Marketing plan for generating leads

Starting Google Adwords may be anyone’s cup of tea, but generating lead is much tricky. Generating leads implies that you are giving a desired profit to your client and your company. So if you know the technique to generate leads means you are the right person in search engine marketing world. May be there are various ways to generate leads, but according to me the following are the ways to generate better leads:

1. Know Your Client Requirements: Knowing your client is the foremost thing to do in order to get leads. This includes to find out what your client wants, does he wants sale from the site or just want sign ups and impressions.
Apart from this a research on the competitor’s activities is very good strategy as it tells what the USPs of competitor are?

2. Know Your Client’s USPs: Before starting creating Ads and ad copies the best way is to find out the USPs of your client. We have to do a deep research on client’s website. We have to find out what special things are offered by our client like “free offers”, “Discounts”, free gifts”, “free shipping” etc. The USP of client help us to attract more click and leads in the crowd of competitors.

3. Categorization of Campaigns: This is the most important way to generate leads. When start making campaigns one must know who is targeted users and clients limitations. While making campaigns we have to be careful to select targeted country and territory. For example if we want to target in US we have to select the targeted US with language US English. Choosing wrong country/ territory may bring lots of impressions and clicks but no conversions, which is harmful for the client and company.

4. Creating specific Ad groups: while we creating ad groups we have to keep certain things in mind. The ad groups should not merge with each other. We have to first create ad group on the basis of general themes like brand, generic, product, misspelling, and competitor. Apart from ad group can be created on the basis of USPs of client and offers and value added services.

5. Creating earning Keywords: making a long list of useless keywords may be harmful the keyword created should be specific and associated to the product. The keyword should be according to the landing page. Unimportant keywords may give you a good traffic but not a good lead. The keyword type in adwords is also very important. Most of the times we should give phrase match to our keywords. Broad match is given only when the product or brand is unique and exact match is used when we know what exactly a user will type for instance, if a user wants Bajaj Coolest PC2005 cooler then he may type bajaj pc2005 or pc2005 and if these keywords are exact match then this is very obvious that user is searching exclusively this model of bajaj cooler and this will not waste impressions on the ads related to the product and the CTR will be high.
Most of the time the keyword should be taken from landing page and using adwords keyword tool is also helpful.
6. Appropriate Ad Text: Ad text should be appealing. It should contain a strong call to action phrase to attract user to click on your ad. The ad text should be relevant to the landing page there should not be any false promises and commitments like free shipping, free, discounts etc. if they are not offered in the site.
The words used in the ad text should be according to the targeted country like the word vacation is not so popular in UK. So we have to use holiday rather than vacation for a campaign targeted to UK.
The headline of the ad text should contain your keywords because when the user type keywords, your ad will show with ad title highlighted which increases the possibility of getting clicked.
Rather than using a single ad text for an ad group we have to experiment with different ad text in our ad group.
The language of the ad text should be easy to understand and dynamic keyword should be used so the ad text seems more relevant to the keyword searched by the user.

7. Landing Page: The landing page plays a vital role in generating leads. When a user clicks on your ad it should take him/her to a proper page. For example if a user is searching for chocolates but after clicking on ad he is directed to the flower page, he would go back or close the page. So the chances of getting conversions are less. So deep linking for each ad is mandatory.

8. Optimizing Ads and Keywords: The product and service of client may changes with the time and occasions so we have to keep eye on the changes and then to optimize our existing keywords and ad texts. Apart from this doing a research on current competitors and accordingly making your ads and keywords may also be a good strategy to get lead.


Conclusion: - The above mentioned measures may be helpful in getting proper ROI and generating leads but these measures are not the limits of the adwords lead generating tools and ideas.