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.

 

 

The competition in the paid search landscape is higher than ever. Ashley Fletcher showed in a recent webinar, how marketers can stay ahead of the curve. Getting in touch with our agency for lead generation marketing in Kerala will help you have access to those strategies and tactics that will keep you ahead.

The paid search marketing landscape is growing by leaps and bounds. Google Ads, in particular, is leading the charge, spurred on by the societal changes of the past couple of years. 

Ashley Fletcher, VP of marketing at Adthena in a recent webinar said, “We know this channel is growing year-over-year. It’s not going away anytime soon. Digital ad use is growing 26% year-over-year, and Google search itself is having a record-breaking quarter.”

But with this growth comes some major changes like the disappearance of expanded text ads, restrictions on third-party cookies, and more automation. All these will affect paid search marketers everywhere.

It’s getting tougher for marketers to remain competitive in a constantly changing search environment. Fletcher offered three ways marketers could stay ahead of the game and address its challenges: 

 

1. Optimising for local markets

 

Fletcher mentioned that “Everyone knows how buyer behaviour has changed in the past two years,” said. More markets are local now.”

Not every brand has a smooth transition to local markets during this period. Fletcher’s attention caught on the fact that many organisations fail to optimise for the most pertinent localities irrespective of the fact that they are at the state or city level.

To have a better view of their local markets, Fletcher suggested that marketers create visualisations using data modelling tools like Google Data Studio. This will pinpoint areas of opportunity. Such reports aggregate both competitor and audience data and highlight actionable markets.

Our PPC agency in Kerala is capable of helping you through these processes in a seamless manner and providing you with the results that you had always longed for.

When competitor movements get mapped out at each of these local levels, Fletcher recommends that marketers segment their ad groups by ROI as this will help them focus their efforts on the most profitable local targets.

 

2. Predict outcomes with a share of search

 

Share of search is a new metric used by marketers to determine their brand’s market share online. According to Fletcher, the increasing importance of search is turning this into a vital touchstone when predicting campaign outcomes.

Fletcher said, “Search is the channel where the conversion happens. “As spend rises in Google Ads, this is the part of the funnel that’s critical for brands.”

He emphasised the formula that marketers use to determine their share of search. He mentioned that this relies on how often audiences are searching for your particular brand when compared to all other brands in its category.

He added by saying, “You can use this [formula] in Google Trends as well. If you plug in your top three brand terms, you can start to build a picture. It gives you that maximum, whole market view.”

According to him, a share of search can help marketers guide their brands toward smarter paid search decisions.

“You want your reaction time to increase,” he said. “You want the data coming through to be faster, and you want channel confidence to grow.”

Were you searching for the best PPC service in Kerala? We are only a call away from helping you.

 

3. Optimise ads using competitive and contextual insights

 

Fletcher mentioned, “Ad copy can be easily overlooked. Getting back on track regarding how it can drive incremental gains for marketers and brands is key.”

In order to get the most actionable competitive insights from ad copy, Fletcher suggested that marketers adopt AI tools to automate the process. This will help to segment each ad by category and market group.

Fletcher said, “We use this [process] when a competitor comes out with new phrases for their CTAs. Words like ‘now,’ ‘discover,’ ‘find,’ and whatever else they’re using for their CTAs should inspire your team to adjust its copy.”

But, using competitor keywords is just one aspect of effective ad copy optimization. The recent changes that have occurred in market behaviour also require marketers to optimise ad text keeping key customer needs in mind. Audiences need frictionless experiences, and paid search teams must craft ad copy that speaks to their specific context.

Getting in touch with our PPC agency in Kochi will help you materialise all these agendas and keep you ahead in the competition.  

“How prominent are [contextual terms] in a large sample of your ad copy?” he asked. “You wouldn’t want to be the person not included in the last one to find out about curbside pickup or next-day delivery.”

“From the customers’ perspective, everyone wants a frictionless experience, and all of that comes through in the language of your ad copy,” he added.

 

To Conclude

The world of Paid Search is constantly evolving at lightning speed. This means the rules of 2021 do not apply to 2022. The important tactics mentioned above will help you stay ahead in the competition.

Ours is the best PPC company in India and seeking our professional and expert guidance will enable you to conquer the competitive paid search market in 2022.

 

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.

 

 

One who has just got started with Google Data Studio would have probably experienced the ‘blank-page syndrome’ where the data source connects, opens up a new file, and then, you have no idea what to do next because there are no instructions or guide rails. It’s just an empty page to fill.

Though you can start with a template as Google Data Studio Report Gallery has several,  it’s still not easy to know how to customize it to perfectly fit your needs.

Get in touch with our lead generation agency in Kerala for more information on how to go about this.

Mentioned below are some tried-and-true elements that can be included in PPC dashboards and reports which will help to banish the blank-page syndrome and will give your stakeholders the insights that they crave.

 

1. Titles, subheads, and context

As you add a chart in Google Data Studio, you get to select the data source, dimensions, metrics, and date range from the Data Panel to populate your visualization.

But your reader doesn’t get to see the Data Panel and will not have the knowledge of what your chart is about unless you include it in your dashboard.

With these tips, you can make your graphs and tables easier to understand at a glance 

– Give a title to your data visualizations.

– For additional context, use subheadings and microcopy.

– Include legends.

– Mention the date range if it’s not included in the chart.

– In case multiple data sources are used throughout your dashboard, clarify which is used in specific charts.

 

2. KPI scorecards

There’s no need for an article to tell you that your dashboard should include your key performance indicators (KPIs).

But as you plan your dashboard, you must pay special attention to where to include them.

Your KPIs deserve top billing as it matters most in your report. Understand that tables make it hard to identify KPIs as languages that are read left to right, tucking KPIs on the far right of the table will indicate to your reader that these metrics are low priority.

Instead keep your reader focused on your key growth metrics like lead volume, revenue, or return on ad spend (ROAS), instead of vanity and traffic metrics like impressions and clicks.

Are you in search of the best PPC agency in Kerala? We are only a call away from helping you.

 

3. Goal pacing

Are you someone who uses fixed monthly or annual marketing budgets with no room for adjustments? Or do you have sales or efficiency goals with flexible budgets?

No matter what your approach is, your dashboard should answer the question:

Are we meeting our objectives, and how do we know?

Account objectives and the approach for including goal pacing in your dashboard aren’t standardized. But Data Studio gives you many options for adding objectives and pacing, from literally charting against a goal to adding a written description of the target.

Your reader will get confidence in how to interpret performance data by including goal pacing.

 

4. Trends and historical comparisons

These let your reader know if things are improving or need improvement over time.

Sometimes you fall short of the goal, but you always miss it because it’s unrealistic. Maybe you hit your goal, but you’re down compared to the previous year, and you need to take corrective action.

Never make your reader wonder whether your current performance is average, down, or the best month ever.

Do get in touch with our PPC agency in Kochi to rightly implement the strategies that will work for your business.

 

5. Categorical tables

It’s true that tables aren’t that glamorous, but if your Data Studio dashboard doesn’t have a table, you are probably missing something.

There are times when your audience needs to compare multiple categories across multiple metrics. And a table does this most efficiently.

Use tables for comparing default categories like:

– Campaigns

– Ad groups

– Keywords

– Search terms

– Final URLs

 

Depending on the complexity of your PPC dashboard, you can also create tables for:

– Engines and platforms

– Channels and networks

– Funnels / intent / stages of awareness

– Brand vs. nonbrand

– Pivots of time segments, conversion types, and other categories

 

It’s easy to build tables and add metrics, and it’s easy to get carried away. Exercise some restraint and limit the number of metrics in your table, so it remains useful to your reader.

Get in touch with our agency which is the best PPC company in India.

 

In a Nutshell

Data Studio dashboard can technically include whatever you want, but it should at a minimum include these:

– Title and context

– KPI scorecards

– Goal pacing

– Historical comparisons

– Categorical tables

Though there are many other charts and visualizations that can take your PPC dashboard from good to great, getting started with this list will set you up for success.

Do get in touch with our agency which is the best amongst the top digital marketing companies in Kerala. We will help you with pro strategies and tips that will work exclusively for you.