-
Need help with Unqualified leads
Posted by on January 13, 2021 at 9:29 amHi guys!
I am running a campaign for an insurance business, in which we are targeting mostly parents with insurances for kids. The thing is that the client observed that most of the leads are unqualified, probably because kids are signing up for an insurance/users are giving the wrong personal dates.
In placements I saw that the ads appear a lot on mobile phone games, this is why I excluded Gamers from the audiences and also excluded these placements (what contains “Mobile App”) but it seems it is not enough cause gaming apps or websites keep adding up.
What would you do to eliminate such leads?
thank you!
-
6 Replies
-
I also excluded placements on gaming apps
-
Either change your creatives or use a filter in the form. Something like a mandatory birthdate. I would do both. Conversions are going to tank, but they are worthless to your client anyway atm.
-
Have you check your search terms occasionally? sometime there would be unwanted keywords suggested by google and bringing you audience that have nothing to do with your business. You need to check and exclude them.
For instance, I was targeting “website UX tracking” and it works just fine in the beginning. After some time, I started getting unwanted leads for “parcel tracking”, “track my parcel” stuff. When I look at the search terms, google has suggested new keywords such as “tracking website”, and “shipment tracking website”.
Other than that, do you use any third party CRM tools? It would be very helpful to know precisely which campaign, ad group, creative, keywords that brings you the unqualified leads. AFAIK hubspot is able to do that, otherwise you have to do some digging at Google analytic > Audience > User explorer
-
Sounds like you mostly run display ads. Consider launching a search campaign with modified broad match keywords. This might help you target higher intent prospects and work better for your industry. Then you’ll be able to see if conversions from search are better.
-
Make sure you eliminated app placements by excluding all the app categories with Google Ads Editor: [https://zatomarketing.com/blog/how-to-exclude-141-mobile-app-categories-in-google-ads-the-easy-way/](https://zatomarketing.com/blog/how-to-exclude-141-mobile-app-categories-in-google-ads-the-easy-way/)
-
Advice below is solid – Be sure to eliminate in app ads and gaming topics, categories and specific placements. Use age restrictions.
Be sure you’re ads are on point and very apparent this is an insurance product.
Be aware:
There is still a large issue with click farms and other cheats.
We have generated leads for nearly 20 years and have seen it all.The classic click fraud to increase their adsense revenue.
Competitors using click farms to click ads and complete your forms with valid data pulled from whitepages in order to eat up your budget and hurt the quality of the leads you deliver to clients.
Less obvious are sites with high mobile traffic and ad placements that get in the way of “click more” to read articles. Its almost impossible to read more without clicking on your ad.
So review high CTR rates and go to the specific pages on mobile to see if this is occurring.“insurance for kids” Health insurance? Life insurance? Dental, vision?
Go after the logical placements for insurance. In the case of life insurance: Target financial planning, home buying strategies, escrow, investing and related sites that have an affinity with this type of activity. Often a person in the market for insurance is there because they are working through a financial plan and how to protect it.Focus on other alternative CTAs where poor quality is determined before the lead goes to a client, such as phone calls and live chat.
Log in to reply.