Founder of ApexNext – "Ben Moskel lives and works in Pittsford, New York. Ben provides digital marketing and customer acquisition consulting services for real estate related products and financial services. Ben Moskel enjoys playing basketball, wakeboarding, travel, and reading business related books. "
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.
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.
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.
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.
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.
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.
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.
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.