More targeted traffic.
The responses are almost always the same.
Ask any business owner what they want more of and you will get one of the responses above. Existing customers are a great source for generating repeat sales. But the key to growing revenue ultimately lies in bringing in new customers.
So there is a constant demand for targeted leads for practically every business.
AdWords remains one of the most effective marketing channels to attract quality leads. Google is often the first place that consumers turn to for product research. Marketing campaigns on this platform have the potential to drive a considerable amount of traffic to your landing pages.
And turn them into lead generation magnets.
Here we look at why AdWords is the perfect platform for lead generation and detail several proven strategies to bring in more leads.
Why AdWords For Lead Generation?
Lead generation is the process of capturing consumer interest in a product or service. Here is what a typical sales funnel looks like:
Businesses are tasked with qualifying potential leads and moving them down the sales funnel. Prospects are then continuously marketed to via nurturing campaigns until a conversion takes place. But the sales process first starts with attracting the right kind of traffic and that means starting with lead generation.
Here are some of the main marketing channels that businesses rely on:
- Blogging: Creating new content is a great way to establish authority and build trust. Each new post is a potential marketing asset that can capture targeted leads. But blogging can take time and even then there is no guarantee that it will work.
- Social media: More people have active accounts on social platforms such as Facebook and Twitter than ever before. Sharing engaging content is a great way to attract new followers but those followers may not be very qualified.
- Organic search: Search is another effective marketing channel to acquire new leads. The only downside is that ranking for target keywords can easily take months or even years.
Each of these channels can deliver new leads (and should certainly be implemented for a more cohesive marketing strategy). But they take time to implement and results can vary greatly.
What makes AdWords an even more effective channel for lead generation is because it lets business owners:
- Attract visitors who have already expressed interest
- Create highly targeted ads and adjust their bids
- Determine the exact keywords that generate results
- Achieve immediate rankings and traffic
- Measure and track campaign performance
Here we look at how to generate more quality leads with AdWords.
1. Target Long Tail Keywords
It all starts by targeting the right keywords.
To attract more quality leads that stand a better chance of converting, you need to target consumers that are closer towards the end of the buying cycle. This means going after long tail keywords as these types of keywords tend to be far more targeted. They also drive a large majority of search traffic.
One mistake that many advertisers make is bidding on keywords that are too broad.
The keyword “insurance” might have more overall online searches but the search query “compare motorcycle insurance rates” is far more likely to convert. Because it has commercial intent behind it whereas it is unclear what the intention is behind a search for just “insurance”. Campaigns with tightly focused long tail keywords are also more relevant, which Google rewards with better Quality Scores.
Use Google’s Keyword Planner tool (located inside AdWords) to find additional keywords you can target:
Add only those keywords that are relevant to the products or services your business offers.
2. Enable Call Extensions and Track Calls
Not all conversions take place online.
Here is an example scenario.
A potential prospect sees an ad then decides to click through to the landing page. But he still has additional questions about the product or the site may not be set up to take online orders (e.g. service providers such as locksmiths). So then he decides to call the company to speak directly with a sales representative to assist with the purchase.
These are incredibly valuable leads but offline conversions are not often attributed to the campaign. So the ROI appears lower than it actually is.
Tracking calls is incredibly important as it allows advertisers to better understand the keywords and ad groups that are generating leads for their business. One way to track calls is with an AdWords feature called Call Extensions.
Here is an example of what it looks like from a mobile search result:
Searchers can call the business directly from the search result.
Call Extensions can be enabled by navigating to the Ad extensions tab from the Campaign page. Click on the red +Extension button. Showing your ads with a Google forwarding phone number allows you to track additional details about the call including call duration.
Then click Save.
Call extensions for the campaign with call tracking should now be enabled. Note that extensions go through an approval process so you may need to wait before it goes live.
3. Optimise Landing Pages
You identify keywords you can target.
And you craft a well-written ad with an enticing offer.
But your job is still far from over.
Lead generation largely takes place on your landing pages. Online users are quick to make impressions based on what they see. So it is definitely worth the effort to build and optimise landing pages for your campaigns.
The goal of the landing page is to:
- Capture the attention of your prospect with engaging copy
- Outline the features and benefits of the product or service
- Make it effortless for visitors to sign up or make a purchase
Relevance is another important factor when creating optimised landing pages.
If the content of the page doesn’t closely match what prospects are searching for, they are likely to bounce and click through to a different search result. Relevant landing pages not only convert better, campaigns also receive higher Quality Scores and better ad rankings.
Here is an example of a landing page from Salesforce:
Here are some things to note:
- Clear headline with social proof (“Experience why over 2 million customers choose Salesforce CRM”).
- Short descriptions of what is included with the free trial
- Quality imagery that shows the product in use
- Forms with only a few fields to fill out
Pay attention to these as you build out your own landing pages. Include special offers (e.g. a free guide) to entice your visitors to leave their name and email. But don’t stop there, you should also be testing different landing pages to determine which offers get the best responses.
4. Create a Remarketing Campaign
Not every visitor that lands on your pages will convert.
But what if you could reach these visitors again as they browse the web?
With remarketing you can.
Remarketing is an AdWords feature that lets you target visitors who have previously visited your site but then left without making a purchase or filling out a form. By adding a tracking pixel to your site, you can display targeted ads to these visitors.
You can even segment your audience to make your campaign even more targeted.
For example, you could display certain ads to visitors depending on the page they visited. Or you could cross sell additional products if the visitor has already made a purchase. Remarketing is a powerful feature that can bring more targeted leads and increase conversions.
To create a remarketing campaign, create a new campaign and select Display Network Only.
The Display Network is a network of sites that partner with Google to display ads. You can define marketing objectives on the next page.
Your objective is likely to get more of your visitors to fill out a lead form so select the third option. On the next page, go through the guided process to complete the rest of your campaign. Then click the Save and continue button.
Select the Interests & remarketing option to reach visitors who have previously landed on your page. On the next page you can create your ad and verify it before it goes live. Note that you will need to add a tracking code to your site for it to work.
Here we outlined several proven strategies that can bring more leads to your business. Implementing even one of them will add significant value to your AdWords marketing campaign.