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General Search Engine Marketing Issues Forum

Broad Term Lead Gen Quality
Question about psychology of a search lead.

 5:01 pm on Dec 9, 2009 (gmt 0)

Has anyone else ever encountered certain keywords (usually broader topics) generating an abnormal amount of leads that pre-qual reports as asking to not be contacted again? On the surface this seems like a "yeah, sure, less targeting = less quality" kind of answer.

But I'm doing some thinking about the psychology of these kind of leads. Even if the search query is broad, let's say "widgets", but your ad clearly defines the offer "Widgets Training for People with Blue Pants". This ad leads to a landing page that further defines the offer and explicitly defines that your company offers how to utilize widgets in a specific industry only if you wear blue pants. In order for a person to become a lead they then have to complete a lead form identifying that the form is for people seeking more information from a representative that asks for phone, email, mailing address and full name.

So, who are the people that self-qualify to such an extent, provide so much personal information, only to tell the responding person, "don't talk to me, I don't want to know about this"? What was their motivation for going through all those hoops in the first place? The example I can think of that the same ad, landing page and form can be targeted at "widgets" and "widgets training", but the responses to "widgets" might have 50% no actual interest, while "widget training" has 95%. What are your thoughts and experiences on the mindset of that 50% of people?



 1:10 pm on Dec 12, 2009 (gmt 0)

is there any other incentive for filling out the form such as access to a document?
how much time elapses between form submit and the call?
perhaps a transaction has already occurred with one of your competitors.
is it something that could involve a change of mind, change of plans, regret or shame with the passage of time or a change in location or company?
have you checked your analytics to see if there are any patterns to explain the results?
could the forms be filled out by another person who is not as discriminating?


 9:23 pm on Dec 12, 2009 (gmt 0)

an abnormal amount of leads that pre-qual reports as asking to not be contacted again

I've seen that problem in an AdWords campaign I was helping with, and the root cause was that some of our ads were circulating on sites where the audiences were simply too young. It happened when we added a new country to our campaigns.

Imagine that your banners for "Widgets Training for People with Blue Pants" were appearing on sites that were about "games featuring blue widgets". Also imagine that your ads were attracting clicks from curious youngsters who filled out the form. That's what we were experiencing, and of course it led to dud leads.

Two things that helped:

We added a compulsory item on the lead form which asked when the user had graduated (or would graduate) from high school. If the user was too young their year would not be available as a choice on the drop menu and they could not proceed.

We took a much closer look at where our banners had been appearing, and blocked sites where we felt the audience would likely be too young. Better to avoid paying for those clicks in the first place if we can!

It's a big concern to have unsupervised children filling out forms and disclosing personal information ... but that's fodder for a different thread sometime.

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