This document discusses strategies for improving lead quality and sales conversions from AdWords campaigns. It recommends importing offline conversions into AdWords to attribute sales to keywords and ads. It also suggests establishing lead qualification criteria to classify leads by willingness to buy. The document provides guidance on calculating an optimum cost per qualified lead based on average order value, orders per customer, and other metrics. It stresses the importance of retaining existing customers and prospects through tactics like AdWords Customer Match targeting.
3. How to get more
quality leads from your
AdWords campaign
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4. How to re-engage with
existing customers
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5. 77% of companies are dissatisfied
with lead quality
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50% of leads not closed
have no budget
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What’s the issue?
6. 77% of companies are dissatisfied
with lead quality
@conversionworks#brightonseo
50% of leads not closed
have no budget
77% of companies are dissatisfied
with lead quality
@conversionworksSource: State of Lead Generation Survey,2016
7. 77% of companies are dissatisfied
with lead quality
@conversionworks#brightonseo
50% of leads not closed
have no budget
77% of companies are dissatisfied
with lead quality
Q.What’s the main reason for sales not closed?
@conversionworksSource: State of Lead Generation Survey,2016
8. 77% of companies are dissatisfied
with lead quality
@conversionworks#brightonseo
50% of leads not closed
have no budget
77% of companies are dissatisfied
with lead quality
Q.What’s the main reason for sales not closed?
➢Leads had no budget (47%)
➢Leads had no real need or interest (42%)
@conversionworksSource: State of Lead Generation Survey,2016
12. Import Offline Conversions into AdWords
How it works:
1. A user clicks on your ad – a GCLID is captured
and stored in a cookie (auto-tagging must be
enabled).
2. When a form enquiry is submitted, the user’s lead
data is passed to your CRM, along with the
GCLID.
3. The lead status is then passed back to AdWords
with the GCLID, allowing for conversion
attribution at a keyword and ad level.
14. What if I have a long sales cycle?
What if I don’t have a CRM?
What if I only close a few deals
each month?
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15. Establish lead qualification
criteria - characteristics that help classify a lead
by its level of willingness and readiness to buy
- Smart Insights,2016
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22. Calculate your Optimum CQL
Average Order Value (AOV): £100
Avg. Orders per Customer (lifetime): 2.0
Lifetime Revenue per Customer: £200
Target Gross Profit Margin: 40%
Target Profit per Customer: £80
Lifetime Revenue per Customer – Target Profit per Customer: £120
Qualified Lead to Order Rate: 10%
Qualified Leads per Order: 10
Optimum CQL: £12
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23. We’ve discussed:
✓How to get offline revenue into AdWords
✓How to establish lead qualification criteria
(in the absence of revenue data)
✓How to calculate an optimum CQL
Quick Re-cap
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25. It costs 5 times
more to win a
new customer
than to retain an
existing one
@conversionworks#brightonseo Source: invespcro, 2016
26. Don’t forget your existing
customers & prospects!
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27. AdWords Customer Match
• Target ads across Google Search,YouTube and
Gmail based on email addresses
Upload a data file
of email addresses
Create a campaign
to target your
Customer Match
audience
When those users
are signed in to
their Google
account, they will
see your ads
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28. AdWords Customer Match
➢Uses offline data
➢No maximum list duration
➢What about B2B advertisers?
➢Note: minimum list size
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29. • Segment database according to behaviour
AdWords Customer Match
Mid Funnel
Prospects
HighValue
Customers
LowValue
Customers
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