Closing The Loop with Offline Tracking

Closing the Loop with Offline Tracking Looking Beyond the Lead to Increase ROI

What metrics are you currently using to measure your success? ,[object Object],[object Object],[object Object],[object Object]

What does your company really want to get out of your marketing efforts? ,[object Object],[object Object],[object Object],[object Object],[object Object]

All Leads and Sales are Not Created Equal ,[object Object]

Track Further Down the Funnel ,[object Object],[object Object],[object Object]

Example Client 1: ROAS by Keyword ,[object Object],[object Object],[object Object],[object Object],[object Object]

Example Data - ROAS by Keyword Leads Sales Lead/Sale Conversion ROAS Keyword 1 647 1 0.15% 0.56 Keyword 2 488 5 1.02% 1.55 Keyword 3 105 4 3.81% 2.05 Keyword 4 606 5 0.83% 3.18 Keyword 5 104 14 13.46% 7.54 Keyword 6 565 3 0.53% 7.65 Keyword 7 110 14 12.73% 9.94 Keyword 8 45 6 13.33% 19.19 Keyword 9 65 11 16.92% 73.44 Keyword 10 386 89 23.06% 83.38

What Did We Learn? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Example Client 2: ROAS by Engine ,[object Object],[object Object],[object Object],[object Object],[object Object]

Example Client 2: ROAS by Engine ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Looking at leads, Google seemed to be a much better source of traffic. However, the cost per sale was 151% higher

Example Client 3: B2C Internet Retailer ,[object Object],[object Object],[object Object]

How Is This Done? ,[object Object],[object Object],[object Object],[object Object],[object Object]

Step 1: Create Custom Fields ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Step 1 Continued: Encoded Fields ,[object Object],[object Object],[object Object]

Step 2: Update Tracking URLs ,[object Object],[object Object],[object Object],[object Object]

Step 3: Set Cookies ,[object Object],[object Object],[object Object]

Step 3 Continued: Cookie Details ,[object Object],[object Object],[object Object],[object Object],[object Object]

Step 4: Add Hidden Fields ,[object Object],[object Object],[object Object],[object Object]

Step 5: Test and Report ,[object Object],[object Object],[object Object]

Step 6: Process the Data ,[object Object]

Steps in Review ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Alternate Conversion Types (Important!) ,[object Object],[object Object],[object Object],[object Object]

Using Online to Inform Offline ,[object Object],[object Object],[object Object],[object Object],[object Object]

Caveats to Remember ,[object Object],[object Object],[object Object],[object Object]

Landing Page Testing ,[object Object],[object Object],[object Object]

Example Client: ROAS by Website ,[object Object],[object Object],[object Object],[object Object]

DIY Landing Page Testing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Remember . . . ,[object Object],[object Object],[object Object]

Favorite Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google Trends www.google.com/trends

Google Hot Trends www.google.com/trends/hottrends

Google AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal

WordTracker Free Keyword Tool freekeywords.wordtracker.com

Keyword Discovery www.keyworddiscovery.com

Google Website Optimizer www.google.com/websiteoptimizer

Google Ad Preview Tool https://adwords.google.com/select/AdTargetingPreviewTool

Additional Resources (and Q&A) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Closing The Loop with Offline Tracking

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