As we move into a cookieless world it’s imperative that we utilise our first party data to make smarter decisions. The information gathered from your CRM is a great way to find insights about your business and products. In this blog we’ve listed a few ways you can utilise your CRM data in your Google Ads account to maximise your first party data and drive business growth.
Audience Creation
You can create audience lists within your CRM based on a number of different criterias. These can then be used for targeting within your campaigns, such as remarketing to previous website visitors or upselling and cross selling to those who have converted in the past.
Here are some ideas that you can create for your audience lists:
- Purchasers in the last 30 / 60 / 90 days
- Purchasers of a certain product
- Users who viewed a video
- Users that downloaded a brochure
- Users that made a phone call
- Users that signed up for the Newsletter
- Users in a certain location
Customer Match Lists
In Google Ads, there’s an option to upload customer match lists which allows Google to identify your existing customers. You can export your customer’s information from your CRM via a manual upload, or some CRMs allow you to set up an active link which automatically updates the list every time a new customer is added to your CRM.
You can use this feature to target your customers specifically with a special offer etc. Or alternatively you can add this customer match list as a negative audience to stop them seeing ads that might not be relevant to them.
Lead Quality
You can use your CRM data to monitor lead quality. This is helpful as it will allow you to monitor how well a campaign is performing. If lead quality drops then you can look to see what keywords are driving those inquiries and remove them from the campaign.
If you find that your lead volume has dropped you can then assess which terms have lost volume and assess whether budgets and targets are still adequate for those terms.
Lifetime Value Data (LTV)
CRMs allow you to keep track of how customers interact with your business over time. This enables you to see the impact of different marketing activities and identify behaviour trends. LTV allows you to see the customer’s first touch point source and the value of it over an extended period of time.
For example; If you are running brand awareness or a sign-up driving activity, you might not see a good ROAS, however, LTV allows you to see what these customers go on to do.
Offline Conversions
Not everything happens online on a business’s website, a lot can happen offline such as, phone calls, in-store transactions and in person meetings. All these conversations and transactions can be added and tracked in a CRM. This data can be uploaded into Google Ads and help decide bid strategies and illustrate the impact and value.
Your CRM is full of helpful information as is your Google Ads account. By combining the two you’ll have a powerful source of reliable data that you can leverage for your marketing and sales activities.
If you would like to read more blogs from the GlowMetrics Team, check out our Digital Marketing Blog and Digital Analytics Blog. Or if you would like updates on all things GlowMetrics, then Sign Up for our Newsletter!
Posted by
Anna Growcott
Anna is a Digital Marketing Executive at GlowMetrics, working on digital marketing campaigns for a wide range of clients. Anna specialises in PPC, SEO and paid social.
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