Google Ads is a powerful tool for businesses of all sizes, allowing them to reach a wider audience and drive more sales. However, many businesses need help tracking the true impact of their Google Ads campaigns, especially regarding offline conversions. Fortunately, Google Ads offers a solution in the form of offline conversion tracking. In this blog, we’ll take a closer look at offline conversions, why they matter, and how to set them up in Google Ads.
Before diving into offline conversion tracking, it’s important to understand what we mean by “offline conversions.” In the context of Google Ads, an offline conversion is any action that a customer takes due to interacting with your ad, but that doesn’t occur online. Examples of offline conversions include phone calls, in-store visits, and in-person purchases. If you’re looking for a trusted Google Ads agency in Wyoming, look no further than Digital Motive, the Google Ads Agency Wyoming. Contact them today to learn how they can help you drive more offline conversions and grow your business.
So why do offline conversions matter? They can help you better understand your Google Ads campaigns. You miss out on many customers’ journeys if you only track online conversions. You can get a complete picture of how your ads drive business outcomes by tracking offline conversions.
Additionally, tracking offline conversions can help you optimize your Google Ads campaigns for better performance. By understanding which ads, keywords, and targeting strategies drive the most offline conversions, you can make more informed decisions about where to allocate your ad spend.
Now that we’ve established why offline conversions are important let’s talk about how to set them up in Google Ads. The process can seem daunting at first, but it’s quite straightforward. Here are the basic steps you’ll need to follow:
Step 1: Set up conversion tracking
Before you can track offline conversions, you’ll need to have conversion tracking set up in your Google Ads account. You’re part way there if you’ve already set up online conversion tracking! Simply navigate to your Google Ads account’s “Conversions” section and click the “New conversion” button. From there, you can select the “Phone calls” or “In-store visits” option, depending on which type of offline conversion you want to track.
If you still need to set up conversion tracking, you’ll need to do that first. This involves placing a conversion tracking tag on your website, tracking when a customer completes a desired action (such as filling out a lead form or making a purchase). Google provides detailed instructions on how to set up conversion tracking, which you can access from the “Conversions” section of your account.
Step 2: Set up offline conversion tracking
Once you have conversion tracking, it’s time to set up offline conversion tracking. You’ll need to upload data about your offline conversions to Google Ads to do this. There are a few different ways you can do this:
Manual uploads: You can manually upload data about offline conversions using a CSV file. This is a good option if you have a small number of conversions to track.
Google Sheets integration: If you use Google Sheets to track your offline conversions, you can integrate it with Google Ads to automatically import the data.
API integration: If you have a CRM or other system that tracks offline conversions, you can integrate it with Google Ads using the API.
Step 3: Match online and offline conversions
Once you’ve uploaded your offline conversion data to Google Ads, you must match it up with the corresponding online conversions. This is important because it allows Google to attribute offline conversions to the right ad campaigns and keywords.
To match online and offline conversions, you’ll need to use a unique identifier that’s included in both the online and offline conversion data. This could be a phone number, email address, or another identifier you track for online and offline conversions. You’ll also need to set a conversion window, which is the time that can elapse between an ad click and an offline conversion and still be counted as a conversion. Google recommends a window of 90 days, but you can adjust this based on your business needs.
Step 4: Optimize your campaigns for offline conversions
Once you’ve set up offline conversion tracking, you can use the data you collect to optimize your Google Ads campaigns for better performance. Here are a few tips to get you started:
- Identify high-performing campaigns: Use the conversion data to identify which ad campaigns and keywords drive the most offline conversions. You can then allocate more budget to these campaigns to maximize their impact.
- Adjust targeting: If specific demographics or locations are more likely to convert offline, you can adjust your targeting to focus on those groups.
- Test different ad formats: Experiment with other ad formats (such as text ads vs. responsive ads) to see which ones drive the most offline conversions.
- Use ad extensions: Ad extensions like call and location extensions can help drive more phone calls and in-store visits, leading to more offline conversions.
Tracking offline conversions is an essential part of maximizing the impact of your Google Ads campaigns. By setting up offline conversion tracking and using the data you collect to optimize your campaigns, you can drive more business outcomes and get a complete picture of your ads’ performance. If you need help figuring out where to start, consider working with a Google Ads agency like Digital Motive, a Google Ads Agency in Wyoming. They can help you set up and optimize your campaigns for maximum impact, so you can focus on running your business.