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.

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!

Best use cases for LinkedIn Ads

Today we are going to explore some of the best use cases for LinkedIn Ads, aiming to be practical if you use this platform for your paid media strategy.

➡️ Strategies for Direct Sales (getting sales or leads to then sell to them directly):

📌 Exclusive or Limited Offers:

This tactic works especially well when combined with good segmentation, targeting professionals actively looking for specific solutions. For example, a software company offers a 30-day free trial of their product, aimed at IT directors in medium and large enterprises.

📌 Retargeting:

Allows companies to recapture the interest of users who have already interacted with their ads or visited their website. This technique is particularly useful for products or services with long purchase cycles, such as financial services or enterprise software.

➡️ Strategies for Indirect Sales (getting app downloads, reach, interaction, lead magnets to then progressively obtain advanced MQLs and SQLs):

📌 Sharing Educational Content:

LinkedIn is an ideal platform for sharing articles, guides, and in-depth analyses on topics relevant to your audience. This type of content not only positions your company as a thought leader but also educates your audience and builds trust, paving the way for future business interactions.

📌 Infographics and Short Videos:

These are excellent for explaining complex concepts and offers in a visual and easy-to-understand manner. These content formats are especially effective on LinkedIn, where professionals seek quick and useful information they can apply to their daily work.

📌 Success Stories and Testimonials:

Presenting customer success stories and testimonials is a solid strategy to demonstrate the value of your products or services. These contents should show tangible results and positive experiences, which can be very persuasive to other potential customers.

The key to success with LinkedIn Ads lies in understanding your audience's needs and using LinkedIn's segmentation capabilities to reach the right professionals with the right message. Strengthening the relationship with your B2B audience will increase your conversion rates.

*Advanced MQLs are those MQLs that fit the potential target and buyer persona, have interacted with the brand or its content, and also show commercial interest, as they have visited BOFU (Bottom of Funnel) pages (product pages, offer pages, add to cart, etc.). There are also very advanced MQLs, who are those MQLs that have actively requested to be contacted by the sales team or are seeking personalised advice; it must also be verified that they match the buyer persona.

*SQLs, from all the MQLs, are those that really fit the profile, thus avoiding those who make mistakes or lie when entering their data, verifying them manually through the sales team.