Determining traffic quality
Posted: Tue Feb 18, 2025 8:27 am
This becomes necessary when the sales team starts complaining about low-quality leads, and the reports show a decrease in conversion from MQL to SQL.
The first thing I do is quickly scan our report for austria telegram data reasons for losing deals and determine which ones occur most often. I also analyze the same information by campaign. Because it is rare for low-quality traffic to come from all campaigns and ad groups at the same time. Usually, the source of the problem is one campaign or ad group, and even more often, a specific keyword.
Sometimes the reason for the loss is an Irrelevant Request, that is, leads contact us with an irrelevant request. Here you need to go to CRM and listen in conversations about the lost deal to see what exactly customers are asking for. Next, analyze the ads, find which phrases users are reacting to incorrectly, and correct the ads.
CRM interface example
Example of a CRM interface where you can listen to calls for a deal
For example, recently there was a situation when people from one campaign for Kazakhstan called en masse with an irrelevant request. After listening to the calls, we realized that they wanted to purchase a “box” PBX. That is, one that is not located in the cloud, but in a server or panel box. To avoid such leads, we checked whether all the headlines indicated that we are a virtual telephony service. We also reviewed the list of competitors for whose brand requests we advertise. And we removed those who sell box PBXs from it.
Even at the CRM setup stage, it is important to agree with the sales department the main reasons for loss that will be indicated in the system. And which situations will correspond to which reason. These reasons for loss should be quite detailed, not general - in the future this will simplify the analytics of both marketing and sales departments.
The first thing I do is quickly scan our report for austria telegram data reasons for losing deals and determine which ones occur most often. I also analyze the same information by campaign. Because it is rare for low-quality traffic to come from all campaigns and ad groups at the same time. Usually, the source of the problem is one campaign or ad group, and even more often, a specific keyword.
Sometimes the reason for the loss is an Irrelevant Request, that is, leads contact us with an irrelevant request. Here you need to go to CRM and listen in conversations about the lost deal to see what exactly customers are asking for. Next, analyze the ads, find which phrases users are reacting to incorrectly, and correct the ads.
CRM interface example
Example of a CRM interface where you can listen to calls for a deal
For example, recently there was a situation when people from one campaign for Kazakhstan called en masse with an irrelevant request. After listening to the calls, we realized that they wanted to purchase a “box” PBX. That is, one that is not located in the cloud, but in a server or panel box. To avoid such leads, we checked whether all the headlines indicated that we are a virtual telephony service. We also reviewed the list of competitors for whose brand requests we advertise. And we removed those who sell box PBXs from it.
Even at the CRM setup stage, it is important to agree with the sales department the main reasons for loss that will be indicated in the system. And which situations will correspond to which reason. These reasons for loss should be quite detailed, not general - in the future this will simplify the analytics of both marketing and sales departments.