On the surface, getting a higher click-through rate (CTR), more clicks, and more conversions may look great in a report. However, are those clicks and conversions from the right people?
Unqualified conversions don’t pay the bills.
Yes, you want to make sure you’re targeting the right audience and using the right keywords.
But, going one step further, carefully written ad copy can also help to gate out the people that aren’t relevant, limiting clicks to your true potential customers.
Read on to learn how to use PPC ads to prequalify traffic, discourage users you don’t want, and deliver better ROI.
1. Define a Qualified Conversion
Start by defining what a qualified conversion is for the business you’re advertising.
For ecommerce, that may mean any sale with a positive ROAS, a sale above a certain amount, or sales of specific priority products.
For a B2B company, that may mean a form submission from a person who’s the right fit for the service (for instance, a director-level job title and a company of 1,000+ people).
For a SaaS product, that may mean a contact who registers for a product demo. – Read more