified Leads per Order: 10 Optimum CQL: £12 @conversionworks#brightonseo
  23. 23. We’ve discussed: ✓How to get offline revenue into AdWords ✓How to establish lead qualification criteria (in the absence of revenue data) ✓How to calculate an optimum CQL Quick Re-cap @conversionworks#brightonseo
  24. 24. @conversionworks#brightonseo Consider this!
  25. 25. It costs 5 times more to win a new customer than to retain an existing one @conversionworks#brightonseo Source: invespcro, 2016
  26. 26. Don’t forget your existing customers & prospects! @conversionworks#brightonseo
  27. 27. AdWords Customer Match • Target ads across Google Search,YouTube and Gmail based on email addresses Upload a data file of email addresses Create a campaign to target your Customer Match audience When those users are signed in to their Google account, they will see your ads @conversionworks#brightonseo
  28. 28. AdWords Customer Match ➢Uses offline data ➢No maximum list duration ➢What about B2B advertisers? ➢Note: minimum list size @conversionworks#brightonseo
  29. 29. • Segment database according to behaviour AdWords Customer Match Mid Funnel Prospects HighValue Customers LowValue Customers @conversionworks#brightonseo
  30. 30. @conversionworks jennifer@conversionworks.co.uk linkedin.com/in/jennifercholt

×