Bad Adwords Leads and B2B Placement Ideas

[michalseo]

Hello,

I have two PPC related questions that hopefully someone could help with.

1. My client complains that the majority of leads he is getting are disqualified - mainly due to fake contact info left on the landing page. This happens both in the Display and Search campaigns. We are getting a good number of leads and we checked with Google that there is no fraud involved. What can be done about this? Has anyone encountered that kind of complaint and how did you deal with it?

2. Can you recommend any tools, other than Google's Ad Planner to find good placements for a display campaign? Another client of mine is selling B2B services such as document destruction etc. Where can I find, for example, a list of placements frequented by people from the insurance business? I never had a problem finding placements for B2C but B2B seems to be a lot different.

Any insight will be greatly appreciated!

Thanks,

Michal

[Sean_Dawes]

To answer your first question...

Are you drilling down the disqualified leads to a specific area of your ppc account? I would first look at that. Is it in display and on certain sites? Is it a certain group of terms? Assume you have event tracking setup on the contact form so you can do this drill down and do some email match ups to get the data you need.

To comment on #2

Have you thought about trying other areas like linkedin ads where you can target businesses or specific positions at a company before? You can do the same drill down on facebook but imo facebook is less likely to convert if you draw them away from facebook for a landing page.

[steve82]

When you say you have checked with Google there is no fraud involved, what exactly have they said they have checked? The only way I could see of evaluating if the forms were the result of fraud would be checking they didn't come from the same IP address (similar to how they try to identify 'click fraud') but this is fairly easy to mask with an extension like Stealthy or a more sophisticated IP masking app. Few Qusetions -

Could you give an example of how the info is 'fake' ie legitimate sounding inquiries with a fake email address or is it just nonsense information?

Do the forms look like they may have been spammed by some sort of bot or automated program? Usually relatively to spot this kind of thing ie repetiton of some sort of pattern or syntax that would never be entered by a human etc.

Has your client recently (or ever) had an acrimonious situation with a competitor or past client/customer?

My first suspicion would be someone (most likely a competitor) taking 'click fraud' to the next level by also wasting staff time with dodgy inquiry forms, a little elaborate but really the only logical conclusion I can reach. I would also say this scenario is more likely in a market where cost per click is reasonably high (say £2+). Be interested to see if you discover any more.

Oh, one more thought having said that - has a developer thoroughly checked the functionality of the form? I'm sure they checked the obvious but you never know.