Every business is a constant balance between investment and returns. Tracking the ROI from time to time is thus an essential part of every business. Besides, every business owner wants to know how much returns his business is earning. Here’s everything you need to know if you’re using Google Adwords Conversion Report Data to make your business decisions. Hang in tight there!
First things first. You’re doing it all wrong if you’re using Google Adwords Report data to make your business decisions. It will not only affect your Adwords strategy but your business strategy on the whole. Ask me how? Majority of the conversion tracking analytics count the conversions based on the number of form submissions and every submission cannot be considered as a plausible lead as there may be a lot of unqualified leads, promotional leads, marketing leads, duplicate leads or bad data.
The real leads of your business lies only in the target audience, which could be your prospective customers. So, the question is how fair and right is it to base your important business decisions on these analytics that could lead to false sales funnel? Don’t worry though, there’s a way out and this blog is all about that. Read on!
Let’s define the role of marketing in any business very clearly here. The role of marketing team is to bring in more quality leads, which we refer to as MQLs (Marketing Qualified Leads). These leads are then converted into SQLs (Sales Qualified Leads) by the Sales team. The performance of Adwords can be best tracked by considering the number of MQLs generated by a particular Adwords campaign. This helps provide a clear picture of actual impact on your sales pipeline through Adwords investment. To be able to paint this picture clearly, it’s very important that your sales and marketing data are synced.
Here’s why sales and marketing data need to be synced
If you are a Pardot user (A marketing automation platform), you can easily sync your marketing and sales data at one place. Google Analytics and Adwords allows you sync your sales and marketing data helping you get much better insights. With this step, the whole process of tracking conversions is taken to a whole new level and you’ll get deeper-funnel metrics including quality leads, behaviors, events, opportunities, metrics and other dimensions related to your prospective customers. This clearly helps in analysing which ads, campaigns and keywords are working great for you and which ones aren’t!
Amazing business benefits you can reap when you link your Pardot, Analytics and Adwords together
Lead Scoring
When Adwords start generating leads for you, you need to know who’s genuinely interested in your products or solutions and who’s just looking around. Now, when you sync this information with your adwords, you’ll get an idea about what ads and keywords are generating quality leads for your business.
Track the behavior of your leads
By linking your Pardot, Analytics and Adwords together, all the information about leads, contacts, opportunities, accounts to Google Analytics are synced together which helps you understand how much revenue is generated by a particular ad, keyword, campaign, event, metric or a dimension tied with customers. This data reveals which ads are generating plausible opportunities and which ones simply aren’t. What’s the result? You can effectively tailor your campaigns according to the needs of your customers.
Optimize your end-to-end sales process
Syncing your salesforce data with the Google Adwords helps you streamline the sales and marketing strategies. Furthermore, you can gain insights about the psychology of the buyers. And not just that, you’ll also know their process of buying thus helping you come up with highly effective and targeted marketing campaigns. You can find answers to the following questions that’ll help you in hitting the bull’s eye!
- What kind of ads and keywords are generating qualified leads for you?
- What information are your customers looking for on your website?
- What are the usual steps people take before submitting their information on your website?
Effective marketing strategy development process shouldn’t end at gathering data and listening to them, it’s very essential to also know why something is working and some things aren’t. Syncing your salesforce data, Google Adwords and Pardot data helps find such answers thus taking your marketing campaigns to a whole new level!
Conversion of higher quality leads becomes all the more easy!
The point of any sales or Marketing campaign is to pursue quality leads. There’s no point in following up those leads which’ll drag you till the end and give a no. Who has all the time and energy to waste on non-converting leads?
Syncing Salesforce data with Google Adwords gets you covered by helping you filter leads that might or might not convert into sakes and, instead streamlines you into focusing on only such leads that are more likely to say yes! Google Adwords connector helps you know where the quality leads are coming from and which channels turned out to be the most lucrative ones! Also, it provides you the data on how much revenue a marketing campaign has generated for you. Thus, you’ll have an account of where every marketing dollar has gone while also having best insights on the kind of marketing campaigns that are the most effective and efficient.
Helps massively for remarketing campaigns
The list of prospects created by the advertisers can be reached through Google customer Match using Special offers and limited-time discounts. What’s very convenient about the Customer Match is that it doesn’t need email addresses to find customers on Google, Gmail, YouTube and shopping. It can match the prospect customers using offline data like name, postal address and phone number. Simple and easy.
Creates a look-alike audience
One of the best features lies in its ability to make a list of high-value customers and find similar customers who aren’t in the advertiser’s CRM already. It can de-dupe the original list against the people it finds and send targeted messages to an audience of high-value look-alikes without having to incur the expenses of targeting the present day existing customers.
Increase the overall ROI of your marketing campaigns
Wouldn’t it be a great deal if you stopped spending money on marketing campaigns that generated zero conversions? Of course, yes! It’s very much possible with the GA Connector. One of the primary benefits of GA Connector is to provide the data of how much revenue is generated by different marketing campaigns. Thus, you’ll have an account of where every marketing dollar has been spent. You’ll also know what ads, keywords and campaigns are working for you and which ones aren’t, thus providing you insights on what campaigns you should go ahead with and what campaigns you should stop spending on. Holding every marketing dollar accountable gives you the power of maximizing the marketing budget and increase the overall ROI of your marketing campaigns.
The final words:
More than anything, you’ll have AdWords data tied to every lead coming from your website, which helps you in making better decisions on the overall online marketing strategies. The more the data, the better the decisions, leading you make smart and informed decisions on where to spend your marketing budget to get the most out of it! And what has it got for the customers? A better overall buying experience with super focused and targeted strategies in place. Better customer experience means higher probability of repeated customers and that’s how the success of a marketing campaign is marked and sealed!
Get in touch with now, if you need any Google Ads Management Service
Am a data-driven Digital Marketing Consultant & Trainer. I have been actively involved in the marketing industry for over 15 years. Digital marketing is my passion because it is a giant puzzle whose rules are constantly changing. I talk about Digital marketing, Lead Generation, Demand Generation and MarTech. Certified in Google Ads, Google Analytics and Inbound Marketing.
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