The conventional wisdom is that leads generated through search marketing are the highest quality leads. The theory goes that because consumers are actively searching for the product or service in question when they click on a link and fill in a form they are more likely to convert into business. However, statistical analysis of the experience of lead buyers doesn't support this theory.
There are many more factors that affect lead quality other than the method of lead origination. For example, the quality of the marketing is far more important. A good piece of banner creative with a clear message that clicks through to a similar landing page will produce far better leads than a poorly thought out search campaign on Google where the supplier is bidding on long-tail keywords.
In addition, some new research from Nielsen has shown that 76% of UK consumers do not trust online banners and 67% of consumers don't trust sponsored search results. However, the research also found that 59% of UK consumers do trust marketing in opt-in emails.
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