How To Get Good Quality Leads From Digital Advertising

Okay, here is a disclaimer right off the bat. The meaning of the words ‘good quality’ is subjective. What might be good quality to you, might be crappy for someone else & vice-versa. So it’s important to define your goals beforehand. Once your goals are set, then it’s time to build a kickass campaign.

But how exactly do you get good quality leads? Here’s the secret sauce.

Use different type of campaigns for different goals

There is no one size fits all here. Different ad campaigns do different things.?

For example, campaigns which are designed for brand awareness usually target a large section of the audience. Since the goal is to generate awareness, you shouldn’t be that concerned about targeting a really niche segment of your audience.

For leads however, you need to be concerned about exactly that.?

If you need people to sign-up, purchase, or convert in some way, then you cannot target just about everyone and then hope that a lot of them will convert. That’s called gambling.

No, all lead ads should be highly targeted. It’s also recommended to use custom audiences and lookalike and/or remarketing audiences to get better cost per click. The important thing for leads ads is the relevancy of your consumers. I mean it’s not rocket science to figure out that people will buy from you only if your ad is relevant to their situation. So make sure that the ad copy & keywords are relevant.

Refine the message

If you’re telling them what you or your brand can do for them, then stop.?

Why?

Well because what happens here is that your brand kind of takes the centre stage and not your consumer. That won’t be an ideal way to approach things, at least in my opinion.?

Tell them what they will get from your brand instead of what your brand will give them. Yes, there is a difference.

What’s the difference? Well, viewpoint.

Well, many people aren’t that interested to know about a brand and tend to check out if a brand goes on and on about how awesome they are. Now, don’t get me wrong. Loyal followers do want to know about brands, but that’s slightly different. Loyal consumers will connect to your brand and promote it IF they believe that you can be trusted & if you provide them value, which benefits them in one way or the other.

So my point is, let them know. Let them know what THEY will get from YOUR brand and not the other way around. That way, you make it all about them and their life.

Selling a luxury car? Then tell them how they can enjoy the finer things in life & look awesome doing that while being safe and secure in your car. It’s not the car that’s important, it’s about them experiencing all of these things. Again, viewpoint!

Relevancy

Keep it relevant.

Target the right people, at the right time & on the right platform.

If someone sees your ad on Google, clicks on it, ends up on the landing page and then realises that the content doesn’t quite reflect what was advertised in the ad, then they won’t come back.

Similarly if someone comes across your ad on their social media feeds and if it’s not interesting or relevant to them then they’ll keep scrolling on ahead. So relevancy is a huge factor here. If the ad is relevant to your target audiences then you’ll get more clicks and conversions.

When it comes to PPC ads, relevancy gets even more important. The keywords have to be relevant to the ad copy & headlines and the ad copy & headlines has to be relevant to your landing page content, & landing page content has to be relevant to the keywords and the circle continues.

If your ad is relevant then it reflects on your ad rank. Which also means that you’ll get a higher click through rate and maybe a lower cost per click as well.

Make it easy for them to convert

If they want to sign-up for your service or even purchase your product online, then make it easier for them to do so.

If you make the process too complex, with a lot of extra clicks then the leads might drop off. So in order to maximize your chances of getting good quality conversions, make sure that your website is easy to navigate, fast loading & the sign-up process is simple to understand and complete. Remove unnecessary details and avoidable clicks.

Another important thing to remember is that the ad headline and copy should be easy to understand. Make sure that your message is crystal clear. This will avoid unwanted clicks and irrelevant sign-ups.?

All the forms on your web pages should be tracked and monitored of course. It’s also important to run a/b tests with different landing pages, forms and platforms in order to see what’s more efficient and effective.?

I’m sure many of us have found it quite frustrating to connect with brands and get someone to respond to us at some point in our lives. So yeah, don’t do that. If the consumers find it quite easy to connect with your team, then of course it reduces a lot of your headache as well right?

Do not run lead/conversion ads using cold audiences

Cold audiences are those people who haven’t really interacted with your brand. So why would they buy from you?

Exactly. So don’t use them for conversion ads.?

Ideally, the ads should be segmented according to the sales funnel. The right people, in the right stage of the funnel, have to be shown the right ads. And once you get the hang of it, it’s really not so complicated.

Cold audiences should be ideally used for brand awareness campaigns. You should provide them more value and get them used to your branded content.?

Once they interact with your content, they become warm. So these warm audiences should be used for lead/conversion campaigns. It’s always recommended to sell to those people who have a higher chance of buying from you. Why would you waste money on people who don’t know your brand?

?Most ad platforms allow you to create lists of consumers. You can create your own lists or create them from your website data. For lead ads, use these custom lists and lookalike audiences (people who behave similar to a certain set of audiences) to improve the quality. Remarketing ads will also give you a higher lead quality.?

Customize the form fields

Add more fields in the form in order to qualify the leads a bit more.?

Don’t just keep the standard email & name ones. Add a phone number, date of birth, or an address field in order to filter out the non-committed people. This will improve your lead quality as well.

But, here’s the thing.

It’s important to add relevant fields. I mean don’t go on adding a ‘blood group’ field if you sell shoes just to improve the quality. Because it won’t.?

Also, the more data you have about your consumers, the easier it is to contact them again in the future and also refine your audiences.

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Hey there!. I'm Abhishek. I'm a digital marketer. If you liked what you just read then do subscribe to the newsletter. Helps a ton. Thanks!

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