Digital ads can seem like a great solution to get potential customers, but they are difficult to set up and consistently drive qualified leads.
A campaigns can hit great benchmarks like 1,000 total clicks and 100 total leads. But, that number of leads can still be completely unrelated to the sales team. For that reason, campaigns can’t be assessed based solely on the number of clicks and leads.
Performance marketing services in Dubai UAE must be evaluated based on real business outcomes.
Start With the Business Result, Not the Campaign
Imagine a Dubai based company which invests AED 20,000 on a campaign which gives them 200 leads. In comparison, another campaign with the same budget gets them 120 leads.
Based on cost per lead, the first campaign appears to have produced better results, with a lower cost per lead. Let’s say these 200 leads created only 5 opportunities for the sales team to engage, while the 120 leads produced 20 sales opportunities, or leads, for the sales team.
Performance marketing focuses on clicks and leads. In reality, performance marketing has to encompass bookings, enquiries, sales and conversions.
Not Every Lead Has the Same Value
To illustrate this, let’s use a real estate-centered campaign. Imagine one lead may be someone who casually browses and enquires about property prices in Dubai, and another lead arranges a viewing for a specific two-bedroom apartment.
Both may be leads, but they can have different levels of commercial intent.
This means lead quantity and lead quality should be considered together. Cost per lead will differ depending on the campaigns that are responsible for the leads. Feedback from sales team can identify campaigns and audiences most relevant to the business.
Decimal Technologies assesses campaign performance on the quality of leads generated and the business impact of the campaign, instead of considering just the advertisement performance statistics as reported on the advertising dashboard.
Search Intent Can Impact Campaign Performance
Someone searching ‘property prices in Dubai’ may still just be in the research phase. Someone searching for ‘2 bedroom apartment for sale in Business Bay” shows clearer intent.
The same logic applies to other verticals. A broad search shows early interest, whereas a more defined search indicates that a customer is in the consideration phase.
Therefore, Google Ads and performance marketing campaigns need to analyze the intent of the search beyond just the number of clicks.
The goal should not be to bring every single user to the campaign. The goal should be to bring the users that are the most relevant to the campaign.
The Quality of Your Campaign Is Reflected in Your Landing Page
Your potential customer clicks an ad for a specific service which provides general information about six other unrelated services on your company’s homepage.
Now the customer has to search again for the information that made them click the ad.
A dedicated landing page allows the customer to see the relevant information and supporting evidence and an enquiry form in one place.
There are certain occasions when paid advertising and website design need to work in tandem, rather than be separated. At Decimal Technologies, we can adjust landing pages to work with Google Ads and Meta Ads as well as lead generation campaigns.
Conversion Tracking Should Go Beyond the Form
A completed form gets you a lead. A lead doesn’t necessarily mean value to the business.
What happened next?
Was the lead contacted by the sales team? Was the lead valid? Was the lead relevant? Did the lead result in a sales call? Was the lead converted to a sale?
The integration of campaign data with CRM and sales data allows businesses with lead generation as a critical part of their online business operations, a view of marketing activities that play a key role in the creation of sales opportunities.
It could look something like this:
Ad → Landing Page → Enquiry → CRM → Sales Follow-up → Conversion
At this point, integration of CRM, lead tracking, and WhatsApp automation become core elements of performance marketing.
Don’t Increase the Budget Before Solving the Problem
When the ad campaign doesn’t generate business, the immediate response is often to spend more.
But could the real problems actually be irrelevant search terms, poor audience targeting, weak landing pages, or poor follow up for leads?
Additional advertising spend cloud simply make the same problem more expensive.
Identify areas of underperformance before increasing the budget. The campaign may need more adjustment targeting customers, the Landing page may need enhancement, or leads need prompt follow-up.
Rather than increasing advertising spend to address poor performance, a more detailed performance marketing analysis should be conducted.
What Metrics Should Performance Marketing Actually Measure?
The metrics for performance marketing that an organization decides to use is dictated by their business goals. A performance marketing agency in Dubai must be able to go beyond numbers and metrics shown by advertisement platforms to assess:
- Which advertisement campaigns drive qualified enquiries?
- Which advertisement campaigns drive the best leads?
- Which advertisement campaigns drive the most conversions?
- Are calls and form submissions being tracked?
- What does the sales team say about lead quality?
- Which advertising campaigns contribute to sales opportunities?
- Where is the advertising budget being wasted?
Clicks, impressions and cost per lead are all metrics that provide value. It is important to consider these metrics in the customer journey.
How Decimal Technologies Approaches Performance Marketing
Decimal Technologies recognizes performance marketing as one of the many customer acquisition channels.
Depending on the specific requirements, this may include Google Ads management, Meta Ads management, performance marketing, landing-page development, conversion and lead tracking, CRM integration and WhatsApp automation.
The greatest benefit of this integration is improved visibility. Marketing teams process requests and minimize the time and cost of sales leads.
Your business may or may not require all platforms and integrations. The best approach is the one that works best for selling to the intended audience.
When looking for performance marketing services in Dubai UAE, you should not limit your evaluation to the number of clicks or leads your advertising budget can generate.
You really should find out where those leads are ending up.
Call Decimal Technologies to discuss your current campaigns, lead quality and the business outcomes you want your digital advertising to achieve.