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okay so at this point we're going to move on to our uh next speaker and it is koga she's the digital marketing manager from wizard performance advertising agency and she's going to talk to us about how offline conversion tracking leads to effective optimization and business growth hello hi stavroula hello george thank you for having me great to have you on board and um i'm not going to delay you anymore let's crack in with the presentation okay so i am stabrilla koga and i'm a digital marketing manager at wizard uh we are performance based advertising agency and our purpose in wizard is to give smes the chance to advertise themselves as big brands do by combining brand awareness and increase of sales now my field of expertise uh is paid ads and performance marketing in general and today i'm going to be talking about offline conversion tracking and how marketers can use it in order to develop holistic lead acquisition strategies based on actual leads and their roles so the gap um the gap between online leads and the actual offline sale i think all performance marketing experts have come across this issue at some point uh in the in their careers i definitely have um especially those who handle lead lead generation campaigns uh where the ad doesn't uh almost always doesn't lead directly to an online sale but instead starts the customer down a path that all ultimately leads to a sale that happens in the offline world that process uh of course is making it hard for advertisers to calculate uh the final conversions value and their ad investments ross of course which is very important by importing offline conversions we can measure what happens in the offline world after um our ad results in a click an online form or a call to our client's business so um here comes oct uh oct stands for offline conversion tracking and sip is the self implementation platform now we already know uh that google ads gives um give advertisers the opportunity to connect the salesforce account and import data from there but this is not the case for most businesses so what happens when the advertisers use the advertiser uses another crm or a web-based uh database uh oct a self-implementation platform comes here as a solution for performance experts allowing allowing us to import actual offline conversions and their value so why implement the offline conversion tracking of course to improve quality leads quality lead acquisition and refining by refining lead quality we do not only pave the path for sustainable business growth allowing us marketers to develop customer acquisition strategies with a holistic perception and their impact in our clients cash flow and profitability but also it helps us drive efficiency in lead acquisition efforts getting more value out of each interaction with prospective customers so uh from google from data provided by google we know that in strategies that customer data has been incorporated across the whole lead journey there has been an increase of 30 percent in cost efficiency and 20 percent um increase in incremental revenue for advertisers so uh moving on to our case study here uh our team uh at wizard saw how the offline conversion tracking implementation could contribute to lead generation campaigns and right away we thought of testing it on modulus in a modulus.gr account using the self-implementation platform provided by google as a guide so just a brief mention for modulus modulus is a a company that provides um cloud-based telecommunication uh solutions uh such as uh voip voice over ip solutions and virtual uh cloud bay cloud-based call centers now an important thing uh to keep in mind uh for our case study is that modulus doesn't have any of the traditional crms like salesforce or hubspot they're using a web-based ticketing system called redmi that made modulus the perfect case study for our performance team so let me now uh briefly explain uh what the technical process uh wasn't and what the steps were to implement offline conversion tracking so first definitely we mapped the different lead statuses within modulus crm this was very important of course uh for us to decide uh next uh which one uh which status which conversion which step in their crm would be uh the final closed deal and of the contract for um our client following that in collaboration with modulus dev team we proceeded to the implementation through gclid where we basically matched the id given to the user by google ads and saved it along the leads whole journey inside the crm along with some of course details about what type of conversion it was and when it happened finally those conversions were being exported to an http file and scaled scheduled to be uploaded in google ads every other day so moving on to um the marketer approach our campaign implementation uh i want to uh comment here that was very important for us when testing offline conversion tracking to not affect the accounts hold performance so we decided to start with an experiment split test campaign the experiment campaign was based on our most performing search campaign the one targeting voip related voice over ip related search term terms of course so we split uh that campaign um and did an experiment on that campaign optimized optimizing for online form submissions for our existing uh search campaign and the experiment one was optimizing for imported offline closed deals this is very important the second the experiment campaign was uh only optimizing for offline closed deals so let's see what happened uh with that uh and just a brief mention here we um based on internal data analysis our estimation of conversion rate for um google search uh online forms the which was our which i was was our main conversion to offline to actual offline sales is 50 so based uh on that internal data we can deduct that actual close deals from the existing campaign that optimized for online conversion would have an actual cost per lead of 40 uh euros and at the same time the experiment campaign which was optimizing uh with the help of oct which was optimizing for offline actual closed contracts resulted to a cost per lead that was at 30 euros that was a huge change a huge decrease in our cost per actual lead which was minus uh 24.5 percent uh in cost and uh from ros perspective um we um we have calculated the modulus is average close deal value at around 300 euros per closed deal so this allows us this allowed us to make a quick estimation for those campaigns for us so uh those estimations resulted in uh uh um a five fifty percent loss when optimizing for online forms and and nine ninety percent rose when optimizing for actual closed deals this time so this this was huge for us um we saw a 32 percent increase in ros for campaigns that optimized uh based on offline conversion tracking so that was the big news for us and wrapping up um i wanted to mention that at wizard we strongly um believe that ocd should be a part of all our lead generation focused accounts especially for b2b clients that's why we plan on integrating uh integrating in our initial configuration processes for our customers so that was it thank you for listening uh you can follow us find us on linkedin and follow us at wizard and visit our site thank you okay thank you very much stavroula thank you