How to use Google Ads offline conversions

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How to use Google Ads offline conversions
In this article, we will introduce the overview of offline conversions in Google Ads, how to use them, and detailed setup instructions.

Offline conversion is a very useful feature for companies that do not complete their business online.
Please use this article as a reference to business owner database can help consider using it.

table of contents

What is offline conversion tracking?
How offline conversion tracking can change your operations
How to set up offline conversions
lastly
What is offline conversion tracking?
This is a function that allows companies that do not complete their business online to measure important offline events by importing them into Google Ads.
For example, the following cases apply:

After applying for a beauty treatment trial course online, you can visit a physical store.
After applying for a car purchase appraisal online, "an appraisal date and time will be decided by phone"
After registering as a member of a job change support service (recruitment agency), "interview with a career counselor completed"
Offline conversion tracking is a feature that allows you to reflect offline events such as these on the Google Ads management screen.

How offline conversion tracking can change your operations
The use of offline conversion brings about two major changes in operations.

Identify keywords and targeting conditions that are linked to important offline events
By using offline conversions, it is possible to check the occurrence of offline conversions at the same granularity as website conversions.
For example, if offline conversions are defined as "store visits" in a brick-and-mortar store business, it is possible to identify what contributes to "store visits" for each targeting condition, such as keywords, ads, gender, region, and interests.
Let's say that the overall probability of actually visiting a store after making an online reservation is 70%.
When checking the performance by keyword using offline conversions, some keywords may have a store visit rate of 90%, while others may only have a 50% rate.
In this way, the first step is to be able to check the contribution to actual business goals with data.

Use automated bidding for offline conversions
In the first stage, we only "checked" what keywords and targeting were leading to offline conversions.
The change in the second stage is that the conversions targeted by the automated bidding strategy are the conversions imported as offline conversions.
As in the first stage, if you use the "Target CPA" automated bidding strategy for the case where "store visits" are the target, bids will be adjusted so that the "store visit" conversion cost is the target amount, and in the case of "Maximize conversions," bids will be adjusted to maximize "store visits" within the set budget.