However, to generate leads effectively on search engines like Google, professional assistance is essential. Agence Alpha is an agency specializing exclusively in lead generation that helps in expanding your client portfolio through Google ads campaigns . Important points during any lead gen campaign with Google Apart from the technical aspects of the acquisition campaign itself, there are certain elements that must be taken into account in order to generate more sales over time. Among these the most important points are budget, cost per lead, cost per click and remarketing audiences.
Apart from the classic digital prospecting done on Namibia Email List networks like LinkedIn , many marketing agencies and e-merchants are turning to Google. This is the most used prospecting channel for advertising or a marketing campaign. The main reason stems from the fact that more than 90% of Internet users use it for their research, which makes it a traffic acquisition nest. To generate reliable contacts, you need to define your audience and create a landing page .
Having precise targeting saves resources and maximizes the impact of the campaign. Indeed, like the traditional telephone prospecting , the acquisition of prospects on Google is paying. In addition, there is also competition. The latter implies that marketers must use targeting techniques capable of boosting conversion rates. The method used to define its audience is the creation of a robot profile called the persona. To this end, the company must identify several aspects of this avatar such as;
Identify your target and the content to send to them
Define the types of messages intended for leads Once the typical audience profile is known, it becomes easier to apply a content marketing strategy . The text contained in the sent mails aims to bring benefits or solutions to the problems of the recipients. For this, it is important to have an idea of how the product or service sold will help improve the daily life of the Internet user who buys it.
Once the points and levels of improvement have been identified, the mail sent will focus on them. The exercise should be repeated for all categories of identified prospects . If, for example, you are marketing door locks, the emphasis can be on the aesthetic side for people living in secure environments. However for leads living in areas where burglaries are frequent the message will address more the burglar-proof side of your locks.
The landing page is an important element regardless of the digital channels used to find customers. Indeed to have a return on investment or a consequent ROI, it is necessary that the visitor is converted into contact and for that it is necessary to correspond the advertisement to the research of the Net surfers. The landing page must be ergonomic and very stylish.
WordPress is the tool used to create landing pages with or without extensions. However, using other tools helps to achieve this. Among the extensions that allow you to create landing pages, we have Trive Architect, Beaver Builder and Optimize Press. Beyond a single landing page, it is recommended to create several for AB testing.
Techniques used to generate leads on Google
To generate leads, it is not only necessary to determine the cost per lead which will benefit the budget and the objectives of the campaign. The cost per profitable lead is this threshold which allows to generate more sales in the long term and to reinvest in the acquisition of new customers . To calculate the cost per lead, the data used are:
In order to make the best use of your marketing investments , it is recommended that you first refer to the auction suggestions offered on Google ads. The next cost per click offer must be high enough to generate traffic and facilitate flow analyzes. Thanks to the effective marketing tool that is tracking, it is possible to know the conversion rate of keywords and thus set a cost per click. The latter is calculated using the cost per lead as well as the conversion rate from clicks to leads. The formula is this:
To conform campaign parameters and digital marketing strategies to variations in bids, the Google engine can increase CPCs. To this end, it is advisable to regularly take a look at the acquisition campaign . Generate qualified leads where customers are not always made from the first visit of the Internet user. To do this, we must develop a retargeting strategy to retarget these users. As an example of remarketing audiences, the ones that can bring you sales effectiveness are:
Visitors who have expressed an interest in the site. These are identifiable through the number of pages visited or the time spent on the site. Visitors who have made micro conversations or main conversations.
The implementation of tracking tools In the context of Btob and Btoc marketing , winning new customers on Google requires time and money.