With SEO proving critical to determine the survival of online businesses, having
the right tools on your side can determine the success or failure of a campaign. As
much as you want to have your site emerge at the top of a search result, you’ll
want the follow-through of a transaction from regular customers and new ones.
Getting the person on the other end to follow through after the search results is
great; increasing your CTR is gold. It is just as valuable to have customers inform
others as to why your site is worth visiting. With a buying public fully empowered
to decide ahead of any marketing effort, they need to be persuaded more than ever
that your site and products are worth their money.
As vital as Google AdWords is as a marketers’ toolbox, using it effectively
requires some research to develop ideas to maximize search outcomes. For lead
generation, it’s helpful to note these tools and what they can do.
The purpose of Customer Match as noted on the AdWords site is it “lets you create
highly targeted ads to reach your most valuable customers with the right message
at the right time.” To make this happen, you can upload email addresses gained
from prior contact, then you can build a campaign with focused messages meant
for Search Networks, Display Networks, and so on.
To help build interest and create new customers, an “Add remarketing lists”
function allows you to identify similar audiences to your loyal base.
Finding the right words to drive traffic is tricky, but the Keyword Planner is meant
to smooth out the hunt for the best words and phrases. In helping you find relevant keywords, it also allows you to conduct research with suggested bid estimates based on how often keywords appear in searches and how the volume of those appearances change over time.
Display Planner is a forecasting tool that creates ad groups based on customer
interests and websites they visit. It allows insight into how performance goals play
out based on campaign bids and budgets. To get the best results from these tools requires a good amount of pre-planning: care, patience and plenty of research.
Your campaign should be relevant, built around the people searching for what your
company and site can offer, then able to expand beyond initial successful
conversions. The following are some of the tactics that can be applied to generate
Your landing page is the face of your business: it should be appealing, providing as
much information about your company, its services or offerings to the customer. It
should also be easy to navigate, allowing the customer the ability to find what they
need. The feedback from landing pages is important in gauging the customer
experience and whether they’ll return or even refer others to your site.
To be certain your landing page is producing its intended results, it would be best
to perform an A/B test with them. Comparing the analytics from an A/B test can
find problems in customer conversions and find out what’s bringing them in and
what’s holding them back. Behavior analysis tools in A/B tests can observe
customer habits when visiting your site.
Tracking phone calls
Most searches are performed using a smartphone. Finding an ad that appears with a call extension allows potential customers to make a phone call to you. Building a keyword campaign around call tracking, or integrating it into an existing campaign, allows for your marketing team to relate successful keywords with unique phone numbers. This is also helpful if a campaign is established around mobile optimization.
A high percentage of businesses get their leads from phone calls, especially offline
leads. With the right tracking systems, you can log numbers automatically.
This can be a great tool for lead generation if you work it just right. As much as a
landing page is the face of your company, a regularly maintained blog can act as a
megaphone, alerting customers to help personalize the experience for a customer,
and become by being the site’s megaphone. If it is well written, with targeted
keywords sprinkled throughout, it can be effective in drawing traffic and
Ubiquity makes it necessary to have a regular presence on Twitter, Facebook,
Instagram, etc. Though there is a struggle to recognize the importance of social
media beyond brand exposure, having a presence on a site brings you closer to new
and regular customers. A good amount of web search is performed on these sites,
inviting new leads. Also, many established and new social media sites are adding
tools and functions to help boost ad campaigns, as well as offering customer data.
Ever an effective way to reach customers, building leads through email remains #1 in lead generation. So many sites will require customers to enter their email addresses or ask for them to sign up for updates, more often you’ll have a wealth of addresses to work with.
Email marketing is reliant on the appeal of the message, especially when the
customer sees the subject line, as well if it is well-written and designed. Including sharing links in an email allows the recipient to share on the social media of their choice, adding to your business’s or site’s exposure.
Lead generation is where your efforts to get the word out pay off. You’ve succeeded in creating the possibility of new and repeat business. For that to happen you will have to be patient and work hard. The successful implementation of AdWords as part of your campaign can decide how to proceed beyond initial success.