Shownotes
The GAds Girls are back! And they're here to share valuable tips for creating successful Google Ads lead generation campaigns. From leveraging tools like Microsoft Clarity to tracking button clicks, understanding user behavior, and optimizing forms, they cover crucial aspects of lead gen success.
Mel, Carmen, and Leandra emphasize the importance of CRM utilization, providing examples and strategies to make the most of your data. With a festive touch and practical insights, this is a must-listen for anyone aiming to elevate their lead generation game.
0:00 Top Tips for Running Successful Lead Generation Ads from the GAds Girls
0:41 Using Microsoft Clarity
2:37 Tracking button clicks
7:43 Optimizing the lead forms
10:08 The importance of having a good CRM
12:44 Remarketing strategies for lead generation
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Transcripts
Hello, everybody.
2
:We're back.
3
:It's the Catgirls.
4
:It's us.
5
:Hello.
6
:We're back to to drop some
Google Ads and digital marketing
7
:lead gen bombs with you today.
8
:We're talking everything lead gen.
9
:So we're going to give you our
favorite tips on how to make your
10
:lead gen campaign successful.
11
:And it's December, so we thought we would,
Sprinkle in a little Christmas spirit
12
:with, some festive backgrounds here.
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:I'm sure both of you have heard
of Microsoft Clarity, right?
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:Clarity is something that we, as
a team at Solutions, they help to
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:install for all of our clients.
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:It's just a piece of code
that you put into GTM.
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:Really easy to set up, but what's cool
about this is we can track recordings.
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:You can look at heat maps and for lead
gen, the reason why this is really cool
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:is because I have a client right now.
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:They are in the lawyer industry.
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:And what we've noticed is that there
was a certain message button that
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:kept popping up a very big message
button on the right hand side.
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:And the first thing that I saw was press
the button and they would minimize it.
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:So that helped us determine that, hey,
this button shouldn't be a big button.
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:It should just be a smaller one.
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:And when people are ready to click
on this message button, then they
27
:can click on it, but there was no
need for us to have it large right
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:at the top, right at the start.
29
:The second part was through Clarity,
we were able to track the different
30
:behaviors and paths that people were
taking after they got to the landing page.
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:And 1 of the things we saw was most
of the people based on the heat map,
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:we're clicking on the phone call button.
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:based on that, we were also able to make
another decision that we should put more
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:emphasis on phone numbers throughout the.
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:Page rather than a booking form.
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:So those are two ways that we
can definitely use Clarity.
37
:that has been really helpful for
us as a team at Solutions Aid.
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:I think just going off of that,
Carmen, it's a good kind of segue
39
:into tracking button clicks too.
40
:We're talking about road
or barriers in lead gen.
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:So if you're not seeing, you have
a couple days of you have some
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:bad performance, you're not sure
why things aren't converting, like
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:looking at something like clarity and
understanding the user experiences
44
:is really important for lead gen.
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:But another option that you can
take is tracking button clicks.
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:So from one step of your funnel to the
last step of your funnel, track those
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:button clicks, those submits, those okays,
those, whatever your call to action is
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:along the way, set them as secondary
conversion actions because you don't
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:want that messing with your primaries.
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:But it's good to see where
people are getting stuck.
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:Like what is the ratio of people,
filling out that first form,
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:pressing submit to the next step.
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:what's the drop off there and then
why is there a drop off there?
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:So then you could go back through
something like clarity and you can
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:have a look at understanding that
heat map, what's going on that page.
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:so you have a really good idea of
where that drop off is happening.
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:So this is really good kind of
problem solving as you're, looking
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:at your Google ads accounts and
you're trying to figure out why am
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:I not receiving the amount of leads?
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:I think I should.
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:I've got.
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:good traffic.
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:I've got good click through rates.
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:I've got all the other good metrics
that we're looking for, but I'm just
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:not seeing conversions come through.
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:So tracking those button clicks,
all the way through your funnel will
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:give you insight into what's going
on, along your conversion funnel.
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:to keep piece going.
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:the button clicks, you can see
if people are going to click.
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:Your phone call right away instead of
going to a forum or instead of going
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:to other places on your website, if
you see, they're always going to a
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:phone call, then you can assume they're
getting the phone call, but it's really
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:important to track that actual phone call.
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:So there's lots of different systems you
can use to listen in on the phone calls
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:to make sure that the sale is actually
happening instead of just hoping for
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:the best and hoping that the phone call
is resulting in a sale, having software
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:like call tracking metrics or something
like that, just to make sure that.
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:The person that's answering the
phone is doing their job as well.
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:It's really important.
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:And inside of call tracking metrics,
just for people who don't know
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:what that is, you can rate the
calls based on the quality, which
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:is really great for Google Ads.
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:So we send that information back
through to give Google Ads more
84
:direction with what's a good lead?
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:What's a bad lead?
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:so you go in and you can rate those
calls like a one star to a five star,
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:a wrong call, whatever it might be.
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:So the more information that you can
give in that type of software is
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:really important because if you think
about it, that's the only kind of
90
:direction that you get for phone calls.
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:that is hard to track.
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:So it's important to fill
those out as much as possible.
93
:It's also good to have call tracking
metrics because you can see how
94
:many missed calls there are as well.
95
:So some of my clients, they have
call centers, but even at that
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:point, they don't know that, hey,
out of this month, maybe you missed
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:20, 30 percent of your calls.
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:And when Google ads can be
expensive for CPCs, then.
99
:Making sure that you don't
miss these calls is going to
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:do a lot for your business.
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:Yeah.
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:Yeah.
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:Because it's a huge roadblock.
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:Sometimes like we see it all the
time where we're going to call
105
:tracking metrics and I'll say, Hey,
I haven't gotten that many leads.
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:We'll go in and they'll be
like, 20 unanswered calls.
107
:that's a really important point.
108
:I think too.
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:this is something that Glenn, one
of our teammates at Solutions Aid
110
:has set up for this campaign here.
111
:for this client, A book of TOR form
and they also have calls, So we have
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:16 button clicks in the last 14 days,
but what you'll see is that actually
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:only half of them ended up converting
and actually filling out the form.
114
:So we're missing a lot of
opportunity there, or there's
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:something that's happening.
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:What we're thinking is maybe the
landing page isn't optimized.
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:So that's why people click on the button.
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:But they don't actually convert.
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:Maybe it's too long, too difficult,
something wrong with the landing page.
120
:We're seeing this happen.
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:And that's how we're working with the
client to help them resolve this problem.
122
:Yeah, you actually touched on
a really important thing that I
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:don't think we talked about yet.
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:And it's just the forms.
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:And the difference between having only
the most important information on a
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:form and making your form really long,
What should an optimal form look like?
127
:What do you think an optimal form
should look like for lead gen?
128
:That's a good question.
129
:it's difficult too, because with
performance max, sometimes we want
130
:them to have that longer form.
131
:but from a client experience
point of view, it's nice to
132
:have some short and sweet.
133
:but unfortunately a few extra questions
in there helps weed out the people
134
:that you don't necessarily want to help
qualify them before they submit the form.
135
:how the form is structured
really depends on which stage
136
:the client is at in the funnel.
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:for example, if the form or the landing
page is right after they click on the
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:ad, then you'll definitely have to
have more information on there because
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:people don't know anything about it.
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:But if this is a landing page or a
form Within your website, the people
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:have already gone through all of the
information on your website already, then
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:maybe you don't need as much information
on that landing page, compared to that.
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:think it's a balance between Having the
basics and then having a few of those
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:qualifying questions to make sure that
this is a lead that's actually going to
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:be worth it, for the client to follow up
on while not scaring them away with 50
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:question form that they have to fill out.
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:So making it not too intense, but intense
enough that only someone who is Interested
148
:in the service would actually fill out.
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:So I think it's finding that balance.
150
:And then also your rate Carmen,
it depends on, how far down
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:the funnel that they are on.
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:And it also can depend on what type
of campaign you're running with PMAX.
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:You can get, a lot more traffic
that might be lower quality.
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:So having those forms that are a
little bit longer, I will help weed
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:out those unqualified leads for sure.
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:What about CRMs, you guys?
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:So all the information that we're
talking about, all the lead forms that
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:are captured, all the phone calls that
are captured have to go somewhere.
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:So it's really important
to have a really good CRM.
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:we do see a lot of clients come in that
don't have a CRM or don't have it set up
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:properly or that don't know how to use
it, or their team isn't using it properly.
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:So it's really the fundamental piece
of all your business information
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:should be fed into the same spot and
making sure that you're using the
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:information that's captured in there.
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:in a really smart way.
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:so I know our team spends a lot of
time going into our client CRMs.
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:If we have access to make sure
that we're using that data properly
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:to make decisions for our ads.
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:if you don't want to share your CRM
access with your Google Ads agency
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:or whoever you're working with, just
having some sort of tracker that.
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:That allows them to see Hey, we had
a good lead come off of this keyword.
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:For example, HubSpot will
show you all this information.
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:So if you're working in HubSpot, you
can create a separate, Google doc or
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:Google sheet or whatever that just
allows them to know, like on this
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:date, there was a really great lead
that had this keyword attached to it.
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:And this is the detail of that
lead, like it could have been.
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:It could potentially be a 20,
000 sale or something like that,
178
:because it helps us also identify
where to push a little bit more.
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:So if we've seen, some trends where
this one keyword is bringing in
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:really good quality leads that might
be, in the thousands of dollars.
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:We want to focus on that keyword for you.
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:we need that information from
your CRM in order to optimize
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:further, your lead gen campaigns.
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:I think that's a really important part
that a lot of lead gen businesses
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:don't necessarily spend enough time on.
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:It is cumbersome and it can be complicated
and hotspot, but truthfully, just
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:having those basics set up, And there's
lots of tutorials online as well that
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:people can use to help set up their CRM.
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:So I think that it's
worth the time for sure.
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:because sometimes when someone enters
a CRM, it doesn't necessarily mean
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:that they're converting automatically.
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:So knowing how long they've been
in the system, having some sort
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:of automated email campaigns to
remarket, reach out to them is also
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:a really good way to, Methods to
develop that relationship further.
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:Another thing we can talk
about is remarketing.
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:So you can use lists from HubSpot
or from, your website or whatever
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:to remarket for lead gen.
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:I had a really great example
of a client who had It was a
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:course that they were, selling.
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:Actually, there was four different
courses that they were selling.
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:And for each course we had, its
own CTA, its own, form, everything
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:like that, through the funnel.
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:So what we ended up doing is
setting up, Four different
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:YouTube remarketing campaigns.
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:And we would base our audiences
off of those different courses.
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:And, we would have your typical
remarketing audiences, add to carts,
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:form submission, all those three
marketing audiences that we usually use.
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:But on top of that, you can also
use remarketing from HubSpot,
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:for example, just to really.
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:circle back with a YouTube video
that really calls out that specific,
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:action that they took for this one.
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:It was a course.
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:So it, it was that specific course
that they didn't end up purchasing, but
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:they spent a lot of time looking at it.
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:They downloaded the free mini course,
for example, or whatever it was.
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:and then just tailoring your
remarketing as close to that
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:call to action as you can.
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:And YouTube remarketing
works really well for this.
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:I've had lots of clients, for
lead gen that we would focus
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:on, a lot of remarketing, that
would work really well for them.
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:Great.
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:Absolutely.
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:I think we might have
overwhelmed them, but it's okay.
224
:if any of our viewers have any
questions or if any topics you'd like
225
:to hear, the Gad's Girl is shared next.
226
:Leave your comments below and
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227
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