GOOGLE ADS: HOW TO GENERATE LEAD FLOW LEVERAGING CLICKBAIT

UNDERSTANDING LEAD FLOW:

Lead flow refers to the process of managing and nurturing potential customers (leads) as they progress through the sales funnel towards conversion. It involves strategically guiding through various stages, from initial awareness to eventual purchase or engagement.

Lead flow management involves activities including lead generation, lead scoring, lead nurturing and timely follow-up. By effectively managing lead flow, businesses can optimise their marketing efforts, improve conversion rates and ultimately drive revenue growth.

This involves understanding the needs and behaviours of leads, providing them with valuable content and personalised experiences, and maintaining consistent communication to foster relationships and build trust.

Lead flow is a fundamental concept in marketing, essential for creating sustainable and successful customer acquisition strategies.

UNDERSTANDING CLICKBAIT:

Clickbait refers to content or headlines designed to entice users to click through to a webpage or advertisement. Effective clickbait resonates with the target demographic, offering a promise of valuable or intriguing content.

Characteristics of clickbait consider the psychological qualities of an ordinary person: the headline should attract attention and maintain this interest.

The next clicking step should be even more tempting and promising, and all information should intensify the personal attitude towards the advertisement, create the illusion of personal selection of information.

DEVELOPING COMPELLING AD COPY:

Compelling ad copy is essential for a successful Google Ads campaign. This refers to the content that makes visitors react to your offer. Incorporating clickbait elements including intriguing questions, bold statements or enticing offers can significantly increase ad engagement. For example, a headline like “’Discover the Secret to [Desired Outcome] – Click Here!” sparks curiosity and encourages users to learn more.

UTILISING AD EXTENSIONS CREATIVELY:

Ad extensions offer additional space to convey value propositions and increase sales. Using clickbait within ad extensions, such as site link descriptions or callout extensions, can enhance ad visibility and engagement. For instance, using phrases like "Limited Time Offer" or "Unlock Exclusive Benefits" can compel users to click through to the landing page.

CREATING IRRESISTIBLE OFFERS:

An irresistible offer is a foundation of effective clickbait. Whether it's a discount, free trial or downloadable resource, offering something of value incentivises users to engage with your ads. Creating clickbait offers that align with audience needs and pain points increases the likelihood of lead generation. For example, "Get Your Free [Product] Today – Act Fast!"

STATISTICS ON CLICKBAIT EFFECTIVENESS:

1. Curiosity sparks engagement: According to Krylova & Tashimkhanova, “Researchers point out that human curiosity serves as the psychological basis for creating headlines in network services, both news and advertising ones”. The results of the study of 100 million clickbait headlines on social networking platforms Facebook and Twitter conducted by Buzzsumo proved this statement to be true.

2. Most effective headlines: It was found that the most inviting phrases in the headlines are “Will make you…” and “This is precisely why…”, which are the link between the content itself and the potential impact on the user. Vibrant expressive words, emotional phrases such as “shock”, “will cheer you up” attract attention to the advertising text. The user engagement is influenced the most by phrases that pique curiosity: “an incredible thing happened…”, “what happened next…”.
   
   
3. Google Ads Click Through Rates: The average click-through rate in Google Ads across all industries is 3.17% for search and 0.46% for display. The click-through rate (CTR) in Google Ads indicates the percentage of users who click on an ad after seeing it. With an average CTR of 3.17% for search ads and 0.46% for display ads, it means that, on average, out of 100 impressions (times the ad is displayed), 3.17 users click on a search ad, and 0.46 users click on a display ad.

4. Certain Features Increase Clickbait Success: A study conducted with a data set of more than 4,400 Facebook posts from 10 different news sources analysed how clickbait in headlines and in post text influences user engagement. The results of the study revealed that certain features (e.g., unusual punctuation and common clickbait phrases) caused 55% more reactions compared to no unusual punctuation.

5. Click Through Rates Increased on Google Ads Through Clickbait: Clickbait ad copy or headlines can often lead to higher click-through rates (CTRs) in Google Ads campaigns compared to more straightforward or informative messaging. Studies suggest that CTRs for clickbait ads can be notably higher, sometimes by 25% or more, though actual figures can vary widely depending on factors such as industry, audience targeting, and ad quality.

CLICKBAIT ADS ACROSS DIFFERENT INDUSTRIES:

In today's competitive digital realm, businesses across various industries are leveraging making use of Google Ads to generate leads and drive conversions. Below are a few examples of how different industries can utilise clickbait ads on Google to generate lead flow and significantly increase sales.

Travel and Hospitality:

For example: "Escape to Paradise – Book Your Dream Vacation Today!"

A travel agency entices users with the allure of a dream vacation through clickbait. By tapping into the desire for travel experiences, the ad captures the imagination of potential travellers and directs them to explore available packages, generating leads for the agency.

Retail:

For example: “The perfect chocolate doesn’t exi-”

A retail company tempts users by appealing them with their dream chocolate. This headline works because it is both clever and funny, playing on the idea that something ideal doesn’t exist when, in fact, it is tangible/achievable if only you click on our link and buy this perfect chocolate.  According to Hennessey, “It’s a playful way to engage the audience and subvert their expectations, making the content more memorable and shareable”.

Software as a Service (Saas):

For example: Discover the Ultimate Productivity Hack – Try Our Free Trial!"

A SaaS company promoting project management software uses clickbait to intrigue potential users with the promise of a productivity hack. By offering a free trial, they lower the barrier to entry and encourage users to engage with their product, ultimately generating leads for the sales team.

Across diverse industries, businesses are harnessing the power of clickbait within Google Ads to drive lead flow and fuel business growth. By creating compelling ad copy, offering irresistible incentives and aligning messaging with audience needs, these businesses effectively capture the attention of potential customers and guide them towards conversion. With the right combination of data-driven strategies and ethical considerations, clickbait emerges as a valuable tool for maximising lead flow and achieving marketing objectives in the digital age.

Connect with our marketing experts to learn all about driving sales growth with a well-designed Google Ads campaign for your business!