Sales and Marketing: Increasing Effectiveness and Efficiency of Marketing Activities by Bidding to Business Value with Google Ads  

When using tCPA bidding, the algorithm treats every conversion the same whether it is a sign-up or a 6-digit insurance contract sale. As a result, you are not bidding for the most relevant users in the auction and will lose competitiveness in the mid to long-term. Furthermore, the 1P data captured on your side is not future-proof and communicated to Ads. Hence, with the new privacy updates, data will be lost and the algorithm will not be able to operate on the same level. Last but not least, a large portion of the sales process happens offline. Those signals are not included and are therefore not used.

Capturing the entire customer journey (incl. Offline Events) in Google Ads and passing profit contribution values based on their own data-driven attribution model using externally attributed conversion import in combination with target ROAS bidding in Google Ads. Expanding to upperfunnel to generate awareness and consideration whilst fueling the algorithms with fresh data of prospective clients.

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