using adwords for lead generation

Using AdWords ForLead Generation

What You Need To Know

Getting started is easier than you probably think. Let me

show you.

RESEARCHING KEYWORDS

Keyword PlannerStart with Google’s Keyword Planner

Bing Ads IntelligenceSupplement with Bing Ads Intelligence (which also includes age and gender of searchers)

Google TrendsUse Google Trends to find rising keywords and be early adopter of term

CREATE GREAT CAMPAIGNS

4 Campaign C’s1. Company2. Category3. Content4. Compete

CompanyBrand keywords and ads that direct visitors who are already familiar with your company to your homepage.

“Marketo” example:

CategoryKeywords and ads related to your product / solution that do not include your brand name.

“Marketing Automation” example:

ContentAds not for looking necessarily for a product, but for information.

“Marketing Automation Guide” example:

CompeteWhere searchers are actively looking to compare options and competitors.

“Marketo vs Hubspot” example:

SETTING RIGHT BIDS

Return-On-Ad-SpendLook at return-on-ad-spend. If you use Salesforce, we’ve made it easy with an AdWords ROI dashboard.

CONVERTING CLICKS TO CUSTOMERS

Create Great Landing Pages

Source: Unbounce

Lead NurturingNurturing to educate leads about about your product or solution, especially relevant if the lead was generated from a content download and they don’t have a good understanding of your product and offering.

Define MQL & SQLDefine what a marketing qualified and a sales qualified lead looks like as well as the process for handing off to sales, including SLAs.

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