Sales Funnel Fundamentals

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.

How Do Sales Funnels Work? Key Concepts

How Do Sales Funnels Work? What does a sales funnel look like? You could ask any sales person well before websites and digital marketing came along. Salespeople have long thought in terms of funnels especially in corporate environments. When a lead is generated through advertising, the marketing process, or via face-to-face encounters out in the real world, then the lead …

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