Which keywords brought you “tire kicker” leads? And which ones landed you $100,000 contracts?
If there’s a telephone involved (as there always is with a $100,000 contract, and often a $1,000 sale) it’s pretty murky. Well now it’s much easier to find out.
Google AdWords now allows you to “connect the dots” and track offline conversions, with an easy tool. The person gets cookied, a special code gets passed along to you with the cookie, and you can selectively feed that data back into AdWords.
This is really useful for B2B lead generation – figuring out where the real buyers come from. Also good for regular commerce, figuring out the same thing – the quality customers vs. the tire kickers. Or even the complainers or serial refunders.
Multiple clever applications possible. Details here:
Perry Marshall
(Thanks to David Rothwell for bringing this to my attention.)
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About the Author
Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.
He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.