While many businesses optimize their campaigns for form fills on their websites, this doesn’t always work so well. Creating a great paid advertising campaign is often about selecting the right inputs and outputs. Here’s why you should consider deep-funnel optimization.
Why deep-funnel optimization can help your business
At Birdeye, we’ve used this strategy for both our best and worst-performing campaigns. We’ve seen great results on both. The trick is using what Google calls “offline conversions” and what Facebook calls “deep-funnel conversions”.
If your ultimate goal is to grow revenue, optimizing for form-fills may not be ideal. Many leads turn out to be completely fake or duplicate. In this case, the algorithm will do what it is trained to do and find more of these fake and duplicate leads. Instead, it can be helpful to look further down the sales funnel.
It’s important to remember that Google and Facebook built their systems knowing that sometimes it can take days or weeks to see results. While it might feel a little bit scary to see form fills drop when switching over to a deep-funnel goal, sometimes being patient leads to the best results.
How we turned an unsuccessful campaign into a successful one
A few months ago, we had a retargeting campaign that wasn’t giving us the results that we were looking for. We thought about scrapping the campaign altogether, but we eventually decided to give it one last chance. Instead of optimizing for form fills, we linked the campaign into a deep-funnel sales stage linked to our Salesforce Data Cloud.
Within 40 days, we were seeing great results. While we did end up with fewer leads than before, we also saw that lead quality improved by 20% and customer acquisition cost was lower by 3x. Our poorly-performing campaign transformed into a winner.
Of course, these tactics might not work great for every business. If you’re working with a very long sales cycle, it might take some time to properly train the algorithm to get results. On the other hand, businesses with shorter sales cycles can get the data they need more easily.
If you want to get started with deep-funnel optimization, work with your development or operations team to pull this data from your customer relationship management system. While we chose to build our own integration with Salesforce, you can use pre-built integrations from Google and Facebook.
If you’re not sure what event in your sales funnel would work best, run tests to figure out what works best for you and your current goals. It’s also important to remember that your conversion objective can vary for different campaigns, so there’s no need to stick to one type of event.
While many marketers focus their paid search efforts on manual bid adjustments, their jobs shouldn’t end there. They should also make an effort to think about how to use unique signals from offline events to drive growth and increase conversion. See how our team nailed it here.
Ultimately, machine learning does what it is asked to do. If you ask a machine-learning algorithm to get a ton of cheap leads with a low conversion rate, that’s exactly what you will get. The lesson is that marketers need to be careful what they work for.
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