You’ve set up a highly targeted lead generation campaign, but you can’t seem to get people to fill out your form.

One of the more frustrating aspects of SEM, is reviewing search terms only to find that people are searching relevant phrases, clicking then bouncing from your landing page without filling out the form.

Why are they bouncing?

No matter how masterful your UX, how optimized your campaign, you may be struggling to get conversions or meet your CPA. In some cases the source of your anguish can be found in your marketing content. By targeting customers at the wrong stage of the funnel, you can waste thousands of dollars a year on end spend.

Whether you’re generating leads for a B2B or B2C business, the idea is the same. Your keywords/phrases must be matched with content that corresponds with the accurate customer stage.

How to Optimize

Consider the various stages of the marketing funnel. There’s:

• Awareness
• Interest
• Consideration
• Intent
• Evaluation
• Purchase

Then take a look at your keywords. Keywords that fall into the “awareness” stage shouldn’t be pared with ad copy and content that is for those in the Intent to Purchase stage.

For example, if someone is searching “what is B2B software” they’re looking for information. They’re not ready to see a demo or make a purchase. Instead of sending them to a demo request page, try providing them with information about your industry/product. Whitepapers and case studies are great ways to engage customers who are the top of the funnel.

Save your conversion content for those further down the funnel ready to buy.

Why market to those at the top of the funnel?

If your budget is tight, and you’re heavily focused on ROI, eliminate keywords that speak to those at the top of the funnel. Terms that start with “what is” for example.

However, if branding is important to you and/or you have a strong lead nurturing campaign, investing in broader terms can help feed your other marketing initiatives.