Measure & optimise sales
In AdWords, users have always been able to see which keywords lead to higher or lower lead volumes but previously there has been no way to measure and optimise in AdWords for events that happen beyond the website, like a customer order taken over the telephone.
The new AdWords conversion import feature can now enable users to upload offline conversion events into AdWords to see how clicks on their ads led to offline sales.
Whenever a prospect clicks onto an ad, Google AdWords allocates it with a unique click ID. If this customer then fills out a form on site, the Click ID is passed and stored in a database. Once the sales team has closed the sale over the phone, they update the purchase on the database. At this stage, this data can be uploaded into AdWords and becomes a conversion which can provide the user with a fuller picture of how their online ads are generating offline value. AdWords tools such as Search Funnels, Automated Rules and Flexible Bid Strategies can also be used to leverage and optimize this data.