How to exclude bad quality leads in Paid Media?

The quality of leads is as important as the quantity, and in some cases, even more so. Attracting poor-quality leads wastes your budget and impacts the overall performance of your campaign. Today, I'm sharing the process I usually follow to improve lead quality:

1. Profile of a Poor-Quality Lead

First, we need to identify what characterises a poor-quality lead. Is it the price? The search intent? The expectations versus what the advert offers? The location? The age? The conversion action? Clearly defining the profile of these leads and what makes them different from good-quality leads is essential in order to take action.

2. Strategies Based on the Profile

With a defined profile, we can implement specific tactics. Some of these include:

Negative Keyword Targeting: Exclude keywords that may be attracting unwanted leads.

Bid and Location Adjustments: Lower bids or exclude locations that generate low-quality leads.

Clear Copy and Creatives: Use clear messages in your ads to set correct expectations and filter out unsuitable leads.

Differentiated Landing Pages: Creating specific landing pages for different audiences can improve lead quality.

Audience Exclusion and Demographic Adjustment: Pause or exclude certain audiences and adjust the demographic criteria of the campaign.

Form-Level Disqualification: Include 1 or 2 mandatory disqualifying questions in your form to filter out poor-quality leads.

3. Continuous Optimisation

The process doesn’t end with implementing some of these strategies. It's important to constantly monitor and adjust the campaigns.

Clearly defining the profile of poor-quality leads and applying specific strategies to exclude them can turn around your paid media campaigns.

3 tips for app campaigns on Google Ads

App campaigns on Google Ads are a tool that bring discovery and actions. Getting the most out of them requires knowing the basics of this type of campaign and having a solid strategy. Here are 3 tips to optimise your app campaigns and achieve your marketing goals.

1. Initial budget

Google recommends starting with an initial budget of approximately 50 times the expected Cost Per Download (CPD). Why? Google considers it a high enough budget to allow Google Ads artificial intelligence to collect enough data to optimise the campaign. If your expected CPD is £2, you should consider an initial budget of at least £100.

2. Advertising channels

Google Ads app campaigns are shown on a wide variety of channels: Google Search, Google Play, YouTube, Discover, and the Google Display Network. Each of these channels has its own type of audience and behaviour. Leveraging all of these touchpoints can maximise reach. For example, YouTube ads can capture attention visually, while ads on the Display Network can reinforce your app's presence in different contexts. This increases download opportunities.

3. Attribution tracking

To properly evaluate the performance of your campaign, it is important to have an attribution tracking system in place. Google Ads offers several solutions for this, including Google Analytics for Firebase, attribution partners for apps and code-free tracking with Google Play.

Extra tip: Having a large user base already in place will give the campaign enough data for faster optimisation, and having values assigned to specific actions within the app will allow you to measure and improve campaign performance based on those actions.

Key lessons from the Econgress24 in Malaga

Recently, I attended eCongress Málaga, an event brimming with fresh ideas about digital marketing, ecommerce, and social media. Here are some key takeaways for those who attended and those who couldn't make it.

📌 Visibility and Differentiation

Effective branding is based on two pillars: visibility and differentiation. Visibility is achieved through meticulous planning and the proper use of media for your target audience. An example is scheduling ads on Google Ads, which can reduce conversion costs by detecting appropriate patterns, whether in terms of times of day or days of the week when the ad is shown. Differentiation involves offering something unique, not just low prices or something a competitor can easily emulate. Analyze recurring and new traffic, among other metrics, in your web categories to understand what attracts your users.

📌 Risk and A/B Testing

It is crucial to constantly take calculated risks with advertising formats and conduct A/B tests. Balancing the risk and potential of the format maximizes the visibility and coverage of our campaigns. Don't be afraid to experiment, but always do so wisely, measure, and adjust the results.

📌 Complexity of the B2B Funnel

In B2B, the sales funnel is more complex and progressive. It is important to consider the difference between a marketing qualified lead (MQL) and a sales qualified lead (SQL). Advertising on LinkedIn, although costly, can compensate more if the average order value is high. Key elements include effective communication, prospecting and follow-up, and medium/long-term contact.

✅ Conclusion

eCongress24 underscores the importance of staying up to date with new strategies and tools. Implementing these lessons can make a significant difference in our campaigns.

🤔 Which lesson do you find most relevant?

Participating in an event like eCongress has provided me with some interesting perspective shifts on digital marketing that might go unnoticed in day-to-day work, both in macro aspects and small details, which I value highly. Perspective shifts are increasingly difficult to find. I won't miss the next edition!