How De-Selecting One Checkbox Completely Changed An Advertiser’s Lead Quality
October 28, 2015
Anyone who has used PPC as a channel for lead generation knows that there are two things that are always at the top of everyone’s mind – lead volume and lead quality. Without the volume, the sales team doesn’t have enough prospects to call. However, if you’re not providing quality leads, then the sales team is spending time calling prospects who aren’t truly interested in their offerings.
I’ve struggled with this notion in many accounts, as volume and quality tend to involve two different strategies, which don’t always work well together. However, I recently made a small account optimization that resulted in a huge change for the advertiser.
To give you some background, for the past year I’ve been generating leads for this client and receiving similar results each month. However, a few months back, we really started to notice a steady drop in the conversion rate of the leads. I didn’t have any immediate answers for the client, as no major changes were made on my end. The same keywords that were generating leads before were generating leads now – they just weren’t converting at the same rate. I thought the drop in conversion rate might have been related to their sales team’s efforts more than anything I was doing on the PPC side. And then I had a revelation that changed everything.
One particular day, I noticed a high amount of leads all coming from the same keyword. That alone made me stop and take notice. I asked the client to give me feedback on those leads after the sales team had contacted them. It turns out they were all bad leads. Using that info, I dug a bit deeper and saw that these leads were all generated from Google’s Search Partner Network, which you’re automatically opted into when creating a search campaign.
With that information, I formulated the following theory: the search partner traffic must be a contributing factor to the poor lead quality the client had been seeing over the past few months. As I went back to look at the past few months, I saw that search partner traffic was continually increasing.
Now it all started to make sense!
As a test, I decided to de-select the search partners box in the settings and see how the account would respond. I was worried that there wouldn’t be enough searches on Google.com to accommodate for the loss in traffic that opting out of search partners would bring, but I also realized that if I didn’t start delivering quality leads soon, then PPC would most likely no longer be an advertising channel for them.
Within the first two weeks, we started to see results from this change.
- Lead volume actually increased a bit. That was a great sign, as one of my concerns was that eliminating the search partners would result in a drop in leads.
- Then, I started receiving feedback from the client that the lead quality was improving – the sales team was able to easily reach most leads and the leads seemed truly interested in their services.
That in total was a big change from what they were previously experiencing.
The biggest change was that those leads were converting for the client. That, of course, is the end goal and the metric that the client pays the closest attention to when evaluating their PPC performance.
Along with the increase in conversions, was the shortening of their sales cycle. Previously, leads took 60+ days to convert. Presently, that number is less than 30 days. In many cases, we now see leads convert on the same day that they come in. In fact, they have seen a 90% increase in conversion rate since opting out of the search partners. That is something that everyone is excited about.
Taking my learnings from this experience, I have used this technique in other accounts that I manage where I want to increase performance. For example, I wanted to decrease bounce rate on a particular campaign. Opting out of search partners decreased the bounce rate by 10% and led to an increase in overall performance within that campaign.
When I look back on the past few months, I’m amazed that an account’s performance was completely changed by simply de-selecting a checkbox in the AdWords settings. An account that used to be struggling is now thriving and I can’t credit anything other than the three seconds it took me to uncheck the box.
Am I saying that you should always opt out of search partners? Absolutely not. What I am saying is that it’s something that you should definitely test – especially if you have an account that has lead quality issues. Just because it’s an effective technique to use in some accounts certainly doesn’t mean that it will work in all accounts. However, it is certainly worth the test. You may find that it’s the best three seconds you’ve ever spent in the account.
Expanded Text Ads And Other Bing Ads Editor Updates
Pilot access for Expanded Text Ads is now available to Bing Ads users. Get access to the link and learn about other new features in the latest Bing Ads Editor update.
Keynotes from Bing & Google + the Hero Conf Advanced Track
Where do you go to get the most relevant information in PPC, plus the opportunity to network with the best and brightest the industry has to offer? Why Hero Conf, of course.
3 Questions You Need To Answer Before Beginning Paid Advertising
So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” We've listed and answered 3 questions you should be asking.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Road Trip - 5 Tips For Creating International Campaigns
International markets can add complexity to any account, but here are a few settings and opportunities to make your global ad strategy stand out in non-US markets.
Discover 3 Levels Of Geo Targeting For Beginners, Intermediates, & Experts
Setting geographic targets is day one. Whether it’s to exclude places you cannot sell or serve or to specifically target your primary customer base, the implementation of geo-targets is on the must-do list.
[New Webinar!] What You Need To Know About New AdWords Features
In this new live webinar, Hanapin Associate Director of Services Jeff Baum and Optmyzr’s CEO Frederick Vallaeys will walk you through the new AdWords tools and show how you can use them to optimize your accounts.
The Social Strategies You Need To Know For App Promotion
Create social strategies to promote app awareness and leverage geographic and demographic data reported by these platforms to refine audiences.
Guide the Industry and Take the 2016 State of PPC Survey!
Each year, Hanapin Marketing manages extensive research into the State of PPC Report, which provides a statistical breakdown of the digital ad industry and guides expectations.
What's In A Name? Building Powerful Product Titles For Ecommerce
Over the years, we've tested a variety of different product title alterations in hopes of finding the perfect title. Did we? Yes, and no. The fact of the matter is, it depends.
What Upgraded Bing URLs Mean For You
Bing is continuing its effort to catch up with Adwords. Upgraded URLs, which isolate tracking parameters from final URLs, are now available to Bing advertisers.
Where Does Your Hero Conf Dollar (or Pound) Go?
5 Common Excel Issues And How To Fix
Excel, while a fabulous tool for PPC, is not without its occasional hang-ups. In this post, we’ll go through some common problems, and how to fix them.
[New Whitepaper!] Guide to Google AdWords: Advanced Edition
In this whitepaper, you will gain a greater understanding of the distinction between e-commerce and lead generation PPC strategies, learn the effective use of Remarketing, how to utilize advanced segmentation for improved targeting, cross-device attribution, and how to use automated rules in your accounts.