Google Ads Offline Conversion Optimization ~ Solving the [Lead Quality] Problem ~
Posted: Wed Dec 11, 2024 6:08 am
The "Lead Quality" Problem
Company A's advertising operations use the download of product documents as a conversion point on the web. The document download involves an input form for the user's name, email address, and phone number, and after the download, salespeople will contact the user by email or phone to initiate a business negotiation malaysia phone number material with the aim of securing an order.
As we have supported Company A for many years, a problem has arisen as their advertising costs have increased: the quality of their leads.
It was fine as long as we were able to secure conversions through branded searches and retargeting measures, but in order to gain more conversions, we decided to implement measures for new customers such as audience targeting. As a result, while the number of conversions was steadily increasing, we found that the number of "conversions that did not lead to sales negotiations" was also increasing.
Initially, we analyzed placements and demographics, blocking suspicious areas and adjusting CPCs, but this did not lead to any noticeable improvement, and we were racking our brains trying to find a more effective approach.
So, rather than viewing the issue as "delivering ads to sites and users that don't lead to sales," we decided to view the issue as "Google is targeting leads that don't lead to sales." In other words, we thought that a more effective solution would be to flag "valid leads" that lead to sales and have Google Ads optimize them.
Company A's advertising operations use the download of product documents as a conversion point on the web. The document download involves an input form for the user's name, email address, and phone number, and after the download, salespeople will contact the user by email or phone to initiate a business negotiation malaysia phone number material with the aim of securing an order.
As we have supported Company A for many years, a problem has arisen as their advertising costs have increased: the quality of their leads.
It was fine as long as we were able to secure conversions through branded searches and retargeting measures, but in order to gain more conversions, we decided to implement measures for new customers such as audience targeting. As a result, while the number of conversions was steadily increasing, we found that the number of "conversions that did not lead to sales negotiations" was also increasing.
Initially, we analyzed placements and demographics, blocking suspicious areas and adjusting CPCs, but this did not lead to any noticeable improvement, and we were racking our brains trying to find a more effective approach.
So, rather than viewing the issue as "delivering ads to sites and users that don't lead to sales," we decided to view the issue as "Google is targeting leads that don't lead to sales." In other words, we thought that a more effective solution would be to flag "valid leads" that lead to sales and have Google Ads optimize them.