{"id":645978,"date":"2024-12-04T19:10:06","date_gmt":"2024-12-04T16:10:06","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-improve-ppc-lead-quality-for-b2b-campaigns\/"},"modified":"2024-12-04T19:10:06","modified_gmt":"2024-12-04T16:10:06","slug":"how-to-improve-ppc-lead-quality-for-b2b-campaigns","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-improve-ppc-lead-quality-for-b2b-campaigns\/","title":{"rendered":"#How to improve PPC lead quality for B2B campaigns"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2f332fe4a6f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2f332fe4a6f\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-improve-ppc-lead-quality-for-b2b-campaigns\/#Get_actionable_tips_for_qualifying_B2B_leads_optimizing_paid_media_channels_and_using_data_integration_to_improve_your_PPC_campaigns\" >Get actionable tips for qualifying B2B leads, optimizing paid media channels and using data integration to improve your PPC campaigns.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-improve-ppc-lead-quality-for-b2b-campaigns\/#Lead_qualification_infrastructure\" >Lead qualification infrastructure<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-improve-ppc-lead-quality-for-b2b-campaigns\/#Fluency_with_paid_media\" >Fluency with paid media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-improve-ppc-lead-quality-for-b2b-campaigns\/#Strategic_creative\" >Strategic creative<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-improve-ppc-lead-quality-for-b2b-campaigns\/#Back-end_data_integration\" >Back-end data integration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-improve-ppc-lead-quality-for-b2b-campaigns\/#Watch_How_to_improve_PPC_lead_quality_for_B2B_campaigns\" >Watch: How to improve PPC lead quality for B2B campaigns<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Get_actionable_tips_for_qualifying_B2B_leads_optimizing_paid_media_channels_and_using_data_integration_to_improve_your_PPC_campaigns\"><\/span>Get actionable tips for qualifying B2B leads, optimizing paid media channels and using data integration to improve your PPC campaigns.<br \/>\n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Lead generation has three undeniable truths:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>It\u2019s easy to drive leads.<\/li>\n<li>It\u2019s hard to drive quality leads.<\/li>\n<li>If you deliver poor ones, your sales team won\u2019t be h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>y.\u00a0<\/li>\n<\/ul>\n<p>Nearly every lead gen brand that approaches my agency struggles with driving the right leads. <\/p>\n<p>Despite digital marketing\u2019s constant evolution over the past 20 years, the issue persists.<\/p>\n<p>My recent presentation at SMX Next honed in on how to address this problem by focusing on the initiative to drive better PPC leads. <\/p>\n<p>The core principles of this approach remain consistent:<\/p>\n<ul class=\"wp-block-list\">\n<li>Basic lead qualification infrastructure.<\/li>\n<li>Fluency with <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> levers.<\/li>\n<li>Strategic creative.<\/li>\n<li>Advanced data management and integration.<\/li>\n<\/ul>\n<p>Let\u2019s take a closer look at each.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-lead-qualification-infrastructure\"><span class=\"ez-toc-section\" id=\"Lead_qualification_infrastructure\"><\/span>Lead qualification infrastructure<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As a starting point, make sure you\u2019re set up to do at least manual lead qualification in a CRM instance that captures UTMs and click IDs. <\/p>\n<p>This will give you the basic information about where your leads are coming from.<\/p>\n<p>Part two of this is using a lead scoring tool to identify MQLs and implementing a system that moves the right users through the stages of the purchase journey set up in your CRM:<\/p>\n<ul class=\"wp-block-list\">\n<li>SALs (sales-accepted leads).<\/li>\n<li>Opportunities.<\/li>\n<li>Customers.<\/li>\n<li>And whatever the nomenclature is for your business.<\/li>\n<\/ul>\n<p>Most companies rely on platforms like HubSpot or Salesforce for lead management.<\/p>\n<p>Often, the challenge is ensuring sufficient data density to effectively distinguish strong leads from weak ones.<\/p>\n<p>While some third-party tools can automate lead scoring, ChatGPT offers a practical alternative for evaluating lead strength when manual scoring is time-consuming.<\/p>\n<p>Once you can parse the good leads, you can train the algorithms to find more of them.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"960\" height=\"540\" alt=\"Lead qualification infrastructure\" class=\"wp-image-448843\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure.png.webp 960w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure-768x432.png.webp 768w\" data-lazy-sizes=\"(max-width: 960px) 100vw, 960px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"960\" height=\"540\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure.png.webp\" alt=\"Lead qualification infrastructure\" class=\"wp-image-448843\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure.png.webp 960w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure-600x338.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure-800x450.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure-200x113.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Lead-qualification-infrastructure-768x432.png.webp 768w\" sizes=\"(max-width: 960px) 100vw, 960px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-fluency-with-paid-media\"><span class=\"ez-toc-section\" id=\"Fluency_with_paid_media\"><\/span>Fluency with paid media<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here, we\u2019ll stick with the primary B2B lead channels, Google and LinkedIn.\u00a0<\/p>\n<p>The main Google<strong> <\/strong>levers for successful lead gen are placements and integrated data.\u00a0<\/p>\n<p>To start, take raw queries and group them tightly by theme.\u00a0<\/p>\n<p>If your account has any history, it\u2019s essential to break out all queries, including evergreen and high-performing queries.<\/p>\n<p>Then, run an analysis incorporating the CRM data tracking your leads through more advanced stages.\u00a0<\/p>\n<p>The result: you\u2019ll be able to go beyond CPL and see where to spend your budget if you want to grow your pipeline:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"192\" alt=\"Query analysis with CRM data tracking\" class=\"wp-image-448844\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking.png.webp 1020w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking-600x113.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking-800x151.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking-200x38.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking-768x145.png.webp 768w\" data-lazy-sizes=\"(max-width: 1020px) 100vw, 1020px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"192\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking.png.webp\" alt=\"Query analysis with CRM data tracking\" class=\"wp-image-448844\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking.png.webp 1020w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking-600x113.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking-800x151.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking-200x38.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Query-analysis-with-CRM-data-tracking-768x145.png.webp 768w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\"><\/figure>\n<\/div>\n<p>Several other considerations are involved in running effective lead gen campaigns on Google, including saving your budget for the placements most likely to draw quality leads.<\/p>\n<p>First, check your networks on Google.\u00a0<\/p>\n<p>Do not get sucked in Search Partners unless you\u2019re absolutely maxed out everywhere else. <\/p>\n<p>The platform is hard to manipulate. While you will get leads, they\u2019re almost universally poorer quality than what you\u2019ll find elsewhere in Google search.<\/p>\n<p>You can make a similar case for mobile \u2013 plenty of leads, relatively low quality.\u00a0<\/p>\n<p>But this is due in part to the nature of the platform. It\u2019s harder to read content, which doesn\u2019t lead to deep research.\u00a0<\/p>\n<p>With mobile, consider lowering your investment until you get the efficiency numbers you\u2019re targeting for later-stage lead activity.<\/p>\n<p>Other campaign types, including Performance Max, display and Demand Gen campaigns, have the same issues: leads are abundant but often fraudulent and bot-driven.\u00a0<\/p>\n<p>Despite Google\u2019s, at times, heavy-handed encouragement to use PMax, it just isn\u2019t ready for prime time.\u00a0<\/p>\n<p>You can improve performance by using brand\/query exclusions and down-funnel conversions optimization. That said, I recommend leaving it alone for now and focusing your budget elsewhere.\u00a0<\/p>\n<p>As for LinkedIn, the conversation about driving higher-quality leads starts with the platform\u2019s unique targeting. I recommend you look at:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Company size<\/strong>: Don\u2019t target small companies for enterprise products or vice versa.<\/li>\n<li><strong>Titles<\/strong>: Even within the right companies, try to limit sales\/business development people because they live on LinkedIn sourcing leads.<\/li>\n<\/ul>\n<p>Stay tightly aligned with your client (or in-house teammates) to spot opportunities to refine your targeting across channels.<\/p>\n<p>This often involves evaluating lead quality based on geographic location (there can be a ton of variety by geo) and finding small pockets of opportunity specific to the brand.<\/p>\n<p>For example, if a brand has an amazing cluster of salespeople in one geo that makes each quality lead likelier to close, factor that into your strategy.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Paid search for lead gen: Tips for new accounts with limited budgets<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-strategic-creative\"><span class=\"ez-toc-section\" id=\"Strategic_creative\"><\/span>Strategic creative<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The B2B industry isn\u2019t known for its earth-shattering creative. However, strategic creative can greatly improve performance with the right users.<\/p>\n<p>Use creative as a qualifying lever. <\/p>\n<p>If you target broadly, use the creative to discuss your desired audience. (Think \u201centerprise companies\u201d or technical language that dissuades beginners from clicking.) <\/p>\n<p>Expect CTR on these ads to be low.<\/p>\n<p>If you target narrowly, with tight niches, make your messaging accessible and CTR-friendly.<\/p>\n<p>Take, for example, this ad for Rippling, which uses a top-line message with a reward attached.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"572\" height=\"896\" alt=\"Sample B2B ad creative\" class=\"wp-image-448845\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative.png.webp 572w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative-216x338.png.webp 216w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative-383x600.png.webp 383w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative-72x113.png.webp 72w\" data-lazy-sizes=\"(max-width: 572px) 100vw, 572px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"572\" height=\"896\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative.png.webp\" alt=\"Sample B2B ad creative\" class=\"wp-image-448845\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative.png.webp 572w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative-216x338.png.webp 216w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative-383x600.png.webp 383w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Sample-B2B-ad-creative-72x113.png.webp 72w\" sizes=\"auto, (max-width: 572px) 100vw, 572px\"><\/figure>\n<\/div>\n<p>Last, beware of popular or trendy topics (as I write this, I\u2019m thinking of generative AI).\u00a0<\/p>\n<p>Unless you have more lead qualifiers in your targeting or creative, popular topics can get you lots of clicks from everywhere. But this can junk up your numbers and your CRM.<\/p>\n<p>I\u2019ll end this section by addressing a question frequently asked by our clients:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Should you use a form that forces the user to submit a company email address?\u00a0<\/li>\n<\/ul>\n<p>My answer is that it is a good idea to test.\u00a0<\/p>\n<p>On one hand, business emails are worth a lot more than personal emails.\u00a0<\/p>\n<p>On the other, we\u2019ve seen decent enough performance from non-forced emails to say that they can be worth the increased CVR.\u00a0<\/p>\n<p>If you have a sales team ready to work leads, put them to use \u2013 just make sure they\u2019re on the same page.<\/p>\n<p>(One way around this is to use \u201center business email\u201d in the form field but accept all emails anyway \u2013 it will still get you a higher proportion of work emails.)<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Google Ads for lead gen: 9 tips to scale low-spending campaigns<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-back-end-data-integration\"><span class=\"ez-toc-section\" id=\"Back-end_data_integration\"><\/span>Back-end data integration<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The idea behind back-end data integration is to train platform bidding algorithms to find the users whose names most resemble the most valuable ones in your CRM.<\/p>\n<p>You will get fewer conversions using this method (which is an expectation you\u2019ll have to set with your clients and\/or managers), but the leads will be of higher quality and carry greater intent.<\/p>\n<p>Here\u2019s a recent example from our client portfolio: <\/p>\n<p>We helped a client bring in leads reporting a CRM-matched account later as a primary conversion.\u00a0<\/p>\n<p>Since optimizing toward matched account leads, we\u2019ve seen a 30% improvement in the proportion of high-quality leads.\u00a0<\/p>\n<p>Leads will get more expensive using this approach, but the cost per opportunity should decrease.\u00a0<\/p>\n<p><strong>Note<\/strong>: It\u2019s important to keep feeding more and richer data as you find new metrics that are more predictive of revenue.<\/p>\n<p>Another tactic is to get advanced and use weighted revenue to tie values to funnel events \u2013 the lower the engagement in the funnel, the more value it carries.<\/p>\n<p>The caveat is that you need enough data density to use the weights.<\/p>\n<p>Go with the lowest-funnel event with enough data to be useful in training the algorithm (e.g., SQLs if you don\u2019t have enough opportunities).\u00a0<\/p>\n<p>It\u2019s a starting point. <\/p>\n<p>You\u2019ll have to optimize from there as you measure and the data comes into your CRM.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Lead gen advertising in the automation era: How any brand can succeed<\/em><\/strong><\/p>\n<p>When you combine all of those elements \u2013 basic setup, channel fluency, strategic creative and data integration \u2013 together, you can drive award-winning results.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"520\" height=\"276\" alt=\"Case study - Improved PPC lead quality for B2B campaigns\" class=\"wp-image-448846\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Case-study-Improved-PPC-lead-quality-for-B2B-campaigns.png.webp 520w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Case-study-Improved-PPC-lead-quality-for-B2B-campaigns-200x106.png.webp 200w\" data-lazy-sizes=\"(max-width: 520px) 100vw, 520px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Case-study-Improved-PPC-lead-quality-for-B2B-campaigns.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"520\" height=\"276\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Case-study-Improved-PPC-lead-quality-for-B2B-campaigns.png.webp\" alt=\"Case study - Improved PPC lead quality for B2B campaigns\" class=\"wp-image-448846\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Case-study-Improved-PPC-lead-quality-for-B2B-campaigns.png.webp 520w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Case-study-Improved-PPC-lead-quality-for-B2B-campaigns-200x106.png.webp 200w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\"><\/figure>\n<\/div>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Lead gen vs. ecommerce: How to tailor your PPC strategies for success<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-watch-how-to-improve-ppc-lead-quality-for-b2b-campaigns\"><span class=\"ez-toc-section\" id=\"Watch_How_to_improve_PPC_lead_quality_for_B2B_campaigns\"><\/span>Watch: How to improve PPC lead quality for B2B campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s my full presentation from SMX Next.<\/p>\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe loading=\"lazy\" src=\"https:\/\/searchengineland.com\/about:blank\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"How to improve PPC lead quality for B2B campaigns\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/player.vimeo.com\/video\/1023718899?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\"><\/iframe><noscript><iframe src=\"https:\/\/player.vimeo.com\/video\/1023718899?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" title=\"How to improve PPC lead quality for B2B campaigns\"><\/iframe><\/noscript><\/div>\n<p><script data-minify=\"1\" src=\"https:\/\/searchengineland.com\/wp-content\/cache\/min\/1\/api\/player.js?ver=1732150457\" data-rocket-defer defer><\/script><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Jay Stampfl\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Jay-Stampfl.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/Jay-Stampfl.jpeg.webp\" alt=\"Jay Stampfl\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Jay Stampfl<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/jaystampfl\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tA 17-year digital marketing veteran and founder of Blackbird, Jay Stampfl originally started working in digital advertising in 2007. Jay has managed media across multiple disciplines including paid search, paid social, and programmatic display. He has spoken at SMX search conferences on the topics of bidding methodology, advanced remarketing strategies, and comparative shopping. Additionally, Jay has been a guest lecturer at Wharton\u2019s Venture Initiation MBA program on digital marketing best practices for early-stage startups. He was one of three national winners of iMedia\u2019s Rising Star Award, nominated for his \u201cdemonstrated track record of defining, recommending, selling through, and delivering transformative marketing programs that drive extraordinary results.\u201d\t\t\t\t\t<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/improve-ppc-lead-quality-b2b-campaigns-448840\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get actionable tips for qualifying B2B leads, optimizing paid media channels and using data integration to improve your PPC campaigns. Lead generation has three undeniable truths:\u00a0 It\u2019s easy to drive leads. It\u2019s hard to drive quality leads. If you deliver poor ones, your sales team won\u2019t be happy.\u00a0 Nearly every lead gen brand that approaches&#8230;<\/p>\n","protected":false},"author":1,"featured_media":645979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/12\/How-to-improve-PPC-lead-quality-for-B2B-campaigns.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,92385,107942],"class_list":["post-645978","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-linkedin","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/645978","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=645978"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/645978\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/645979"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=645978"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=645978"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=645978"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}