Display ads are a great way to reach new customers but many businesses get low quality leads. Studies show over 56% of leads from these ads are irrelevant. In this post we’ll go into why that is and share practical tips to get better leads.
Why Are We Getting Low Quality Leads?
First we need to understand why. Here are some reasons:
1. Targeting Issues
If your ads are showing on sites that aren’t your ideal customer, you’ll get clicks from people who are just curious but not really interested in what you’re selling.
This happens when your targeting is too broad or not specific enough and you’re wasting your ad budget and getting low engagement.
2. Bad Ad Copy
The words and messages in your ads are super important. If your ad isn’t clear or interesting, it won’t grab people’s attention.
Ads without a strong call to action (like “Sign Up Now” or “Learn More”) will get clicks but those clicks often don’t turn into actual leads because people aren’t motivated to take the next step.
3. Wrong Ads
Sometimes your ads are showing to people who would never buy from you. This can happen if your targeting isn’t set up correctly and your ads are showing to the wrong audience.
For example, if you’re selling high end products but targeting a general audience without considering their income or interests, you’ll get people who aren’t interested in buying and low quality leads.
Easy Ways to Improve Lead Quality in Display Ads
Here are some easy and practical tips to get better leads from your display ads:
1. Improve Your Targeting
Make sure you’re targeting the right people. Use options that are age, interest and location based. By combining age, interests, and location, you’ll connect with the right audience and increase your chances of getting quality leads.
- Create Custom Audiences: Target people who have visited your website before or those who are similar/Lookalike to your existing customers.
2. Make Your Ad Copy Simple
Write simple messages that speak directly to what your audience needs. Avoid complicated words.
- Use Strong CTAs: Use phrases like “Learn More” or “Sign Up Today” to encourage action. This tells users what to do next.
3. Try Remarketing
Retarget people who have visited your site by showing them ads again. Make sure the Google Ads remarketing tag is installed on your website to track visitors. Once your audience is created and populated you can target them in your ads to remind them of your offerings and boost conversions.
4. Test Different Things
Try different ad designs and landing pages to see what works for your audience. and Also Analyze your competitors display ads to identify what works well for them. Create similar ad creatives and conduct A/B testing to attract high-quality leads.
- Quick Tip: Create two versions of an ad and see which one gets more clicks. This is called A/B testing.
5. Track Key Metrics
Keep an eye on these numbers: CTR and conversion rates.
Click Through Rate: More CTR means more people are clicking on your ads, they are interesting and relevant. This will also lower your cost and get your ads in better positions.
Conversion Rates: A good conversion rate means those clicks are leading to actions you want, like purchases or sign-ups. By watching these numbers you can make your ads better and attract better leads.
| Metric | What It Means |
| Click-Through Rate (CTR) | How many people clicked your ad |
| Conversion Rate | Percentage of clicks that turned into leads |
6. Qualify Your Leads
Use forms with questions that filter out those who aren’t a good fit before they submit their info.
- Quick Tip: Ask a couple of simple questions in your Enquiry form, like “What’s your budget?” or “What’s your main interest?”
7. Online and Offline Behaviour
Track if someone visits your store after clicking an ad. This will help you know what a quality lead looks like for you.
- Quick Tip: Use unique discount codes in ads that customers can use in-store to track their purchases.
Conclusion
Google Display ads can get you new customers but bad leads can be a pain. Follow these tips and you’ll get better leads and more from your ads. Go for it and let me know in the comments below!
