Waseem Saddique explores what lies ahead for PPC marketing as we head into 2012.
Following some extensive research, by Waseem Saddique, one of the more common issues facing PPC marketers today is differentiating between what is a ‘Good lead’ and what is a ‘Bad lead’. Whilst many companies tend to say it doesn’t matter to them either way, as long as the ROA numbers look good, there are those that value their clients and benefit from referrals to potential customers.
Waseem comments: “For those who tend to ignore the value of quality leads, this can only be described as bad business practice.”
In order to overcome the issue of dealing with ‘poor business leads’, Waseem Saddique offers his expert marketing knowledge and provides some key tips when developing good quality PPC leads.
The fundamental principles
Understand that the ‘After Click’ is just as important as the ‘Before Click’ – Those in PPC marketing who simply focus on conversion quantity and avoid conversion quality are setting themselves up for a fall. The simple truth is that no client will stay with you if business leads do not show evidence of bringing in the money. Yet, such major issues can be resolved if companies simply took the time to communicate and engage with their clients asking targeted questions like:
- Why do you consider this to be a poor lead?
- What information do you need from your website visitors that qualify them as a good lead?
- What other useful information can you give me about past clients?
Once these questions have been addressed, PPC marketers should do whatever they can to gain access to view leads that are coming in. This allows the PPC marketer to understand demographics and geographical information allowing them to review entire messaging and marketing strategies.
Try different conversion tricks to filter out the bad leads
One way to identify the good leads from the bad is finding those clients willing to put the effort in. Rather than using generic online forms that request little information and require very little effort, switch tactics and try a brief survey that lists a number of key questions.
Mr. Saddique states: “Often, companies who are serious about success will take that extra time to achieve the best for their business when it comes to PPC. Furthermore, from a marketing perspective, it gets visitors to your site engaged and proactive.”
Surveys are useful for two key reasons:
- They will generate a better response rate with more in-depth information
- They provide that sense of interaction that filling out an online form does not
And finally… remain ahead of the game
PPC marketing is continuously changing and becoming more complex as client demands grow and industries become more competitive in the quest to reach wider and further in terms of their marketing campaigns. Therefore we, as marketing experts, need to find new and innovative ways of achieving the best possible results for our clients.
Whilst evaluating and monitoring statistics is useful, unless leads turn into strong prospects and bring about future business, it’s all useless to the client.
Waseem says: “Achieving better qualified leads is as easy as communicating with the client to see the types of leads coming in and understanding why these leads are good or bad. Sometimes we can get lost in the analytics and forget the simple matter of talking to the client.”