IF YOU ARE RUNNING ANY TYPE OF PAID ADVERTISING AND PARTS OF YOUR CUSTOMER JOURNEY OCCURS OUTSIDE OF YOUR WEBSITE, YOU WANT TO READ THIS!
LET ME EXPLAIN IN TWO WORDS. OFFLINE CONVERSIONS!
Everything now is AI and algorithm-driven, particularly Facebook and Google Ads.
Less emphasis should be placed on 3rd party data and interest targeting and more emphasis needs to be placed on letting the algorithm learn from who is converting into sales and what the return on ad spend is.
Here is the not-to-technical explanation of how it works.
Let’s assume you are running ads in insurance, mortgage, solar, real estate basically anything where the customer isn’t completing the transaction and purchasing via a credit card on your website.
The customer journey starts on the website, but I am sure there are multiple touchpoints after the initial inquiry.
For example, some of those touch points might look:
- Capture Lead
- Under Contract, In Underwriting
- Sale Closed, Funded, Delivered
Now all of this may be tracked in your CRM. (If it isn’t I want you to stop right here and go do that or get your team to do it)
However, unless you have already set up offline conversions in your CRM and landing pages you won’t have a way to feed those touchpoints back to the algorithms on your ad platforms.
If the only thing your paid ad platform knows is to optimize on form fills or phone calls, well that is what you are going to get more of. Form fills and phone calls.
However, that DOESN’T MEAN that more form fills, or phone calls will translate to sales.
For variable services and products that don’t have a fixed price or margin that also doesn’t always translate to ROI.
If you have offline conversions set up correctly when someone completes a form fill or an inquiry a unique identifier (Click ID) is captured in that inquiry.
Think of the Click ID as a serial number that links the click, ad copy, keyword, creative, and targeting to the lead or contact in your CRM.
Here are some examples of Click IDs:
- Google = GCLID
- Facebook = FBCLID
- Microsoft = MSCLKID
Back to those stages, I mentioned earlier.
As your customers move through the sales process from a lead -> appointment -> contract -> deal -> sale -> revenue you can push back those events back to your ad platforms and start to optimize for each of those events independently.
For example, for your top-of-the-funnel goal, you could optimize for appointments as opposed to leads.
As part of that process, you can also push back a value for each stage.
For example, appointments might be far more valuable than just lead or form-fill.
“Under Contract” may be more valuable than appointments.
“Sale completed” is far more valuable than under contract.
Finally, “Revenue” is really your tangible value of actual money in the bank.
Here is where the magic happens, particularly at scale.
You can start to push back actual sales and the revenue generated on those sales back to your ad platforms.
Now you can really start to feed the algorithm and optimize based on your ROI and return on ad spend on actual revenue.
There is a little development work to get this setup, that is for another post.
However, put this at the top of your list if you spend a significant amount on paid ads.
- Make sure you are tracking your customer journey in your CRM
- Make sure your capturing offline conversions and pushing those events back to your ad platforms.