30-second summary:
- As PPC costs continue to increase, it’s more important than ever for marketers and agencies to be able to access their data – all of their data.
- What’s even more critical is to track true conversions, meaning the leads that actually convert into paying customers for a business.
- The issue is that Google and other ad platforms treat all conversions as equal, a major flaw in the system.
- Do you really want your advertising budget being wasted on ads that are producing solicitations instead of qualified leads?
- More insights on how the world’s first AI Smart Core℠, SherloQ™ is revolutionizing how websites and digital ad campaigns operate altogether.
As pay-per-click (PPC) costs continue to increase, it’s more important than ever for marketers and digital ad agencies to be able to access their data – all of their data.
A recent article by Susan Wenogard[1] talks about just how critical it is to track all conversions. I would argue what’s even more critical is to track true conversions, meaning the leads that actually convert into paying customers for a business.
The issue is that Google and other ad platforms treat all conversions as equal, a major flaw in the system. Here’s an example. Let’s say an ad generates 10 clicks and out of those clicks, five of them convert into a lead on the site either through a phone call, email, or chat. Out of those five conversions, only one converts into a customer while the rest are solicitations. However, the automation systems of the advertising platform will equate all of these conversions as valuable to the business and optimize its campaigns accordingly.
Do you really want your advertising budget being wasted on ads that are producing