{"id":27832,"date":"2023-01-05T11:10:36","date_gmt":"2023-01-05T11:10:36","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/05\/how-to-make-ppc-automation-work-for-lead-gen\/"},"modified":"2023-01-05T11:10:36","modified_gmt":"2023-01-05T11:10:36","slug":"how-to-make-ppc-automation-work-for-lead-gen","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/05\/how-to-make-ppc-automation-work-for-lead-gen\/","title":{"rendered":"How to make PPC automation work for lead gen"},"content":{"rendered":"

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At SMX Next in November, I was honored to give a talk on making automation work for lead generation when it\u2019s not designed for lead generation. <\/p>\n

A huge thank you to all who attended \u2013 the overtime Q&A was a lively session with many questions!<\/p>\n

Lead generation automation challenges<\/h2>\n

Many of us are dealing with the challenges of lead generation in an advertising system that\u2019s built for ecommerce. B2B lead generation is totally different from ecommerce, with fewer overall conversions, no shopping carts, no \u201cconversion value,\u201d and a long sales cycle that mostly takes place offline.<\/p>\n

For automation to work optimally, the machine needs lots of data \u2013 a minimum of 20 conversions in a month. Many B2B campaigns struggle to reach that number of conversions, making automation challenging.<\/p>\n

In addition, bid strategies like tROAS work based on the value of a conversion:<\/p>\n

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\"tROAS