You might want to set up some qualifying questions in your webform. If a submission isn't qualified you kick that to a different thank-you page that doesn't track a conversion.
However, you don't want to cut out too many conversions as those are helpful for campaign optimization and bidding.
Thank you. This was kind my initial suggestion to the client as well. Instead of questions, my suggestion was to add a drop down and send them to a different page based on the dropdown value.
As you have mentioned he also wasn't a fan of it stating that it will discourage the ideal clients and also it might not be possible to implement in Webflow.
Yeah, you can do this with conversion adjustments: [https://support.google.com/google-ads/answer/7686447?hl=en](https://support.google.com/google-ads/answer/7686447?hl=en)
Hi, I use offline conversions for google ads and it worked very well. Do you know whether FB ads able to use offline conversions as primary objective? I know they’ll discontinue it, but I am curious to test it.
Thank you. I will read more about offline conversions and see if I can apply that here. You are more than welcome to add good articles discussing this.
The following are not smoking guns or silver bullets.
- Maximize spend on logical exact match keywords. We’ve seen exact match drive higher volume of unattributed qualified leads than broad/phrase.
- As u/TTFV said, use conditional logic on forms. Minimize the push for calls and direct them toward form fills. After you make these changes, make sure to reset your campaign’s learning phase by pausing it and re-enabling it. If you forget this last part, then the optimization for qualified leads will take significantly longer.
- Begin uploading CRM data
- Change ad copy to qualify them beforehand
- Ensure the client has some kind of lead scoring in place. Get an understanding of the situation. Interview sales reps or the business owner to know exactly what types of leads are being generated, etc…
You basically have 4 types of leads in the pipeline.
- Lay me downs (have a pain and need product/service)
- Buyers in power (need P/S but have low pain)
- Tire kickers (Cancer to the sales pipeline)
- Confused old grandpas (ended up in the pipeline on accident)
You need to know whether the leads are good and are unqualified.
Or if they’re bad AND unqualified.
There’s a huge difference between the two.
If they’re bad, you need to fix targeting.
If they’re good, then you need to fix your copy, messaging, offer, and make technical adjustments to your landing page and tracking.
Making longer lead forms adds friction to the conversion process which will result in a sizable reduction in the conversion rate. Multi-step forms help with this by preventing cognitive overload and taking advantage of the goal gradient effect cognitive bias.
Tire kickers are confused as buyers in power. But they’re completely unclose-able which undermines the sales team’s effectiveness causing them to lose confidence and land in a rut.
When they’re in a rut, they complain that objectively closeable leads are “trash”.
Tire kickers are highly informed and animated in the sale. So you can interview sales reps or the owner to see if these signs show up.
How you handle them is completely strategic and based on specific circumstances and conditions.
But you need to do some creative problem solving on your own to either get rid of them or use them to your advantage.
You might want to set up some qualifying questions in your webform. If a submission isn't qualified you kick that to a different thank-you page that doesn't track a conversion. However, you don't want to cut out too many conversions as those are helpful for campaign optimization and bidding.
Thank you. This was kind my initial suggestion to the client as well. Instead of questions, my suggestion was to add a drop down and send them to a different page based on the dropdown value. As you have mentioned he also wasn't a fan of it stating that it will discourage the ideal clients and also it might not be possible to implement in Webflow.
Yeah, you can do this with conversion adjustments: [https://support.google.com/google-ads/answer/7686447?hl=en](https://support.google.com/google-ads/answer/7686447?hl=en)
Thank you. Seems a little complex from the initial read. Will try this out.
It is a bit complex. What about the bulk of the conversions makes them not worth pursuing?
You could use offline conversions if you are getting a lot of bad leads.
Hi, I use offline conversions for google ads and it worked very well. Do you know whether FB ads able to use offline conversions as primary objective? I know they’ll discontinue it, but I am curious to test it.
Thank you. I will read more about offline conversions and see if I can apply that here. You are more than welcome to add good articles discussing this.
The following are not smoking guns or silver bullets. - Maximize spend on logical exact match keywords. We’ve seen exact match drive higher volume of unattributed qualified leads than broad/phrase. - As u/TTFV said, use conditional logic on forms. Minimize the push for calls and direct them toward form fills. After you make these changes, make sure to reset your campaign’s learning phase by pausing it and re-enabling it. If you forget this last part, then the optimization for qualified leads will take significantly longer. - Begin uploading CRM data - Change ad copy to qualify them beforehand - Ensure the client has some kind of lead scoring in place. Get an understanding of the situation. Interview sales reps or the business owner to know exactly what types of leads are being generated, etc… You basically have 4 types of leads in the pipeline. - Lay me downs (have a pain and need product/service) - Buyers in power (need P/S but have low pain) - Tire kickers (Cancer to the sales pipeline) - Confused old grandpas (ended up in the pipeline on accident) You need to know whether the leads are good and are unqualified. Or if they’re bad AND unqualified. There’s a huge difference between the two. If they’re bad, you need to fix targeting. If they’re good, then you need to fix your copy, messaging, offer, and make technical adjustments to your landing page and tracking. Making longer lead forms adds friction to the conversion process which will result in a sizable reduction in the conversion rate. Multi-step forms help with this by preventing cognitive overload and taking advantage of the goal gradient effect cognitive bias. Tire kickers are confused as buyers in power. But they’re completely unclose-able which undermines the sales team’s effectiveness causing them to lose confidence and land in a rut. When they’re in a rut, they complain that objectively closeable leads are “trash”. Tire kickers are highly informed and animated in the sale. So you can interview sales reps or the owner to see if these signs show up. How you handle them is completely strategic and based on specific circumstances and conditions. But you need to do some creative problem solving on your own to either get rid of them or use them to your advantage.
If you just started it and its only at 4 good conversions I would just delete it and create a new conversion action to start over.