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.

Things to try when paid media campaigns aren't working well

If your Google Ads campaigns, or paid media campaigns in general, are not performing as expected, consider some of these strategies:

• Refine Google Ads targeting

Use negative keywords and create a funnel strategy for different stages of the buying process. This improves ad relevance.

• Test different offers or pricing

Conduct A/B testing to identify which offers or prices generate more conversions. Adjust according to the results to improve ROI.

• Improve the creative

Try new formats and creative approaches. Visually attractive and relevant content can better capture the audience's attention.

• Optimize the landing page

Ensure that landing pages are fast, adaptable, and have clear calls to action. A good user experience improves conversion rates.

• Build an email list

Offer lead magnets and use retargeting. Email marketing allows for direct and personalized communication, increasing conversions.

• Hire micro-influencers

Work with micro-influencers who have engaged audiences. Evaluate their performance and adjust the strategy to maximize impact.

• Explore new channels and placements

Diversify your ad channels and placements to discover new opportunities and reduce dependence on a single channel.

• Use lookalike audiences

Create lookalike audiences based on your best customers to find new potential customers with similar characteristics.

• Dynamic retargeting ads

Use personalized ads based on previous interactions. Personalization increases relevance and conversion rates.

• Foster influencer marketing and social media interaction

Collaborate with influencers and encourage community interaction on social media to increase brand visibility.

• Consider public relations

Being featured in popular media can improve credibility and visibility, even if it doesn't generate immediate conversions.

• Competitor analysis

Study competitor strategies to identify trends and improvement opportunities.

• Integrate online and offline campaigns

Align your online and offline marketing efforts to strengthen brand presence and recall.

Effective Strategies for Unspent Budget in Advertising Campaigns

In the realm of paid media, an underutilized budget can be an opportunity to optimize and expand your impact. Has your campaign not spent its entire budget? Here are some ideas you can use to leverage your surplus:

Diversify Your Approach: If your current campaign is focused on conversion, consider using the remaining budget to address other stages of the conversion funnel. Launch, for example, an educational content campaign to increase brand awareness or a series of video ads that tell the story of your company. This strategy not only broadens your reach but also enriches the user's journey from discovery to purchase decision.

Rebalance Your Budget: Before launching new initiatives, adjust the budget of your current campaign. This allows you to explore new opportunities without exceeding the established budget limit.

Specific Strategy by Funnel Stage:

Awareness and Consideration: Direct campaigns to generate general interest in your brand.

Interest: Invest in retargeting to reconnect with those who have already shown initial interest.

Conversion: Boost conversions with special offers and ads targeted at users with a clear purchase intent.

Evaluate and Continuously Adjust: Monitor and optimize the performance of your campaigns constantly. It's crucial that every euro invested contributes effectively towards reaching your commercial goals.

Maximizing unused budget can further improve what was already a good campaign.