Unlocking the Power of Google Ads: From Strategy to Lead Quality

Int his blog, we are sharing the key insights from our conversation with Michael Cole,  the VP of Marketing at Everflow, on how to optimize Google Ads for better performance.

Meet the Expert Guest

Michael Cole is not your typical marketer. He was a business economics and accounting major who ended up in affiliate marketing thanks to a professor's recommendation. Today, he leads the marketing efforts at Everflow, a platform that helps businesses effectively manage their partner marketing.

Increase in Quality Leads

During our discussion, Michael shared how Everflow was able to increase their Q4 quality leads by 91% without significantly increasing their budget. Their success was due in part to their straightforward approach to evaluating lead quality - any lead with a company email address qualifies as a marketing qualified lead (MQL). This approach has helped Everflow optimize their ads for better performance.

Detailed Tracking and Reporting

To improve Google Ads performance, it is essential to maintain a focus on lead quality with detailed tracking and reporting. Everflow was able to optimize their ad spend by passing MQL values to Google using amounts, based on the actual value of the leads they were getting, rather than just the quantity.

Strategies for Improving Lead Quality

Michael advises marketers to keep a close eye on the search term level, rather than the keyword level, to gain better insights into intent and relevance. Continually pruning low-value keywords can make a big difference in the long run. It is also crucial to measure the value that comes from Google Ads not only by lead quality but also by ROI.

The Value of Webinars

Everflow puts an emphasis on webinars as an effective marketing channel. By partnering with relevant organizations to co-host webinars, Eveflow generates quality leads while also strengthening their brand and network of potential customers.

Marketing Superpower

As usual, our last discussion point was Michael's marketing superpower. He revealed that his background playing poker has contributed immensely to his pattern recognition skills, which come in handy when interviewing candidates and understanding how they can fit into a marketing team.

In conclusion

Optimizing Google Ads for better lead quality requires a well-thought-out strategy, detailed tracking, and close attention to data. By combining these efforts with a variety of marketing channels, such as webinars and partner marketing, you can significantly boost your overall marketing success. Whether it's poker or marketing, understanding the patterns around you and making purposeful decisions can make all the difference in your success.

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