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Offline Conversions for Google Ads
15 ideas de marketing sacadas de «Offline Conversions for Google Ads», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de medición y…
- 15 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 28 min
- Publicada en 2025
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Asignar valores nominales o puntuaciones a leads calificados para optimizar pujas en ciclos largos
Medición y experimentosEn empresas con ciclos de venta largos, se recomienda enviar a Google Ads un valor nominal (por ejemplo, 5.000 $) o una puntuación del 1 al 10 calificada por ventas apenas el lead avanza en el CRM, sin esperar al cierre definitivo. Esto proporciona datos tempranos para que el algoritmo de smart bidding optimice hacia el perfil de cliente adecuado.
Yeah, we have done that before. That's something that we call, well, I call conversion hierarchy, where essentially, yeah, if you think it's going to be longer to close the deal, we did it with a client where we just put a nominal value. I think it was like $5,000. When they marked it as a qualified lead inside of their CRM, which in this case, again, was actually HubSpot, it then sent it out to Google a $5,000 value or their sales team was actually saying is, we haven't closed this lead yet, but this is the exact type of people that we want to be talking to more and more. So that's another…
Escúchalo en el minuto 25:22
Optimizar Google Ads con conversiones offline del CRM para eliminar leads basura
Medición y experimentosEn negocios de servicios y generación de leads, optimizar Google Ads solo por conversiones frontend (formularios o llamadas) provoca que los algoritmos automatizados (como Performance Max) capturen spam y leads de baja calidad. Para solucionarlo, se debe implementar el seguimiento de conversiones offline enviando datos desde el CRM cuando un prospecto es calificado o cierra una venta, permitiendo que el algoritmo…
True success in any Google Ads campaign is built off the quality of data that you're feeding back into Google Ads. And this becomes especially important for service-based or lead generation businesses who don't have an assigned conversion value to form inquiries and phone calls. Performance Max and they started to see a lot of spammy or poor quality leads. And it's really, really easy to blame the campaign type Performance Max, where in fact, what the actual problem is, is the data that you're feeding back into Google Ads. So that's why in this video, I brought on long term, or if you're…
Escúchalo en el minuto 0:00
Medición y experimentosGoogle Ads solo permite atribuir conversiones registradas hasta 90 días después de la interacción. Si tu ciclo de venta excede este período (por ejemplo, cierres a 6 o 12 meses), debes subir como conversión offline un hito calificado intermedio dentro de los 90 días, como un SQL validado en llamada de diagnóstico, en lugar de esperar al cierre definitivo.
all conversion tracking and the way that Google looks at conversion data only stretches back 90 days. Yeah. And the same thing goes for offline conversions. So if you are in a business where you have a long sales cycle, because now you're not going to rely on the front end form submissions that happen instantaneously, you're going to rely on the back end when the deal closes or whatever it is. So let's pretend that you have a home remodeling company and you get the lead through and then you close the deal in six months or 12 months, because it's a long process for the client to decide on what…
Escúchalo en el minuto 23:54
Medición y experimentosAl importar conversiones offline en Google Ads, el método de 'Enhanced Conversions for Leads' (por email o teléfono) solo registra datos hacia el futuro a partir de su configuración, mientras que la subida mediante GCLID (Google Click ID) permite cargar conversiones de forma retroactiva de semanas anteriores siempre que se haya almacenado el identificador del clic.
Yeah. All right. Yeah. Hey, you go, you go. Sorry. Last, tip here is, uh, for, the OCI, upload, if you're using enhanced conversions for leads that we talked about, which is using the phone number and the email as the information you match the lead with, that is only going to work from the day you starting to give Google that information. So if you're starting today, I can't upload leads that are older than from today. So you need to wait until the future when you start getting those new leads. However, if you're relying on the Google click ID, as long as you have the Google click ID, you can…
Escúchalo en el minuto 27:11
Optimizar campañas de captación de leads mediante la importación de conversiones offline
Medición y experimentosPara evitar que los algoritmos de Smart Bidding en Google Ads optimicen hacia leads spam de bajo coste (el camino de menor resistencia), se deben importar conversiones offline desde el CRM con ventas cerradas y sus respectivos valores monetarios.
I think it's important to understand that smart bidding requires conversions to function well. it could be something completely else. So the closer you can get your conversion tracking to be real business value, so actual closed deals, preferably even with the value of the deal attached to it, because you can upload that as well. Then you're really telling Google, hey, give me more of those. That's what you're telling Google when you're doing offline conversion import. especially lead generation, if they're not using offline conversions, why they do get spammy calls, because those spammy…
Escúchalo en el minuto 15:35
Medición y experimentosEl seguimiento de conversiones estándar alimenta al algoritmo con volumen bruto (incluyendo spam y prospectos no calificados), mientras que importar conversiones offline permite a campañas como Performance Max o Smart Bidding optimizar la adquisición basándose exclusivamente en acuerdos cerrados y prospectos validados.
The thing is, the numbers you're now reporting back to your campaign are going to be actual numbers of closed deals or qualified customers. And that's the big difference here, because you're removing the fog. Imagine being a blind person going on the street with a stick, trying to figure out where he's going. That's like the traditional conversion tracking, because you're getting both spam and good leads. But activating offline conversion import, that's like taking off the glasses and giving him, you know, augmented reality glasses. And he can see exactly where the good customers are. So you…
Escúchalo en el minuto 14:10
Medición y experimentosEs recomendable conectar directamente el CRM (o herramientas vía Zapier) con Google Ads para enviar de forma automática los avances en el pipeline de ventas como conversiones offline, evitando las cargas manuales mediante hojas de cálculo que suelen generar retrasos y errores humanos.
bid on or to use for bidding. You would like to have it like direct. So the best way is to have a CRM where you have this native integration with Google ads, where all these things are already being captured in the CRM forms tool that you have on your site. And then once you have the lead going through the different pipeline stages or sales pipeline, when it goes to a certain stage, it will be pushed back to Google as an offline conversion automatically. That's the best way to do it. You can also use Google Sheets to upload the information, but I wouldn't recommend that because it's prone to…
Escúchalo en el minuto 11:55
El rendimiento de Performance Max depende directamente de la pureza de los datos de conversión
Canales de adquisiciónCuando las campañas de Performance Max o Demand Gen rinden mal, suele deberse a la calidad de los datos de entrada y no a la campaña en sí. Dado que el algoritmo optimiza automáticamente para generar más conversiones del tipo que recibe, alimentarlo con conversiones de baja calidad amplifica la captación de leads no calificados, mientras que alimentarlo con conversiones calificadas atrae mejores prospectos.
That's where, I guess the main thing that I come, come back to is when you hear people say that, you know, performance max doesn't work. Generally, it always comes back to a data issue. It's got actually got nothing to do with the campaign. It's actually got everything to do with the, cause I mean, when you look at it, performance max is purely as I always say this on repeat, it's all about generating more conversions. So if you, if you're getting low quality conversions in your account and then you throw performance max on top, obviously saying what happened with AO max, uh, saying what…
Escúchalo en el minuto 21:53
Medición y experimentosEn negocios basados en generación de leads, no se deben ejecutar campañas de Performance Max ni funciones de IA en Google Ads sin configurar la importación de conversiones offline (OCI). Optimizar únicamente con conversiones de front-end (formularios y llamadas) suele provocar que el algoritmo atraiga un alto volumen de spam y degrade la calidad de los prospectos.
If you're planning on starting to use Performance Max for your lead gen business, I would definitely recommend having a look at offline conversion import. Because when running PMAX today without it and just relying on the front end stuff like the form submissions and the calls, it is very prone to attract spam. It's almost a 50-50 coin flip sometimes I would also highly recommend having OCI or offline conversion import in place before or whatever programs they're part of, we actually don't run Performance Max or any AI generated campaign features without offline conversions for lead gen, just…
Escúchalo en el minuto 5:43
Medición y experimentosExisten dos métodos para alimentar Google Ads con conversiones de backend: el método tradicional basado en capturar el Google Click ID (GCLID) en el CRM para reimportarlo tras la venta, y el método de Conversiones Mejoradas para Leads, que captura datos de contacto (email o teléfono) en la página de agradecimiento mediante Google Tag Manager para emparejar la conversión cualificada posteriormente.
would need to do to get started with offline conversions. So, I mean, so there's two major ways of being able to start with offline conversions. The first one, which has been working for years, is something called a Google Click ID. That's the ID that gets assigned to the user when they click the ad, they come through to your site. And if you have the proper CRM or form solution, you can capture that Google Click ID and store it together with the form submission, for example. a sale or a qualified customer, you can just use that Google Click ID and just upload it whenever time, but the new…
Escúchalo en el minuto 8:31
Medición y experimentosAl importar conversiones reales y cualificadas al gestor publicitario, el costo por conversión nominal en la plataforma tiende a subir al descartarse los contactos basura, pero el costo de adquisición de clientes (CAC) real disminuye, las tasas de cierre comercial aumentan y el equipo de ventas ahorra tiempo al atender exclusivamente prospectos con intención de compra.
But the funny thing is that that number that you get from the higher CPA, that's a number that's always been there. You just haven't seen it before because it's, you're now measuring the real conversions and that's, that's why it goes up. But on the flip side, the cat goes down. So the customer acquisition costs that goes down. So in this, for this client in particular, it went down 22% because now we're focusing on, you know, higher quality leads. We are improving the close rates because the, you know, we get better leads through, we fill the calendar with better appointments because it's…
Escúchalo en el minuto 20:16
Riesgo de volatilidad al usar OCI con bajo volumen de conversiones
Medición y experimentosLa importación de conversiones offline reduce sustancialmente el número total de eventos enviados al algoritmo (al medir solo prospectos calificados en el backend en lugar de cada envío de formulario). Si una cuenta no tiene suficiente volumen inicial de conversiones, la falta de datos provocará fluctuaciones severas en el rendimiento de la campaña.
with offline conversions, I think it's important to understand that you need a certain amount of conversions coming through your system, because by measuring this, the stuff that goes to through to the backend, you're effectively reducing the amount of conversions you actually measure. So if you're having maybe one or two conversions a day using form submissions, if you start using OCI, then you're going to have like maybe two or three conversions per week. And that's going to heavily reduce the amount of data that goes back into the campaign. And therefore, it's going to also cause some…
Escúchalo en el minuto 7:11
Medición y experimentosAl configurar el seguimiento de conversiones offline para campañas como Performance Max, es recomendable dejar correr la acción de conversión en segundo plano entre 30 y 60 días para acumular historial suficiente antes de activarla como objetivo principal de puja.
So we did that. And the first thing we did was to actually implement the actual offline conversion tracking. We let it run for about 30 to 60 days. So, so that can, you know, conversion action can accumulate some data before we actually activated. Then we started the PMAX on this offline conversion action import and oh and behold, it worked really,
Escúchalo en el minuto 18:32
Medición y experimentosAl pasar de registrar simples formularios a importar conversiones offline de ventas reales, el Costo por Adquisición (CPA) reportado en Google Ads siempre se incrementará de forma inevitable debido a que se contabilizan menos conversiones totales.
Also something to be aware of is that the CPA always goes up when you activate offline conversions because you're ultimately, you know, recording less conversions. So it's, it is going to go up.
Escúchalo en el minuto 20:05
Estabilización del CPC promedio de la cuenta combinando Search y Performance Max
Canales de adquisiciónAnte el encarecimiento del CPC en Google Search (que subió de ~3 USD a la franja de 4,50 USD), la incorporación de Performance Max con conversiones offline aportó tráfico a ~2,50 USD, logrando mantener el CPC global de la cuenta nivelado en un promedio de 3,56 USD.
price debt with their CPCs. I think there were memories like a six month period. Their CPCs went from low $3 touching up to mid fours. And when we introduced Performance Max, when you look over the nine month period of when it started, the total account CPC stayed level. I think the average was $3.56, in the $3.50s. Search went up to the mid fours, but then PMAX was bringing it down in the mid twos. So what it also allows is it allows you to pick up some traffic
Escúchalo en el minuto 19:31
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