Part of my job as the chief marketing officer at PostcardMania is to keep up with the performance of our pay-per-click (PPC) marketing efforts. One day, I checked in with our PPC expert to see how our lead generation was going. He told me that we had recently received (and had to pay for!) a lead coming from the search query “How to Get on McDonald’s Mailing List.”
I have news for you: That person isn’t looking for targeted marketing lists to use for their direct mail marketing. That person is looking for coupons for cheeseburgers. So, we just paid for a lead that’s nothing more than a dead end. We couldn’t have any more of that! I decided to find a way to seal up our PPC campaigns to keep out those dead-end leads, leaving only the leads that are likely to bring in revenue.
Here how we did it:
Once you establish more stringent parameters for your PPC keywords (including negative keywords), you need to keep up with the good leads you’re getting to see which ones are actually leading to revenue. Tracking your PPC lead generation results helps you quantify the production of your ads — i.e., which keywords are really bringing in sales, not just semi-interested leads. Even if your ad isn’t bringing in dead-end leads, it doesn’t mean it’s making you money. You have to be proactive about monitoring the effectiveness of your ads when it comes to revenue production to maximize your return on investment.
Dead-end leads could be draining profits from your PPC advertising. Learn from our experience! Use these two methods to seal up your PPC campaigns, and maximize the profits they yield.
Sarah Kicinski is the chief marketing officer of PostcardMania, a direct mail marketing firm. Sarah can be reached at firstname.lastname@example.org.