Working towards lead quality is always a work in progress, but there are some specific ways we can improve the quality of leads
Use CRM lead data and reporting:
This is an area that is often discussed, but hardly ever executive properly. Whether we directly integrate CRM data into AdWords or use downloaded reports, it is easy to still use conversion tracking to find leads and which keywords convert, but the goal is the quality of lead, which is the stage after the initial inquiry, or conversion.
By focusing conversion reporting on CRM data, we can then find the specific keywords and ads that move that initial inquiry to an MQL or prospect, based on the actual business information instead of the form fill. The trick is that this may increase the cost per conversion we see in AdWords, but ultimately, we will improve performance of actual prospects and final sales opportunities
Pre-qualify with Ad copy
Once we have the initial lead set up with conversion tracking and proper UTMs for the CRM programs, we can pre-qualify our potential inquiries and leads with proper ad copy. This can be as simple as testing out different lead offers with call outs as to what it is the user is receiving when they give over their information. If the user is really interested in your product or service, they will more likely give over their information.
Landing page testing
The last tip is testing landing pages. This can be as simple as switching the location of the form to testing out different content on the page. It can also be using bullet formed information vs paragraph form. I’ve also tried multiple forms or a button on a long page that directs users back up to the original form, if it moves out of screen. By testing content and title differences with the pre-qualified ad copy and offer, we can help keep unqualified leads from filling out the form while making sure our more qualified inquiries make it into the sales funnel.
These are just a few simple ways to adjust towards a better sales funnel and optimize towards the targeting, pages and messaging that drives those quality leads