Scaling your Adwords lead generation would be great, right?
But the chances are if you are reading this you have hit a plateau.
Whatever you seem to do the number of leads you generate just won’t budge.
But don’t worry.
Today I am 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 am 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 can’t 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 we review PPC accounts probably the biggest mistake that I see advertisers making, that is holding 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 the clients account what we found was that there were 5 – 20 keywords per ad group. This is not their fault for doing this, in fact until recently Google suggested that you should add 10 to 20 keywords per ad group.
So whats the big deal?
Have a look at this example ad group below.
Now try writing an advert that is highly relevant to every single one of the keywords within this ad group.
It’s impossible right?
To create an advert that is relevant to every single one of the keywords you are going to have to create a fairly generic advert.
But here is the problem with being generic.
Your ads will not appear to be relevant when users search for “Ralph Lauren Dresses” for example, but your competitors will because their advert will contain the keyword “Ralph Lauren Dresses” in the headline.
What you want to do instead is place each keyword within it’s 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 can 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 have done this you need to create super specific adverts that contain your keyword.
To do this you can use this 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 is an example of how this would work for the keyword “3D studio max training”
You can see that the advertiser has placed the keyword within the headline and the of the advert and then used the description line to include features and benefits and a call to action.
Furthermore they have 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 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 it 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 will 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 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, to save us creating 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 are doing it wrong.
If you want to get big improvements you need to make big changes and you need to test a lot.
On average according to data from Wordstrem 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 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.
1) 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 the ads = Big changes to the performance.
For example here is an example of a wide split test. As you can see we completely changed to USP / Offer
Ad copy 1. (This focused on the advertisers strong customer satisfaction)
Ad copy 2. (This focused on the free 18 month class retake USP)
In total we tested around 6 ads with different USPs to see which one performed the best.
Once we narrowed down which offers worked the 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: Eg change low cost to cheap, or sale to discount for example.
By testing these smaller points we did not get the big increases in performance as we did with the the large changes.
But we did get small incremental increases in CTR that all added up.
2) 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 advert tests have reached statistical significance is fairly straightforwards.
But when you have a few hundred or even a few thousand then 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 advert “95% confidence looser”
- Emails you a list of finished test daily 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 are 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 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 you end up with a multiple 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 need to make sure that you have separate landing pages for your PPC campaigns, like the one below.
As the client that we were working with did already have specific landing pages setup that were well optimised we helped them go one step further using the, research, hypothesis test methodology.
See, most people guess what to split test on their landing pages and get disheartened when the don’t see results.
The mistake that they make is that they guess what to split test and this is a recipe for disaster.
What we did instead was to follow this formula.
We first of all conducted both quantitative and qualitative research:
We used live chat data to see what questions were being commonly asked (We knew that this information was missing from the website and was costing conversions.)
We surveyed customers and asked them questions such as, what nearly stopped you form enquiring? Or what did you not trust about the website?
We analysed analytics and scroll map data to see how users interacted with the page and where there was drop off.
Once we did this we went on to create a hypothesis.
For example if people kept asking “Do you provide an emergency callout service?” then our hypothesis would be if we add that we do have an emergency callout service to the landing page the conversion rate will increase.
Once we had a hypothesis we would set up a split test using Google Analytics split testing tool to test if it 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 go on!