OUR LEAD GENERATION PAID ADVERTISING 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 with eCommerce businesses and it hit him.
The data from eCommerce campaigns is easier to see, and directly relates to the 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 in platforms such as Google Ads and Google Analytics, 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.
PAID SEARCH CAMPAIGNS
We build and structure pay-per-click search campaigns utilizing highly targeted keywords, which is the key to a sound lead generation PPC account. Incorporating reliable data to adjust bids is what you need to grow your business on and offline.
As Google and Microsoft continue to depreciate our levers as advertisers the data and campaign structure of the account will continue to matter more and more so businesses aren't wasting money on low-quality searches that don't produce.
Pay-per-click remarketing campaigns allow you to stay top of mind for potential leads as they continue to browse the internet. They can also push users down the sales funnel by targeting users that have completed the initial steps on your website but have yet to take that final action.
LEAD VALUATION AND TRACKING
Using a combination of your back-end Customer Relationship Management 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 advertising spend on low-value leads and push the ad spend budget to the more valuable leads.
If we find a phone call is worth $10 to your business but a form lead is worth $100 why would we want to optimize towards a target cost per conversion that could weigh phone calls more heavily and ignore users that are more likely to fill out a form?
It can be a long process to find these values and implement a system but we find it is well worth it in the end to get your sales team the types of leads that are more likely to convert into a paying customer.