Just about everyone we talk to that sells offline is unaware of the impact of what this can mean to them or what to do about it.
The Holy Grail for Tracking Offline Sales
with Google Ads
Ok your sales happen offline but you get 100’s of leads or calls from your Google Ads and only a handful of them turn into offline sales? It’s not enough anymore to know which keywords & ads are driving the leads , not knowing exactly which keywords & ads are driving the SALES really sucks. The problem is your sales happen on offline on the phone on or human to human in person.
Knowing which keywords are driving Sales Offline, not just getting Leads Online is a game changer. Plus you are imagine missing the automatic free assist from Google’s new artificial intelligence and related technologies to make suggestions to you to optimize ad campaigns and lower costs.
We learned this working with the Google advanced team. Contrary to what you may think, they are incentive driven to help you convert more leads. Not just spend more. They just need your help. Now in full disclosure if you not spending much and have no commitment to grow help is hard to get. However if your will to grow your spend they want to help you see an ROI.
Many clients we see often struggle with true “end to end” conversion reporting. Especially those that are B2B that provide high value products or services and the final sale is made offline. Their websites drive a healthy amount of leads, yet sales are completed offline, they cannot see or track which campaigns, keywords or ads that produce the true sales. Yea, sure we have been told of course we ask how they found us when we call. We our next question is ok what do they say, and the response is “I Googled you for xxxx “. If your running 100 different ads, which one did they find, what time of day , where what search terms? What was the copy, colors , pictures. Basically why did heck did they click on your ad vs. another. Or why they picked up phone to call.
AdWords will only track information to an Online landing page if you have tracking or if your really set up with with all the awesome tools, you are also tracking inbound phone calls. If you know how to set that up and capture inbound leads and then the related Offline sales you will have ultimate conversion point! You will be able to track when your phone rings, when people show up at your door and buy or make an appointment online. The really sad thing is Google has no idea of when it happened, to which lead it provided and how much was the sale amount. All this information helps google to help you find more of the right customers for you over and over again as it learns. Just about everyone we talk to that sells offline is unaware of the impact of what this can mean to them or what to do about it.
Let’s tell this a simple story. Image a business that sells cars: prospects arrive at the website, view a range of cars and submit an enquiry. The dealer goes through all the leads, contacts each customer and sells to only one lead. Ninety nine of the leads could have come from the keyword “used car” with a Cost Per Lead of 2.05, yet 1 lead could come from the keyword “Used Audi A4” with a Cost Per Lead of $7.00
We would naturally see the $7.00 versus the $2.05 and pause the $7.00 expensive keyword“Used Audi A4”, thus thinking we are making the account much more efficient.
In reality we just potentially may have blown the biggest opportunity, if that one lead could have been the one that make the sale and we would have lost the best performing keyword!
“Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. … The relevance of each keyword to its ad group. Landing page quality and relevance.” -Wordstream
You can solve this manually using a 36 step process every day and we can provide you the steps. If you have at least 100 leads a month this is a critical thing that needs to be done on a timely basis to allow Google to deliver better leads that convert.
Ask Us about “Mobile Pocket Office -Ontraport Adwords Auto Postback” solution. Using our process we enable Ontraport to automatically send back to Google the data real time when the sale is logged, even if the money is not collected using Ontraport. Which is needed on a timely basis to improve quality scores and potentially lower costs and provide better targeting.