If you’re like most businesses, your main goal for advertising on Google is to increase sales while keeping advertising costs to a minimum. While to many this may seem like a daunting and unattainable goal, it’s definitely not impossible – the secret lies in your approach. By adopting a holistic approach to your Google Ad campaign, you’ll be unlocking the secret to a successful lead generation strategy, generating more and better-qualified leads without the need to increase your advertising budget.
Better Measurement
Improving lead measurement is the fastest way to generate better quality leads. It goes without saying that sending the wrong signals to the Google Ad platform will only result in low-quality or bad leads. For example, if you haven’t set up spam detection on your site’s web forms, Google will count each spam submission as a successful conversion – and tweaking your campaigns based on these metrics means that you’re effectively optimizing your campaign toward bad or false conversions. By implementing more efficient measurements that include things like offline actions, businesses benefit from high-quality leads that they’ll actually be able to convert into sales down the line. This could be achieved by linking your backend client database with the Google Ad platform.
Linking your backend to the Google Ad platform isn’t some complex task reserved for the technical elite, it could be as simple as importing lead data from a lead generation form on your website or a Google Sheet. Still, if that’s something you aren’t comfortable doing, enterprise CRM solutions such as Salesforce’s Sales Cloud® can effortlessly track your sales data and integrate it into your Google Ad Campaign. Taking this route, you’ll be able to precisely measure the impact your Google Ads are having on sales your sales – which helps you distinguish the types of actions and queries that lead to both high and low-quality leads.
Optimize Measurement to Drive Quality Leads
Once your closed sales have been imported into Google Ads, you’ll be able to direct advertisers to bid on those conversions that mean the most to you – those that best reflect your revenue. By knowing exactly which keywords and ads are driving sales, you’ll be better prepared to make better decisions regarding where to allocate your budget, and advertisers are then able to formulate bidding strategies centered around your most valuable conversions.
Convert New Leads into Customers
To attract more qualified leads and increase your conversion rate you need to, refine your website’s overall user experience to engage interested users and drive them to convert. This could be done by assessing simple things on your site: What, Why, and How.
• What: Is the user able to quickly understand what my business is offering and the value it proposes?
• Why: Are users able to quickly realize why they should use my products or services over a competitor’s?
• How: Are my calls to action (“Buy Now”,” Contact Us”, “Request a Free Quotation”, etc.) clear enough? Does my website offer users a clear an easy path (web form, physical address, phone number, email address, etc.) to contact my business?
In conclusion, importing your offline world sales data into Google Ads will definitely give you a clearer picture of which of your ads and keywords are generating you the most sales and needs. If you want to increase sales and without increasing your ad spend, importing offline sales data and optimizing your website’s overall user experience is a must.
If you are currently running a Google Ad campaign that is not converting well, contact us today for your free ad campaign audit.
