Founded over 20 years ago, Family Credit is one of the nation’s largest consumer credit counseling agencies. As one of the nation’s top non-profits offering complimentary services, the organization struggled to balance financial resources with raising awareness, since a dollar spent on online advertising is a dollar not spent on hiring a credit counselor that can help a consumer overwhelmed with debt. For Family Credit, optimizing its advertising budget for maximum reach was of paramount importance.
Family Credit implemented Outleads’ CRM data onboarding technology, pushing CRM data about leads’ progress into Google Analytics as events, which were tied to the web session that triggered an initial signup. This data onboarding enables Family Credit to run detailed analysis of offline conversions inside Google Analytics. Using GA goals, Family credit set the events to export automatically to AdWords as offline conversions, allowing AdWords’ automated algorithms to optimize for offline conversions rather than online signups.
Outleads helped Family Credit understand which keywords and web behaviors are driving offline conversions. Additionally, populating offline conversions inside AdWords allowed Family Credit to leverage AdWords’ automated optimization algorithms, multiplying the impact of manual adjustments performed by the marketing team. This process brought more visitors, as well as visitors that are more likely to convert – on a smaller budget.
Director of Corporate Development