Merchants who have customers completing their purchase over the phone with a sales representative needs to connect these phones sales back to the ad campaigns that may have lead those user from web search to comlete purchase—can now easily import their call conversions with Offline Conversion Import tool announced on Friday.
To this end, Bing Ads have integrated “Call-tracking systems” or (CTS) that interoperate directly with Bing Ads and let marketers now import call conversion data through the Offline Conversion Import tool, so they can tie calls back to the search ad campaigns for attribution.
This enables better reporting insights, campaign optimizations and platform enhancements based on the wider impact of search campaigns.
Bing Ads also made related set of APIs avilable for third-party call-tracking systems to be able to integrate directly with Bing Ads via the Offline Conversion Import tool or APIs. “We look forward to many other call-tracking providers using our offline conversions capability to connect call conversion data back to Bing Ads,” says Bing ads.
CallTrackingMetrics (CTM), is among the first participating partners to support the new call conversion capability that bring the ability to connect offline sales to online activity.
CallTrackingMetrics, is a award-winning call tracking and automation software that help from understanding what advertising campaigns are generating phone calls to managing calls for their contact center, CallTrackingMetrics allows businesses to transform phone communication into powerful intelligence for their organization.
Offline conversion imports was first introduced on Bing Ads back in September of this year, enabling advertisers to attribute offline conversion events captured in their CRM systems.
How Offline Conversions works with CTM?
Until now, CTM was able to capture and attribute campaign, ad group and keywords data back to a phone call using Bings’ auto-tagging, but this data only lived in CTM’s reports and couldn’t be attributed as actual conversions in the Bing Ads platform. Now, with offline conversions, “they now capture a unique MSCLKID tag with every paid click which allows CTM to pull the ID, and map the conversion data back into Bing.”
Watch the video below to learn more about how Bings’ Offline Conversions works: