Yesterday, we talked about leads.
Not all leads are equal.
That’s why smart marketeers score leads based on their likelihood to convert into a sale. This likelihood changes based on interactions with the lead; some turn into serious high-value prospects, others are labeled “worthless tire kickers.”
When a person moves through your lead funnel, the predicted value of that lead changes.
Here’s the good news:
We can communicate the updated value of a lead to Google, so that Google can make the distinction between high-value prospects and the leads that go nowhere!
That way, the Smart Bidding algorithms can learn to increase the number of leads that turn into high-value prospects and reduce the number of people who are just there for the free stuff.
The feature is called “conversion adjustments” and it allows you to adjust the value of a conversion after it’s reported in Google Ads.
More details here: https://support.google.com/google-ads/answer/7686447?hl=en
Score those leads!
– Nils