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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

@alexafeck

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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!

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KEY TAKEAWAYS

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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