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Bringing Omnichannel Understanding into Google Ads Smart Bidding for a Telecom Provider
Telecom Industry
Challenge
A leading U.S.-based telecommunications provider faced the challenge of aligning their marketing strategies across various lines of business. With offerings that ranged from residential services to wireless and B2B solutions, they needed a way to unify their online and offline conversion data to improve advertising efficiency and customer targeting.
Operating in a competitive market, the telecom provider wanted to maximize their marketing ROI by leveraging first-party data in a privacy-compliant manner. Their ultimate goal was to enhance Google Ads Smart Bidding by aligning conversion data from all touchpoints and creating more granular audience segments for precise targeting.
The client’s marketing team was managing multiple sales channels, both online and offline. These included:
Retail Stores: Physical locations where customers interacted with sales representatives.
Inbound Call Centers: Phone interactions often leading to service purchases or upgrades.
Online Platforms: Digital channels, including website inquiries and e-commerce transactions.
Despite having a wealth of data from these touchpoints, the information was siloed across systems, limiting the effectiveness of their advertising campaigns. Specific challenges included:
Fragmented Data Streams: Conversion actions from retail stores, phone calls, and online interactions were tracked separately, making it difficult to identify the complete customer journey.
Inefficient Smart Bidding: Without integrated and enriched conversion data, their Google Ads Smart Bidding struggled to accurately allocate budget and optimize bids based on true customer value.
Missed Opportunities in Segmentation: The absence of a unified data source hindered the ability to create detailed audience groups by business line or channel, limiting personalization and engagement.
The client needed a solution that not only consolidated their data but also enhanced its quality for use in Google Ads campaigns.
A leading U.S.-based telecommunications provider faced the challenge of aligning their marketing strategies across various lines of business. With offerings that ranged from residential services to wireless and B2B solutions, they needed a way to unify their online and offline conversion data to improve advertising efficiency and customer targeting.
Operating in a competitive market, the telecom provider wanted to maximize their marketing ROI by leveraging first-party data in a privacy-compliant manner. Their ultimate goal was to enhance Google Ads Smart Bidding by aligning conversion data from all touchpoints and creating more granular audience segments for precise targeting.
The client’s marketing team was managing multiple sales channels, both online and offline. These included:
Retail Stores: Physical locations where customers interacted with sales representatives.
Inbound Call Centers: Phone interactions often leading to service purchases or upgrades.
Online Platforms: Digital channels, including website inquiries and e-commerce transactions.
Despite having a wealth of data from these touchpoints, the information was siloed across systems, limiting the effectiveness of their advertising campaigns. Specific challenges included:
Fragmented Data Streams: Conversion actions from retail stores, phone calls, and online interactions were tracked separately, making it difficult to identify the complete customer journey.
Inefficient Smart Bidding: Without integrated and enriched conversion data, their Google Ads Smart Bidding struggled to accurately allocate budget and optimize bids based on true customer value.
Missed Opportunities in Segmentation: The absence of a unified data source hindered the ability to create detailed audience groups by business line or channel, limiting personalization and engagement.
The client needed a solution that not only consolidated their data but also enhanced its quality for use in Google Ads campaigns.
Solution
To address these challenges, Napkyn designed and implemented a comprehensive data integration and activation strategy:
Data Integration Using Snowflake and BigQuery
Napkyn began by unifying the client’s first-party data feed of conversion actions stored in Snowflake. Offline actions, such as in-store purchases and phone call outcomes, were integrated with Google Analytics (GA4) data using BigQuery. This step provided a centralized view of all customer interactions across channels for reporting, and was used to understand offline conversions for known customers in the context of their online activity.Enhanced Conversions with Measurement Protocol
To enrich the data, offline actions were mapped as new key events in GA4, carrying user-provided data (e.g., hashed email addresses), using GA’s measurement protocol. This privacy-safe approach enabled the use of enhanced conversions in Google Ads, ensuring that offline data could be matched and attributed to online interactions.
Example: A phone call resulting in a purchase was tagged and included in the customer’s digital journey for attribution in Google Analytics.Google Ads Integration for Smarter Campaigns
The enriched events were seamlessly linked as Google Ads conversions. This allowed the marketing and media teams to:Segment conversions by line of business (residential, wireless, or B2B).
Analyze conversions by channel (retail, phone, online) to understand the most effective touchpoints.
Optimize Smart Bidding strategies by feeding high-quality conversion data into Google Ads and consequently Search Ads 360.
To address these challenges, Napkyn designed and implemented a comprehensive data integration and activation strategy:
Data Integration Using Snowflake and BigQuery
Napkyn began by unifying the client’s first-party data feed of conversion actions stored in Snowflake. Offline actions, such as in-store purchases and phone call outcomes, were integrated with Google Analytics (GA4) data using BigQuery. This step provided a centralized view of all customer interactions across channels for reporting, and was used to understand offline conversions for known customers in the context of their online activity.Enhanced Conversions with Measurement Protocol
To enrich the data, offline actions were mapped as new key events in GA4, carrying user-provided data (e.g., hashed email addresses), using GA’s measurement protocol. This privacy-safe approach enabled the use of enhanced conversions in Google Ads, ensuring that offline data could be matched and attributed to online interactions.
Example: A phone call resulting in a purchase was tagged and included in the customer’s digital journey for attribution in Google Analytics.Google Ads Integration for Smarter Campaigns
The enriched events were seamlessly linked as Google Ads conversions. This allowed the marketing and media teams to:Segment conversions by line of business (residential, wireless, or B2B).
Analyze conversions by channel (retail, phone, online) to understand the most effective touchpoints.
Optimize Smart Bidding strategies by feeding high-quality conversion data into Google Ads and consequently Search Ads 360.
Results
The implementation of Napkyn’s solution produced transformative results for the telecom provider’s marketing operations:
Unified Conversion Insights
The client gained a consolidated view of conversions across all business lines and channels. Leveraging data-driven attribution in Google Analytics, they can now track how many in-store purchases or converting phone inquiries were influenced by online advertising.Enhanced Smart Bidding Efficiency
By feeding enriched, high-quality conversion data into Google Ads, the client significantly improved the performance of Smart Bidding:Increased ad spend efficiency by targeting high-value customers.
Improved bid accuracy based on actual customer value rather than incomplete data.
Improved Audience Segmentation
With detailed segmentation, the marketing team can now create audience groups tailored to specific customer behaviors and needs.
Example: Grouping retail store customers who had shown interest in wireless services enabled more personalized ad campaigns, or using lookalike audiences based on previous groups that performed best for those specific conversion types.
Key Takeaways
This case study highlights how Napkyn’s expertise in data integration and privacy-safe solutions enabled a telecom provider to unlock the full potential of their first-party data. By bridging offline and online touchpoints, the client transformed their marketing efforts, achieving measurable results and sustainable growth.
Why It Matters:
Unifying data across silos is critical for maximizing the effectiveness of Smart Bidding strategies.
Enhanced conversions with privacy compliance can drive significant performance improvements in Google Ads campaigns.
Investing in scalable solutions ensures adaptability for future business needs.
About Napkyn
Napkyn is a trusted Google Marketing Platform sales and services partner and a certified Google Cloud Partner. With deep expertise in first-party data strategies, privacy compliance, and marketing analytics, Napkyn helps brands achieve measurable success in a rapidly evolving digital landscape.
Ready to achieve similar results?
Get in Touch with our Team to learn more or schedule a consultation.
The implementation of Napkyn’s solution produced transformative results for the telecom provider’s marketing operations:
Unified Conversion Insights
The client gained a consolidated view of conversions across all business lines and channels. Leveraging data-driven attribution in Google Analytics, they can now track how many in-store purchases or converting phone inquiries were influenced by online advertising.Enhanced Smart Bidding Efficiency
By feeding enriched, high-quality conversion data into Google Ads, the client significantly improved the performance of Smart Bidding:Increased ad spend efficiency by targeting high-value customers.
Improved bid accuracy based on actual customer value rather than incomplete data.
Improved Audience Segmentation
With detailed segmentation, the marketing team can now create audience groups tailored to specific customer behaviors and needs.
Example: Grouping retail store customers who had shown interest in wireless services enabled more personalized ad campaigns, or using lookalike audiences based on previous groups that performed best for those specific conversion types.
Key Takeaways
This case study highlights how Napkyn’s expertise in data integration and privacy-safe solutions enabled a telecom provider to unlock the full potential of their first-party data. By bridging offline and online touchpoints, the client transformed their marketing efforts, achieving measurable results and sustainable growth.
Why It Matters:
Unifying data across silos is critical for maximizing the effectiveness of Smart Bidding strategies.
Enhanced conversions with privacy compliance can drive significant performance improvements in Google Ads campaigns.
Investing in scalable solutions ensures adaptability for future business needs.
About Napkyn
Napkyn is a trusted Google Marketing Platform sales and services partner and a certified Google Cloud Partner. With deep expertise in first-party data strategies, privacy compliance, and marketing analytics, Napkyn helps brands achieve measurable success in a rapidly evolving digital landscape.
Ready to achieve similar results?
Get in Touch with our Team to learn more or schedule a consultation.
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