Many modern eCommerce businesses don’t just rely on online channels to generate sales. More often than not, these brands employ additional channels — like brick-and-mortar locations, pop-ups, and call centers — to diversify and maximize their revenue streams. But, if you’re not tracking these channels correctly, you’re probably not employing the best digital marketing strategy for your brand. In today’s case study, we’ll tell you about one of our clients who recently found themselves in the same situation. With 20% of sales generated through their website and a whopping 80% generated through a call center, they needed to get accurate numbers (and fast) to successfully optimize their paid search advertising strategy. So, Inflow stepped in to make it happen — ultimately resulting in a 74% increase in Google Ads revenue. THE CLIENT: A WHOLESALER OPERATING ON SEASONAL TRENDS For this case study, the client in question is a wholesale retailer offering a variety of products across all niches and interests (think: school supplies, pet supplies, etc.).
Therefore, their store performance is highly 英国 WhatsApp 号码列表seasonal as customer behavior changes throughout the year. This seasonal nature was already reflected in our team’s PPC strategy. We commonly pulled back or completely paused certain Google Ads campaigns and continually adjusted bidding strategy all in the name of one goal: maintain a 4x non-brand ROAS on all eCommerce purchases. As mentioned above, this client sold products in two ways: through website purchases and through phone call orders. But, when we came aboard, there was no way to identify exactly which call conversions were stemming from our paid search campaigns. This was a huge piece of missing data. Without knowing how their Google Ads campaigns were affecting call center orders, our client would never have the full paid search ROAS picture. Sure, we might assume that if we were driving 25% of online conversion revenue through Google Ads, it would be the same percentage for call center orders, too.
But our client didn’t want to fly blind, and neither did we. So, we decided to implement offline conversion tracking for Google Ads. OUR OFFLINE CONVERSION TRACKING STRATEGY To fully optimize our Google Ads approach, we needed to understand exactly how many call center purchases were driven by our paid search campaigns — and what the value of those purchases was. The solution: Use Google Click ID (GCLID) tracking to associate users with our paid ads. Our client had long ago implemented a login requirement for users to add items to cart and complete a purchase. By working with their development team, we were able to add a hidden field in the signup form submission process. This captured a customer’s GCLID (if they came to the site from a paid search ad click) and would store it in the client’s CRM to associate any future call center transactions to their account. Now, our PPC team not only sees the eCommerce conversion data from our Google Ads campaigns, but also that revenue created through call center orders, too.