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Fill the Form: Drive Quality Leads and Deliver Results

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Fill the Form: Drive Quality Leads and Deliver Results

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Managing lead generation paid advertising campaigns? Discover the simplest ways to drive quality leads to your website and get your audience to fill the form. In this presentation, you will learn how to adjust your current paid search campaigns but also what channels bring in high quality leads.

Managing lead generation paid advertising campaigns? Discover the simplest ways to drive quality leads to your website and get your audience to fill the form. In this presentation, you will learn how to adjust your current paid search campaigns but also what channels bring in high quality leads.

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Fill the Form: Drive Quality Leads and Deliver Results

  1. 1. 1 Alexa Feckanin | @alexafeck Paid Search Strategist | Fathom Fill the Form: Drive Quality Leads and Deliver Results
  2. 2. 2 Filling the Form Lead Gen Challenges • 61% of B2B marketers identified generating high quality leads as their biggest lead generation challenge. - B2B Technology Marketing Community • 82% of CPI respondents said they begin their education research efforts through online channels such as websites, e-mail, and online advertisements – Prospectiv @alexafeck
  3. 3. 3 Ingredients: • 1 Part Sources (can use Google, Bing, Yahoo, Display, Remarketing, Facebook, LinkedIn, GSP Ads – Or mix all together) • 1 Part Landing Page (following instructions for a successful campaign) • Bake for enough time to see results (at least one month) • See all the leads pour in! Recipe for Success How-To Fill the Form @alexafeck
  4. 4. 4 Your Landing Page! Where do we begin? @alexafeck
  5. 5. 5 • Custom Forms – shorter number of fields the better • Call to action button – do not use: • Free Trial | Submit |Contact Us • No excess navigation – reduce links for users to “get lost” • Testimonials are a plus • Use location specific landing pages for relevance • Awards and accreditations help build credibility • Phone number in top, right corner (NOT AN IMAGE) • Relevancy – Each campaign should have it’s own landing page Landing Page 101 @alexafeck
  6. 6. 6 Lead Gen Landing Page Example Source: Wordstream Phone number top right corner – Not an image 1-800-888-8888 @alexafeck
  7. 7. 7 Now that you have the perfect landing page, what tactics should you use to get them to fill the form? Let’s talk Paid Search! Now What? @alexafeck
  8. 8. 8 The more you understand your customer, the more targeted and strategic you can be in your communications. Ask yourself these 4 Questions: 1. Who Are They? – Demographic Profile 2. What are their Pain Points/Problems? 3. Where do they get their info? – Choosing appropriate channels is key 4. What will your product or service do for them? First and foremost… Know Your Customers @alexafeck
  9. 9. 9 Keywords: – Include several variations of your keywords • Higher Education example: – business school, business college, business university • Add in plurals to ensure full keyword coverage – Target keywords around the solution to the searchers problem, not just the problem • Focusing on transactional keywords: – mba degrees in Chicago vs. business courses Negatives: – A good negative list will help deter low quality traffic to your site – Have a “vulgar” list prepared for all accounts Qualify Users With Keywords @alexafeck
  10. 10. 10 Ad Copy: – Differentiators that point out unique selling points your competitors do not offer Extensions: – Prove credibility – Review extensions help drive leads Get More Clicks! Spruce Up Your Ads
  11. 11. 11 Use 3rd party tracking for monitoring phone calls – Listen to calls to understand the type of user clicking on the ad – This information can be used to guide your ad copy tests, landing page copy, keyword decisions, etc. Call Tracking… @alexafeck
  12. 12. 12 Remarketing Lists for Search Ads (RLSA): – A great tool for nurturing users – Only for search network. Set to search only network for best practice 1. Leverage remarketing list, negating those who have already converted 2. Use general keywords now that searchers are more qualified (can copy another campaign) 3. Provide different messaging based on what action user completed Test Other Top Quality Lead Generators Adwords Campaign Ideas @alexafeck
  13. 13. 13 Dynamic Search – A great tool for expanding reach and identifying new keyword themes 1. Leverage remarketing list of all site visitors to help control cost 2. Use general, but relevant ad copy since the URL and headline will be dynamically generated Test Other Top Quality Lead Generators Adwords Campaign Ideas @alexafeck
  14. 14. 14 GSP Ads deliver engaging full page ads directly to consumers’ inboxes – Reach potential customers from prominent placement in the Promotions inbox on both desktop and mobile – Optimize for a specific audience 1. Age/Gender 2. Geo/Language 3. Device 4. Topics/Affinity 5. Keyword/Domain ** Include Mobile in your reach. 2/3 of active Gmail users regularly access their account on their phone or tablet Test Other Top Quality Lead Generators Gmail Sponsored Promotions @alexafeck
  15. 15. 15 Exclude Bing Ads Syndicated Partners – Most PPC pros know to either exclude these or isolate them into their own campaigns to gauge performance Google Display Network – Poor lead source! – If you want to use it, try “layered targeting” • Example: Keyword Targeting, Age, Income Google Search Partners – These may work for some advertisers, but segmenting data by network to compare performance will let you decide whether to run or exclude – Remember, the further you are from Google.com the lower the quality leads will be Integrate a CRM System – This has helped decrease my clients’ cost per enrollment by having more detail on what keywords drive enrollments. Negate Bad Leads @alexafeck
  16. 16. 16 So we have a good landing page and a good campaign structure… Now what? @alexafeck
  17. 17. 17 How a CRM Can Help You! “We Increased leads by 120% optimizing with Salesforce data” – Appsterhq.com @alexafeck
  18. 18. 18 • Decrease manual lead management for you and your staff • Compare PPC performance to other channels • Help identify lead quality down to keyword level • Quick and easy reporting • Appropriately assign leads to marketing channel • Decrease cost per lead once implemented – 30% decrease for my clients with keyword level data CRM Benefits @alexafeck
  19. 19. 19 4. Make sure you have all appropriate components on your page Keyword builds and ad copy will come naturally after that. …Use the Negate Bad Leads tactics. There is hope, after all! If you or your client have the ability to do so, do it. Saves time and money – become more efficient! 02 KEY TAKEAWAYS 01 03 04 Landing Page Optimization is a Must! Know Your Customers! If you do not have a CRM….. CRM is Your Friend! @alexafeck
  20. 20. 20 Thank You! Q&A Alexa Feckanin | @alexafeck Paid Search Strategist | Fathom

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