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How to solve a dilemma with reporting leads for different stores?
Business has 15 physical sites/stores in different towns that customers visit.
Google Ads account spending 25k/month.
Each ‘site’ has its own shared budget made up of multiple search campaigns all set to target people locally within a 15km radius. Included are both ‘brand’ and ‘non-brand’ campaigns.
Then there’s a supplementary ‘catch-all’ national brand campaign targeting people outside all the 15km radiuses. Included are ad groups with keywords ‘company name’ and ad groups with keywords ‘company name + site town name’.
Primary conversion goals are a single contact form and phone calls. There’s also a bunch of ‘Local Action’ conversions set to primary coming from each of the 15 site’s Google Business Profiles (eg, clicks to call, web visits, directions, store visits).
From a reporting POV, the directors/stakeholders are hyper focussed on performance for each individual site/store (ie, they want to see a list of the 15 sites with number of conversions and CPA).
The challenge I have is that the catch-all brand campaign generates a lot of conversions BUT can’t be attributed to certain sites/stores, so it tends to be dismissed. Then you get a scenario where a report might show a downturn in conversions for a particular site’s campaigns, yet most of that site’s enquiries/leads could have come from the national brand campaign but isn’t something we can prove/report.
I guess there’s TWO questions out of this:
1. Is our campaign structure solid for a business that needs to generate enquiries for each of their physical sites/stores?
2. How can I improve reporting that demonstrates the full value of the Google Ads budget and get the directors to look at things a little more holistically?Appreciate your feedback/suggestions.
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3 Replies
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1. Yes, it’s not the only answer, but it’s a good structure.
I worked with some big player in local services globally, and this is one of the approaches we got for our campaigns.
2. Who do these “national” leads end up with? Are they redistributed to the more local offices once they land? If so, who does that? They hold the answer to your question. Work with whoever takes care of this.> From a reporting POV, the directors/stakeholders are hyper focussed on performance for each individual site/store (ie, they want to see a list of the 15 sites with number of conversions and CPA).
This is your biggest pain. You can only solve it by working with the right people. Once they complain some place is getting too many leads and some others aren’t getting enough — because they will, it’ll be another problem, but right now you need to figure out where do these leads go.
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If you can not prove most of the sales for a store came from the national campaign, you are just guessing, which does not help your case.
Makes sense to have dedicated campaigns for each store/location. That is pretty normal in these types of situation.
For the national campaign, why not funnel it to a custom landing page that is just for that campaign. That way you can tag leads in a CRM or something that says this lead came from the national campaign. Maybe people pick what store they want on the landing page when filling out the form.
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Managing reporting for 15 different stores with various Google Ads campaigns can indeed be a complex task.
To address this dilemma, you might consider using a dice roller. Here’s how it could work: Assign each store a number or range of numbers on the virtual dice, and then roll it. Whatever number comes up corresponds to the store you focus on for detailed reporting that day or week. This can add an element of randomness while ensuring each store gets its share of attention in your reporting efforts.
Additionally, you can create a rotating schedule where you prioritize reporting for a different store each time.-
This reply was modified 2 months, 3 weeks ago by Cody.
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This reply was modified 2 months, 3 weeks ago by
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