Lead Scoring is a marketing strategy in which each contact a user. Has with a business is weighted and valued differently, taking into account the potential Therefore, of leaving value within the business. The application of Lead Scoring in Google. Ads (Facebook Ads or any other digital advertising platform) is an increasingly widespread practice. That offers two clear benefits: having more information within the Google Ads account and directing e.
What is lead scoring?
It is a marketing automation process through which Taiyuan Mobile Number List each of the potential customer contacts with our company is evaluated, to give them an estimated value based on the probability they have of becoming customers of greater or lesser real value.
Lead Scoring is closely linked to inbound marketing or lead nurturing , processes that try to guide users through the funnel with the aim of converting them into profitable customers for our business.
Let’s imagine the following situation:
A user leaves his email on our website to download Argentina Phone Number List a success story
Each week, we send you an email with the possibility of receiving a free audit. The user clicks and requests the audit.
After the audit, 15 days later, we send you another email. Offering you a 15-minute 1to1 call to explain the audit. The user schedules the call.
After the call, we send another email with an exclusive offer. The user opens the email to see the offer, clicks through to the website, but does not complete payment.
Lead Scoring in Google Ads
Following the previous example, a lead generation strategy , starting from the base we would have two examples of measurement and optimization:
Measure as conversions and optimize for leads , with the lead being the user’s first point of contact with the business and not having a direct or guaranteed monetary value assigned.
Measure as a conversion and optimize for purchase , the moment in which the user has already made the payment. Thus losing inputs on the contact points through which the user knows us and contacts us in the first place and, above all, giving up a considerable volume of quality information that helps us optimize our advertising strategy.
As we can see, both optimization options have limitations.
