Let’s face it: Google AdWords is expensive. Especially because “more leads” doesn’t necessarily mean “more sales” – unless you’re thinking the process through.
Even though the average cost per click is “only” $1-2, research from Wordstream found that even small businesses typically spend between $9,000 – $10,000 a month (more than $100,000 a year) on AdWords campaigns. Large companies like Amazon, State Farm, and Lowe’s spend between $40 and $50 million each year – not to mention that popular keywords can cost upwards of $50 per click.
Yet AdWords are an effective way to attract and close more business. You can either work with full service solutions like Cleoo, or do things on your own. But getting the right ROI on this investment will depend if you manage to identify, close (!), and nurture the best leads coming in from the campaign.
How SaaS Companies Can Increase AdWords ROI with Targeted Lead Follow-Up from your Inside Sales Team
Step 0: Defining your persona and craft ad copy that truly addresses user search queries
A strategic ingredient for successful sales and marketing alignment is defining your ideal customer profile (persona) and selecting the top profiles to be targeted with Google AdWords. While your content strategy may include content addressing not only decision makers but also influencers, for AdWords you want to be very selective who you are addressing.
Carefully selecting well-targeted keywords ensures you’re attracting leads that are a good fit with your solution, which has an impact on both your campaign conversion and your deal closing rate. To write strong PPC copy, you’ll need a basic understanding of the buyer’s journey, psychology, in-depth keyword research, and compelling copy that reflects the search queries you’re trying to target. You can find more resources on how to do all of that in Google’s Best Practices resource center.
Step 1: Create a high-converting landing page for each Adwords campaign
A website’s homepage has many goals: introduce the product or service, tell the company story, share customer successes, promote content or other offers.
But a homepage with 50 links has an attention ratio of 2 percent, according to Unbounce, while a landing page with a single call-to-action (CTA) has a 100 percent ratio. A landing page CTA gets undivided attention, and your single goal should be to convert the visitor into a lead by having them sign-up on a form.
Every AdWords campaign you create should direct people to a corresponding landing page. Each landing page should have one goal: getting people to download an eBook, start a free trial, request a demo, or simply learn more about your offering. They all require a specific call-to-action prompting people to fill out a form and receive the offer. This is how you capture a lead’s information.
In addition, your AdWords messaging needs to match the messaging on the landing page it corresponds with. When someone clicks on an ad with a specific offer or messaging, they expect to go to a page that will tell them more about it. Anything else comes off as spam. Make sure your landing page answers the searchers original questions.
The key here is to make it as easy as possible for people who click on your ad to get what they were looking for. Check out Instapage’s list components for an effective PPC landing page. When it comes to selecting the right landing page software, have a look at Unbounce, Instapage or Leadpages. They all provide you with critical features to build high-converting landing pages such as A/B testing or beautiful CTA button options, and naturally they are integrated and will ensure the contact data gets to the right place.
Step 2: Identifying high-priority inbound leads by implementing a lead qualification strategy
So what if you generate more leads than your sales team can handle? How to distinguish between a sales-ready lead and a lead that’s at the beginning of his buyer’s journey? Are they a great fit with what you sell?
Once a lead comes in, your team should have a process and a strategy for qualifying that lead, both from a persona standpoint as well as their sales-readiness. If not, your sales team will focus on the wrong lead and quickly complain about the “poor” lead quality.
This is a critical moment to get the ROI you deserve.
Which leads are worth the time of your sales team?
Certain leads show interest but aren’t interested in purchasing anything until the next quarter or fiscal year. These leads are a waste of time when it means you’re ignoring sales-ready leads instead for too long.
Deploying an inbound lead scoring solution (yes, like SalesWings) uncovers in real-time which inbound lead is most likely to become a customer. It analyzes their past website visit history and uses predictive analytics to tell you who is sales-ready, and what they are most interested in. Lead scoring and website tracking data gets pushed in real time to CRM, Slack, and other channels where your sales team works, ensuring they’re always on top of the best leads.
If a lead isn’t sales-ready you’ll want to nurture them throughout their buyer’s journey. This ensures that you stay on top of their minds and are present once they get a need for your solution. There’s a lot of good email marketing software out there, but AutopilotHQ and Sendloop are some of our favorites. Depending on the feature set of your solution and your resources, you can create more or less complex email drip campaigns. As leads interact more with your website and become sales-ready, the best inbound lead scoring solutions will notify the sales team instantly. This helps your reps prioritize communication with leads and accelerate the sales cycle.
What’s the profile of these leads?
The leads who come in from the landing page have an interest of some sort, yes. After all, they’ve shown interest in your company and interacted with your landing page’s offering. But is that a student doing research for his class, or a top priority VP of Sales shopping for your solution?
Requesting leads to submit information on the landing page about themselves such as title, company URL, phone number, interest or purchasing timeline, helps you identify the best leads. This type of qualification may result in lower numbers of overall leads, but you can be assured that the quality of the leads you do have will be good. If you’d like to enrich this data with publicly available data when the contact gets created in your CRM, have a look at Clearbit’s Data Enrichment solution.
Many sales reps also like tools like LinkedIn Sales Navigator or FullContact to uncover further information about a lead inside their inboxes. LinkedIn’s advanced search function makes it easy to find a leads professional and company information, and reps can unlock full profiles for leads who aren’t in their network.
The most important takeaway here is that you need to think about all steps of the process: From targeting the right persona to converting them on a dedicated landing page and successfully identifying the top priority leads. Technology will help you optimize your ROI along the process – but the process must come first.
AdWords campaigns are too expensive not to work out well, and the overall campaign success should be measured by number of leads closed from AdWords – not the number of leads generated.
Today’s post is by guest author, Philip Schweizer, CEO & Co-Founder of SalesWings, a predictive sales tool that ranks leads according to a predictive score which is based on their website activity, making it easy for sales reps to follow-up with the hottest leads first.