A profitable CPL goal is essential for maximizing the return on your paid search investment. Determining a CPL goal can be a challenge, but with this simple formula and a few pieces of data, you can calculate a CPL goal that will allow you to grow your leads from PPC.
In a recent report, Forrester identified the need for B2B marketers to evaluate their effectiveness at improving key business metrics like new customers, revenue, and profit. B2B marketers can use 5 simple steps to set goals, track progress, and deliver meaningful business results for even the toughest B2B businesses.
“The Google Display Network (GDN) is a brand awareness channel. You shouldn’t expect to see direct conversions come through the GDN, and if they do, they will be less profitable or lower quality than Search conversions.” We’ve all heard those cardinal rules of GDN expectations, but rules were made to […]
While most B2B, lead generation, or recurring billing advertisers understand the importance of optimizing to a metric beyond PPC conversions, you may be reluctant to share that data with your marketing agency. You should always treat confidential customer data seriously, but you also need to be mindful that your PPC […]
If you’re a lead-gen advertiser and you’re still optimizing your paid search marketing based on “what keywords we think work best,” it’s time to stop. You need to be evaluating your advertising efforts based on the quality of your leads, and not just total lead quantity or cost per lead. […]
Marketers have a wealth of data to understand consumer behavior, but sales professionals speak with customers and prospective customers every day. If you’re looking to get as many sales as possible from your paid lead generation efforts, don’t forget to touch base with the soldiers on the front line: your […]
AdWords allows you to add bid modifiers for income levels to target ads to searchers based on IRS income data by zip code. This feature allows you to target users who are most able to afford your offering, which can be particularly helpful for lead-gen advertisers targeting high-income searchers.
Analyzing lead […]