Successful lead generation advertisers in Washington, DC, understand that new marketing is more than just a lead driver; it drives revenue. If you are a lead generation advertiser in Washington, you need to evolve your mindset and your Google Ads strategy.
“Leads are not all the same, and an increased volume of leads does not automatically translate to value,” says Bill Fukui of MedShark Digital. The goal is to drive leads with an intrinsic value that will get you the volume you need to grow consistently. Therefore, if you are a lead gen advertiser in Washington, DC, here are six tips for getting high-quality leads in Google Ads.
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Align Business Goals: Ensure Everyone On The Team Is On The Same Page
To start with, ensure you are all working toward the same goals; the board and the marketing team must be on the same side. On the one hand, the board’s goal is to increase the profitability by 25 percent.
On the other hand, the marketing team wants to feed the sales team with a 25 percent increase in leads. Meanwhile, the quality or value of the leads does not matter, provided they meet the target.
Map The Progress From Lead To Scale: Create A System For Measuring Growth At Every Level
One of the most important steps in this process is taking the time to assess the lead-to-scale journey. This will help you know how possible and efficient your mission is to get closer to revenue generation.
Put yourself in the shoes of a potential customer and map the touchpoints, both online and offline, to the revenue stage. Then, get a piece of paper or open a Google spreadsheet or doc and do the following:
- Calculate the average amount of time between each step to see the possibility of optimizing it as a conversion action;
- Calculate the average monthly conversion volume for each step and
- Calculate the average conversion rate between each step to assign a static value.
Select Relevant Optimization Points And Assign Appropriate Values
Google works with a very detailed algorithm, and you must understand this before you get started. A few things you want to note when choosing optimization points are:
- Ensure you provide fresh data that is verifiable
- Work towards ensuring higher conversion volume by knowing when and how to publish your ads
- Find out if money is a viable investment at the time
- Differentiate effectively between individual leads and the right conversion actions
Utilize Google’s Smart Bidding: Start By Understanding It And Testing The Different Variations
Smart bidding is a grossly underutilized feature with maximum potential for anyone who is looking for improved lead generation for business. There are two ways to smart bidding, and that includes knowing how to use it to your advantage and that of your prospects. A few important things to know before you get started with Google’s Smart Bidding include;
- Test the difference between conversion-based bidding and value bidding with clear goals in mind;
- Let your Maximum Conversion Value get as high as 50;
- Anticipate some volatility as you transition to a new bid or conversion action.
Capitalize On Broad Match: Do Not Miss Out On Any Opportunity To Build On Recorded Success
When you start getting more qualified leads, you know it is time to enter Broad Match. This is the go-to match type if you are a performance advertiser in Washington, DC. More so, when you pair it with Smart Bidding, you become more eligible for more queries in auctions with higher conversion rates. As you do this, ensure transparency and take creative relevance seriously.
Build Awareness: Invest In Several Ways That Get More People To Know About Your Business
Last but not least, build awareness and drive consideration, especially when you have attained digital maturity. Note that not all lead-gen advertisers will get here, but if you do, here are a few things to consider:
- Change your tactics by optimizing toward a more upper-funnel conversion action;
- Invest in creativity to educate your customers;
- Measure the impact and success of the channels with account-level metrics.
Conclusion
Understand that goals differ from one lead gen advertiser to another, meaning not all these tips will apply to everyone. The trick is to know your customers, tell Google who they are, and understand how to use Google Ads to achieve your goals.
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