How to Use Google Ads to Move Leads Through the Funnel
Posted: Tue Dec 03, 2024 9:07 am
As we were saying, web traffic is the fuel that keeps the account-based marketing engine running. But to start this machine we need to have the right tools, such as a platform for analyzing site traffic .
A platform like Lead Champion discover can track IPs and provide a list of companies that visit your site, providing you with a report on how they interact with your content.
If the company clicks on a Google ad, you can display in your listing a diagram like the ghana phone number library one below, indicating the query (under the word google, which is the source of the visit), the number of pages visited and the detail (with the movie) and the contents viewed .
discover.keyword
Thanks to an analysis of this type, the marketer can then move on to the lead nurturing phase while the sales person can think about a suitable commercial action.
Analytics can give you concrete help in identifying the stage of the funnel in which the lead is located. Here are some examples of how to interpret the arrival of a lead on the site:
Click comes from a generic keyword : When a user of a targeted company comes to the site after searching for a generic keyword (such as the keyword “lead generation” in the example), it means that they are in the awareness stage: they are researching a problem or a need, not yet on the product and features. Your ABM strategy can help influence them, educating them further and moving them along the funnel.
The search query contains meaningful words like 'company', 'best', 'what is' or 'review' - the presence of words like these indicates that the lead is in the consideration stage. Your ABM campaign at this point needs to be able to answer these questions or concerns. The sales team can begin to initiate contact and build the sale.
The click comes from terms related to your company or competitors : the potential customer is in the purchasing phase and is scouting. You can act accordingly to give more emphasis to your negotiation or, in the case in which it comes from words related to the competitor, implement a strategy to intercept the lead and push it towards your product.
3 More Ways to Use Google Ads With Your ABM Strategy
Google search is certainly a very powerful ally to improve and perfect your Account Based Marketing strategy, but it is not the only Google tool you can use.
Edit your Google Display and YouTube ads , because just like search, they can also generate traffic to your site from targeted businesses.
Use remarketing , the Google tool most in line with ABM : you can dedicate specific and well-defined Ads to people who have already visited the site. For this to be done well, the list must have at least 100 people who have visited your site in the last 30 days. PS With the new version of Lead Champion discover you can do it starting from the most interesting leads! Request a demo to find out more .
Discover new targets for your Account Based Marketing . Using a software like Lead Champion discover, which is based on Anonymous tracking , you can discover that many companies, belonging to sectors that were not targeted for you, visit your site. This way you will know that you have a new sector to target!
A platform like Lead Champion discover can track IPs and provide a list of companies that visit your site, providing you with a report on how they interact with your content.
If the company clicks on a Google ad, you can display in your listing a diagram like the ghana phone number library one below, indicating the query (under the word google, which is the source of the visit), the number of pages visited and the detail (with the movie) and the contents viewed .
discover.keyword
Thanks to an analysis of this type, the marketer can then move on to the lead nurturing phase while the sales person can think about a suitable commercial action.
Analytics can give you concrete help in identifying the stage of the funnel in which the lead is located. Here are some examples of how to interpret the arrival of a lead on the site:
Click comes from a generic keyword : When a user of a targeted company comes to the site after searching for a generic keyword (such as the keyword “lead generation” in the example), it means that they are in the awareness stage: they are researching a problem or a need, not yet on the product and features. Your ABM strategy can help influence them, educating them further and moving them along the funnel.
The search query contains meaningful words like 'company', 'best', 'what is' or 'review' - the presence of words like these indicates that the lead is in the consideration stage. Your ABM campaign at this point needs to be able to answer these questions or concerns. The sales team can begin to initiate contact and build the sale.
The click comes from terms related to your company or competitors : the potential customer is in the purchasing phase and is scouting. You can act accordingly to give more emphasis to your negotiation or, in the case in which it comes from words related to the competitor, implement a strategy to intercept the lead and push it towards your product.
3 More Ways to Use Google Ads With Your ABM Strategy
Google search is certainly a very powerful ally to improve and perfect your Account Based Marketing strategy, but it is not the only Google tool you can use.
Edit your Google Display and YouTube ads , because just like search, they can also generate traffic to your site from targeted businesses.
Use remarketing , the Google tool most in line with ABM : you can dedicate specific and well-defined Ads to people who have already visited the site. For this to be done well, the list must have at least 100 people who have visited your site in the last 30 days. PS With the new version of Lead Champion discover you can do it starting from the most interesting leads! Request a demo to find out more .
Discover new targets for your Account Based Marketing . Using a software like Lead Champion discover, which is based on Anonymous tracking , you can discover that many companies, belonging to sectors that were not targeted for you, visit your site. This way you will know that you have a new sector to target!