This document discusses strategies for improving lead quality and sales conversions from AdWords campaigns. It recommends importing offline conversions into AdWords to attribute sales to keywords and ads. It also suggests establishing lead qualification criteria to classify leads by willingness to buy. The document provides guidance on calculating an optimum cost per qualified lead based on average order value, orders per customer, and other metrics. It stresses the importance of retaining existing customers and prospects through tactics like AdWords Customer Match targeting.

1. Jennifer Holt
ConversionWorks
Get More Quality Leads from
your AdWords Campaign
@conversionworks

2. Jennifer Holt,
Head of PPC - ConversionWorks
@conversionworks#brightonseo

3. How to get more
quality leads from your
AdWords campaign
@conversionworks#brightonseo

4. How to re-engage with
existing customers
@conversionworks#brightonseo

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. 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. 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. 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. Let’s go!
@conversionworks#brightonseo

10. If you:
✓Have a sales cycle less than 90 days
✓Have a lead tracking system
Do this:
Import offline conversions into AdWords.

11. Import Offline Conversions into AdWords

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. AdWords Conversion Import: Set-up
AUTOMATIC IMPORT
(Salesforce)
➢Visit: goo.gl/w0dntK
MANUAL IMPORT
(other CRMs)
➢Visit: goo.gl/ajAh55

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. Establish lead qualification
criteria - characteristics that help classify a lead
by its level of willingness and readiness to buy
- Smart Insights,2016
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16. @conversionworks#brightonseo
Qualify Leads Using:
• Online form
• Site engagement
• Events
• Phonecalls

17. Tip: Use Customised Columns to get your
Qualified Lead Data into AdWords
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18. How much should I pay for a
qualified lead?
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19. Establish an Optimum
Cost per Qualified Lead (CQL)
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20. Establish an Optimum
Cost per Qualified Lead (CQL)
@conversionworks#brightonseo
ROI
CQL Profit

21. Establish an Optimum
Cost per Qualified Lead (CQL)
@conversionworks#brightonseo
CQL Profit
ROI

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. 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. @conversionworks#brightonseo
Consider
this!

25. It costs 5 times
more to win a
new customer
than to retain an
existing one
@conversionworks#brightonseo Source: invespcro, 2016

26. Don’t forget your existing
customers & prospects!
@conversionworks#brightonseo

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. AdWords Customer Match
➢Uses offline data
➢No maximum list duration
➢What about B2B advertisers?
➢Note: minimum list size
@conversionworks#brightonseo

29. • Segment database according to behaviour
AdWords Customer Match
Mid Funnel
Prospects
HighValue
Customers
LowValue
Customers
@conversionworks#brightonseo

30. @conversionworks
jennifer@conversionworks.co.uk
linkedin.com/in/jennifercholt