Spotted as a beta test, Enhanced Conversions for Leads, offers an alternative to the existing Google Click ID-based offline conversion tracking method. This new method can be configured entirely from your Google Ads account instead of your CRM.

Need help configuring the same? Do get in touch with our lead generation firm in Kerala for all the support that you want.

Since this can be configured from your Google Ads account, instead of your CRM, it makes it easier to adopt and enables more advertisers to track their offline conversions. Google’s systems may be able to make better auction decisions using that data. And this could mean more efficient campaigns and better conversions.

If you are using the existing Google Click ID-based upload method, this option is still supported.

 

What are enhanced conversions?

Enhanced conversions are a feature that improves the accuracy of your conversion measurement and helps to unlock more powerful bidding. By sending hashed first-party conversion data from your website to Google in a privacy-safe way, it supplements your existing conversion tags. The feature makes use of a secure one-way hashing algorithm called SHA256 on your first-party customer data, such as email addresses, before sending it to Google.

Google is committed to protecting the confidentiality and security of your data. It keeps your data confidential and secures using the same industry-leading standards as Google uses to protect its own users’ data. It only reports aggregated and anonymized conversions. 

 

Here’s how it works:

Whenever a potential customer fills out a lead form on your site, you’ll receive first-party data including the customer’s email address, name, home address and/or phone number. The said data can be captured in your conversion tracking tags, hashed and then sent to Google.

You upload your hashed lead information, when a lead converts, and Google matches that information to the ad that drove the lead. This will provide the platform with a more complete picture of the customer’s entire journey.

Get in touch with our PPC agency in Kerala to carry out this process in a seamless and effective manner.

 

A look into the issue with the existing offline conversion tracking method:

Offline conversion tracking helps Google get a better idea of the value of different leads. This in turn will help to prioritize more valuable leads using the Maximize Conversion Value bid strategy. Irrespective of this potential advantage, offline conversion tracking has not been widely adopted. And that is mainly due to the difficulty of implementing it.

Frederick Vallaeys, co-founder and CEO at Optmyzr said that “Advertisers are used to being able to control most elements of their campaigns through self-service tools. But those same marketers usually don’t control the CRM systems where this valuable offline conversion data lives inside their organization. This dependency on other teams and sometimes even engineering significantly reduces the adoption of OCI [offline conversion tracking].”

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You don’t have to modify your CRM systems because Enhanced Conversions with Leads uses information about your leads that you’ve already captured. This makes this a more convenient solution for many advertisers.

 

What are the setup methods?

If you have Google Ads conversion tracking setup and auto-tagging is enabled, Enhanced Conversions for Leads can be configured via Google Tag Manager.

Or if you already have conversion tracking implemented this way, it can also be configured using the global site tag directly on your page. 

 

Features of Enhanced Conversions for Leads

     – It is relevant for advertisers who want to track sales that happen off a website (for example, phone or email) from website leads.

     – It improves the measurement of offline transactions from a website lead or visitor.

     – It lets you use hashed, first-party user-provided data from your website lead forms for offline lead measurement. When you upload your leads, the provided hashed information is used to attribute back to the Google Ad campaign.

 

Benefit rightly from Enhanced Conversions for Leads by getting in touch with our PPC company in India.

Enhanced conversions will only work for conversion types where customer data is present like subscriptions, sign-ups, and purchases. 

One or more of the following pieces of customer data must be available for Enhanced conversions to work:

        – Email address (preferred)

        – Name and home address (street address, city, state/region, and zip code)

        – Phone number (must be provided in addition to one of the other two pieces of information above)

Using enhanced conversions for the web, first-party customer data such as an email address, name, home address, or phone number is captured in your conversion tracking tags. It is then hashed and sent to Google in its hashed form. Later, it is used to match your customers to Google accounts, which were signed in to when they engaged with one of your ads.

Benefits:

        – Recover conversions that otherwise wouldn’t have been measured

        – Improve bidding optimization through better data

        – Privacy safe with hashing of first-party customer data

 

To Conclude

Offline conversions occur when an ad that instead of generating a direct sale online, starts a customer down a path that converts into a sale over the phone or in your office.

Previously, tracking offline sales required developer resources, CRM, and website changes. However, things got easier with Google’s new enhanced conversions for leads. Now you don’t need to make changes to your CRM or website. Instead, you can set up your offline lead measurements directly through Google Ads or Google Tag Manager.

Make the most of this strategy by seeking the professional help of our agency which is the best amongst the top digital marketing companies in Kerala.

 

 

Analyzing paid search results by region can bring you greater ROI. Hence, geotargeting is a critical optimization tactic. Do you want to understand your paid search results? We can help you with it. Do get in touch with our PPC service in Kerala.

Geography is a significant factor to analyze. Understand that different words and brands mean other things based on location. 

Learn about geolocation results in paid search and how they vary and what to do with the variances.

 

PPC results vary across regions

For years studies and discussions were made with various brands about their performance by region. Topics revolved around, should they be geotargeting, how does it impact bidding, and does it matter at all? 

A set of relevant data was studied to see how performance varied by geographies over the past year. To understand how results vary across regions, each metric against the campaign totals or averages was indexed. 

It is essential to know how much the metrics vary. The first thing that jumps out is how wide the variance is, especially for CTR. The study found that the variance for all metrics is at least 2x and in the case of CTR it is as high as 15x. The minimums also depicted variation much more than the maximums, except for CTR.

There was a significant difference by geographic region and the reasons are;

Brand awareness:

Based on locations, brands signify different things to different people. For example, a brand may be available nationally, but they were founded on the East or West Coast. 

Market competition:

Regional players will only advertise in a given region which will influence the metrics.

Keyword/bid strategy:

The paid search managers of these accounts have something to say about the performance on a daily basis. Based on performance, they shift bids and keyword lists as a regular part of maintenance. Thus they have a natural influence on the metrics.

The next thing observed was what would happen if the brands stopped spending in the lowest-performing 20 states. The resulting impact on the metrics was studied. 

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A simple first step of the study was to stop spending on the lowest-performing states. Using the data set, it was viewed that the lowest-performing fall in four categories:

–         Lowest conversion rates

–         Highest CPC

–         Highest Cost per Conversion

–         Lowest conversion rates

These categories impacted the results differently. Removing the lowest conversion kept the most revenue but didn’t improve the ROI.

The highest cost per conversion improved the ROI the most but removed more than 30% of the total revenue. The impact on the ROI was minimal, and the volume of results was reduced by up to 35%, based on the data taken for the study. 

The hypothesis showed improvement with all four scenarios increasing revenue vs. the baseline results.

Removing the 20 states with the lowest costs-per-conversion and investing more in the states with the lowest cost-per-conversion was the best scenario. However, even in that case, the ROI and revenue didn’t increase more than 4% versus the baseline index.

It is true that many companies would be ecstatic about the opportunity to increase revenue by 4% without any incremental costs. 

Looking for the best PPC agency in Kochi? We are only a call away from helping you.

 

Things that could alter this analysis

– One of the biggest assumptions is that spending at higher levels and assuming the same throughput rates. Thus, the CPCs, conversion rates, or any of the metrics would be altered, impacting the results.

– Viewing any data only through the lens of geography doesn’t take into account all the other factors that weigh its performance. For example, even in a great performing state, there are keywords that are not performing well just as there are keywords in poor-performing states that are crushing it.

– Landing page and ad copy experiences.

– The data set has a mix of DTC online pure-plays and online/offline. The local store mix and conversion types can all alter this analysis.

 

What are the PPC actions to be taken?

Our PPC company in India knows exactly that one must consider the implications between the keyword, ad copy, bid, and landing page.

The apt solution isn’t just altering geotargeting. It requires the combination of these with audiences, time of day, device type and so many factors to drive results.

Geotargeting can be yet another knob that should be considered a critical optimization tactic. If you want the ad copy and landing page to match the geography, geotargeting becomes more important from a user experience standpoint.

In some cases, it can even complicate things to a level that doesn’t make a difference for your organization. Maybe a simple bid-modifier will do then. In certain other cases, it could be the key to unlocking your results.

 

Summary

Start off simply with bid multipliers. Dig into the data at this level, and create a few tests to see if it can impact results in a meaningful way. Later it can be determined if the test should be scaled up or back.

And for carrying out all these, you’ll of course need a professional and expert who you can rely on. Do contact our agency which is the best amongst the digital marketing companies in Kerala. Our team is only a call away from helping you.

 

According to Google, the motive behind treating Nofollow as a hint was for the purpose of improving link signals and returning better search results. Google was missing out on useful link signal data due to Nofollows. In the past, many users had expressed concerns as regards the abuse and indiscrete Nofollow of outbound links by a number of websites. This kind of activity can result in the removal of important source link data from Google.

 

The search engine major confirmed that the major reason for changing Nofollow to a hint was the loss of important data provided by the links on websites. The situation changes now and helps Google provide better search listings as they have decided to take rel=nofollowed links as a hint.

 

As regards the question as to whether the company will consider Wikipedia Nofollow Links which offers a wealth of links organized topically as Dofollow, Google noted that content and links provided by Wikipedia are the results of several research papers. It has been extensively studied for natural language processing and understanding user intent. The company feels that the usage of Wikipedia outbound links is reasonable as it is rich in both meaning and context.

 

If you have not got a clear idea as to why Nofollow is being considered as a hint, you may check with one of the best digital marketing companies in Kerala

 

What Gary Illyes’ Said

 

Google’s Garry Illyes said that links on Wikipedia can be Nofollowed, but it is not certain as to how and when they could be ignored. In addition, he noted that preventive measures are being taken to provide protection against any abuse.

 

Further, Gary confirmed that it is possible to overlook Nofollow attributes of Wikipedia and cautioned against the assumption that the links would automatically be regarded as Dofollow. He also said that publishers are not required to do anything in view of this change. 

 

According to him, publishers need not do anything special because of the change as Nofollow would continue to work as usual. However, they can use Sponsored and UGC to help Google better identify different types of links. Talk to a reliable provider of  Google Analytics services in Kochi in order to have a better understanding of the same.

 

 Nofollow Hint – Is It a Big Deal

 

Though some publishers have shrugged off the news, the change is definitely important because it is a significant update as far as the evolution of the calculations related to links and rankings. This big shift should not be underestimated at any cost.

 

The search industry has raised complaints this year that many news publications have implemented the Nofollow attribute on all outbound links. Therefore, Google’s move is likely to establish proper link equity that many websites deserve.

 

 

Branding and marketing are interchangeably used many a time. However, there are minute differences that exist between the two. If you are a business owner, the digital marketing companies in Kerala that you partner with would know the differences.  

It is important to know the differences so that you can utilize them more effectively for your online campaigns to build your presence.

Branding – What it is?

Branding is about who you are and marketing is how you build awareness about yourself. Branding is more about the strategy whereas marketing is the actual way that you go about it. When it comes to branding it is vital that you answer many important questions. Some of them are:

 

  •         You core values and principles – what are they
  •         What is your mission statement going to be like
  •         What is your inspiration behind starting this venture
  •         What makes you different from others
  •         What is the culture in your organization
  •         How do you usually communicate, your style
  •         How do you want people to respond when they would hear your company’s name

 

These questions’ answers will bring clarity between branding and marketing. The more elaborate the answers, the more clarity that will come out of this. The branding will then be the basis for all marketing efforts for today and the future.

Marketing – What it is?

Marketing ultimately involves the tools that are used to deliver the essence of your brand to the audience. The tools change and so do marketing plans over a period. The marketing, at all times, are designed to support the brand’s core values. In these days of digital marketing, your business will have to tie up with a social media marketing agency in Kochi for suitable marketing campaigns.

Marketing is a mix of many media and may even consist of keywords as is popular today. Marketing is done via both online and offline methods. Some of the common methods used today are content marketing, SEO (any SEO agency in Kochi would help you with this), mobile marketing, radio and print campaigns, PPC marketing, etc., among others.

What Takes Priority – Branding or Marketing?

The answer is simple: branding comes first because that is about who you are in the first place. All the marketing comes in only after branding. The branding should be such that the clients keep coming back to you. Your integrity and trustworthiness are important here to build the brand’s reputation.

Branding also pertains to a commitment to the high quality of the products/services that you provide to your audience. This is an everyday task, building your brand. It is done by you. However, marketing may be outsourced to third parties with due discussions about the brand and how to attract your clientele.