Scaling your Adwords lead generation would be great, right?
But chances are that if you’re reading this, you’ve hit a plateau. Whatever you seem to do, the number of leads you generate just won’t budge.
But don’t worry.
Today I’m going to be sharing with you 5 of the most effective strategies for generating more leads with Adwords.
Not only that, but I’m going to show you exactly how to implement them too.
In fact, I’m going to be showing you the exact strategies that helped our client double their leads to 1107 per month.
Sadly, as we were under an NDA I’m unable to share a screenshot; but I can show you an example of where we used these same strategies to increase leads from 230 to 541 per month for another client that we work with.
1) We implemented Single Keyword ad groups
When reviewing PPC accounts, probably the biggest mistake I see advertisers making that holds their lead generation back is not using single keyword ad groups.
When Audi implemented single keyword ad groups, they saw the number of leads generated soar by 106%.
When we reviewed this particular client’s account, what we found was that there were 5-20 keywords per ad group. This is not their fault for doing so – in fact, until recently, Google themselves suggested adding 10 to 20 keywords per ad group.
So whats the big idea?
Have a look at this example ad group below:
Now try writing an advert that’s highly relevant to every single one of the keywords within this ad group.
It’s impossible, right?
To create an advert that’s relevant to every single one of the keywords listed, you’re going to have to create a fairly generic advert.
But here is the problem with being generic.
If users search for “Ralph Lauren Dresses”, for example, some of your ads will not appear to be relevant, whilst your competitors will because their adverts will contain the keyword “Ralph Lauren Dresses” in the headline.
What you want to do instead, is place each keyword within its own ad group.
This way, because you know exactly what keyword is going to trigger your advert, you can create highly-specific adverts that contain that exact keyword.
Higher ad relevance = higher CTR = higher Quality Score = more qualified traffic = more leads.
Here is how you implement single keyword ad groups.
Firstly, you need to place your keyword within its own ad group in the three different match types (BMM, Phrase, and Exact) as shown below.
Once you’ve done this, you need to create super-specific adverts that contain your keyword.
To create such an advert, you can use the following template.
- Headline 1: Include your keyword
- Headline 2: Include features and benefits
- Description line: Include features and benefits and a call to action
- Paths: Include your keywords
Here’s an example of how this would work for the keyword “3D studio max training”:
You can see the advertiser has placed the keyword within the headline of the advert, and then used the description line to include features and benefits and a call to action.
Furthermore, they’ve used the paths to include the keyword “3D studio max training”.
2) We implemented Geo Targeting
Geo Targeting adverts is an incredibly powerful way to increase the number of leads you generate for service providers, of which our client was one.
When we used geo targeting for a home improvement company with multiple outlets across the UK, we saw the following results:
- Increase in number of leads by 21.9%
- Decrease in cost per lead by 38.46%
Geo targeting works by placing the name of the location that you are targeting within the ad copy.
For example, if an advert was being targeted at the York area, then the advert would contain the location “York” within the ad copy as shown below.
This strategy is largely underused, which presents a great opportunity for you to get ahead of the competition.
For example, if I searched for “double glazing York”, you’ll see that no one is including the name of the location within their ad copy.
Not only did we place the name of the location in the ad copy, but we also took this one step further and placed it within the copy of the landing page tool.
To save time, we did this using ‘dynamic text replacement’ where we created one master page and then dynamically changed the headline; saving us from having to create hundreds of different landing pages.
3) We Split Tested like crazy
Split Testing will help you scale your Adwords lead generation by improving your CTR and conversion rate.
Higher CTR + higher conversion rate = more leads
But most advertisers either aren’t doing this, or worse still, they’re doing it wrong.
If you want to see big improvements, then you need to make big changes and you need to test a lot.
According to data from WordStream, on average, you will need to test at least 20 ads to get 3x the average CTR.
In fact, we tested 28 advert copies before seeing the significant improvements in CTR and conversion rate that we wanted.
When we started working with this client we did two things:
- We implemented a split testing strategy
- We implemented a system for tracking hundreds of split tests automatically
Now, let’s break down these two strategies and look at them in more detail.
3a. We implemented a split testing strategy
When it comes to split testing, we used a simple but effective strategy.
‘Start wide and then go narrow’… Let me explain what I mean.
So, at first, we made big changes to the adverts.
Big changes to ads = big changes to performance.
For example, here’s an example of a wide split test. As you can see, we are changing the ad’s USP/offer.
Ad copy 1. (This focused on the advertiser’s strong customer satisfaction)
Ad copy 2. (This focused on the free 18 month class retake USP)
In total we tested around 6 ads, each with different USPs, to see which one performed the best.
Once we narrowed down which offers worked best, we then started to refine the ads further by testing things such as:
- Displaying trademarks within the ad copy
- Utilising seasonal headlines
- Capitalizing the first letter of every word
- Using different punctuation
- Using localized keywords
- Using dynamic keyword insertion
- Using synonyms of words (e.g. changing ‘low cost’ to ‘cheap’, or ‘sale’ to ‘discount’)
When testing these smaller points, we found that we did not get the same big increases in performance as seen with the more significant changes prior. However, we did still see some small incremental increases in CTR, which all added up.
3b. We implemented a system for tracking hundreds of split test automatically
When you only have a few hundred adverts within your account, keeping track of when your advert tests reach statistical significance is fairly straightforward.
But when you have several hundred, or even a few thousand, then you’ll quickly find you need to use automation.
In our case, we used this Adwords Script to keep track of when the ad copy tests are complete.
The script does the following:
- Labels the winning advert “current champion”
- Labels the loosing adverts “95% confidence loser”
- Emails you a list of finished tests on a daily basis, so you can go in and create new ad copies
If you have a bigger Adwords account with thousands or even tens of thousands of adverts, then this script probably won’t cut it.
Instead you’re going to need a tool that works with the Adwords API – Adalysis is a good option here.
4) We implemented all 9 applicable Adwords Extensions
A simple and easy way to increase the performance of your Adwords campaigns is to use the full range of ad extensions.
These have been proven to both increase CTR, and increase conversion rate by taking up more space on the first page of Google and instilling trust in searchers.
You will want to ensure that you have all 9 of the following ad extensions applied to your expanded text ads:
- Sitelink extensions (increase CTR by 10-20%)
- Callout extensions (increase CTR by around 10%)
- Structured snippet extensions (increase CTR by around 10%)
- Location extensions (Increase CTR for local searchers by up to 9%)
- Seller rating extensions (increase CTR by 17% and conversion rate by 4.9%)
- Review extensions (increase CTR by 15-20%)
- Price extensions
- Call extensions
- Message extensions
5) We helped them to improve their landing page conversion rate
When it comes to PPC, having a good landing page is fundamental to success.
By working on your landing page in conjunction with these tactics, you end up with a significant effect.
If you double your traffic and Adwords and double your landing page conversion rate, you will generate 4x as many leads at half the cost.
If you don’t already, you’ll need to make sure that you have separate landing pages for each of your PPC campaigns, such as the one below.
As the client that we were working with did already have specific landing pages set up, each of which were well optimised, we helped them to go one step further by using the ‘Research, Hypothesise, Test’ methodology.
See, most people who try split-testing on their landing pages get disheartened when they don’t see results. The mistake that they make is that they simply guess what to split test, which is a recipe for disaster.
What we did instead was to follow this formula:
Firstly, we conducted both quantitative and qualitative research:
We used live-chat data to see what questions were commonly being asked. (We knew that this information was missing from the website and was hence costing conversions.)
We surveyed customers and asked them questions, such as, ‘what nearly stopped you from enquiring?’, and ‘was there anything that you didn’t trust about the website?’
We analysed analytics and scroll map data to see how users interacted with the page, and where there was a drop-off.
Once we did this, we went on to create a hypothesis.
For example, if people kept asking “do you provide an emergency call-out service?”, then our hypothesis would be that if we were to change the add to include that we provide an emergency call-out service, the conversion rate will increase.
Once we have a hypothesis, we would set up a split test using Google Analytics’ split testing tool to test whether this edit improved conversion rates.
There you have it, 5 proven killer strategies for generating more conversions from your PPC campaigns.
The only question that I have for you now is… Which one of these tactics are you going to implement next? Comment below and tell us how you get on!