If your sales rate is not what you would like it to be, you are probably wondering what steps you should take so that you can boost your sales and profitability to new heights. You can try a range of methods when you want to get the most from your business, but a good inbound marketing strategy stands out from the rest in a way that you won’t be able to ignore.

Crafting and implementing the right inbound marketing strategy will allow you to improve your conversion rates and earn the trust of your prospects. You will also be able to track the return on your investment and make small changes to enhance your effectiveness over time.

Inbound Marketing Strategy Overview

inbound marketing strategy - banner

In the past, marketing involved getting in a customer’s face and telling her what she wanted to buy, and that approach worked for a while. The advances in technology expose consumers to many advertisements on a daily basis, so most people learn to tune them out. Smart marketers knew that they had to do something if they did not want to fall behind, so they created inbound marketing.

Rather than sending your message to your prospects, inbound marketing aims to draw your customers to you by providing valuable, engaging content. If you would like to use an inbound marketing strategy to increase your sales and generate leads, you can employ several tactics, such as social media, search engine optimization, and content marketing.

The Importance of Value

If you use your marketing message to go for the sale too soon, you will turn many people away. They won’t want to do business with you because you won’t be able to get their attention or make yourself stand out from the competition. By offering value to your potential customers, you will show them that you are a caring expert in whom they can trust, and they will feel compelled to buy your products or services.

In addition to inspiring people to spend their money, adding value will also encourage them to share your content with their friends and family, providing you with free exposure. You can consider a few things that the people interested in your products or services might want to learn and write relevant content.

Using Social Media to Attract Attention and Drive Sales

inbound marketing strategy - social media marketing

When you combine social media with a winning business plan, you won’t have much trouble reaching your objectives and boosting your profit. At the start of your journey, you will need to promote your social media channels to your audience, but your content will do the rest if you offer value on a consistent basis. You will want to test different titles until you learn what approach will gain the most traction with your followers.

If you are highlighting a blog post on social media, don’t reveal everything at the start. Instead, give your followers enough information to make them want to click on your link to read the rest of your content. Also, you can use social media to reach out to your prospects and ask them about the problems they are facing. Listening to their feedback will allow you to craft content that they won’t be able to overlook.

(You can check out how you can use social media to your advantage here.)

Using Search Engine Optimization to Gain Exposure and Earn Trust

inbound marketing strategy - SEO

When people use Google and the other search engines to find viable solutions to their problems, they trust the natural search results more than paid listings. You can take advantage of that fact by ranking your content on Google. This will also give you a steady flow of targeted visitors to your website for years to come.

You can start with keyword research to learn the top phrases and terms that your prospects use when they are looking for information related to your market. Then, create high-quality content that focuses on those keywords, but you will also need to generate backlinks from reputable sources.

(You can learn all about search engine marketing here.)

How Content Marketing Can Benefit Your Bottom Line

inbound marketing strategy - content marketing

Content marketing is another great way that you can earn trust and drive targeted visitors to your website, blog or sales page. You will want to uncover popular bloggers and other influencers in your industry and to reach out to them. Most bloggers have trouble keeping up with the demand for quality content, and you can fill the gap. Infact, content marketing is one of the backbones of an inbound marketing strategy.

In exchange for offering compelling and valuable blog posts to influencers, you will gain a link that points back to your website. These links will improve your SEO rank and send a flood of potential customers to your sales page, and you will be pleased with the outcome when you see it for yourself. Not all influencers will be interested in sharing your content on their websites or blogs, but you will reach your goal if you remain dedicated to your plan.

(Learn more about content marketing here.)

How to Track the Return on Your Investment

inbound marketing strategy - ROI

Although using inbound marketing is a great way to drive traffic and optimize your sales rate, you will still need to track your conversions so that you can monitor the return on your investment. Doing so enables you to make small adjustments that will allow you to enjoy the best possible results.

Whether you are using social media, SEO, content marketing or something else, you can place tracking pixels in your links and checkout page, allowing you to monitor your conversion rate. When you use them in your marketing plan, tracking pixels will tell you what platforms are giving you the most sales, and you can place your attention on the methods that get the best response from your target audience.

Final Thoughts

When you are ready to get more sales than you once thought possible, never ignore the power of a good inbound marketing strategy when it comes to growing your business and expanding your reach. You will feel amazed when you take the first steps and experience the rewards, and you will know that you are on the right path.

Social media, search engine optimization, and content marketing will combine to empower you to reach your long-term goals. Since the results for which you have been looking are closer than you think, you don’t want to waste any more time.

(Check out the sales and marketing guides that the LeadSquared team has put together for you.)

lead management tool for social media marketing

Social media has opened possibilities for businesses to sell their product around the globe, 24X7. It’s not exactly a secret that social media is one of the best ways to market your product to the globe and generate leads at almost a fraction of the price compared to other marketing platforms.

Studies suggest that social media has a higher “lead-to-close” frequency by 100%, in contrast to outbound marketing and that businesses experienced increase in their revenue by 24% when they started using social media for lead generation (source: business2community.com)

Now I’m sure that you’ve carried out various social media marketing tactics over the time and generated many leads from it. But in today’s era where almost all the tasks are automated, are you one of those who still use excel sheets to manage your social media leads?
If your answer is yes, then these problems might ring a bell: –

  • Lead Leakage
  • Wasting time in manually collecting leads coming from various sources into a single platform
  • Improper qualification of leads
  • Wasting time on junk leads
  • Missing out on following up with promising leads
  • Multiple follow-ups with less promising leads due to lack of team collaboration
  • Unnurtured leads

In this article, I will tell you why you should start using a lead management tool for managing your social media leads.

Let me first explain to you what a lead management tool is. Lead management tool helps you to capture your leads from various channels, including social media sites onto a single platform and helps you to track their activities on your website.

There are many reasons as to why you should use a lead management tool and I will explain a few of them to you in my article: –

1) Cut down on lead leakage with a lead management tool

I’m sure every lead is important to you and losing these leads can be painful. But as your sales funnel keeps increasing, it gets difficult to contact every lead on your list. In fact, about 80% of your leads are never worked upon by your sales team. Now that’s a scary figure, right?

But if you use a lead management tool like LeadSquared, you wouldn’t have to worry since all your leads, whether they are coming in from your Facebook ads or LinkedIn ads etc. gets captured in one place and gets automatically distributed to your sales agents based on the rules you set.

reduce lead leakage with Lead management tool

Also, lead management tools notify you when a lead has not been worked upon thereby reducing your chances of lead leakage to zero.

2) Spend less time collating leads and more time, driving sales

Collecting leads which come in from various social media websites and bringing them onto a single platform where you can collect their details and follow up with them is not only a tedious task but also increases the room for error.

When you have a huge lead list, you might contact a less promising lead twice and end up being reported as spam or you may miss out on contacting the lead who could have been your biggest client ever.

A lead management tool not only collects leads and brings it into a single platform automatically, but it also allows you to track their activities and helps you understand which lead is interested in your product thereby helping you contact more interested leads first.
Bonus: Here are 10 Hacks for Social Media Lead Generation.

3) With great lead lists, comes great responsibility

A very wise social media marketer Uncle Ben once said: –

social media marketing uncle ben

Studies suggest that: –

  • 44% of sales people give up after first follow-up.
  • 22% of sales people give up after second follow-up.
  • 14% of sales people give up after third follow-up.
  • 12% give up after fourth follow up.

lead management tool - follow up vs give up ratio

In other words, 44% of salespeople have an 80% chance of not making a sale.

Obviously, if your lead list consisted of 10-20 or even 100 leads, your sales agents could follow up with them until they become your customers.

Lucky for us, machines aren’t as forgetful as humans. You just need to tell your lead management tool to remind you to follow up with any lead, either tomorrow or even a year from now and your tool will remember to do so, thereby helping you to close maximum number of deals.

4) Focus and identify sales ready leads with lead scoring

Your social media marketing strategy really took off and you have leads pouring in from various sources. Great!
Now some of these leads are people who immediately require your product, some who are considering buying your product and some who just signed up and have no idea what your product is about. Lead management tools should also allow you to customize scores.

You can either follow up with the latter category and end up putting in your efforts to convert them and still return empty-handed. Or, your sales agents can work on those who are looking to buy your product immediately, while marketing team nurtures those who are considering your product.

reduce lead leakage with lead management tool

LinkedIn is a great lead source for B2B businesses, so you can customize your lead management tools to assign a higher lead score to businesses who come in through LinkedIn. Similarly, you can assign a higher lead score to leads coming in from social media websites, leads who viewed your product page and various other pages and leads who performed certain activities on your website like filling out contact form over leads who just downloaded an e-book.

With lead scoring, you can focus on the most promising leads, waste less time, improve your sales productivity, increase your ROI and shorten your sales funnel.

5) Use lead distribution for automated and hassle-free lead assignment

You have a great sales team and you have leads coming in, but is it possible for your team to distribute these leads to your sales prospect based on the source, location, requirement and lead score of the leads?

automatic lead distribution from social media marketing

Lead management tools let you distribute incoming leads to your sales agents based on the rules you’ve set thus saving your precious time instead of manually distributing each lead to your sales agent. Also, this eliminates any room for missing out a lead to be distributed.

6) Target and retarget leads that meet your quality criteria

Let’s assume a scenario where you are running ads on Facebook. If any lead clicks on your ad and completes a top-of-the-funnel goal like downloading an e-book, it indicates that he/she might be interested in your product in the future. If you don’t capture that lead and its intent and use it for retargeting, you might lose a future customer.

Generally, you can retarget prospects directly from Facebook, Google AdWords or any other platform’s interface. However, the process becomes easier and almost automated when you use a lead management platform that lets you segment leads and push them directly to the retargeting platforms.

You can run multi-level remarketing campaigns on Facebook and AdWords from your lead management tool itself, by setting up automated updating of retargeting lists on different channels.
lead nurturing with lead management tool

Some lead management tools also give you the information about your leads like the pages liked by them etc., which enables you to sharpen your lead nurturing and targeting process even more.

7) Get better insights on source platform with source performance reports

social media marketing - source performance

While marketing your product on social media, your expectation would be maximum leads at minimum cost. But how would you deduce which social media platform is working well for you and which one is not?

A lead management tool not only tells you : –

  • Which social media platform is bringing you most customers and helps you identify most profitable channel
  • How well your campaigns are running across various social media platforms

but it also tells you: –

  • How well are your campaigns performing in various countries
  • Which is the best time for displaying ads
  • The number of impressions and actions generated on your ads
  • The age group, interests and the number of leads who have unsubscribed leads and more.

This information will help you make smarter and data-driven decisions for your upcoming social media marketing strategies thereby improving your ROI and giving you a clear picture of where you need to invest more.

Now that you know why lead management tool is important for your business, it’s time to stop using excel sheets and avoid all the hassle of managing leads by investing in a great lead management tool and letting machines do all the tedious tasks for you.

Every business, no matter how small or big absolutely needs a reliable and powerful phone system. At the same time, it’s safe to say that almost every business is searching for ways to cut costs and improve their bottom line. Well, believe it or not, there are some advantages of VoIP for business that can help your team achieve both at the same time.

Advantages of voip for business - banner

An Introduction to Business VoIP

Getting right down to basics: Business VoIP is simply the commercial-class version of the same telephony service that millions rely on for their home phones. VoIP stands for “Voice over Internet Protocol,” which really is as self-explanatory as it sounds. The real beauty and advantage of VoIP is that the service utilizes an internet based connection, rather than the standard copper wire connections of the Public Switched Telephone Network (PTSN).

VoIP converts voice data into information ‘pockets’. This way you can get the same level of service as that of a legacy phone company. But even better, since it uses the internet, VoIP provides your business with an incredibly powerful and flexible solution. Your business will have access to complicated and expensive features that were exclusively available to only large enterprises. That too, at a fraction of the cost!

More recently, Business VoIP services have grown to include what is known as Unified Communication solutions. Beyond just the simple phone service, your business will gain access to an entire platform of communication options, including Instant Team Messaging solutions and collaboration tools to always stay connected, even on the go.

Just like the name states, the entire idea is to unify communications into one platform, allowing for a more flexible and mobile business. In fact, Business VoIP is all about empowering your business with the right tools, at an affordable price.

(While you are at it, here are some tips to make the perfect sales call.)

Advantages of VoIP for Business:

Business VoIP services are feature-rich alternatives to otherwise costly options. They can help even smallest one-man organizations function as professionally as a well-established business. As the service is provided over the internet, VoIP removes any requirement for hardware costs on your business.

Some of the powerful features you can expect from a Business VoIP include:

  • As many phone numbers as your business needs, on demand.
  • Flexible messaging options, from text messages to instant messaging for team communication, and even voicemail transcription services.
  • Auto Attendant, or Virtual Receptionist, tools to help guide callers to the correct division within your organization.
  • Automatic Call Distribution as a more advanced “call hunting” function. ACD is intelligent enough to route callers to the specific individual best equipped to serve that client.
  • Ring Anywhere features allow users to link multiple phones to one phone number. Never miss a call, even when you’re not in the office, by establishing a Ring Anywhere feature to direct calls to your smartphone, all under one number.

Previous solutions would require a physical device to be installed on location, and adding new phone lines could be a complicated and expensive procedure. Without getting lost in a rat’s nest of cables, hosted VoIP solutions remove this burden, while keeping your basic functionalities intact. Here are some benefits that you will be getting by investing in a Business VoIP solution:

Here are some advantages of Business VoIP that you should know about:

  • Everything Under One Roof, Anywhere in The World: Utilize a huge feature-rich communications system, including web and video conferencing, text messaging, instant messaging, file sharing, online collaboration, and most importantly a powerful telephony solution. Always stay connected anywhere you go.
  • An Entire Telephony System at a Fraction of the Cost: Remove the need for costly hardware taking up space in your office closet. Business VoIP solutions are generally hosted in the cloud, and completely remove the need for any on-premises equipment. Users can manage their entire phone system from an online based portal.
  • Flexibility and Control Like You Never Imagined: Your business has the ability to grow and expand this solution as needed. When your company grows, adding new phone lines to the existing service can be as simple as clicking a button in the administrative panel. The same goes for configuring any new features — Business VoIP provides the flexibility to constantly tweak and improve the solution as needed, on the fly.
  • Integrate and Grow Your Platform: With the power of integrations, your business can connect multiple solutions together to completely revolutionize the way your teams operate. For example, users can integrate their current CRM solution with their Business VoIP Service to boost agent efficiency and responsiveness.

How to Find a Business VoIP Provider:

Just like purchasing any product/service, you can get overwhelmed with the number of options available. There is no shortage of providers, and on the surface, everyone seems to offer the same product. It’s common for providers to advertise their feature list as unique and innovative. However, most features are universally present in most providers.

What is important to take note of is how different providers will place a focus on different functions and features. Some providers might focus on offering the best phone service available, with softphone options and unlimited minutes or lines. Other providers might focus on building out a comprehensive platform, to include call analytics and other advanced functionality.

advantages of voip for business - internet

So, with all of this in mind, the best way to begin the search would be to establish what expense your business can take on, and exactly what it will need.

1. Understand Your Internet Connections’ Limitations:

Without going too far into the technicalities, forming a simple understanding of your internet service’s capabilities will go a long way. Specifically, you will want to become aware of your internet connection’s speeds: the upload and download rates. From here, your business can calculate the maximum number of calls that can be handled at once. Many phone providers will help your business determine if an internet upgrade is necessary, but your business should arm itself with this knowledge going into the negotiation phase.

2. Establish Requirements for Your Investment:

Determine exactly what your business will need — how many different phone lines will you need, how many phone numbers, or any specific features to look out for. Take the time to determine your budget as well, sometimes it might not be worth paying extra for international calling, or other features the team won’t even be using. If an internet upgrade is necessary, factor that into the total cost as well.

3. Compare the Available Options: Once your business has an understanding of what it is it will need, which features are prioritized, and the size of the platform that will be necessary, it will be much easier to narrow down the specific providers. For example, if your business is placing a focus on inbound call functions, like a power IVR and routing options, then solutions that offer a focus on Collaboration tools could be crossed off your list.

Once your business has an understanding of what it is it will need, which features are prioritized, and the size of the platform that will be necessary, it will be much easier to narrow down the specific providers. For example, if your business is placing a focus on inbound call functions, like a power IVR and routing options, then solutions that offer a focus on Collaboration tools could be crossed off your list.

4. Test Before You Buy:

You would never buy a car without driving it, and we recommend the same for any Business VoIP service. It can be difficult to understand what your team even requires, or prioritizes, without any hands-on experience. Features that sound amazing on paper might turn out to be useless and time-consuming in reality. Since most providers offer a money back guarantee or at least a free trial, we recommend your business test drive the platform before you commit.

In conclusion

At the end of the day, utilizing a Business VoIP service for your organization’s communications platform is probably one of the easiest ways to stand out among the competition. Not only can your business gain access to some incredibly powerful features, the system is entirely flexible to change and adapt on the fly, just as your business evolves.

Business VoIP will help your team bolster that professional level of service every business strives to achieve, all while working to cut costs at the exact same time. Whether your team is just the two of you in a small office and always on the go or a large business with multiple locations, a hosted Business VoIP solution should be the only option worth considering.

We have already covered the different types of Facebook ads that you can create. Yet, there is one ad type that deserves special mention. I am talking about Facebook Lead Ads. Rolled out almost 2 years ago, lead ads have created quite a stir in paid advertising. But, have you ever wondered why? Or how you can use it for your own business? I’ll try to answer those questions in this post.

Facebook Lead Ads - cover

What is Facebook Lead Ads?

First things first, before going about learning about something, we need to be clear about what it is exactly. You all know why lead generation is important for your business, so I am not going to go on about it. Facebook ads was a major channel for generating leads for advertisers. However, the only options to generate leads before was through landing pages or through tracking pixels.

Now, there were some problems to this:

  1. Many landing pages were not mobile optimised.
  2. Landing pages take you out of Facebook.
  3. Most forms do not come with autofill options.

Lead Ads were Facebook’s answers to these problems. These ads were first rolled out for mobile devices only. The ads do not take you out of Facebook, the forms are mobile optimised and the forms come automatically filled! The fields are filled using information from your target’s Facebook profile.

Previously, they were rolled out only for mobile and now they have expanded to the desktop as well.

Tap, Tap, and You’re done:

To add more weight to what I already said, let me give you a real-life scenario. If I, as a consumer, were to click an ad, and it takes me to a bad landing page, then I would not be happy. Especially, if the page takes ages to load and is not even optimised for my phone. Whats more, the form has a hundred fields I have to fill, then I’d simply close the page.

That’s why lead ads are a blessing to lazy and impatient consumers like me. Not only does it come pre-filled, I also only have to click my mouse thrice and I am done!

Take a look:

Facebook Lead Ads -example

You click on the ad, navigate to the tab with more details about the product or service. If you like what you see, then hit one more button and you are taken to a form that is already filled. Just hit submit, and, voila, you are now a lead for the business.

How to Set Up Facebook Lead Ads:

Let me take you through a step by step tutorial on how you can create lead generation ads through the Facebook advertising platform.

Step 1: Creating the campaign

Go to your Advertising platform. Choose whichever interface you are comfortable with, Adverts Manager or Power Editor. I like the Adverts Manager, so I am going to go from there.

Facebook Lead Ads - ads manager

Click on the ‘create campaign’ button to start a new campaign.

Step 2: Choosing your objective

Now Facebook will take you to the campaign creator. The first step would be to choose the objective for your ad. Of course, we are talking lead generation, so that is the option that you will also choose.

Facebook Lead Ads - objective

Once you click the ‘lead generation’ option, you can name your campaign. Remember to always use a name that can be easily referenced. For example, we always include the date in our campaign name.  Once, you have chosen a name, hit ‘Continue’.

Step 3: Setting your budget and target audience

Now, you can create your ad set. The first thing you should do is to name your ad set. If you are creating multiple sets, then have a clear taxonomical hierarchy. For example, we name our ad sets in the following format “Campaign name – device type – targeting – date”. This way it is very easy to know at a glance who the ad was created for.

Now, choose the page you wish to run the ad for, the target audience, placements, the budget, and schedules.

Facebook Lead Ads - targeting

Once you are done setting everything, click on ‘Continue’.

Step 4: Writing the ad copy

It’s time to create the ad.  Choose what format you want your ad to be. You can then upload the images that go with the ad.

Once this step is done, you will now have to write your ad copy. Add the text, headline, and newsfeed description. You can also customize the display URL. It should look something like this.

Facebook Lead Ads - ad copy

You can preview your ad, to see how it would appear on both the mobile and desktop.

Step 5: Creating the form

Finally, you can create the form that goes with the ad. You just have to click on ‘+ New form’. A new screen pops asking you to provide content for four different sections. Let’s go through them one by one.

1. Welcome screen: This is completely optional and you can choose not to have it. Here you can enter some brief details about your business/product or service. This will tell the visitor what the ad is for and why they should consider signing up.

Facebook Lead Ads- welcome screen

2. Questions: This section refers to the form that will capture the details of your target audience. You can include an optional heading above the form. Additionally, Facebook allows you to choose the fields that you wish to add to your form, like Address, Country, Job title etc.

Facebook Lead Ads - questions

You can also customise questions that you want to ask your audience.

3. Privacy policy: Since your visitors are sharing their personal data with you, the decent thing to do is to assure them that their data is being protected. That is why Facebook gives you an option to include your privacy policy.

Facebook Lead Ads - privacy policy

You can also customise this disclaimer for your business. Don’t forget to add the correct link to your privacy terms.

4. Thank you screen: This is the final step of the form. Once your visitor clicks submit on the form, a thank you screen will come up. You can choose the content that goes on this page. You can also add a link to your website or a link to download some content.

Facebook Lead Ads - thank you

There you go! Now your form is complete. You can hit ‘Save’ if you want to come back to the ad later or hit ‘Finish’. Once the ad is set up, you can review your ad once more and hit ‘Confirm’ to start the ad.

How You Can Use Lead Ads:

Okay, so we are done with knowing how to set up a lead generation ad. How all can this ad type be used and what are the different scenarios where this ad type would make sense. Here are some of the ways that we have seen businesses make use of facebook lead ads.

Build email lists:

One of the most obvious uses for lead ads is: lead generation. Duh! You can build your email lists for your marketing and sales campaigns. But, just ensure that your targeting is detailed and that your ad is specific. Otherwise, you might be flooded with leads who are not very relevant to your business.

Facebook Lead Ads - leela

(Side note: There is an interesting story that goes with this one. Look for it further down the post.)

Send offers and promotions:

Offers are always a good way of enticing your audience to buy from you. Lead ads will help you gauge how well offers work. You can even split test ads. For example, run 20% offer on course A and a 20% offer on course B. You will know which product is generating more interest for your business.

Facebook Lead Ads - udemy

Advertise a new product:

If you have a new product/service and want to gauge your audience’s reaction to it, then you can try lead ads. Run an ad with a form for the new product/service or package. The number of signups will directly correspond to the interest in the product.

Facebook Lead Ads - tripoto

If your product is yet to be launched, you can even use lead ads to run highly focused polls using the custom questions option.

Download e-books or whitepapers:

Content like e-books can reach a much wider audience using Lead ads. Since they don’t have to leave Facebook, the likelihood of them actually downloading the book increases. Also, not to mention the added benefit that you can collect their contact details for further nurturing as well.

Facebook Lead Ads - e book

Webinar registrations:

If you, like us, conduct a lot of webinars, then lead ads are a good way to increase the number of registrations. You can define targeting options for the kind of webinar you run. For example, if your webinar is about content marketing, then you can look for people who have ‘content marketing’ as their interest or ‘content manager’ in their job title.

Facebook Lead Ads - webinar

To register for events:

Having an event coming up that you are organizing? Run a properly targeted lead generation campaign and watch the registrations peak up. This is yet another way in which leads ads can help you advertise effectively.

Facebook Lead Ads - events

Well, these are a few use cases on how you can run Facebook lead ads for your own business. Of course, you can try lead ads for even more scenarios. Now how do you get hold of the leads that you gather using these ads?

Exporting Leads from Facebook:

It’s actually quite easy to export leads from Facebook. All you have to do is to go to the ‘Publishing tools’ tab in your company’s Facebook page. On the left-hand side, under ‘Lead Adverts Forms’, you will find ‘Forms library’. Click on that and this window will appear.

Facebook lead ads - download leads

You can now download the leads corresponding to the ads that you have run.

Now, remember the story I promised you with the Bharatiya city ad? Okay, here goes. While I was doing my research for this article, I came across this ad and really liked it. I was opening and taking a look, clumsy person that I am, I accidentally hit submit.

I just oopsed about it and let it be, but they didn’t. Not five minutes later, they called me to inquire if I was looking to buy (which I definitely can’t afford). But, still, their prompt customer service earned them a good name in my books!

Even if you run very interesting and eye catchy ads, your leads will amount to nothing if you don’t follow up with them immediately. Exporting the leads and then importing them to your CRM or email tool might result in you losing out on that lead.

To avoid this, get yourself a CRM that has a Facebook Lead Ads integration. This way, the leads captured on Facebook will directly get captured on your CRM as well. This saves you time and reduces lead leakage.

Before I end this post, I want to warn you that Lead Ads are not entirely fool-proof. Let’s take a look at the pros and cons of using Facebook Lead Ads.

Advantages and Disadvantages of Using Lead Ads:

As I said, lead generation ads do have their low points. If your ad copy is misleading or if your targeting is improper, they can bring in a lot of junk leads for your business. Which is not exactly desirable.

Advantages of Facebook Lead Ads:

  • Your leads do not have to fill in a form, which makes signing up easier for them.
  • You get more leads at a much lesser cost compared to other lead generation channels.
  • Since user data is pulled from Facebook, the details filled would be more accurate.
  • Not many people like it when the ads pull them away from their Facebook feed. With Lead Ads, they get to stay right on the platform
  • If you do not have a website or a landing page associated with your business, then Lead Ads will work like a charm in generating leads for your business.

Disadvantages of Facebook Lead Ads:

  • As there is no landing page involved, the visitor might not know the exact offer or benefit that you are providing.
  • This could lead to misconceptions, which would mean that the relevance of the lead to your business might be low.
  • This might reduce the quality of the leads that you receive as well. Many advertisers have seen this happen.

So there you go! Everything that you need to know about running lead generation ads on Facebook. If you have any additional inputs that you think I missed out on, you can always reach out to me.

Now, let’s move over to one more interesting topic in Facebook ads: Facebook Remarketing. It’s all about convincing people who have bought a bat from you to buy a ball as well.

Go to Chapter three

Maybe reading about the benefits of Google AdWords in the last chapter convinced you to start running ads. Or just maybe, you have already been running ads for a while now. If your answer is yes to either, good job so far! Now, the next most important thing is to understand that just running ads won’t cut it – your objective should be clear – to either get high-quality leads or to sell more products online. 

To achieve these business objectives, your ad campaigns should perform well at all levels. This is where different PPC metrics come into the picture. Only by identifying key PPC metrics, monitoring them regularly, and tweaking ads accordingly would allow you to get anywhere close to your objectives with AdWords.

PPC metrics

But first, why am I writing about PPC metrics?

Let’s go back to why I started writing this guide in the first place. When I started running ads, the number of metrics available to me in AdWords were overwhelming – estimated bid, quality score, CPC, CPM and at least a 100 more things. This is just an attempt to help beginners identify where to look when measuring their campaign performance.

So, here they are. The Adwords metrics that you should pay close attention to:

10 PPC Metrics to Monitor

1. Quality Score

Probably the most important AdWords metric to be monitored on a daily basis.

Measured on a scale from 1 to 10, this score lets you know how relevant your keywords, ad copy and landing pages are to the search query. 

You can find the quality score metric in keyword level reporting,

Quality score is measured for each keyword in your campaign. In addition to the factors mentioned above, it is also impacted by the historical performance of the keyword and the landing page experience. This is why, you’d notice that when you add a new keyword, the quality score appears as “-“. This is because it doesn’t have any past performance data to predict the score.

PPC Metric - quality Score

Why is quality score such a big deal?

High quality score (means high ad relevance) –> higher ad position –> more clicks –> Higher CTR –> Lower CPC + High quality clicks

Eventually, it’s obvious that a lower CPC = lower cost of conversion and high-quality clicks = higher quality leads.

PPC metrics - Quality Score

Image Source – WordStream

2)  Click Through Rate (CTR)

CTR is the percentage of clicks your ad received compared to the number of times it appeared in search.

PPC metrics

For example, if your ad/keyword received 10 clicks, and it received 2000 impressions, the CTR is 0.5%.

AdWords measures CTR at every level – campaign, ad group, ad and keyword level.

PPC metrics - CTR

High CTR means that people are clicking your ad more, which, in turn, means that the keyword and ad copy is relevant to the searcher’s query. This, in turn, improves the quality score of your keywords.

So, what’s a good CTR?

A good CTR would be different for different industries. Here is WordStream’s research data for CTR benchmarks across various verticals:

PPC metrics - CTR

3) Average Position

This is the position of your ad on Google paid search. If your average position value is more than 5, most probably your ad isn’t appearing on the first page. By monitoring this, you’d know exactly when your rankings are starting to drop.

This is an important metric because when the average position of your ad is maintained between 1-3, you have more opportunities to:

  1. Appear on the top of the first page,
  2. Get more visibility
  3. Increase CTR on your ads
  4. Eventually, convert more leads

Avg position metric you can see under, campaign, ad group, ad and keyword level reporting.

PPC metrics - Avg position

4) Conversion Rate

Conversion is the most important part of your campaign – it is your campaign objective. So, this tells you the percentage of people who are actually filling up your forms/buying your products etc. against the number of clicks your ad received.

PPC metrics

Let’s say, you converted 10 leads from 200 clicks, then your conversion rate is 5%

Same as CTR, conversion rate also varies from industry to industry. Here are the average conversion rates across multiple industries (again, from WordStream’s research)

PPC metrics - avg conversion rate

5) Device

This is a metric that hardly finds a mention in most articles discussing PPC metrics, but in my experience, it’s very important to measure ad performance by device. Desktop ads would perform differently than mobile ads, so you need different optimizations for them, and that’s what this report would help you with.

You can find this reporting, under Settings –> Devices.

PPC metrics - bid adjustments

Why is this metric important to monitor?

a) Suppose, Keyword A is performing better on the desktop than on mobile. Here, you need to decrease the bid for mobile device and increase it on desktops. This will ensure that you don’t spend unnecessarily on a device that’s not performing.

PPC metrics - Bid Adjustment

b) Landing pages perform differently on desktop & mobile. You might argue that your landing pages are already responsive, which is a fair point and an absolute necessity. However, I have seen that landing pages created specifically for mobile always outperform the responsive landing pages.

Ultimately, monitoring device level tells you which campaign, ad or keyword is performing better on specific devices.

6) First page, top page, and first position bid

Let’s define them first:

  1. First-page bid – This estimates the CPC for an ad that appears on the first page of the search results.
  2. Top Page bid – This estimates the CPC for an ad that appears on the top half of the first page in Google search results.
  3. First position bid – This estimates the CPC for an ad that appears on the topmost position in Google search results.

PPC metrics - Estimated bids

These values are calculated based on the quality score of the keywords and your competitors’ metrics. If your estimated bid numbers are high, most likely your quality score is bad.

You should monitor and use these bids only when your quality score and CTR are poor, average position is low and you are unable to generate a decent number of leads. Otherwise, continue with the existing bid amount.

Estimated bids - PPC metrics

If you don’t see these metrics by default, add them manually from the Column section under Keyword Level Reporting. 1. click on keyword tab — 2. click on columns tab — 3. click on modify columns — 4. click on attributes under select metrics — 5. select the necessary metrics — 6. finally click on the apply button below. (Please see an image above).

7) View-through Conversions

This metric makes sense when you are running ads on display network. View-through conversions provide you value-added information about your display campaign.

Confused? This is what it means: 

Someone sees your banner ad on display network but doesn’t click. Later, they visit the website through any other source (social media/referrals/organic search etc.) and convert. These conversions get attributed to Adwords and are measured under view-through conversions. Monitoring this metric would give you more clarity about your display campaigns.

PPC metrics - conversions

This metric is important to measure because it creates a lot of confusion in the minds of new advertisers, because of the difference in the actual leads generated from that particular campaign directly, or through non-linear paths.

8) Bounce Rate in Google Analytics

A bounce happens when the user clicks the ad, goes to the landing page, but doesn’t take any further action and drops off.

Why is this metric important to measure?

a) High bounce rate = low landing page experience = low-quality score. This eventually affects the complete campaign performance adversely.

b) Advertisers end up paying more to generate leads.

When you are doing everything else right, but still don’t get conversions, go and check your bounce rate first.

PPC metrics - bounce rate

Note: To track your AdWords performance in Google Analytics, link Google Analytics and your AdWords account and enable auto-tagging. Learn more.

9) Gmail Ad Metrics

If you are running Gmail ads, you need to closely monitor the following metrics:

  1. Gmail clicks to website – This indicates that the users clicked on the expanded Gmail ad and visited the landing page. This click doesn’t cost money. It is free.
  2. Gmail saves – The number of times someone has saved your Gmail ad message. This message stays saved in the user’s inbox for free.
  3. Gmail forwards – The number of times the expanded ad message is forwarded to someone. This doesn’t cost anything either.

So, when does AdWords charge you in Gmail ads? You will get charged when someone clicks a collapsed ad to finally expand it. Every other action is free!

PPC metrics - gmail ads

10)Lead Quality

I know what you are thinking! There is no such metric in AdWords. But, this is the most important aspect of your PPC campaigns, when you are running lead generation ads. If you don’t measure the lead quality, every other PPC metric that you have monitored is a fail.

Quality would tell you if investing in the ads is worth it at all or not. You need to use a CRM or lead Management platform to capture and track the leads from Google AdWords if you want to do this efficiently.

To conclude…

These are the metrics that I monitor every day in the morning once I reach my office. I hope this would help you get started with basic PPC monitoring.

In the next chapter, we’ll talk about optimizing each metric that we discussed here, and other aspects of your Adwords campaigns. This would make you save more money by generating better results.

PS: Inbox me at divi [at] leadsquared.com, if I had missed out any significant metrics, or if you have any questions at all.

Do you love following the business news? Reading about updates like the new updated Facebook messenger, or the release of the new iPhone, or how Vishal Sikka has infamously resigned as the CEO of Infosys. Yes? Then you would have read about how Facebook is now launching WhatsApp for business. But, how is it relevant to you as a marketer or as a salesperson?

Why WhatsApp for Business:

Let me paint a picture. It could very well be a familiar picture, but let me paint it just the same. Remember when SMS was all the deal a few years back and how many, many businesses rode the wave that it caused. Imagine that on a much larger scale but with better insights and precise targeting. That is what WhatsApp offers you.

WhatsApp for Business- infographic

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With a tool that has such a reach, how can you not get excited? This is one major marketing platform that you should quickly add to your marketing repertoire.

How does it work?

WhatsApp has largely been a free platform. Despite the large user base, this new venture is their first attempt at monetization. This new app that they call ‘WhatsApp for business”, will allow businesses to talk to their clientele directly. I, however, was a little skeptical about this (past tense, to be noted). An unwanted intrusion on a platform that is purely for personal communication, may not be welcome. In that case, how would it work?

Simple. A business cannot send you a message to your WhatsApp until and unless you give them explicit permission to do so. So, if you like a business and want to interact with them, you can connect on WhatsApp with them and either leave a good word or a complaint. Your choice. No intrusion. Pretty cool, no?

Flight reminder notification

And if a company is being annoying, which we marketers can become sometimes, then the user can simply block the company from sending any more messages.

How it is different from regular WhatsApp:

GadgetsNow, the popular platform for technology releases, has recently talked about all the new features that WhatsApp for business comes packed with. While it looks very similar to the regular chatting app, there are some key differences within the business version. I’ll walk you through all the new features of the new app:

Though the apps belong to the same company, the new business app had a different logo with the phone icon being replaced by a ‘B for business’. The logo is easily recognizable to frequent users, yet capable of differentiating between the two apps.

WhatsApp for business - logo

2. Register landline numbers:

The new WhatsApp allows businesses to use their landline numbers to register for the app. This is an improvement over the regular chat tool, as it allows only mobile number holders to register for the app. You can also include the type of business you are, a family owned or corporate business, while you register.

3. Automated replies:

You can now set up automated responses using WhatsApp. If an inquiry comes in for a product or about your business, you set up automatic replies. This way, you can connect with your customers even if you are unavailable to chat at that particular moment. For example, if someone

For example, if someone messages after closing hours, you can send a message saying, “Sorry, we are closed at the moment. We will get back to you first thing in the morning.”

4. Verified businesses:

You can reduce the risk of fraudulent companies messaging your users. WhatsApp now gives business a green tick (shown below) as proof of their authenticity. This is one way that users will know that they are not being scammed and are interacting with actual businesses.

WhatsApp for business - tick

5. Message statistics:

Any tool that is being used for businesses needs to be measured. Therefore, WhatsApp also provides you with options to see data for the number of messages sent and received. This way you can keep a track of how well the app works for you.

Ways you can use WhatsApp for business:

We now know that WhatsApp is big for companies. But how exactly can marketers make use of this platform? The use cases are many and if done right can bridge the gap between you and your consumer to a great extent. Let’s take a look:

For updating order status:

BookMyShow is one of the very first companies in India who has begun using WhatsApp for business. They show us an example of how you can use it to send tickets to those who book movies through the platform. You can send order status, order tracking links etc on WhatsApp to keep the user updated on their transaction. Here is a screenshot of a legit message sent by BookMyShow.

WhatsApp for business - bms

Notice, how they provide them an option to stop the messages as well. You can check out BookMyShow’s experience with WhatsApp in this article by YourStory.

To send reminders:

Millenials and even Gen Y folks have becoming used to checking WhatsApp on a daily basis much like (or maybe much less than) a newspaper. Which means that if they have a policy that needs renewing or a flight that needs to be boarded the next day, you can send an automated message reminding them of it. This way you can also reduce the risk of them missing out on important deadlines.

KLM travels in the video above has talked about how they do this using WhatsApp.

For customer support:

Having a dissatisfied customer is an ill omen, but having one who has no proper place to complain can become a disaster. They might resort to posting on social media about their experience resulting in negative publicity for you. But, using a trusted platform like WhatsApp where they can reach out personally can help improve your relationship with them

Additionally, having a one on one platform will increase their feeling of entitlement and push them to buy from you more. Of course, exceptional support cannot hurt .

For product Demos:

Since WhatsApp is a platform that extensively supports video content, you can even send over product videos. If someone leaves a demo request, you can send over videos to his WhatsApp directly. This is a good use case, especially for businesses that have products that require assistance.

To get reviews and ratings:

You can get your customers to review your product or service. Give them links or options to reply to a survey. WhatsApp being a go-to platform for communication can actually motivate your customers to give you more accurate feedback. Give them innovative ways to give feedback and they will actually interact with you.

These are just some use cases off the top of my head. But you, I am sure can think of much more and put WhatsApp to good use. Well, I am very excited and looking forward to the new release. Are you? Let me know!