Our Lead Generation Philosophy
Shaun Elley, our founder, has a long history of growing eCommerce brands with pay per click advertising. After years working to increase metrics like profit, return on ad spend, and lifetime value, someone asked him why he preferred to work on eCommerce and it hit him.
The data is easier to see and directly relates to success of the business.
Lead generation is less clear, has less reliable data, and therefore is harder to manage and grow the business than it is in eCommerce.
This led him to start working with lead generation brands on robust tracking and data analyzation. All leads are not created equal so why would we set a goal of a blanket cost per acquisition? Let's follow these leads through the sales pipeline and assign a value to that lead. Are certain leads converting to paying customers more regularly? How do we get more of these types of leads?
With the correct tracking these questions can be answered. You can then start to assign "future values" for each lead in your account. This allows us to manage your bids and keywords based on "value" just like an eCommerce account and eventually report on very similar metrics.
Well built and structured search campaigns utilizing highly targeted keywords is the key to a good lead generation ppc account. Add in reliable data to adjust bids and you have what you need to grow your business
Remarketing campaigns allow you to stay top of mind for potential leads as they continue to browse the internet. They can also be used to push users down the sales funnel by targeting users that have completed the initial steps but have yet to take that final action.
Using a combination of your back end CRM system, Google Analytics, and statistics we can start to assign realistic values to each lead as soon as they enter your CRM. This allows us to stop wasting spend on low value leads and push ad spend budget to the more valuable leads.