MLM Online Training Resource

How To Generate Google Lead Quality?

Posted on 28. Jan, 2010 by admin in Online Training

One metric that everybody wants to optimize how to attain top Google campaign performance. In other words, what is going to put the most dollars, revenue, and return on investment (ROI) generated from a place where you can afford to spend money on Google?

Most people just want to make more money.  You want to make more money and you want to do more with your sales opportunities.  This is going to be your based on Google lead quality.

Lead quality is most likely the last metric that you can optimize. The simple reason is that your quality is something that is determined over time.  It is also determined by the actions taken within your sales funnel.

When it comes to sales driven marketing, what you will discover is that a sales driven marketing is an ongoing process and it requires feedback from the sales funnel to be truly effective.

It not as if you can just monitor quality on only your conversion rates within your campaign. Your conversion rates are a key indicator of what is happening in your campaigns as well as a key indicator of your prospect’s interest levels, but conversion rates are not the end all be all of sales conversion.

To truly improve on generating lead quality you must work on what happens beyond the google campaigns; meaning within your sales funnel.  This is where you are building a relationship with your leads using an autoresponder, phone, newsletters, and more.  The results from your sales funnel are feedback that enable you to track what is selling and where the profitability lies.

The one thing to keep in mind is that campaigns with a high CTR (Click Through Rate) and a high conversion rate, is going to be reflective of a high level of interest in your offer and these are the metrics you are always trying to optimize at the campaign level. A person with a high level of interest in the ad is due to the offer being clearly defined.  At the landing page, you notice a high level of prospects generated from a specific keyword, ad group or campaign are always converting at the click rate and lead rate.

It is going to be indicated that you have a high potential within the campaign for sales conversions.  But you have to be looking at the quality outside the campaign.  What this is going to be is what percentage of those leads are generated that actually create true sales opportunities.  Which ones are sales ready and which ones want to talk to a sales person, sign up with a sales person, or actually purchase a product?

How many of those leads convert on the back end?  Again, I am referring to your sales funnel.  How many of those leads, not only make an initial purchase but make repeat visits, repeat purchases.  Optimizing outside of your Google campaigns is a process.  It does require a level of analytics the is a much more advanced form of Google marketing. In fact, it is the Google marketing that will produce the largest results in profits.  But, if you are just in your campaigns and you want to improve your quality while engaging in your performance metric, you can be looking at many various elements. The main thing is going to be keyword quality.

Once you have determined that you have a high quality keyword, everything is going to occur on the back end; outside of the Google funnel and directly into your sales funnel which leads to the interaction within the sales funnel.

Take for example, you are in your Google account and you want to make some good decisions in terms of profitability and lead quality.  If you see a low conversion rate on a keyword and you are trying to determine whether it is right for your business, this indicates that something needs to be adjusted in you funnel, landing page message or ad copy.

When you are making these types of decisions, it is important to first look at the keyword and ask yourself these questions; “Is the keyword specific enough?”.  This is a key question because even if you have a good keyword, your prospects’ may be in the browsing behavior.  People may just be browsing on that keyword and it is not specific enough to actually convert to a sale.

Once a prospect queries maybe two or three times in the later, they are becoming sales ready and you are going to miss this opportunity. Thus, first is the keyword specific enough?  The second question you want to ask yourself is, “Does it clearly define my product or service?”  This is another key element.  Is this keyword specific enough?  Is it an order taking keyword?  Is it showing a specific demand for my products and services in this keyword query?  Does your keyword clearly define what you do?

More importantly, are people searching for this keyword?  Even if the keyword defines what you do, are people interested in your specific offer?  This is where you can go and view your competitor’s business models and their landing pages, ad copy, and see what offers drive your market.  It is not just about what is in your campaign, but has a lot to do with the offer itself.  Certain offers, people are known to be more responsive to due to certain keywords.  So, ask yourself this question, “Are people searching for this keyword interested in my offer?”; meaning the in the way it is structured, the timing, and how it is put together.

Next, ask yourself this question, “Are prospects looking for exactly what I have here?” This is taking it further than just defining your product or service.  “Are people looking exactly for the business solution that I am offering?”  Most prospects have a specific problem and they are searching to find a solution to their problem. Does your product or service meet their needs?  Does your landing page make this clear and if it does, you need to ask yourself this question.  This is because if your landing page is making it very clear on what you are offering and your leads are still not responding, they may not be looking for exactly what you are offering.

Another question to ask yourself is “Is this keyword attracting the right audience?”  There is a right and a wrong audience.  Depending on the price point of your product, the one thing you are going to have to be sure of is can the audience afford your product; that your audience is not a low quality audience.  Low quality audience does not mean a low quality person, it just means that they don’t have everything that they need to move forward with you in the sales funnel.  They cannot become a sales opportunity because they can’t afford your product.

So, asking yourself, “Is the person on the other side of your search term going to be the right customer for your business?”  “Is he or she going to be a good fit?”  If you can answer these questions honestly, you will gain insight into your keywords, ad group, and market quality.  This will help you determine the campaign performance metric.  “Is your campaign performing at a high quality level?” “Is there a high likelihood, based on your campaign performance, that the leads you create, will produce sales?”

More On Google ==> Generate Google Leads