At digital marketing agency Intergage, we are extremely keen to work as closely as possible with our clients in order to gain a thorough understanding of their own customer base. For our Pay Per Click clients, it is absolutely essential that we focus not only on the quantity of leads that our campaigns are producing – but more importantly, the quality of those leads. Afterall, what is the point in driving 50 sales leads through a Website if none of these convert into £££?
So how do we differentiate between what is considered to be a good lead or a bad lead? Quite simply, we take the time to discuss this with our clients. Many agencies would feel satisfied with simply staying on “the other side of the fence” and only caring about the sheer volume of conversion, but this is quite simply a lazy option – the best agency run Pay Per Click accounts are a two way street of communication.
It is incredibly useful for a PPC agency to understand why a lead is not of high value to their client – and what further information would be needed from the site visitor for them to be considered as qualified. This information could then be incorporated into the contact form or even adapted to be included as sponsored bid terms.
At Intergage, we find it extremely useful to analyse the language used within each email lead to a client’s site – the body of these emails can often give excellent clues as to the type of search terms used on an engine and are often added into the Pay Per Click campaign as new keywords.
Finally, look carefully at your chosen bid terms and ensure that you have included “high intent” keywords. These terms often include words such as “buy” “need” or “order.” We often find that these although these keywords can sometimes drive less traffic, the traffic is of much higher quality and consequently produces far superior leads.
If you would like to know more about Pay Per Click advertising or any other area of Web marketing, please do not hesitate to call our friendly team on 0845 456 1022.
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