Managing lead generation paid advertising campaigns? Discover the simplest ways to drive quality leads to your website and get your audience to fill the form. In this presentation, you will learn how to adjust your current paid search campaigns but also what channels bring in high quality leads.

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Alexa Feckanin | @alexafeck
Paid Search Strategist | Fathom
Fill the Form: Drive Quality Leads and Deliver
Results

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Filling the Form
Lead Gen Challenges
• 61% of B2B marketers identified generating high quality leads as their biggest
lead generation challenge. - B2B Technology Marketing Community
• 82% of CPI respondents said they begin their education research efforts
through online channels such as websites, e-mail, and online advertisements –
Prospectiv
@alexafeck

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Ingredients:
• 1 Part Sources (can use Google, Bing, Yahoo,
Display, Remarketing, Facebook, LinkedIn, GSP Ads –
Or mix all together)
• 1 Part Landing Page (following instructions for a
successful campaign)
• Bake for enough time to see results (at least one
month)
• See all the leads pour in!
Recipe for Success
How-To Fill the Form
@alexafeck

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Your Landing Page!
Where do we begin?
@alexafeck

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• Custom Forms – shorter number of fields the better
• Call to action button – do not use:
• Free Trial | Submit |Contact Us
• No excess navigation – reduce links for users to “get lost”
• Testimonials are a plus
• Use location specific landing pages for relevance
• Awards and accreditations help build credibility
• Phone number in top, right corner (NOT AN IMAGE)
• Relevancy – Each campaign should have it’s own landing page
Landing Page 101
@alexafeck

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Lead Gen Landing Page Example
Source: Wordstream
Phone number
top right corner –
Not an image
1-800-888-8888
@alexafeck

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Now that you have the perfect landing
page, what tactics should you use to
get them to fill the form?
Let’s talk Paid Search!
Now What?
@alexafeck

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The more you understand your customer, the more targeted and strategic
you can be in your communications.
Ask yourself these 4 Questions:
1. Who Are They?
– Demographic Profile
2. What are their Pain Points/Problems?
3. Where do they get their info?
– Choosing appropriate channels is key
4. What will your product or service do for them?
First and foremost…
Know Your Customers
@alexafeck

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Keywords:
– Include several variations of your keywords
• Higher Education example:
– business school, business college, business university
• Add in plurals to ensure full keyword coverage
– Target keywords around the solution to the searchers problem, not just
the problem
• Focusing on transactional keywords:
– mba degrees in Chicago vs. business courses
Negatives:
– A good negative list will help deter low quality traffic to your site
– Have a “vulgar” list prepared for all accounts
Qualify Users With Keywords
@alexafeck

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Ad Copy:
– Differentiators that point out unique selling points your competitors do not offer
Extensions:
– Prove credibility – Review extensions help drive leads
Get More Clicks!
Spruce Up Your Ads

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Use 3rd party tracking for monitoring phone calls
– Listen to calls to understand the type of user clicking
on the ad
– This information can be used to guide your ad copy
tests, landing page copy, keyword decisions, etc.
Call Tracking…
@alexafeck

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Remarketing Lists for Search Ads (RLSA):
– A great tool for nurturing users
– Only for search network. Set to search only network for best practice
1. Leverage remarketing list, negating those who have already
converted
2. Use general keywords now that searchers are more qualified
(can copy another campaign)
3. Provide different messaging based on what action
user completed
Test Other Top Quality Lead Generators
Adwords Campaign Ideas
@alexafeck

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Dynamic Search
– A great tool for expanding reach and identifying new keyword themes
1. Leverage remarketing list of all site visitors to help control cost
2. Use general, but relevant ad copy since the URL and headline will
be dynamically generated
Test Other Top Quality Lead Generators
Adwords Campaign Ideas
@alexafeck

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GSP Ads deliver engaging full page ads directly to consumers’ inboxes
– Reach potential customers from prominent placement in the Promotions
inbox on both desktop and mobile
– Optimize for a specific audience
1. Age/Gender
2. Geo/Language
3. Device
4. Topics/Affinity
5. Keyword/Domain
** Include Mobile in your reach. 2/3 of active Gmail users regularly access their
account on their phone or tablet
Test Other Top Quality Lead Generators
Gmail Sponsored Promotions
@alexafeck

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Exclude Bing Ads Syndicated Partners
– Most PPC pros know to either exclude these or isolate
them into their own campaigns to gauge performance
Google Display Network
– Poor lead source!
– If you want to use it, try “layered targeting”
• Example: Keyword Targeting, Age, Income
Google Search Partners
– These may work for some advertisers, but segmenting data by network to compare
performance will let you decide whether to run or exclude
– Remember, the further you are from Google.com the lower the quality leads will be
Integrate a CRM System
– This has helped decrease my clients’ cost per enrollment by having more detail on
what keywords drive enrollments.
Negate Bad Leads
@alexafeck

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So we have a good
landing page
and a good
campaign structure…
Now what?
@alexafeck

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How a CRM Can Help You!
“We Increased leads by 120% optimizing with Salesforce data”
– Appsterhq.com
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• Decrease manual lead management for you and your staff
• Compare PPC performance to other channels
• Help identify lead quality down to keyword level
• Quick and easy reporting
• Appropriately assign leads to marketing channel
• Decrease cost per lead once implemented – 30% decrease for my clients
with keyword level data
CRM Benefits
@alexafeck

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4.
Make sure you have all appropriate
components on your page
Keyword builds and ad copy will
come naturally after that.
…Use the Negate Bad Leads tactics.
There is hope, after all!
If you or your client have the ability to
do so, do it. Saves time and money –
become more efficient!
02
KEY TAKEAWAYS
01
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Landing Page Optimization is a Must! Know Your Customers!
If you do not have a CRM….. CRM is Your Friend!
@alexafeck

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Thank You!
Q&A
Alexa Feckanin | @alexafeck
Paid Search Strategist | Fathom