The idea of advertising is based on the funnel model, and the core is to optimize the whole process from exposure to final conversion. The funnel system of a Google advertising account has different focuses at different stages. In the early stage of the account, it is necessary to quickly verify the effectiveness of the channel; in the middle stage of account growth, more consideration is given to how to speed up the acquisition of leads and sales, and in the mature stage, more measurement is made on further optimization of ROI. Establish a complete marketing funnel thinking. Always keep a complete funnel concept in mind, establish a traffic funnel, understand the optimization logic of advertising, find out which link has problems and needs to be optimized, and also know which areas are doing well.
That’s right, Google advertising optimizers for B2B products need to pay attention to the whole process from exposure to final orders, because what is measured is always ROI, not leads.
A typical lead lifecycle management funnel for a B2B business:
Impressions → Clicks → Contacts → Leads → Marketing-qualified leads (MQL) → Sales-qualified leads (SQL) → Sales opportunities (Opportunities) → Final orders (Orders)
Traffic sources: mainly from online and offline marketing, sales development, third-party cooperation and other channels. Contacts: name, phone number or email address or WeChat ID, etc. Leads: participation in interaction, including telephone consultation, IM consultation, downloading white papers, consulting quotations, downloading product manuals, etc. MQL (Marketing qualified lead): leads that meet the verification of the marketing department. The marketing automation tool scoring system has no fixed MQL standard and needs to reach a consensus with the business department. Usually includes customer needs, such as consulting product quotations, applying for free trials, applying for demos, or interested in products, etc. SQL (sales qualified leads): leads verified by sales, recognized by sales, considered to be target customers, in line with the situation of continuous follow-up or after sales follow-up, there are relatively clear needs. Opps (Opportunity): Sales opportunities: have entered the stage of sales order rate with clear customer needs, budgets, and clear procurement plans. Order: Customers place orders and eventually become customers.
Key indicator data analysis Click-through rate (CTR) = Number of clicks / Number of impressions: Measures whether advertising materials, keywords, and bidding strategies are effective. Conversion rate (CVR) = Leads / Clicks: measure whether the landing page experience, content, form design, CTA and other conversion links are optimized. MQL/SQL conversion rate: judge the quality of leads, optimize the target audience and channel strategy. Final ROI analysis: ROAS = (order amount – advertising expenditure) / advertising expenditure, calculate the return on advertising investment, and ensure reasonable budget allocation.