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Strategies to optimize lead generation campaigns in AdWords


AdWords optimization involves two components: pre-click strategy and post-click strategy.

The pre-click strategy relates to what happens before a prospect clicks an ad — it’s about ensuring content, keywords, copy, bids, and targeting are aligned to efficiently move people to the next stage in the sales funnel. Brad's presentation covers pre-click.

The post-click experience, on the other hand, includes whatever happens after your prospect clicks the ad — everything from how closely the landing page copy reflects the ad’s promise, how well the page conveys the offer, what the page asks of your users, and whether the ask is aligned with user’s buyer stage. Chirs covers post-click.

Too often these components are considered in isolation from one another. In this webinar, we’ll cover best practices for both aspects with a special focus on how marketers can integrate data from each to create a virtuous cycle of complementary optimization.

We will have two short presentations and roundtable discussion hosted by Matthew.

Landing Page Psychology (Presentation by Chris Hoover)