Leveraging PPC to Prioritize Business Leads
by: Sean Matthis
-an Internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner) when the ad is clicked.
So, all of the traps are laid out for your business to catch the information of prospects who visit your website. You’re getting tons of contact information, and you hand it over to your sales force for conversion of prospects into customers. This sounds great on the surface, but we have to remember what we already know—purchasing is a process! Not every visitor is ready to speak with a salesperson. These leads need to be prioritized based on which stage of the buying process they appear to be in. What better way to do this than by using what we already have in place—our AdWords campaign.
I’ve simplified this into a three step process:
1. Understand Buying Stages
You’ll need to understand the actions that potential customers will take in different stages the process. Different keywords and ad text will be needed to attract prospects in different stages.
2. Identify Buying Stages
You’ll need to create categories in which to put customers that have exhibited signals associated with a particular stage.
3. Target Buying Stages
Create AdWords campaigns designed to appeal to each stage of the buying process.
By monitoring the campaigns from which the prospects enter your site, you’ll be able to categorize them and assign different actions to be taken for different stages, allowing you to nurture those that are in the early stages of the process by cheaper means, and employ more aggressive sales tactics for prospects exhibiting buying signals. The result is a more efficient allocation of time and more lead conversions.