Jun 25, 2022
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When was the last time your client audited their unqualified leads? I recently did this exercise with a client. We looked specifically at PPC leaders, as the team learned they Banner Design were unqualified. Do you still feel a theme here? The results found were staggering: 85% were unqualified due to "budget". 10% were unqualified due to lack of contact/follow up from the sales team. (What?) 5% were unqualified because the company did not fit well. The year is 2020 and times are weird. While many businesses may be genuinely interested in a product or service, they may simply Banner Design not have the budget yet. Is that a reason not to qualify those particular leads? A strategic shift might be to categorize Banner Design these leads into a “budget issue” category. When business returns to normal, those companies previously considered “unqualified” may become your best customers. The key is to follow up if budget is really the only issue. Advertising Continue reading below Another strategic shift might be to review your pricing model. If a Banner Design majority of leads are unqualified due to budget, this could be an indicator of market perceived value. Again, this is the time to consider all available avenues. 4. High Volume Keywords Drive Ineffective Leads Quantity does not always mean quality. It's easy to tell clients that campaigns are going well and meeting lead volume goals. But when they drop the bombshell that leads don't convert, it's time to take a closer look at the campaigns. When exploring PPC campaigns, it's easier to find an outlier if a Banner Design few keywords are generating the majority of your leads. Start there. If a campaign is bidding on generic, high-traffic keywords, the problem may be the keyword itself. Ask yourself these questions: Is the keyword too broad in nature? What is the intent of the research? Who is my target audience? Advertising Continue reading below Sometimes simple changes to the target audience in Search Network campaigns can produce effective results. For example, let's say your campaign is bidding Banner Design on the term "industrial double-sided tape." Although your audience is likely a B2B manufacturer, a query like this is likely to get a lot of consumer impressions and clicks. Why? Because Google will show that ad to anyone who searches for the query, regardless of intent. It's up to your targeting settings to determine who sees the ad for that query. While the quantity of leads may decrease, the quality is likely to Banner Design increase. Find other ways to improve demographic targeting. 5. Sometimes a company just doesn't fit There will always be leads that just don't suit the client. No PPC program should lead to 100% qualified leads. This is simply not possible with current automation of PPC campaigns.