Lead Generation
Working with lead generation is far from being simple. In a world that moves more and more frequently on e-commerce, more and more companies think they have to sell online. Not all businesses are available to sell online. For many companies, lead generation is still the core business. For instance, a dentist, a lawyer or a plumber will never be able to sell their products online, as their delivery can be done upon specific conditions.
Therefore it is critical to get all possible information, and needs, from users/customers, and then prepare a custom offer in order to supply the service, with specific price, terms and conditions.
How to improve lead generation?
Despite general issues, those who have set up their business on information requests and appointments should invest more in the quality of information they provide to their customers. It is true that people’s tastes are increasingly flexible, but it is equally true that there are sectors in which people prefer to inquire and buy offline, as going to a shop, visiting the office and getting phisically the service.
Lead generation is therefore also a scalable business, made up of contents that must be precise and specific, and entice the user to fill out a contact form, send a request for a quotation, or join a chat and ask for more information.
It is important for a hotel to get as many reservations as possible, for a plumber to get as many appointments as possible within a day, being aware of the service the user is asking for, or for a lawyer to understand the kind of danger the customer will go and face.
How does it work?
Keywords, inmarket audience segments, local and demographic targets are targeting methods to be used in ever greater synergy.
While, in the past, it was enough to have some good keyword and advertising somehow on the mobile phone, now it is important to catch the users interests before they will even start their search online. Here Google artificial intelligence is offering an outstanding potential, but good webagency needs to catch it in the proper moment.
Therefore advertiser will be able to welcome the user in own website in the proper moment. In the following picture, you may see the diagram of cost of leads that advertiser experimented.
Advertiser, as lead generation needing, was facing issues in finding a proper way of showing up to its customers, inafact the cost per conversion was higher, then it started in decreasing, due to sinergies within all Google targeting methods.
Specifically, the activity started from a cost per conversion (CPL or CPA, depending on the acronyms chosen) of €20, and then settled steadily below €7, reaching €4 per lead. Obviously not all leads become customers, but the more precise the information contained on the site, or on the advertiser’s landing page, the greater the precision of the requests of the potential customer user.
How to improve website?
It is therefore also essential to build a website, or a page, which explains in a simple but precise way what advertiser offers, what to expect, and provides any information about timing and professionalism. But above all, what does advertiser offer better than the average market? In this way, even the logical coherence between ads and website content will lead the user to request a quote that puts him in a position to understand every aspect of the existing product or service.
Do you need support? Do you have Google Ads campaigns that are not performing enough? Contact us and ask us for an offer.
