How to Track Offline Conversions to Your Pay Per Click Campaigns – Ben Moskel

If you sell high ticket items or own a business  where conversions happen offline, you may want to connect those actions with your pay-per-click campaigns.

Ben Moskel

For example, a photography studio that offers a broad price range of products may want to see  which pay-per-click keywords or ad groups are generating appointments as well as the high end clients  versus the low end clients.

The 80/20 rule always applies with any pay per  click campaign.  The smart marketer will take  the necessary steps to find which keywords,  display sites, and/or ads generate  the lion’s share of the revenue.

Fortunately Google has a system for tracking offline conversions. There is some additional  programming involved, but no more than 1-2 hours work for a qualified developer.

Ben Moskel

Basically the set up involves three steps:

1. adding code to your landing pages that captures your GCLID (Google Click ID).
2. pass the GCLID into your CRM system
3. upload offline conversion data back into your Adwords account.

One of our projects is a business that sells high ticket packages that range from $1500 up to $15,000. We are using iContact for  lead management. Thus, all we need to do  is add a snippet of code to our landing pages  where we collect email subscribers. We need to make sure that the GCLID field is a custom filed in our iContact account.

Ben Moskel

After 3-4 weeks of collecting data we upload customers who purchased high ticket packages from iContact back into Adwords.

Ever though there is some extra time and  development cost involved, it gives you insight into your pay per click campaigns that most of  your competitors simply don’t have.

Ben Moskel – Where Can You Get High Quality Mobile Traffic

You don’t need to be sold on how important it is  to tap into mobile audiences. You also don’t need to be told that most people  are never found without their mobile device.

Ben Moskel

Running a mobile ad campaign is an outstanding way to grow your audience and also to reach  existing leads and customers. The downside of mobile advertising is the potential for having your money stolen by bots and low quality  arbitrage display sites. Here are my top recommendations for getting  a lot of mobile traffic without burning money on low quality ad sources:

  • Google Search and Display – Google has a much higher ratio of mobile search and display users compared to Bing and Yahoo.  It’s not unusual to see a 2 to 1 ratio of mobile  searches compared to computers in Google.  (The ratio is usually the opposite of Bing and Yahoo traffic.) Make sure you opt-out of app traffic. This traffic is mostly people who accidentally click on  your ad inside of an app.  You can exclude this traffic by opting out of the Gmob segment in your campaign settings.

You should also blacklist the url: adsenseformobileapps.com

  • Facebook – This mobile traffic is extremely plentiful and inexpensive.   It also tends to be lower quality if you’re looking at  the customer value all the way through your  In other words, you may see a lot of people opting in for free stuff, but you get lots of freebie seekers and few buyers.  The key is to measure your conversion value of  these leads all the way through your funnel.
  • Remarketing – It’s more common now so see cross device conversions. A potential customer may subscribe to your newsletter on his work computer and then later make  a purchase from his personal tablet.  Tracking these conversions can be a challenge.  A feature of Adwords allows you to run cross device remarketing campaigns so you can remarket to a potential customer regardless of the  device he or she happens to be using.

 

Ben Moskel

Of this this has limitations and does not work if the customer does not have or is not logged into a Google account.  Nevertheless, it’s a very effective way of targeting  those people who are most suited to becoming a customer.