It is not uncommon in PPC, especially with lead generation accounts, to track multiple types of conversions. Within one account, you can track phone calls, lead form fills, content downloads, newsletter sign-ups etc. And, while you can attribute different values to your lead types to accurately measure performance, how do you strategically integrate optimizations that promote one over another? Enter the challenge… The ChallengeI have a client who sources candidates for open job positions. Typically, a lead gets pushed through to a recruiter who then converts the lead to an application at which point, the individual can be placed in an open job position. Given a strain on resources they were experiencing, they wanted to know if they could use PPC to increase the number of application conversions to lessen the number of leads a recruiter had to convert. We had always tracked applications as a separate conversion type, but we had never implemented a strategy around application growth. So, I got to noodling… The StrategyMy strategy for how to tackle this challenge divided into several prongs:
I notified my client of a handful of expectations after making this shift, especially since there was no additional budget available at the time of launch:
ImplementationAudience selection involved Remarketing to several audiences including those who had previously filled out a lead, a hyper targeted, interest-based display campaign, and stronger CTAs on Brand Campaigns. I made sure to label the new ads so that conversion rate comparisons would be readily available. I also made sure that the CTA button on my responsive ads in the display campaign was relevant. You can change this easily in adwords but the option is a bit illusive. When creating your responsive ad click “More Options.” From here, there’s a menu that drops down to offer CTA button options. These default to “automated” if you do not select an option. The ResultsWe ran this test for a few months and saw tremendous success. Once the strategy was in place, we zeroed in on the campaigns that were promoting the most application volume and adjusted budgets to favor these campaigns. The best part was that we were able to keep lead volume and lead CPL relatively steady while continuing to increase application volume. Key Takeaways
Preemptively offering a strategy for driving higher-impact lead acquisition would be well-received by any client. Dive into your accounts and see if there is a way to promote higher quality conversion types. Be intentional, set expectations, and explore PPC capabilities outside of your standard operating procedure. from https://www.ppchero.com/promoting-higher-quality-ppc-conversions-in-lead-gen-accounts/
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