by samGoogle AdWords is so important to almost everyone who is online, which let’s face it is a lot of people and companies. But it’s not always been easy when trying to effectively analyse the effects of your AdWords PPC (Pay per click) campaigns within the offline world. After all, not everyone completely trusts the process of purchasing online, but don’t panic! The PPC experts have done it again. They’ve created the perfect feature to help us fully understand the effects of offline conversions.
The new AdWords conversion import feature allows you to track when clicks on your AdWords ads results into leads or sales within the offline world. It works by the ad driving the prospective customer to your site where they can then submit their contact information and request a sales call. For the tech savvy of you, every click that comes through from the AdWords ad a “GCLID” unique ID is provided. Once the user makes a purchase offline via the requested sales call it is then passed back to the AdWords tool through an upload with the details of the purchase. Within 3 hours or so the offline conversion data should then show within your AdWords account allowing you to optimise the types of AdWords ads which are attracting your target audience. You can then fully understand which keywords work best for your target audience, where you should place your bids and where you should use your budget. Therefore fully optimising your use of the tool can help you to increase your profit and gain a great ROI (Return on Investment).
But there are some requirements in order for you to be able to successfully use the tool. Google highlights that you must:
- Have enabled auto-tagging: This lets you import your offline conversions. You can do this by:
- Clicking the My Account tab and selecting “Preferences”
- Under the “Tracking” section, find “Auto-tagging” clicks edit unless it already says “Yes”
- To turn on auto-tagging, check the destination URL Auto-tagging box
- Click save changes
- Be able to make code changes to all of your webpages. This lets you add the GCLID code at the bottom of your pages ready for when someone clicks through to your site from one of your ads
- Be able to store each GCLID with the corresponding information.
- Have a click-to-conversion cycle that is less than 90 days. Conversions uploaded later than 90 days will not be imported by AdWords and will not show in your conversion statistics.
In order to benefit from this new feature not only do you have requirements which you need to meet but you will need to set up imports for offline conversion tracking. There are two parts this which can be found in the Google Support guide (https://support.google.com/adwords/answer/2998031). It also shows you how to upload your import and enable your website and lead tracking system.
This new feature offers a great benefit to any company online who offer products which can be purchased by the users. It will be advantageous as it will help you better understand where you should spend your budget and better understand what you customers are looking for from you.
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