The Top 3 Ways To Optimise For Online and Offline Conversions

Concept of creative business with running businessman
SHARE
THIS



Marin Software’s Jay Revels dishes up his top pointers on converting potential customers.

Most businesses will have a wide variety of customer touch points: website visits, social media interactions, phone calls, email, proposals, quotes, surveys, tech support, ordering, delivery, etc. And whilst it’s an advantage to have a diverse range of touch points, it also brings with it complexity for digital advertisers.

A gap between the online and offline touch points of a business can result in an incomplete picture of paid search performance, as downstream revenue from offline conversions remain unattributed to the keywords and creative that were key to those conversions. In addition, not all interactions result in revenue conversions. The inability to define unique revenue values for each event and tie them to a single customer and keyword, manifests in a bidding strategy that neglects to account for lifetime customer value and fails to calculate optimal keyword bids.

Here are three tips to help search marketers better connect online and offline touch points thereby optimising for online and offline conversions:

1. Use order IDs to track customers

Assigning order IDs allows advertisers to bridge the gap between their data warehouses or CRM systems and online customer activities. Search marketers are not only able to attribute offline conversion and revenue back to the paid click and subsequent online event, but they can also modify attributed revenue based on refunds, cancellations, and other downstream revenue adjustments.

2. Account for multiple conversion events

Different consumers represent different value to your business. For example, a visitor who requests a quote may be worth more than a visitor who signs up for a newsletter. The flexibility to assign a unique value to non-revenue conversion events in this scenario enables advertisers to measure the true value of each visitor and keyword to their business. Tying these events to publisher data allows search marketers to react quickly to top-of-the-funnel activity (where a potential customer is aware of your product/service and is looking for more information), and measure the impact of website engagement on downstream revenue and lifetime customer value.

3. Calculate optimal bids with portfolio optimisation

Maximising conversions or revenue across a set budget requires making spend trade offs between keywords within a portfolio. Calculating optimal bids for all keywords simultaneously enables search marketers to maximise online and offline conversions and revenue across their account while taking into consideration business goals that vary across campaigns, products, services, and other business requirements. This approach to bidding requires an automated solution that can capitalise on new keyword opportunities without a time intensive and expensive “learning” period.

To learn more about how to bridge the gap between online and offline conversions, refer to Marin’s white paper Navigating the New Paid Search Landscape. It is highly recommended for advertisers in the financial services sector, and marketers who operate in competitive markets.

Jay Revels is the managing director, Marin Software APAC

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.