by samOne of the most important Internet marketing tools is PPC advertising. With PPC advertising you choose keywords and phrases, then decide how much you’d like to pay for each click. When a searcher goes to a search engine and types in one of your key phrases, your short text ad appears, and if someone clicks on it, your account is then charged.
One of the biggest issues PPC Marketers face today is knowing what is considered a good lead and what a bad lead is. Some would say that doesn’t matter, as they feel their job is to just drive leads, while others count on their clients for future referrals. Well, for those who don’t care about lead quality, that is just bad business.
So how do you go about weeding out problems that cause your bad leads? With the application of a little time, effort and keeping up with the goings on of your account. Our tips will help in the practice of solving bad leads.
First look at the statistics, the most logical, obvious answer is most likely your source. You should check your highest volume campaigns, especially if you’ve got a great deal of bad leads coming in.
PPC experts claim, many of the bad leads come from the “best performing” campaign, so often the campaign which is responsible for the bad leads is the one that has provided most in the first place.
It is essential however to do an analysis of your history before coming to this conclusion. Do as much digging as you can regarding lead quality, and try to pin down a start date where the problem first started popping up. Look for those dates, along with any campaign changes that may be responsible for the sudden surge of bad traffic. Most certainly be on the lookout for; campaigns being launched or reactivatedand search partners. A little investigation can go a long way to troubleshooting your issues.
Have you double-checked your account for the most common bad leads?
There are a few sources that tend to create more bad leads than others. You can get bad leads from just about anywhere nowadays.
Be sure to dig through:
Bing Search Partners, is one that causes some big problems. There are well-documented lead issues with Bing’s Search Partner network.
With Google Display Network however, you have to be vigilant when it comes to lead quality. Whilst not as poor for lead quality as Bing, PPC experts claim “content mobile” campaigns, are high performers for bad leads, which should give you a clue.
Look for consistent feedback on your lead quality. Be productive about removing those troublesome quality issues. If you’ve got URL tracking that can match up your campaigns or keywords with their corresponding leads, it can take a lot of the guesswork out of this process, saving you valuable time in the process.
To consult the PPC experts at Digital Clicks, click here.