Principles Of Conversion

Sales Funnel Conversion

Paid Search Sales Funnel Fundamentals

What does a paid search sales funnel look like? You could have asked any corporate salesperson long ago because they’ve always thought of the sales process in terms of “sales funnels” and “sales pipelines”. When a lead is generated through advertising, the marketing process, or another source such as a face-to-face encounter, the lead is usually characterized as a prospective …

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Conversion Value Model

Conversion Value Setup For Search Campaigns

Whether a search campaign is for lead generation or eCommerce, each type of conversion needs to be assigned a value.

Here, we are focused on lead generation campaigns, which include the majority of search campaigns. For example, advertising a service business where leads (sales inquiries) are handled by a sales organization. We have a separate article about this topic for e-commerce search campaigns.

By assigning a conversion value, we are able to measure the two most important metrics for a search campaign: ‘return on ad spend’, and ‘advertising margin’. Even more importantly, we are able to inform the automated bidding system in relative terms how valuable a conversion is. So the automated bidding will be more aggressive in bidding for more valuable conversions.