Understand Your Audience
This is marketing 101. What we mean by this is leveraging “Direct Response Marketing” and really understanding who your client is.
Example: TO SELL JOHN JONES WHAT JOHN JONES BUYS, YOU NEED TO SEE JOHN JOHNS THROUGH JOHN JONES EYES.
Most do not set up their Pay-Per-Click (PPC) campaigns correctly on ad platforms. The two biggest platforms are Adwords & FB ads. There are 3 parts to the campaign from an infrastructure basis.
- Campaign Level
- Ad Set Level
- Ads that are within the ad set
If you are your marketing department is not leveraging the set up for optimization or split testing. You should consider an outside resource to perform an audit.
Congruent Landing Page
One simple way to improve your lead generation process is to improve your Click Through Rate % (CTR). The best way to improve your CTR is congruency between your ad and your landing page. If you mention a claim on your ad, but that claim or keywords are not present on your landing page, you are throwing money out the window.
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