B2B Marketing Blog

Why Lead Source, Ad Campaign, and Search Phrase are DIRE to both Marketing AND Sales

By Aaron Bird
Aug 13, 2013

Different data metrics are important to different businesses, and while some companies value keywords and others may value page views, some data metric sets are universally important to all marketing and sales people: lead source, ad campaign, and search phrase. In Bizible Analytics, for example, these three data sets are highlighted in each lead’s profile to give a richer understanding of where the lead came from, what they wanted, and how you should target them with marketing and sales techniques to get them to buy.

Lead Source

In Bizible Analytics, lead source can be one of your most powerful assets. Lead source tells you where your leads came from: organic search, an AdWords campaign, or a referral. By understanding where your leads came from, you can figure out if you need to put more effort into SEO, PPC, Link Building, or all of the above. You can also figure out which marketing efforts you’re already investing are worth it.

Screen shot below: View of lead source, Ad campaign, & search phrase in a Salesforce lead

Automatically setting Salesforce Lead Source

Ad Campaign

Similarly, you can specify lead source down to the specific ad campaign that the lead clicked on to get to your site. This is extremely valuable when split testing ads, testing ad graphics, or ad content. By comparing and contrasting similar ads, you can determine why some ads succeed and others don’t, and then repeat that success in future campaigns. Sales people can also use the ad campaign to their advantage by documenting trends in ad messaging. Higher performing ads can indicate a lead’s intention or desires when clicking through to your website, and then the sales person can target their messaging accordingly.

Search Phrase/Keyword

Another highly important metric is the search phrase or keyword. There’s the obvious advantage of knowing what kinds of things your leads were searching for before they landed on your website, which gives you insight into which products or services people are searching for the most. But less obvious is the advantage of refining your keyword selection by prefixes, suffixes, plurals, and other slight variables. Many people don’t realize that simply adding an ‘s’ at the end of a word or changing the order of the words in a search phrase can drastically alter your search volume. For example, you’ll get much different numbers and quality of leads from the search phrases “Seattle house painters” versus “house painters Seattle”. Figuring out which variations of keywords and search phrases are the most effective can save you a lot of AdWords spend.

Keywords can also indicate if a lead is no good, so sales people can avoid wasting too much time on them. For example, a lead that searches “painters in Seattle” might not be looking for the same thing as someone searching for “Seattle house painters”. Although both technically match the keywords you bid on, the first might be looking for artists and the second house painters.

By spending time with these three valuable metrics, marketing people and sales people can gain a lot of insight into what their leads want and how to market or sell to them. When using Bizible’s Salesforce for Google AdWords app, try to pay special attention to these metrics in your leads’ profiles.

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