The lead generation journey for e-Learning businesses involves finding high-quality leads and transforming these leads into loyal customers. Focusing on improving lead quality will ultimately improve your return on ad spend.
One of the best approaches to improving lead quality is improving your measurement! To do this, we need to tie our back-end (i.e. Salesforce) data with our front-end (i.e. Google Ads).
For example, an e-Learning funnel can look something like this:
- Site visit
- Lead form submission
- Application started
- Application submitted
- Deposit
- Enrollment
- Closed deal
Here comes the good part…
Once we’re able to view all of these touchpoints in Google Ads as conversions, we can make huge changes to the way we optimize and save a lot of money as a result.
A few examples of this:
Site visit = click
Lead form submission = conversion
Now we need to tie in the rest of the stages, which are recorded in our CRM. The biggest advertising platforms offer integration solutions such as Google Ads and Facebook Ads. If the advertising platform does not have automatic integrations, there are other ways to integrate but they will be more laborious. The manual method, for example, is to use good tracking parameters and/or UTMs and manually analyze your data in Excel.
Google Ads uses its GCLID technology to do this. Here is this example in practice:
Conclusion
In 2020, it is extremely important for any e-Learning business that collects leads to have a deeper understanding of lead quality. This will make it much easier to determine effective CPL models and increase profitability.
Not sure where to start? We can help you with all of this, just reach out!
