Posted by James Lee on 14th July 2014

Optimize PPC with integrated lead intelligence

iStock_000001212813MediumOne of the biggest challenges for today’s search marketer is to determine the best performing campaigns and campaign elements and then use that information to optimize marketing efforts to increase sales and improve marketing efficiencies.

Improving your campaign performance means more conversions and sales. Improving marketing efficiencies means you can do more, like take on more clients increasing your billable hours, or reduce your marketing expense. Either way this is a Win-Win scenario. But what does it take to improve both campaign performance and marketing efficiency? We think it comes down to one word: Integration; the ability to seamlessly integrate your lead management with your PPC campaign management.

In order to have a complete view of your marketing efforts from lead generation to sale and to truly optimize all elements in the process, you need information on lead source and lead quality in addition to campaign performance. Many tools exist to help you with campaign analytics and others for lead tracking and management. But what has been lacking is an easy and seamless way to integrate your lead tracking and management information with your PPC campaign management system.

Only when the two systems are integrated can you gain a complete view of your marketing efforts and have the ability to optimize all marketing elements to achieve maximum ROI. Without this integration you are left to manually optimize keyword bidding for your Google AdWords account or rely on Adword’s performance data for optimization. We don’t see either of these as a good option for search marketers.

Not sure this integration it is worth the bother? Just consider this; all conversions are not created equal. You already know that the quality of a lead can vary greatly. This is also true for conversions. For example, the quality, or probability of converting to a paying customer, of a phone call can be very different than the quality of a form submission. Consider that you likely have many lead sources. And the leads generated from different sources have different expectations and buying intentions. Without taking this lead source, lead quality and probability of conversion information into consideration, attempts at marketing optimization will fall short.

Hopefully you are convinced that the idea of integration is not only a good one but one you need to adopt. But what are the options for achieving integration? One option is to customize your marketing automation software to integrate with your PPC management software system. For some, this can be the right solution but it can be very expensive. Fortunately, there is now a second and more affordable option. There is a new to market solution that provides out of box integration for search marketers; seamless integration of lead tracking and management with PPC campaign management without costly customization. We like to call it “Marketing Automation for Search Marketers” or “Search Marketing Automation”.

If you are ready to get a complete view of your marketing efforts from lead generation to sale and you want to and start optimizing all marketing elements for maximum ROI, you’ll want to try out this new solution from Varazo: ClickSweeper SEM integration.

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