Conversion leads optimization for sales

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everyone in this video we're going to be talking about how to improve your lead quality in Google ads utilizing offline conversion tracking and you're going to want to stay for this entire video because we're going to be breaking down exactly how to track gclid's offline conversions but then pushing them into Google ads and then utilizing a conversion value bid strategy that then can bid for leads that are higher quality right it's pretty seamless any lead aggregator lead generation campaign should be implementing this so we can just jump right in right so the first piece is really understanding what a g-clit is right so when you're searching for in this example mortgage lenders mortgage loans any AD you get that has um account tracking setup is going to have a gled right so this is what the g-clit is it's a string of letters numbers symbols that are unique so Google can identify what leads are converting Downstream essentially right so if you have your account settings your account tracking enabled you can track this right but the key is okay how do we not only make sure all of our ads have g-clids how do we then pull that into our CRM into our forms right so those form Builders are going to allow you to have hidden form Fields right I use tripeto forminator there's hundreds of different form builders that will let you add this field into it right and I have it right here and the key is basically if you're going to add a form field just hit options and again every uh every form is going to have a way to do this right but just find the hidden field action um you know name this gclid and then hit uh query string so what this is going to do is you're basically telling this hidden field to locate the query string that is labeled gclid right here and then you're going to hit parameter and it's going to be looking for the parameter that says gclid and hit done and basically every time someone fills in a form and the g could exists it's going to pull that into the form and then you get Associated to that record in your CRM or or whatever operational sales process you have right okay so once gclid is being pulled into your form you now need to push that data to a spreadsheet right so right now we're using Google Sheets that in my opinion is going to be your easiest solution you can directly integrate a few crms I know HubSpot and Salesforce but this is a really automated and simple way of doing it as well right so the key here though is because Google has a very specific formatting options for conversion time right so when a lead gets pulled in naturally it's not going to add the time zone parameter right so how do we add the time zone parameter to the conversion time because you need conversion time or Google will not be able to associate this accurately right so how do we Implement gclid plus the conversion time and the conversion parameter so we have built out is we have another document this is actually the upload into Google ads right so what this does is that it pulls data from the other sheet right so if a12 exists it'll pull it in if a 13 exists it'll pull it in right and that's pulling the g-clid the conversion time the conversion value and the conversion currency right however we have built out a formula where it basically says if a12 exists then add C12 but format you know month month day day year year hour hour all the way through and add America slash Phoenix and then that will automatically configure the conversion time in a format that Google is going to like and allow us to push through right so once you have this spreadsheet automated right so when every time someone books an appointment or fills out a form that or not fills in a form or closes on a loan or closes on on the house right whatever your Downstream conversions you want to track happen in your CRM they will automatically get imported into the spreadsheet right once this is configured then you can go into your conversion actions tab and build out qualified lead conversions right and so basically what these are going to be it's going to be any type of conversion action that you want to be able to track right so this is going to be scheduled an appointment leads that are interested applications and you're going to be able to actually create a value for them right so it's pretty straightforward when you go into a scheduled appointment you know in the last week we've had eight of these and we've put our value as 100 this is going to be really important right because our normal leads are normal inquiries that come through the system only have a value of about 20 to 30 dollars right right here we're putting a higher value on our scheduled appointment leads so that way you know again at the end of the video we're going to show how we're actually building a bid strategy that can prioritize this but this basically shows the weight of a scheduled appointment versus the weight of an actual inquiry right so now that we go back we kind of touched on that a little bit we're going to go into the actual upload portion so go to uploads and this is where we're going to be able to actually track this data or push this data in and it's going to say error because what it does is that it doesn't push duplicates right so we had 11 leads come through the first 10 have already been pushed and then the last one was pushed successfully so no issue there and then we built a schedule here so we have a schedule built out so that you can automatically push in data so you don't have to manually push in your offline conversions every day right or every week again this kind of helps create an automated system so Google is always in the loop on the new data that's coming in okay so now that we've built out our qualified conversion and we've built out our scheduled we're actually going to go into our um our campaign Tab and show how this data actually looks like um when you're optimizing and looking at your your kpis right so let's go into our campaigns here so what you want to do here is you're going to want to add two to three specific columns in your campaign view conversion value conversion value by time and then conversion or value divided by conversion right so basically what is the average value per conversion that's going to be similar to your cost per conversion right so again I know I told you earlier we configured this very specifically a lead is worth about I think fifty dollars and a qualified lead is worth a hundred dollars right so we're able to see what is the end value of these campaigns right one campaign might be driving a lot of leads right but it might not be driving a lot of qualified leads right and this will give us a good view into what that looks like right so the value per conversion we're seeing that our highest quality leads are coming from this campaign right here um and and that's a really important thing to realize while only three conversions have got come through and it's a higher cost per conversion the value per conversion is really good right and so that's something to think about then we look at this uh this campaign right here this is our second highest value per conversion and this is actually really interesting because we're seeing about 45 leads come through at pretty high quality levels right so we are going to want to because there's so much data here change this bid strategy from Target cost per acquisition more so to a uh a conversion value bid strategy right so what's happened in the actual campaign configuration and create a create a bid strategy that's going to be automated and drive qualified leads now that we're in the campaign settings we're going to actually go into uh the bidding so right now we're studying a bit at a Target CPA of 25 cost per acquisition right we're going to change this bit strategy and we're going to select a specific bid strategy and we're going to hit maximize conversion value and we're going to set a Target return on ad spend so you know right now Google is saying you know a Target row as is basically return on ad spend right so almost think of it similar to a return on on investment right so it's saying we can drive about a 42 percent um return on your ads right on your budget maybe we want to use this uh push this a little bit higher a little bit lower you're going to think about this in the same way that you think about your tcpa bids right so we're going to go with the recommended T row as and maybe make adjustments depending on our performance down the line right um again you know the focus here because we have configured our applications and our appointments at a value of a hundred versus our regular leads at a value of 50. Google Now is going to prioritize leads that drive you know bigger value Downstream right so that's really important you're basically just telling Google and this is the thing about automated bidding strategies right Google's going to do what you ask it to do if you want to get just a Target cost per lead of fifty dollars it will do that right however if you want hey lead I want more value for each conversion right generate more appointments generate more applications Google's going to also do that as well right I know I ran through this really quickly but I wanted to touch on every component that it takes to build out a conversion value strategy and bidding on higher quality leads you know if you're generating leads for your brand or for an agency this is really really important right think about it this way every most advertisers are just bidding for the the basic leads however if you're able to configure it this way you're now not bidding for the leads that everyone else is bidding for you're bidding for a higher quality lead right so you can really set your account up for success and be different from the rest of the advertisers out there you know all together if you really like this video please like subscribe and comment and we'll hope to see you on the next one