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AdWords advertisers can now schedule imports of offline conversions into AdWords on a regular basis.
Google introduced offline conversion importing in AdWords in 2013. Advertisers set up offline conversion events — qualified leads, closed sales and so on — from ad clicks or calls to optimize campaigns based on impact through the entire sales funnel.
Once the offline conversions are set up in AdWords, advertisers can upload a or link to a file in AdWords or send the data through the AdWords API.
To take advantage of the new scheduling capability, advertisers using imported conversions will need to use Google Sheets or link to a file over HTTPS or SFTP.
To get it set up in AdWords, go to Tools > Conversions, and then click Uploads from the menu on the left and follow the steps. Uploads can be scheduled to import daily or weekly.
Last June, Google launched a native conversion syncing solution for Salesforce users.
About The Author
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.