Key Takeaways for Lead Generation Clients: Optimising for Quantity and Quality

Lead generation lies at the heart of successful marketing strategies, providing businesses with a steady stream of potential customers. However, in the ever-evolving digital landscape, it's crucial to stay ahead by optimizing lead conversion and prioritizing lead quality. In this blog post, we dive into key takeaways for lead generation clients, offering invaluable insights and actionable tips to supercharge your lead generation efforts. Discover how to track lead conversion at each stage, leverage data for optimization, and unlock the full potential of your lead generation campaigns. Get ready to amplify your results and secure high-quality leads that drive meaningful business growth.

Track Lead Conversion at Every Stage of the Sales Funnel: To gain valuable insights into lead quality, it is crucial to monitor disqualification reasons at each stage of the sales funnel. By tracking the journey from gross lead to net sale, you can identify potential bottlenecks, refine your targeting, and enhance overall lead quality.

1. Data-Driven Optimization: Utilize the data gathered from lead disqualifications to optimize your lead generation activities. For instance, if leads are frequently disqualified due to being out of coverage, consider reviewing your geo-targeting settings or implementing postcode validation in your lead forms. This approach helps refine your targeting and improve lead quality.

2. Implement a Bespoke Lead Scoring Model: For paid channels like paid search, prioritize quality leads by developing a lead scoring model based on key signals that indicate the propensity of a lead to convert. By assigning scores to gross leads, you can effectively prioritize your marketing efforts and allocate resources where they are most likely to yield results. For a more in-depth understanding of lead scoring and its implementation, refer to our previous blog post on lead scoring strategies.

3. Optimize Landing Pages for Conversion: Create paid media-specific landing pages with a singular focus on conversion. Remove any distractions or navigation that may divert users away from the intended action. By streamlining the user experience and guiding visitors towards desired conversions, you increase the likelihood of lead generation success.

4. Test Lead Generation-Specific Formats on Social Media: Experiment with lead generation-specific formats, such as lead gen ads on social media platforms. While these formats offer ease of submission, be cautious about lead quality. Consider incorporating qualifying questions within the lead form to improve lead quality while maintaining reasonable submission ease.

5. Monitor Quality of Leads from PerformanceMax Campaigns: Pay attention to the quality of leads generated from PerformanceMax campaigns, as they can vary significantly. Exclude low-value placements, such as apps, to minimize wastage. Utilize lead scoring models or offline CRM conversion imports in Google Ads to optimize PerformanceMax campaigns effectively.

6. Monitor Cannibalization with Third-Party Lead Generation Providers: If you work with third-party lead generation providers (MVF Global, Leads.io, DoLead), closely monitor potential cannibalization with your own channels. Ensure they are not inflating your costs or diverting traffic away from your preferred channels. Monitor the auction insights report to prevent them from bidding on brand terms or inflating CPCs.

7. Allocate Budget Based on Cost per Sale or Quality Leads: When allocating budget between channels, rely on cost per sale or cost per quality leads rather than gross leads. Quality leads can significantly differ across channels, making it crucial to assess performance based on the most meaningful indicators to maximize your marketing investments.

8. Negotiate Terms with Outreach Partners: When collaborating with outreach partners, negotiate terms to exclude payment for very low-quality leads, such as those that are out of coverage, non-contactable, or contain incorrect information. Ensure clear expectations to maintain lead quality and minimize unnecessary costs.

Optimizing lead generation performance and quality requires a data-driven, iterative approach. By implementing the key takeaways mentioned above, you can enhance lead conversion, improve lead quality, and achieve better outcomes for your lead generation campaigns. Continuously monitor and adapt your strategies to ensure sustained success in acquiring high-value leads.

Remember, at Stand Out Digital, we are dedicated to helping our clients excel in lead generation. Contact us today to explore how we can support your business goals and drive optimal results.

Supporting London St Thomas Hospital: Join Us in Making a Difference

Introduction: At Stand Out Digital, we believe in giving back to our community and supporting organizations that make a meaningful impact. Today, we want to shine a spotlight on London St Thomas Hospital, a local hospital serving the whole of London and playing a vital role in the Waterloo and North Lambeth communities. Their exceptional dedication to patient care, groundbreaking research, and unwavering commitment during challenging times, such as the COVID-19 pandemic, deserves our recognition and support.

London St Thomas Hospital: A Beacon of Care and Research: London St Thomas Hospital holds a special place in the hearts of many. Their tireless efforts in providing exceptional healthcare services to patients, along with their reputation as a world-renowned center for research, have garnered widespread recognition. Whether it's through their state-of-the-art facilities, dedicated medical professionals, or their commitment to advancing medical knowledge, they continue to make a lasting impact on countless lives.

A Heroic Effort During the COVID-19 Crisis: The COVID-19 pandemic presented unprecedented challenges for healthcare institutions worldwide, and London St Thomas Hospital was no exception. They played a crucial role in caring for patients, implementing life-saving measures, and conducting groundbreaking research to combat the virus. Their selfless dedication and unwavering commitment to the well-being of the community deserve our utmost gratitude and admiration.

Join Us in Making a Difference: Now more than ever, it is essential that we come together to support London St Thomas Hospital in their mission to provide exceptional care and continue their groundbreaking research initiatives. Donations play a significant role in enabling the hospital to invest in cutting-edge technology, fund vital research projects, and enhance patient experiences.

We urge you to join us in making a difference. By following us and contributing to the hospital's fundraising efforts through Guy's & St Thomas' Charity, together, we can ensure that London St Thomas Hospital has the necessary resources to continue their invaluable work.

Every contribution, no matter the size, has the power to create a positive impact on the lives of patients and their families. Let's show our appreciation for London St Thomas Hospital and support their unwavering dedication to the community.

Conclusion: London St Thomas Hospital is a beacon of care and research, providing vital healthcare services to the whole of London and supporting the local community in Waterloo and North Lambeth. Their heroic efforts during the challenging times of the COVID-19 pandemic deserve our recognition and support.

Stand Out Digital is proud to stand alongside London St Thomas Hospital, and we invite you to join us in making a difference. Together, we can ensure that this remarkable institution continues to thrive and positively impact the lives of those in need.

Donate today through Guy's & St Thomas' Charity at https://gsttcharity.org.uk/donate/ and let's contribute to the continued success of London St Thomas Hospital.

Follow us and stay updated on our social media platforms for more information on how you can support this worthy cause.

The Power of Lead Scoring and Value-Based Bidding on Google Ads

At Stand Out Digital, we believe in pushing the boundaries of digital advertising to drive exceptional results for our clients. Today, we want to share an exciting project we undertook for a European client, revolutionizing their digital advertising strategy through a bespoke lead scoring model and value-based bidding on Google Ads. In this blog post, we'll explore the benefits of this approach, provide practical tips for setting the right ROAS value, and share the early positive results we've achieved.

The Power of Lead Scoring: We all know that not all leads are created equal. That's where lead scoring comes in. By assigning scores based on specific criteria, we can prioritize our efforts and resources towards leads that have a higher likelihood of converting. This not only streamlines our sales process but also boosts the overall efficiency of our campaigns.

1. Explaining the Benefits of Moving from Lead-Based Bidding to Value-Based Bidding: Say goodbye to the traditional approach of focusing solely on lead volume. With value-based bidding, we can optimize our budget allocation by considering the potential value of each lead. By investing more in leads with a higher conversion potential, we can supercharge our campaign performance and maximize our returns on ad spend.

2. Practical Tips for Setting the Right ROAS Value: Determining the appropriate Return on Ad Spend (ROAS) value is a crucial step in implementing value-based bidding. Here's a practical tip from our experience: consider the difference in conversion rates between prospects with and without the service.

For example, let's say prospects without the service convert at a rate of 15%, while prospects with the service convert at a rate of 5%. We can assign a "fake" value per conversion to each lead category. In this scenario, the high-value leads (without the service) could be assigned a value of 75, while the low-value leads (with the service) could be assigned a value of 25. The specific values are arbitrary but serve as a reference for bidding purposes within the algorithm. The key is to establish a clear distinction in value based on the difference in conversion rates.

To ensure accuracy, it's crucial to validate the data flow and monitor the revenue generated through our platform. Gradually increasing the ROAS target allows us to attract more high-value leads while maintaining profitability.

Early Positive Results: Since implementing our lead scoring and value-based bidding approach, we're thrilled to share the positive results we've achieved. We've successfully reduced the cost per sale by 5% while maintaining a consistent volume of sales. These early wins highlight the effectiveness of our data-driven optimization strategy and demonstrate the potential for long-term success.

Conclusion: Lead scoring and value-based bidding offer a powerful combination to supercharge our digital advertising campaigns. At Stand Out Digital, we're proud to have implemented a bespoke lead scoring model and leveraged value-based bidding on Google Ads, all with the goal of driving remarkable results for our clients.

By transitioning from lead-based bidding to a more targeted approach that focuses on high-value leads, we can optimize our marketing budget, improve conversion rates, and maximize overall campaign effectiveness. The practical tips we've shared for setting the right ROAS value allow us to fine-tune our bidding strategy and attract the most valuable leads.

As the digital landscape continues to evolve, it's crucial for us as marketers to embrace innovative strategies like lead scoring and value-based bidding. By leveraging data and insights, we can stay ahead of the competition and unlock success in our digital advertising endeavors.

Stand Out Digital shortlisted for two categories in the 2020 Global Digital Excellence Awards

Absolutely thrilled that Stand Out Digital is shortlisted for the Global Digital Excellence Awards in
the Global B2C PPC Campaign of the Year and Global Best Local Campaign categories, with Royal Brompton & Harefield Hospitals Specialist Care
Here’s to hoping our hard work and experimentation can get us over the line!