What do you define as a conversion? A conversion, in internet marketing, occurs when a visitor on a website completes a desired goal, such as filling out a contact form, calling the phone number, or engaging in an online chat platform. That is the simple way to look at a conversion. On the other end of the spectrum, a conversion to a business owner may be defined as a purchase or a potential client sign-up. This is what makes our conversion numbers so important and something we always want to focus our efforts on.
Of course, it is not reasonable to expect all conversions will be high-dollar purchases for an e-commerce business or million dollar cases for a law firm, but at some point the conversion must be valued. Too often, I see a disconnect in communication between the marketer and the client when discussing which conversions from a paid ad campaign were worthwhile. This information is important to the marketer so they can figure out what keyword brought in that million dollar conversion and they can continue optimizing their PPC campaign. With this information, paid search experts can really focus on what is worth their time and effort, versus wondering, “Sh*t! Are these actually leads?”
Most marketers find themselves wasting time focusing on conversions/leads that may not be a qualified lead. This stresses the importance of following up with your clients to make sure that the leads you are bringing in are worth their time and money.
To sum this up, it’s important to ask yourself and your client the questions below when considering what to focus the campaign budget on and how to tailor the ads for those big-money keywords.
- What does an ideal lead look like?
- What are things that can make a lead disqualified?
- What are you willing to spend for a qualified lead?
Communication is KEY. As a marketer, we can create pivot tables to analyze our ads and keywords with our conversions to better optimize our campaigns. But if the client says that 80% of those leads were junk, then our optimization is thrown out the window. We must follow up with clients on a consistent basis to make sure our efforts are giving them great return on investment. By implementing this practice, we can set up a pivot table of QUALIFIED leads and focus our efforts where they really need to be.