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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
Technology
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The Little Italy Association of San Diego is a 501(c)(3) public benefit corporation that was established in 1996 to oversee and expedite the revitalization and beautification of the Little Italy neighborhood in Downtown San Diego. The Association represents the property owners, residents, and businesses of Little Italy.
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Olivela went against the expert opinions of not only myself, but our paid social lead and their Facebook rep. They wanted to set up their ad sets in a very niche way by targeting each celebrity and their charity. For example, one ad set for Jennifer Anniston and one ad set for St. Jude. Not only did I struggle with targeting challenges, but creative issues as well. The celebrities and charity's representation were later seeing the creative live on their feeds and telling Olivela they were not approved, so I had to pause ads and/or launch new ones. The algorithm was consistently being reset almost on a daily basis due to unforeseen circumstances on Olivela's side.
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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.
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