Web Design Agency, ReallyGoodWebsites, Uses Salespanel to Analyze Buyer Intent for Ad Campaigns

• August 16, 2024

Reading Time: 4 minutes

ReallyGoodWebsites, founded by marketing expert Tim Chorlton, specializes in creating powerful, marketing-driven websites that help businesses thrive. With over 20 years of experience in advertising, branding, and digital marketing, Tim brings a deep understanding of consumer behavior and the latest industry insights to every project. The company designs and builds custom websites tailored to the unique needs of marketing managers and business owners, ensuring they are strategic assets with full maintenance and ongoing support to drive business growth.

In an effort to enhance the effectiveness of their PPC (Pay-Per-Click) campaigns and better understand the intent of their website visitors, ReallyGoodWebsites implemented Salespanel as a key tool in their digital marketing strategy.

The Problem

ReallyGoodWebsites faced several challenges that necessitated the adoption of a more sophisticated tool for tracking and analyzing PPC traffic:

1. Like many businesses that invest in PPC advertising, ReallyGoodWebsites was aware of the potential to lose money on ineffective campaigns. Bad traffic, characterized by clicks that do not convert into meaningful interactions, can drain resources quickly. It became crucial for the agency to analyze PPC traffic meticulously to ensure their campaigns were reaching the right audience.
2. Traditional analytics tools fell short in providing detailed information on how individual leads engaged with PPC campaigns. Key questions—such as which keywords leads searched for and what specific interests they had—remained unanswered. This gap in data made it difficult to optimize campaigns effectively.
3. ReallyGoodWebsites required a product that could reveal the entire customer journey of leads who signed up through PPC campaigns. Understanding this journey was essential for tailoring follow-up actions and improving conversion rates.
4. The company also needed to sync buyer intent details of leads captured from PPC campaigns directly to their CRM. This integration was vital for equipping sales teams with actionable insights to engage potential clients more effectively.

Implementation Strategy

The implementation of Salespanel at ReallyGoodWebsites was designed to address these specific challenges, and the process was both straightforward and impactful:

• Salespanel was installed on the company’s website, enabling it to start tracking visitor behavior and capturing lead data immediately.
• The team set up Universal ValueTrack parameters for Google Ads with just a few clicks. Remarkably, no direct integration between Salespanel and Google Ads was required, streamlining the setup process.
• Salespanel automatically captured leads from all the forms on the agency’s website, eliminating the need for additional form integrations.
• A seamless CRM integration was established, ensuring that all captured data, including buyer intent, was synced directly to the sales team’s tools for immediate follow-up.

Results

The deployment of Salespanel yielded significant benefits for ReallyGoodWebsites, particularly in enhancing the effectiveness of their PPC campaigns:

• Immediate and Comprehensive Tracking: Following a quick and easy setup process, Salespanel began tracking data for all website visitors from PPC campaigns as well as other marketing efforts. This real-time tracking provided the team with invaluable insights from the outset.
• Enhanced PPC Traffic Analysis: Salespanel identified the companies behind PPC traffic, allowing the team to assess the quality and relevance of visits. This data was instrumental in refining campaign strategies and focusing efforts on high-value leads.
• Seamless Lead Capture and CRM Syncing: PPC leads who signed up through various forms on the website were instantly captured and synced to the CRM. This ensured that no potential client slipped through the cracks and that the sales team had immediate access to crucial lead information.
• In-Depth Customer Data: Salespanel tracked and synced detailed customer data—such as the keywords searched, pages visited, website engagement events, and visit durations—directly to the CRM. This level of detail equipped the sales team with a comprehensive understanding of each lead’s journey and intent, enabling more personalized and effective follow-up.
• Improved Customer Journey Insights: Overall, Salespanel provided Tim Chorlton and his team with a “good overview” of customer journeys. This holistic view allowed them to make data-driven decisions, optimize their PPC campaigns, and ultimately drive better results for their clients.

Final Thoughts

Salespanel has become an indispensable tool for ReallyGoodWebsites, significantly enhancing their ability to track, analyze, and respond to PPC traffic. The insights gained from Salespanel have not only improved the effectiveness of their ad campaigns but have also empowered the sales team with crucial buyer intent data. For Tim Chorlton and ReallyGoodWebsites, Salespanel’s ability to provide a detailed and actionable view of customer journeys has proven to be useful for their digital marketing strategy.