3 Takeaways from our Joint Webinar with Google

Laura Caveney
13th October 2020

Google Account Manager, Odolena Kostova joined co-founder at Ruler Analytics, Ian Leadbetter for a webinar to help marketers unlock data from Google Ads using offline conversion tracking.

According to Google, 70% of lead generation marketers cite improving their leads as their most important marketing objective. Meanwhile, 55% of marketers want to increase the number of leads that they receive.

We know that more leads doesn’t necessarily mean more revenue however. So, how can you build leads while retaining high-quality leads that result in significant revenue?

Ian and Odolena shared their main points for getting the most out of your marketing, in particular, your Google Ads, here:

Without revenue data you’ve only got half of the picture

From a campaign perspective, it’s important to track revenue as opposed to just leads. While you might be tracking the volume of leads you’re generating, whether that’s form submissions or phone calls, you’re missing out on what happens to those leads once they’re passed to sales.

Let’s look at it like this.

Tracking your leads, you compare the performance of two campaigns to see which performed better.

Turns out, they both generated 50 leads.

Sounds like they’re both a success, then, right?


When we track revenue, we can see how many sales each campaign generates, and so have a better idea of its success.

In the same example, campaign one generated 10 sales worth £50,000.

takeaway webinar scale revenue

Integrating more customer data helps you outperform your competitors

Businesses that integrate more customer data generally see a 20% increase in terms of cost savings and incremental profits.
By understanding more about your customer journey and the role that paid plays in moving a customer down the funnel, you can begin to optimise your PPC using real data.

Take Google’s smart bidding feature. It’s machine-powered learning uses data you feed it to optimise your paid campaigns based on the conversions that matter most to you.

And, by combining Ruler into the mix, you can feed it your offline conversions too. This means that Google will be able to optimise your ads to drive more revenue, as opposed to just leads. It will be able to find trends in those users that have already converted and closed to revenue and use that data to create strong lookalike audiences and bidding strategies.

Old marketing reporting can’t identify users or attribute revenue

You might be tracking your leads with Google Ads, and so you have a good understanding of conversions for your ad campaigns. However, using the traditional reporting methods, the users who complete forms or phone your business are unidentified users.

That means you can’t pinpoint which leads went on to do what.

They sit in your CRM, but you have no idea where they came from. So, even if a lead does close to become revenue, you have no idea whether your PPC campaigns drove that sale.

The new way of reporting with Ruler Analytics’ marketing attribution allows you to close the loop.

What does that mean?

Well, it’s simple really.

Ruler will track those anonymous users of your website and store every touchpoint they have. Then when they convert into a lead, all of that data is fired straight into your CRM or CMS.

While your sales team takes over to convert that lead into a sale, you can track customer journeys of leads.

And then, when your sales team closes leads to sales, the revenue data they input into your CRM or CMS will be automatically fired by Ruler into your analytics software.

So, you can go back in Google Adwords and see which campaigns, and keywords, resulted in the most leads, and the most sales.

Interested in learning more about offline conversion tracking? Find out how you can use it in conjunction with smart bidding on your paid campaigns.

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