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The final match rates accounted for 99% of form leads and around 80% of call leads, which was considered an excellent result.
The improved visibility into the true performance based on Revenue rather than CPL in Google Ads resulted in a 20% improvement in ROAS, at a time when the market was experiencing a downturn. It also allowed for the scaling of the campaigns, increasing the volume of leads by 30% while maintaining the target CPA.
This customer was running lead generation campaigns that fed the leads into their custom-built CRM, to be contacted by call centre staff. The call centre reps would then convert the leads into sales over the phone, sometimes over several calls. That data would go into the CRM also, but not connected to the original lead. Leads came in via website forms as well as phone calls, so tracking inbound phone call leads was essential as well. They had a call tracking system built by a previous agency that they needed to migrate away from.
The challenge was to be able to feed sales data back into Google Ads so that the campaigns could be optimized to the actual revenue, as opposed to just the CPL. The call tracking also needed to be migrated to another platform.
The project started off with the migration of the call tracking framework to another provider, after performing a vendor evaluation and presenting the results to the customer.
The most challenging part was extracting all the sales data from the CRM and matching it to click or call data from the various acquisition channels, ie Google Ads, Facebook Ads, tracked inbound calls etc. Only Google Ads needed the sales data fed into it and matched down to the keyword level.
We worked with several teams on this, including the customer's own dev team, the call tracking provider's dev team as well as Google's data and analytics team to design and implement the framework to process this data set and deliver the revenue data to Google Ads, with the highest possible match rate.
The solution involved using BigQuery, with data from the various data sources being pulled into it and matched using unique IDs where possible. Using GCLID's allowed for keyword-level matching in Google Ads.
The final match rates accounted for 99% of form leads and around 80% of call leads, which was considered an excellent result.
The improved visibility into the true performance based on Revenue rather than CPL in Google Ads resulted in a 20% improvement in ROAS, at a time when the market was experiencing a downturn. It also allowed for the scaling of the campaigns, increasing the volume of leads by 30% while maintaining the target CPA.
Paid Ads,Paid Ads,Paid Ads,Paid Ads,Email Marketing,Marketing Strategy,Other,CUSTOM,Web Development
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The tax industry is extremely seasonal between January and April. You are selling a service people generally don't like doing, taxes, that they only want to think about once a year. TaxAct was a top 3 player in the space for online tax filers and I was tasked with optimizing Paid Search and eventually managing all other digital channels to optimize spend. Helping craft budgets, marketing plans, and execution was my duties while employed there.
The CLL (language center) wanted to launch a new online platform (named VISIAGORA) to propose new trainings on any matters such as: astronomy, cooking, languages, kids development and many more. Classes were given by professional at different moments of the day for about 2 hours during 1, 2 or several months.
The challenge was to quickly promote this training for the summer in a short laps of time (campaign launched in June for training starting in July) and knowing the platform was new and we needed it to be dissociated from the main organization (CLL) specialized in languages.
In addition, it was the beginning of the COVID period (2020) and people were just about getting used to work remotely and to use digital tools for their trainings.
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Unlock your museum's marketing potential with Mayple! Join the Oakland Museum of California (OMCA) on a transformative expedition toward enriched engagement, enhanced metrics, and sustained growth. Mayple's expert approach has reshaped OMCA's email marketing strategy, propelling them to new heights.
In the realm of healthcare, CareWise Solutions stands as a beacon of support. They provide The Caring Place HUB app in employee benefits packages, offering assistance to caregivers among their staff. This comprehensive app includes educational resources, virtual care providers, vetted wellness and care management apps, access to legal and life planning services, counseling, and a treasure trove of over 200 caregiving resources.
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