There are numerous possibilities, media and channels marketers can use to increase sales. Using Google Ads or the right bidding strategy are the most common.
We therefore want to share a little insight into the most useful and effective bidding strategies using Call Tracking.
Bidding strategy: CPA target
Those who have a homogeneous product portfolio are well advised with this strategy. However, in reality, the value of a lead can vary anywhere between €5 and €5,000 and the CPA target does not take this bidding variance into account.
The goal: ROAS target
The ROAS (Return of Advertising Spend) target can certainly be seen as an extension of the CPA target, but here the revenue generated by a lead is also taken into consideration.
In this bidding strategy, the algorithm not only takes into account the probability of sale, but also the sale total – an important factor when handling a broad product portfolio.
For Call Tracking, there are three sensible variants for turnover transfer here:
- Defining fixed conversion values, depending on the respective department or product URLs
- Evaluating the call and/or turnover, with information entered by the sales representative via telephone keypad
- Integrating into CRM systems with subsequent Google Ads commercial fee.
The advantage of the ROAS target is the flexible approach offered by the bidding system; the more conversion data available, the better Google Ads performs.
However, in practice, we have seen that while the budget is completely exhausted, the significant increase in the number of calls is not necessarily matched by a corresponding increase in the quality of the leads gained.
Maximizing conversion value
Those who focus on fewer but larger revenue generators may find this to be the more suitable strategy.