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Integrating backend data into digital marketing initiatives is a gamechanger for performance.
But what can you do when backend conversion data is unavailable or unreliable?
How can marketers optimize lead quality and higher margins without explicit insight into which keywords and audiences have the most value?
This article will walk you through some indirect ways in which you can optimize for lead quality in Google Ads, despite not having the ideal data passback with your digital advertising platforms.
First, let’s review why this is so important.
Why Optimize For Down-Funnel Events Or Margin?
Before we get into strategies, let’s first align on why this even matters. What’s the harm in just optimizing toward a lead event or transaction?
This visualization below is one our agency uses when communicating the need to blend backend data to inform campaign strategy and decision-making.
Note that while this example is specific to B2B, B2C advertisers generally will have a progression toward revenue, as well.
For example, B2C ecommerce could have a Click > Add To Cart > Start Checkout > Create Account > Complete Order flow.
As the above shows, the path to revenue has several milestone stages, including Clicks, Leads, MQLs, Opportunities, and Closed/Won.
Most advertisers these days are savvy enough to...
Read Full Story: https://www.searchenginejournal.com/lead-quality-without-backend-data/431113/
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