This document provides guidance on using Google AdWords for lead generation. It recommends researching keywords using Google's Keyword Planner, Bing Ads Intelligence, and Google Trends. It also suggests creating four types of AdWords campaigns: Company, Category, Content, and Compete. Additionally, it advises setting the right bids based on return-on-ad-spend, creating great landing pages, implementing lead nurturing, and defining marketing and sales qualified leads.

1. Using AdWords For
Lead Generation
What You Need To Know

2. Getting started is easier than you
probably think. Let me show you.

3. RESEARCHING KEYWORDS

4. Keyword Planner
Start with Google’s Keyword Planner

5. Bing Ads Intelligence
Supplement with Bing Ads Intelligence (which also
includes age and gender of searchers)

6. Google Trends
Use Google Trends to find rising keywords and be
early adopter of term

7. CREATE GREAT CAMPAIGNS

8. 4 Campaign C’s
1.
2.
3.
4.
Company
Category
Content
Compete

9. Company
Brand keywords and ads that direct visitors who
are already familiar with your company to your
homepage.
“Marketo” example:

10. Category
Keywords and ads related to your product /
solution that do not include your brand name.
“Marketing Automation” example:

11. Content
Ads not for looking necessarily for a product, but
for information.
“Marketing Automation Guide” example:

12. Compete
Where searchers are actively looking to compare
options and competitors.
“Marketo vs Hubspot” example:

13. SETTING RIGHT BIDS

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. CONVERTING CLICKS TO
CUSTOMERS

16. Create Great Landing Pages
Source: Unbounce

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. 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. Visit bizible.com to learn
more about marketing
analytics in Salesforce or
request a demo today.