Pay Per Click Services: 5 Causes of Lead-conversion Failure
Here’s a fact: PPC proves very useful in churning out new leads, but they don’t necessarily guarantee those leads will convert.
It is true that Pay Per Click may not always deserve the blame when leads don’t convert. There may be external reasons that are important to determine if you wish to up your Pay per Click game. However, the client seldom sees it that way. What they don’t realize is that PPC managers aren’t always aware as to what occurs next once a user turns into a lead.
Pay per Click Services – Why Leads Don’t Always Convert
Some of the major reasons behind the conversion failure of PPC leads are given below –
1. Communication Gap between Marketing and Sales
In far too many organizations, there is a lack of proper interaction between the marketing and sales groups. This leads to one or more issues that result in the failure of lead conversion, and that’s when the blame game commences.
A lot transpires between the derivation of leads in marketing and their conversion by sales. The actual journey of the buyer undergoes multiple steps that involve several factors. The entire process might seem overwhelming, which is why you need to ensure proper communication between the two teams by answering questions like –
- What is the actual duration of the sales cycle?
- At which point do sales start taking the responsibility of leads?
- Has the sales team observed and patterns in unqualified leads?
- How long does the sales team take to get in touch with a lead?
As you may have noticed, these questions are not related to PPC campaign management services at all. They are more concerned with the sales and marketing department of the company in general.
2. Sales Cycle Duration: Expectation Vs. Reality
As a PPC service provider, you and even your client may not be aware of all that takes place during your client’s typical sales cycle. So, how can either of you get to this conclusion without the knowledge?
Unfortunately, teams create sales cycle timelines on the basis of predictions and assumptions rather than factual data. The lack of knowledge regarding the real sales cycle in the client’s company negatively affects their PPC program.
Marketing and Sales need to establish the point where the responsibility transfers from one to the other. Practicality is key here, and setting reasonable expectations for both teams is essential along with proper communication of the outcome.
3. Analyze the Unqualified Leads
It is important to know what your client does with unqualified leads and when. Auditing those leads will uncover the reasons why those leads failed to convert.
Chances are, you will find that a majority of your leads were deemed unqualified because of “budget issues”. Other reasons include no contact or follow-up from the sales team, and the company failing to be a fit.
Just because a company is interested in a product but lacks the budget at the moment, doesn’t mean the lead is a failure. The correct strategy here would be to sift such leads into a different category, instead of unqualifying them altogether. This way, they stand a chance to revive those leads at some point. Who knows – these “unqualified” leads may convert into the best customers!
4. The Leads are Unworkable, Despite High-Volume Keywords
Getting leads is relatively easy once you use some high-volume keywords. The hard part, however, is converting them. Don’t let your pay per click services fall behind the illusion of high quantity leads, because you are sure to be blamed when they don’t turn out a high quality as well.
Examine your campaigns carefully and understand if the keyword itself is the problem here. This is especially true when the majority of leads have the same keywords as the source.
Check whether the –
- keyword isn’t too broad or generic
- search intent is understood or not
- target audience is effectively reached
A few simple adjustments to target the right audience can go a long way in delivering quality leads. This is much more important than quantity, especially in the long term.
5. Keyword Relevancy May Have Changed
No amount of PPC campaign management can guarantee 100% qualified leads, because it simply isn’t possible. There will always be leads that your client won’t consider the right match.
This further leads to a need for keyword re-evaluation in your PPC campaign management services. Doing so will increase efficiency as you’ll know of changes regarding keyword relevancy or the industry as a whole. Adjust your keyword strategy according to high-intent searches, even if the volume decreases.
PPC is an effective channel for driving quality leads, but panicking or shifting the blame won’t help when it isn’t. Although it may take some time and effort, you’ll have to take a step back and assess.
Ask your client the right questions, and you will receive answers that will help you realize unexplored opportunities. What’s more, you get a chance to gain further insight into the business. Ultimately, your willingness and thoughtful approach will turn you into one of your client’s best assets.