We started working very closely with Kemp’s sales teams, getting regular feedback on the quality of the leads they were seeing coming through. However, we weren’t able to see whether specific keywords or ads were driving high or low quality leads which meant that optimising our paid search campaigns for lead quality was very difficult.
We decided to try to integrate our Google Ads accounts with their CRM platforms, Marketo. This would allow us to include the Google click ID in any lead that came through from a paid search ad which allowed their sales team to know whether a specific lead came from Google Ads. It also allowed us to keep an eye on how each paid search lead progressed through the sales funnel. This meant that we could schedule a regular upload of the CRM data and as a lead progressed through each stage of the sales funnel, Google Ads know which elements were driving validated leads. By applying values to each stage of the funnel we could make sure our budget was going to the most profitable campaigns and could even feed this data into Google’s automated bidding strategies to make them more effective in driving customers and not just leads.
Previously we had been focusing our coverage on less competitive, and therefore cheaper, keywords in an effort to make our paid search budget drive as much traffic and as many leads as possible. Once we began to see lead quality data in our Google Ads account we realised that the more competitive, more expensive keywords were actually driving higher quality leads so we decided to recalibrate our strategy to get more coverage on these areas. Counter-intuitively, our strategy moved towards driving less traffic and fewer leads, focusing on driving enough high quality leads to ultimately drive more business.