30 second summary:
- As PPC costs continue to rise, it's more important than ever for marketers and agencies to have access to their data – all of their data.
- It's even more important to track real conversions – the leads that are actually turned into paying customers for a business.
- The problem is that Google and other ad platforms treat all conversions as the same, a fatal flaw in the system.
- Are you sure you want your advertising budget to be wasted on ads that produce advertisements instead of qualified leads?
- Learn more about how SherloQ ™, the world's first AI Smart Core®, is revolutionizing the way websites and digital advertising campaigns work.
As pay-per-click (PPC) costs continue to rise, it is more important than ever for marketers and digital advertising agencies to have access to their data – all of their data.
A recent article by Susan Wenogard explains the importance of tracking all conversions. I would argue that it is even more important to track real conversions – the leads that are actually converted into paying customers for a business.
The problem is that Google and other ad platforms treat all conversions as the same, a fatal flaw in the system. Here is an example. Let's say an ad generates 10 clicks. Of those clicks, five will be converted into a lead on the website either by phone call, email, or chat. Of those five conversions, only one will be converted into a customer while the rest will be an advertisement. However, the automation systems of the advertising platform will equate all of these conversions as valuable for the company and optimize the campaigns accordingly.
Are you sure you want your advertising budget to be wasted on ads that produce advertisements instead of qualified leads? I do not think so.
Content created in collaboration with SherloQ ™, Inc.
Here we go again: disappearing data
Google Ads recently started restricting the data shared on its search terms report so that it only includes terms that a significant number of users have searched for. Google has indicated that this change affects privacy compliance.
But what does Google define as significant or insignificant data? This change will reduce an advertiser's ability to identify the searches that generated an ad, even those that generated a click or conversion. This means even more waste for advertisers and means a loss of 28% of the visibility of your budget.
Are you ready to throw away 28% of your advertising budget? Again I don't think so.
The real solution to reducing digital advertising waste
With the world's first AI Smart Core®, SherloQ ™ is revolutionizing the way websites and advertising campaigns work.
With SherloQ ™ from IBM Watson, marketers can easily train their AI models on the types of leads that are most valuable to their business. First party customer data from call tracking, chat providers, and on-site form submissions are fed into the system. SherloQ ™ then evaluates and assigns an Ad Rank Score ™ to each lead while taking into account the biopatented feedback from the end user.
SherloQ ™ continuously returns this data to individual advertising platforms and informs them in order to optimize them for the advertising campaigns that real customers win for the company – and thus avoid advertising waste.
In a recent case study of McKnight's Senior Living Directory, the leading senior publisher in the United States, the team provided some insights into using SherloQ ™ with IBM Watson:
“Our directory lists over 14,000 senior and assisted living communities, including the many agencies we work with to manage assisted living websites and digital advertising for our offerings. Thanks to SherloQ ™’s AI automation and data mining capabilities, we can expand our digital media offering and effectively run PPC advertising for all 14,000 facilities while having a global view that would otherwise be impossible. "
In addition, SherloQ ™ puts marketers in control of their data even at a critical time. SherloQ ™ provides marketers and agencies with user intent and information based on first party data that identify the specific landing pages and language / keywords that consumers are using to describe or find a business. This information can be used to improve website SEO and content marketing strategies, copy and creative ads, and identify potential new markets.
Download our white paper for more information and contact SherloQ ™ to sign up for a demo or 30-data free trial.