Most accounts are optimized to generate the maximum number of leads for the lowest cost per lead. However, not all leads are created equal. Some leads are much more qualified and valuable than others. The problem with most strategies is that you pay the same amount for bad leads as you pay for good ones.
If you’re in an industry where sales occur offline, sales data may not be available, so you end up bidding for leads rather than for sales.
Even when sales data is tracked perfectly, with big ticket items (e.g. cars, homes, loans, contracts, or admissions) there is generally not a high enough volume of sale events to allow for statistically significant keyword bid decisions.
Through SPARC, we make the most out of your CRM investment and turn your sales pipeline data into actionable insights that impact your bottom line.
SPARC is the “secret sauce” that allows us to measure quality. It’s how we routinely crush the competition before they know what hit them.
By identifying quality leads, SPARC allows us to track not just which keywords generate leads, but which generate QUALITY leads that lead to sales.
SPARC produces goldilocks data that is plentiful enough to be statistically significant, yet still meaningful enough to inform decisions.
1 First, we help clients establish the definition of a “qualified lead” and establish a process of creating a reporting circuit through which qualified leads are reported back to the marketing team. We can pull this data from your CRM system or from any format you provide.
2 Examples of a “qualified lead” would be: an insurance verification for an addiction treatment center, a loan application for a mortgage broker, or it could be a subjective evaluation by your staff.
3 Next we analyze the client’s sales records to determine the precise value of each qualified lead, e.g. how many qualified leads it will take, on average, to produce a sale.
4 We then use this data to accurately predict which keywords will produce high quality leads, and set bids accordingly.
Better quality leads benefit you because they:
How accelerating optimization benefits you:
To fix this problem, we implemented our Sales Pipeline Analysis and Reporting Circuit (SPARC).
In order to know how valuable a lead from a particular keyword really was, we needed to know how often leads produced by that keyword converted to sales.
First we defined what type of lead we would tag as “qualified”. Then we worked with the sales staff to tag qualified leads as they were processed. From this data we calculated the conversion rate of qualified leads to sales, i.e. how many qualified leads does it take to make a sale?
| Cost/Lead | Cost/Qualified Lead | |
|---|---|---|
| Before SPARC | $73 | $784 |
| With SPARC | $196 | $408 |
With this data, we were able to completely change the bid strategy. Instead of targeting leads, we started to target qualified leads. That allowed us to bid much higher for the keywords that were generating the majority of the qualified leads and dominate the competition, generating maximum ROI. Surprisingly, it can sometimes be better to pay more per lead, when you know that those leads are more likely to generate sales.
In this specific example, the cost per lead was originally $73 and we determined the cost per “qualified lead” was $784. After applying our method described above, the cost per lead rose to around $196, but the cost per qualified lead fell to $408, nearly a 50% drop. This in turn translated into a nearly 50% lower cost per sale, and a much better ROI.
Additionally, their call staff saw a drop in unqualified leads and was able to spend more time with qualified leads, leading to a further increase in sales and better staff morale.
We handle the entire process for you - designing great landing pages, coding them in fast HTML or Google AMP, and hosting them on our high-performance server.
Or if you have an existing team, we will partner with them to get the job done right.
In 2019, mobile makes up an ever increasing share of total search traffic. For businesses looking to generate phone calls, mobile is the most important device type because it is so easy for users to call from mobile devices.
Google has been building awareness around how conversion rates are impacted by page load times. This is especially important on mobile devices, because they have the slowest network speeds. With PPC costs rising year over year, it is absolutely necessary to get the most out of every click.
All of our clients have access to our super-fast AWS landing page server, because when mobile coverage gets spotty a fast loading page makes all the difference. Google says 70% of mobile page loads will be on 3G until 2020.
Our clients also benefit from conversion rate optimization (CRO) and split testing that is included in our simple flat fee structure. You know how important split testing is, but might not have the resources to execute it.
We design, develop, and launch meaningful A/B tests to constantly improve your conversion rate, making your web site better and more effective with every day that passes.