Perhaps one of the most frustrating parts of PPC management for lead generation clients is when the client or your company realizes lead quality is an issue. Unfortunately, it happens more times than some would realize, especially when marketing automation is set up to identify the source of poor lead quality. Here are some things you can do to improve lead quality:
1. Running Search Query Reports (Keyword Details) and Identifying Negative Keywords
Many times the search queries are being matched to your keywords bring in irrelevant traffic (even though they convert. I’d recommend running a SQR for your entire account, sorting the list by conversions, and see if there are any keywords that might lead to you believing that the lead was not of high quality. Keyword examples could be, ‘template,’ ‘example,’ ‘samples,’ and ‘free.’ Also, if you’re working with a marketing automation solution. and you’re tracking leads as granular as the keyword level, this would be a great way to quickly identify trending of low-quality leads.
2. Excluding Conversions during Odd Hours or Days of The Week
If you’re generating leads for B2B, targeting users searching late night or early morning hours or on the weekends might not be the best use of your budget. If you’re able, identify when the poor leads are coming in. If the data matches from AdWords, this might be the source of your problem.
3. Excluding Search Partners/Syndicated Partners
This is definitely more of a problem with Bing! Ads, but if you’re having a problem with lead quality and are receiving a lot of leads from the ‘partner’ networks, this could be your problem. I’d recommend first segmenting by network (including search partners) in AdWords to see how many leads are coming from search partners.
You can perform a similar exercise by running a report for ‘Syndicated Partners’ in Bing! Ads (although these should excluded completely or in separate campaigns since lead quality are usually awful).
4. Excluding Display Network
If you are getting a good amount of leads from the display network, make sure you’re running placement reports often. These are similar to search query reports where you can exclude specific websites you don’t believe would drive high-quality traffic and leads.
5. Excluding Geographic Locations (if targeting international)
If you’re targeting internationally, it’s especially important to monitor conversions by location in the ‘geography’ section of the ‘dimensions’ reporting. With Google’s ‘Enhanced’ Campaigns, you can either bid down for certain locations or exclude them completely if you’re noticed a poor trend with lead quality from a particular area.
Final thoughts: If your campaigns are synced with a marketing automation solution and set up correctly, use that data to guide you in making changes to improve lead quality. If this type of solution is not available, start by using the tips above to try and make a difference. However, only make one change at a time, and see if it makes an improvement. Making all of the changes at once might prevent you from really understanding which tactic made a difference.