Last week, I shared my thoughts on how to become good at Google Ads for e-commerce (email shared below for your convenience).
Fellow member of the list, Roger Cooney (name shared with permission), replied:
“I loved the list of recommendations for becoming really good at ecomm. Could you do the same for Lead Gen?”
Thanks Roger, and sure.
Here’s a short list of things I recommend to become really good at Google Ads for Lead Generation:
1. Obviously, you need to master the foundations of Google Ads and move beyond them. Anyone can learn the interface. Very few study Google’s “New features & announcements” and the Beta’s to understand what changed, why it changed, and how it could benefit their account.
2. Master conversion tracking for lead gen. Anyone can track a form-submit. Very few dedupe leads, track spam leads, and communicate the value of MQLs, SQLs, Prospects, and Sales to Google Ads.
3. Master landing page optimization. Anyone can send clicks to generic landing pages. Very few know how to optimize for lower conversion rates and increased lead quality. Form friction is a feature, not a bug.
4. Master value-based bidding for lead gen. Anyone can set a target CPA. Very few switch the bidding algorithm from Cost Minimization (cheapest leads possible) to Revenue Maximization (highest value leads possible).
5. Master CRM audiences. Anyone can target the general public. Very few treat CRM as a source of first-party data that enables Google Ads to support the lead nurturing funnel.
6. Master the art of scaling. Anyone can increase budgets and spend. Very few factor in sales capacity, response-time decay, geographic saturation, and diminishing marginal lead quality.
– Nils
PS: Here’s the email mentioned earlier: https://nilsrooijmans.com/daily/ama-how-do-i-become-swedens-best-google-ads-specialist-for-e-commerce