How to Avoid Dead-End Leads With PPC Advertising
2. Use analytics and tracking to determine which campaigns and keywords are bringing in sales, not just leads. Once you establish more stringent parameters for your PPC keywords (including negative keywords), you need to keep up with the good leads you're getting to see which ones are actually leading to revenue. Tracking your PPC lead generation results helps you quantify the production of your ads — i.e., which keywords are really bringing in sales, not just semi-interested leads. Even if your ad isn't bringing in dead-end leads, it doesn't mean it's making you money. You have to be proactive about monitoring the effectiveness of your ads when it comes to revenue production to maximize your return on investment.
Dead-end leads could be draining profits from your PPC advertising. Learn from our experience! Use these two methods to seal up your PPC campaigns, and maximize the profits they yield.
Sarah Kicinski is the chief marketing officer of PostcardMania, a direct mail marketing firm. Sarah can be reached at firstname.lastname@example.org.