One: Keyword Intent
Group your keywords into the different types of intent. These are:
- Transactional (includes words like “buy” and “deal”) are searches with an intention to buy.
- Navigational (for example “Google Analytics Login”) are searches to find a particular page.
- Informational (“how to get more agency clients”) which are searches that typically happen at the start of the research phase.
Two: Specific Ads and Landing Pages
Once you understand which keywords represent which part of the sales funnel, you can group your keywords accordingly.
Next, design your Google Ads and Landing Page to be specific to the stage that the person is at. A highly useful and content rich page with a Lead Magnet that addresses the problem your prospect is researching can significantly lower your CPC and increase your conversion rate once that person is ready to buy.
Three: Match Types
Experiment with different Match Types of your search keywords in Google Ads to increase performance. You can choose between:
- Exact match
- Phrase match
- Broad match
Four: Broad Match Modifiers
You can discover a lot more relevant keywords that generate a positive return on investment while still maintaining more control than a Broad match type. You can learn more about this match type here.
Make sure that you have proper conversion analytics set up so that you can turn off any keywords that don’t produce results and keep only the keywords that produce profits.
Five: Lifetime Customer Value
Not all customers are created equal. Dive into your lead magnets and ads, and investigate which advertisement brought in the highest ROI not only on the front end, but in total which includes the back end too. Some ads produce positive ROI on the first purchase but those customers don’t come back again. They’re just first time buyers. Other ads have very low conversion numbers on the front end but they keep coming back over and over again to buy more.
Once you have insight on what the lifetime customer value your ads are bringing in, you can crank up the relevant ads and outspend your competitors.
How Dr. Axe Found An Additional $263,794 in Additional Revenue with Segmetrics
Dr. Axe Discovered The Value of Lead Magnets for the First Time
After signing up for their Free Trial of SegMetrics, the Dr. Axe team was able to see the value of their lead magnets for the first time — and, because SegMetrics plugs directly into all of their platforms.
The Axe Wellness team can now tell which exact lead magnets were generating the most revenue and which leads were most valuable at a glance.
In fact, the Axe Wellness team discovered something very interesting.
The 20,720 “Essential Oils” lead magnet generated $263,794 in revenue. That gives them an average lead value for leads of $12.73.
If we compare those numbers to their other segments we see that “Health” generated 12,687 new leads, with a Lead Value of $11.72 and “Fitness” generated 4,136 new leads at a lead value of $18.82.
Finally… the “Recipes” generated 9,055 new leads at the highest average value per lead, with an average value of $19.26!
This means that each “Recipes” lead is WORTH 64% MORE than each “Health” lead despite the “Recipes” category generating 3,632 fewer leads.
The Axe Wellness team would never have noticed this without SegMetrics. This goes to show why data like this is important. You need to look beyond just leads growth when measuring the success of your marketing efforts.
“Mind. Blown,” said Evan Tardy, President of Axe Wellness, after seeing this data. “This will definitely impact our product development.”
SegMetrics has helped us get way more value out of our marketing and provided reports that we could only dream of.
If you want to know where the opportunities are hiding in your customer and subscriber data, SegMetrics will show you.— Evan Tardy — President of Axe Wellness
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(as of May 20th, 2020 12:37 AM)
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