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There are increasingly more interaction channels between brands and users, and every day, online and offline touchpoints are added. The vast majority of users move intermittently between these modalities, which can make it difficult to analyze and measure the purchase journey.
In a dynamic market that is constantly changing, brands must rethink their lead generation strategy.
Reaching the right people at the right time is just the starting point for connecting with those who are most likely to convert.
Google ads on its various platforms are fundamental to a successful qualified lead generation strategy. If you are considering starting to implement this type of campaign, in this article, we will review three fundamental steps to maximize your investment in Google Ads.
How to Boost Your Lead Generation Campaigns
As mentioned at the beginning, in a changing world, you must be prepared to adapt to changes in audience needs.
The lead generation process can be a bit complex, especially in these circumstances, but with these steps, you can make the most of your Google campaigns.
Establish the Foundations
First and foremost, it is essential to stop and discover and analyze all essential tools and tactics. Perhaps you already know them and are familiar with them, but it never hurts to review them.
Establish your goals clearly, so you can measure them accurately. For example, you can use conversion tracking to observe the results.
Relevant ads with the right message and high-impact creatives are the key factors that will help you achieve performance goals. Search, Display, and Youtube will allow you to connect with your audience and reach highly valuable potential customers.
Furthermore, a detailed analysis of the conversions in each campaign will give you the necessary information to optimize and obtain higher-quality leads.
Discover Key Formats and Tools for Lead Generation
There is a wide variety of ad formats that allow you to reach users at different points in their buying journey. With a relevant ad at the right moment, the chances of conversion increase significantly.
Among the many ad formats, two are key to lead generation:
- Lead Form Extensions, which allow you to collect data in real-time, boost subscriptions, and capture user interest. Furthermore, you can link it to your CRM system to manage and analyze the data you receive.
- Call ads, which are crucial if direct contact is essential for your business.
Additionally, Google audiences will help you identify user interests and intent, greatly improving the quality of potential leads. Youtube also offers the ability to segment by custom intent audiences, taking personalization to the next level.
Automation will be your great ally, with tools like responsive and dynamic ads, smart bidding, and ad personalization in display.
Convert Your Leads into Conversions
The third step in the lead generation process is, of course, converting them into actual conversions.
With prior analysis of the consumer’s journey, you can identify and value those conversions that occur outside of campaigns, without connection. Import these steps to also track offline conversions.
Explore tools that automate this process, like Zapier.
All this information will give you a competitive advantage, allowing you to evaluate each stage of the buying journey. Additionally, you can analyze and optimize, choosing the smart bid that best suits your business objectives.
The lead generation process is key to the growth of your business. With these steps, you can optimize your Google campaigns and find better potential customers.