Building conversion metrics on your channel might look great. Click-through rate is the goal of most paid media advertisers. However, if most of these users are of no quality, then we are studying vanity indicators.
I want to tell many of my customers that I would rather reduce the potential customers that we know may convert than waste a lot of advertising spending on users who are not suitable for their goals.
Can not resist.
This is where the qualifications of potential customers come in. In this article, I will introduce:
- What is lead qualification and why it is important.
- How to determine your potential customer qualification parameters.
- The four lead qualification strategies I use with my clients.
Read on to learn how to get potential customers who will convert into customers, and customers who will stay with you longer.
What is lead qualification?
Regarding ensuring that your prospects are qualified to attract potential customers through advertising and other marketing assets, they are the ones most likely to advance your business goals. Qualified traffic to your website is more likely to take action there, and qualified potential customers are the most likely to become customers.Leadership qualifications are valid for Lead generation process.
MQL and SQL
In the B2B world, you may have heard of Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). MQL is those people who have shown interest in your product or service but may not be ready to buy, thereby qualifying them for more marketing activities, namely, Nurturing activities Move them to the funnel Convert from prospect to customer.
SQL is those people who have shown interest in your product or service and are likely to buy it.
Some clues appear in the form of SQL, while others begin in the form of MQL and have valid Lead Management And nurture, become SQL.
Why is lead qualification important?
Obviously, you want to get qualified potential customers from your marketing efforts-you want Get more customers. But it also has financial aspects. If you are running paid ads and have a high click-through rate, this means you have an attractive offer and/or excellent copywriting.But does it appeal to you Most likely customer?
If you get a lot of clicks, you might get Pay less per click, But what good is it if you don’t get a conversion? You are not really saving money, you are wasting unqualified traffic.
Therefore, although click-through rate and cost-per-click are important, your conversion rate is the core of your return on investment, and the core of conversion is the qualification of potential customers.
How to determine your potential customer qualification parameters
Know your ideal customer and your Target audience It is vital to understand what your business’s potential customer qualifications are.There’s some left Leadership formula This may apply to your business, but the most basic is BANT:
- budget: Can potential customers afford your products/services
- authority: Are they the final decision makers of the purchase?
- need: What needs do they hope to alleviate? Is it consistent with your long-term customers?
- emergency level: How urgent are they to meet this need?
Your Landing page copy And the information you request in the form will help determine the eligibility of your potential customers, but it will not solve the problem of paying for unqualified clicks.In the next section, we will introduce four ways to make your Click.
Leadership qualification strategy
These strategies enable you to Improve the quality of your PPC leads Before the user even reaches your landing page.
1. Be specific in your ad copy
The easiest way to tell people that they are not the customers you are looking for is to tell them directly. It is perfectly reasonable to use certain wording in your ads to prevent unqualified users from clicking on your ads. I know that in the PPC world it is difficult to see a lower click-through rate. However, if these potential customers never convert into customers, then the click-through rate is meaningless.
E.g, I have a client who provides CRM products for startups and small businesses. Of course, their goal is “small business customer relationship management” and other keywords, but they also target many general CRM keywords that don’t mention “small business”.In these ad groups, we make sure Pre-qualify our potential customers The ad copy is only for small business owners.
Using qualified ad copy, you can target a wider range of keywords without wasting too much money on unqualified clicks.
We let searchers know that if they work for a company with more than 50 people, our CRM is not for them. Yes, our clickthrough rate in these ad groups has dropped. But our lead quality has improved. And because our click-through rate has dropped, our costs have also dropped. With lower cost and higher conversion rate, our cost/conversion rate. The numbers have dropped significantly. This is the most important indicator for us. When the quality becomes better at a lower cost/conversion rate, the drop in click-through rate does not hurt us at all.
If you are confused about all these indicators, please check our The ultimate guide to PPC indicators All this will make sense!
2. Use price extensions
The same mindset applies to you Ad extensions for paid searchIf you have a more expensive product, you may only want to reach wealthy users. Mark the price or status of the product in the ad extension.
Good’ole stickers are shocking. If the user sees a higher price, and the user has no money, they will most likely not click on the ad.I am saving my Advertising budget The correct user will be later. Not everything needs to be related to price. Maybe you will adjust your value information based on the correct user. Make everything suitable for the perfect audience you want to reach; not everyone who might be interested in your product.
3. Optimize the quality of the lead form, not the quantity
Both Google and Facebook lead forms have lead form type settings.This gives advertisers the option to optimize for more potential customers or more potential customers qualified Lead. Of course, the default choice for the channel will be a louder volume.They will encourage you to get more potential customers, which will make your The PPC report looks great. However, if you have tested lead forms in these two channels and received spam leads, please consider switching optimization settings to focus on higher quality.
here it is Google Ads lead extension form Options:
here it is Facebook Lead Ads Form type options:
You can see Google trying to scare us.It warns you may get fewer potential customers Cost per lead is higher (This is real). But I am always willing to pay more for potential customers who are more qualified and easier for my client’s sales team to close. Feel free to create two different formats, one focusing on quantity and the other focusing on quality, to see which ones can actually drive more qualified users.
4. Add more questions to the lead form
Many potential customer forms on Google, Facebook, LinkedIn, Quora and other sites have begun to require users to enter minimum information such as names and phone numbers. In most cases, these fields are automatically populated based on the user’s profile information. This can make it easy for someone to fill out and submit the form, but because of its simplicity, you may not be a prequalified user.
The good news is that most channels that provide lead forms allow advertisers to ask more questions or customize questions. Here are some examples:
LinkedIn Lead Form Customization Issue
You can create custom questions LinkedIn Advertising Lead the form to ask the user for more information. This will make them a little more work, but if they are willing to spend some extra time to provide you with more information, they may be more interested in your product. In addition, you may ask questions that scare off unqualified users, which is okay.
Facebook guide ads customization issues
Just like LinkedIn, you can create custom questions for Facebook lead advertising formatYou can let users enter responses, choose from a list of options, and even create conditional answer sets based on the uploaded CSV.
Google Lead Ads Additional Question
Google also has other issues, but you can’t customize them. Instead, you have a list of question options broken down by a specific industry or category. You can add multiple eligible questions to the lead form to get more information from your users. Many of these are multiple choices, so if users don’t see an option describing them in their question, they will most likely not fill out the form.
Get more budget through lead qualification
From your internal data Customer relationship management Will always help you make better optimization decisions to find the right users. However, whether you have CRM information or not, you can still put some effort into your ad copy and lead form settings to try to determine the eligibility of users before they visit your website. You may see less traffic and fewer conversions. However, if you screen the right users, you can expect to see a higher turnover rate and less churn rate. To recap, here are the strategies:
- Use prequalified ad copy.
- Add price extensions to your search ads.
- Optimize the quality of the lead form, not the quantity.
- Add more or custom questions in the lead form.
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