ways to improve PPC Lead Quality //

All online leads are not created equal. It is important to consider the quality of leads when determining business outcomes.

Your return on investment will increase if you focus on high-quality leads when running PPC marketing campaigns.

Salespeople can also focus their efforts on the most promising leads, streamline their selling process and build a loyal client base by improving the quality of those leads.

You can use these tools and strategies to attract more leads and ideal customers.

Key 1: Show Google how a good lead should look.

Google’s algorithm for bidding on ads is an advanced system that determines who to target and what to pay per click.

The algorithm takes into account many factors such as the bid amount, the landing pages quality of the ads, the click-through rate expected, and other performance data.

Google’s algorithms will literally do more for you if you provide better data.

Google will ask you to enter the following information:

• Clean conversion tracking depends on what you mean by clean.
• Filtered customer lists for the highest quality customers that meet the 1,000 user threshold.
• The conversion values used to identify more profitable leads.

Positive feedback loops

Algorithms such as Google’s bidding system for ads are designed to continually improve performance through a feedback loop. This feedback loop allows the algorithm learn from previous decisions and adjusts its strategies to better outcomes.

The algorithm’s learning process is strengthened when it receives high-quality and accurate initial inputs. As it improves its understanding and knowledge of user preferences and behaviors, the algorithm can make more precise bid decisions.

This positive feedback loop, which is fueled by the right inputs results in better learning and bidding decisions. It also improves campaign effectiveness and returns on investment.

Don’t forget offline conversion tracking

Lead Conversions Enhanced is one of the best ways to improve your PPC lead quality.

Google Ads’ offline conversion tracking allows you to link online interactions with offline actions like phone orders or in-store purchases.

This will help Google to better optimize its bidding algorithm for offline sales and increase profits.

How it works

Lead data curation of high quality

Compile all your online leads which generated revenue off-line with a volume of at least 30 per month, and lags of no more than 90 days.

Consider creating a list of all the leads that are of high quality, regardless of whether they have purchased. This is because our goal is to inform Google about the best lead candidates, and generate more of them whether they are customers or not.

Integration with CRM or Database

Integrate your offline data into Google Ads. You can do this by associating your leads with a Google Click ID.

Consider using Enhanced Conversions For Leads, which is less technical and easier to implement.

Ideal is to have this data automatically uploaded into Google Ads on a regular basis. Google Ads offers a direct and easy integration for these offline sales conversions if you use , Salesforce, or HubSpot.

Attribution of information and reporting

Google can then attribute these offline actions to the ads, keywords and campaigns that drove them.

Reporting is available on metrics such as conversion rate, value of conversion, and return on advertising spend (ROAS).

Identifying optimization opportunities

These data will help you determine which keywords, campaigns, or ads are driving the most conversions.

These insights can help you make informed decisions regarding budget allocation, keywords and creatives for your ads, as well as targeting in order to optimize your campaign.

Key 3: Avoid low-quality sources of lead

You can use this information to divert your spending from low-quality sources of leads.

You will be able to see demographic information about the audience, such as their age and income level.

You might discover, for example, that revenue is not generated by 18- to 24-year-olds. This discovery can be used to exclude these age demographics in your campaigns from accumulating ad spend.

Placement exclusions

Check your placements report regularly to identify low-quality apps, websites and YouTube channels that your ads appeared on.

It can be a tedious process, but you will be able to eliminate placements that don’t align with your branding or target audience. This is an excellent strategy for excluding low-quality leads.

Turn off the demographic expansion

It is important to know that Video Action campaigns with optimized targeting ignore demographic exclusions.

You can ask your Google representative to whitelist you to disable the demographics expansion.

Key 4: Attract leads of high quality who are interested in doing business with you.

Does this high-caliber prospect want to work for you?

Start by evaluating your brand strategy and improving it if you are having trouble attracting high-quality leads for your brand.

Refresh your brand identity. This includes your website, your ads, your logos and your colors. Make sure that your brand identity is resonating effectively with the customers you want.

Review your target audience to ensure that your brand’s message is aligned with their needs and preferences. Clarify your brand’s value proposition by highlighting the specific problems that your brand solves.

Personalization is the last step to ensure you connect more deeply with your audience.

Some examples include dynamic content, personalized landing pages and ads based on visitor behavior.

Key 5: Disqualify prospects before they are presented to a salesperson

This is something I learned from Perry Marshall. He had a story by John Paul Mendocha, about “racking the gun” and how to apply the 80/20 rule when prospecting.

You would want to disqualify people before they clicked on your ad and cost you money. After excluding low-quality leads, you can use these other techniques.

Price as a disqualifier

Some prospecting techniques include hiding the price. I suggest using it as a way to disqualify. You’ll likely stop leads who can’t afford your offer from entering the funnel.

Online forms to disqualify leads

Use your online form to ask about their budget or the amount they intend to invest if displaying your price is not a good idea. This allows you to send leads on more profitable follow-ups based on the response they give.

You can also ask about urgency online. For example, how urgent is the problem that they’re trying to solve? Asking for their timeframe is one way to do this.

They can also rank the importance from 1 to 5 of finding a suitable solution.

Disqualify leads for chat

Use chat in the same way you would use an online form to disqualify leads. Use the same questions to determine if your solution does not fit their needs.

Bonus: Receive feedback on your targeting directly from salespeople

Getting direct feedback from salespeople is a great way to improve the quality of your PPC leads.

We tend to be PPC marketers who work in a “black box”. Salespeople’s insights can inform our exclusion and targeting strategies.

This will not only make direct campaigns more profitable but also improve the results of salespeople and increase retention. It will also enhance your brand’s reputation, reduce waste, and enhance the quality of the leads.

Lead quality can be improved to increase resources

A business can be significantly impacted by improving lead quality in many different ways. The impact is greater if the majority of your leads are generated by PPC.

Focusing on the quality of leads can ultimately lead to better resource allocation, improved customer relationships, higher conversion rates, and increased revenue.

The first time Search Engine Land published the post Improve PPC Lead Quality, it was on Search Engine Land .