The idea of generating leads through campaigns sounds valid. In fact, many marketers prefer PPC campaigns over organic traffic.
But is generating leads really that simple? Unfortunately, no, it is not so sorted out as it looks.
For the least, you may be able to generate leads but generating quality and targeted leads is something that requires way more efforts.
So is there any way to filter out quality leads from a crowd?
Yes, it’s possible. All you have to do is to watch out for a few things, optimise accordingly, and finally, you’ll have your desired leads.
Here you’ll get to know the top 5 tips to optimise your campaigns.
Why Improve Lead Quality?
There are various reasons you should optimise your campaigns like, to lower the overall volume of leads and increase the number of quality leads.
But why should you lower the volume of leads in the first place? It’s basically to avoid the stuffing of unqualified leads.
These unqualified leads are the ones who either aren’t nurtured properly, or they are simply just not interested.
On the other, by cutting down these leads, all you’re left with is a quality lead.
It’s someone whose engagement rate in the sales process was higher than the rest leads.
When working on improving the lead quality, you must expect a couple of factors that may affect your KPIs.
- Your CPC or PPC will go up.
- Your CTR may decrease.
- Your overall lead volume will go down.
- Your high-quality lead volume will go up.
- Your cost per qualified lead will decrease.
All of this can get complicated if this doesn’t interest you, then with the help of this company, you can easily deal with this by outsourcing your work. If all these things do indeed interest you, stay tuned to learn how you can achieve the same results.
How To Measure Lead Quality?
One effective and easy method to check the quality of your leads is to track your lead to customer conversion rate.
Conversion rate is a powerful metric that indicates the percentage of leads you’re generating.
It basically means how many leads are converting into a customer.
The lower the conversion rate is, the lower the quality of your leads will be, and similarly, the higher your conversion rate is, the higher is the quality of your leads.
Top 5 Tips for Improving Leads Quality
Now that you know how important it is to improve the quality of your leads, it’s time you learn the top 5 tips for improving the quality of your lead generation campaigns.
- Improve the copy of ads –
Every marketer wants their copy that can boost their CTR and conversion rate, which sometimes results in unqualified leads.
When it comes to the quality of lead, you would want to write a copy that intentionally prevents some visitors from clicking on your campaign, but why?
Again it brings back the keywords strategy. Let’s understand with an example.
Suppose a user is searching for “SEO service for the website”, but you are trying to close more leads with an upsell service of content writing.
So now you can write a copy of the SEO service as well as content writing.
Users who simply aren’t interested in bonus content writing service will move on to other ads. Unqualified leads avoided.
2. Targeting specific keywords –
Without keywords, no campaigns can be successful. Forget about getting results; you can’t even launch your campaign.
Keywords are the key factor that will determine in front of whom will your ad pop up, what copy you have to write, how and what landing page you should write.
There are two types of keywords: short tail and long tail.
As per data, the longer your keywords are, the more specific and visible their intent will be. In short longer keywords describe the user query best.
The purpose of your campaign should be to find out those exact leads who know what they actually want for which long-tail keywords work best as you get to target these customers.
3. Use data for optimising campaigns –
It’s probably the most under-looked criteria when you’re trying to improve the quality of leads.
Marketers who generate leads through PPC or CPC must be using some marketing management automation system.
What many don’t realise is that these automation systems hold users data which is like a pure goldmine for marketers.
You can use your URLs to track users data.
Then, ensure your system captures users’ data, notes down the data in an excel sheet, and finally analyses it to optimise your campaigns.
4. Create a landing page specifically for targeted users –
Another part of the copy consists of working on your landing page. Let’s take the SEO service example.
If you’re providing SEO service, the copy of your landing page must show the characteristics of your ideal customers.
Considering that marketers would want to get their content optimised as per SEO so you can use images similar to the context.
Secondly, you can add appropriate terms that the users are familiar with regarding your service/product.
Brownie point many times, the copy of ads doesn’t resonate with your landing page copy. For example, you may have shown an offer or discount in your ad, but you might not have indicated it on your landing page.
It left the customer confused, and they may just skip you, so make sure you copy content matches both ends.
5. Optimise Your Forms –
An effective way to filter out unqualified leads or customers who are just surfing on the internet is to optimise your lead forms.
In case you’re getting a high no of lower quality leads filling your form, just add a little more information.
Now only the leads that are truly interested in your product or service would take up the seemingly boring part of feeding extra information.
But make sure the questions are relevant to your leads interests. Don’t just overstuff your form; in that case, even the interested prospects may pass the form.
There you go, so these are the top 5 tips for improving your lead generation campaigns’ quality.
Internet marketing is getting saturated day by day, which makes it a bit complex to get results for your campaign.
It doesn’t mean you can’t get quality leads for your campaigns, of course, you, but the catch is that you’ll have to be more technical.
In order to improve the quality of your campaigns, you can try out the above tips. If implemented properly, you’re no more away from your desired quality leads.
So go try out these tips right now.