The path to purchase for lead generation in digital advertising is often complex and multifaceted. With over 70 percent of advertisers prioritizing the improvement of lead quality, it’s essential to understand how to identify goals, drive towards them, and effectively measure success. By taking a strategic approach, you can optimize the entire journey from the first interaction with a PPC ad to the final conversion.
JumpFly recently had the pleasure of co-hosting a webinar with our Google Ads agency team on driving high-quality leads with PPC advertising. For a deeper dive into the topic, please see our webinar here or view the slide deck.
The High-Quality Leads Journey
There are various steps to be considered in the process of driving high-quality leads. The first fundamental step is to set clear and measurable objectives. It’s crucial to then ensure your marketing efforts are aligned to support these objectives. Whether your focus is on increasing lead volume, revenue, or a combination of both, your objectives will serve as the foundation for your entire strategy.
Once the objectives are identified, you can then begin outlining your customer’s flow to becoming a closed lead. Understanding your customer’s lead-to-sale journey is vital to optimizing each stage of this process. Start by mapping out the volume and value at each point in the journey. Consider the following questions: How do customers engage with you during the sales process? What is the duration between each step, and what are the conversion rates at these points? What’s the average value of a customer when they complete the process? By answering these questions, you can gain insights into where improvements can be made and where the highest value opportunities lie.
To enhance your lead generation efforts, you can integrate offline conversion data into your digital campaigns. By importing this data into Google Ads, proper values can be assigned to each stage of the sales journey using value-based bidding. This approach helps in identifying which leads are most likely to convert into closed deals, allowing you to focus your efforts on the most promising prospects that will help achieve your business objectives.
It’s essential to set the right measurement fundamentals before taking action. Start by establishing a solid foundation with first-party data and a comprehensive measurement strategy that tracks the entire customer journey. This groundwork will enable you to make informed decisions as you move forward. Once your measurement framework is in place, it’s time to capture demand by leveraging Google’s AI for smart bidding.
Depending on your business objectives (volume vs. revenue), you’ll need to choose the appropriate bid strategies for your campaigns. After implementing the proper bid strategies, you can then begin to evaluate and expand your efforts. By unlocking customer insights, you can improve performance, identify new opportunities, and enable maximum growth. The timing and metrics for evaluation will depend on your primary marketing goals. Accumulating enough conversion data and allowing enough time for the bid algorithms to accumulate data are important to consider when evaluating performance.
In summary, driving high-quality leads requires a strategic approach that begins with identifying clear business objectives and mapping out the lead journey. By implementing the right measurement fundamentals and aligning bid strategies to your goals, you can effectively capture demand and drive success in your campaigns. Remember to allow ample time for conversions to accrue before evaluating performance, and continue optimizing your strategies to target your highest-value customers.
If you would like a deeper dive into this topic, please check out the webinar here, or review the slide deck.
