Why are leads important?
Lead generation is a process that builds visibility, credibility, trust, and interest from a specific group of people (potential leads). So by focusing on lead generation, it can help drive traffic from high-quality prospects. And with high-quality prospects comes high-value customers.
An by taking backend data and implementing it into digital marketing initiatives can be a huge change when it come to performance. Unfortunately though, backend data isn’t always available to use.
If, as a marketer, you don’t have this information available to you, how are you able to optimize lead quality and higher margins? Justin Lugbill wrote an column that takes us through some ways where you can optimize for lead quality in Google Ads, even if you don’t have the backend data you need to do your best work.
Check out the Search Engine Journal post over here if you don’t always have access to backend data.