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.”
