Success story: How Byrd bridged the gap between their Google Ads spend and revenue
As Head of Marketing, David Mirzaei is responsible for continuously improving Byrd’s online marketing activities and inbound lead KPIs. Together with Byrd’s Chief Commercial Officer and VP of Sales, it’s his job to drive revenue growth and further scale the company.
The thorn on his side? Having to rely on basic last-touch attribution, which made it difficult to optimize his Google Ads and SEO strategy with the necessary data accuracy. Byrd needed an all-in-one platform that could attribute revenue accurately to all their marketing activities.
Dreamdata has become that platform for Byrd.
Key results Byrd has achieved with Dreamdata so far:
3x Return on ad spend improvement per MQL achieved within 6 months
Transparency of the synergies between different channels (organic, paid search, referrer), leading to an overall improved inbound marketing performance
Accurate attribution of deals to relevant activities and channels
Ability to identify the most efficient Google Ads campaigns to scale
Want to see results for yourself?
“We analyze the paid performance of our campaigns and can make data-based decisions thanks to insights from Dreamdata’s Google Search Ads reports.”
About Byrd
Byrd is an Austrian, series A funded, startup that provides a scalable and tech-driven ecommerce fulfillment solution for fast-growing online retailers and direct-to-consumer brands.
At its core, Byrd is a cloud-based logistics management solution that helps businesses handle inventory, track orders, and streamline ecommerce operations. Everything from warehouses, to shipping, to quality control is covered with Byrd, whether you’re a new business or an enterprise tycoon.
The challenge: Going beyond “Direct” traffic and branded keywords to optimize campaigns accurately
Choosing a fulfillment provider like Byrd is an important decision for any ecommerce business. As a result, just like other B2B SaaS companies, Byrd’s customers often need to take their time to make sure Byrd’s platform is the right fit for their needs.
This means Byrd faces the same challenge that so many other B2B businesses do in today’s hyper-digital landscape. Their customer decision-making process is complex and involves many stakeholders, and the end-to-end sales cycle will often take several weeks or months.
Despite this, Byrd was having to rely only on last-touch attribution. Meaning that they found it challenging to understand their customer journey, and to scale opportunities that were almost impossible to identify:
“In many cases, potential customers would do research and stumble across our website via blogs or search ads. Only a few weeks later people would come back and request a quote to get in touch with our sales team”, says David.
In using last-touch attribution, those searches would be shown as direct traffic or paid brand keywords, which is not exactly an accurate reading of events.
Opportunities to optimize SEO and Google Ad campaigns were lost somewhere along the complex customer journey. And crucially, the connection between ad spend and revenue couldn’t be made.
Byrd is hardly the only company who struggles with this: the Google Ads platform in particular simply isn’t made for B2B journeys. It tracks clicks for no more than 90 days, and tracks users, not accounts. So it’s little wonder connecting ads cost to revenue for specific B2B deals is pretty much impossible.
The solution: Building a bridge between B2B ad costs and revenue
“Now with Dreamdata, we can attribute such customer requests to the first touch point in the journey. ”
Dreamdata is able to trace the entire (multi-stakeholder, muti-touch) customer journey from the minute an account’s first user clicks on an ad to the point when the account is closed as won.
On top of that, Dreamdata enables Byrd to explore all touch points of a customer journey on a granular level to better understand the needs and pain points of key deals. This has been made all the easier by Dreamdata’s “Journeys” features, which gives Byrd the possibility to further optimize their activities based on data-driven insights.
Byrd has also set up their very own custom attribution model together with one of Dreamdata’s customer success managers, allowing them to accurately attribute according to their specific needs.
“For example, we have adjusted our SEO strategy based on the learnings our content team has gathered by using the landing page report. The same is true for our Google Ads strategy, which can be further optimized based on the attributed revenue and ROAS metrics in Dreamdata’s Google Ads reports,” says David.
How it works under the hood
Byrd uses Dreamdata on a weekly basis for better attribution of MQLs, Opportunities & Deals generated. By doing this, they’re able to attribute deals accurately and connect them to landing pages, campaigns, keywords, referrers etc.
As a result, this allows David and his team to focus on the things that work well for them, and scale accordingly.
(Or, as we always love to say here at Dreamdata: repeat success and stop wasting money!)
Over the first six months, Byrd was able to improve their ROAS per MQL by close to 3x
This has brought changes to internal processes too. On a monthly basis, Byrd now analyzes the paid performance of their campaigns and is able to make decisions based on the data and insights from the Google Search Ads reports.
They’re able to pull all the relevant campaign data (tracked by Google’s Click ID) and tie it to the entire (multi-stakeholder) customer journey. From the minute an account’s first user clicks on an ad to the point when the account is closed as won.
And it’s because of this Byrd now benefits from accurate ROAS, deals and revenue generated metrics in our Google Ads dashboards.
“For example, we are easily able to identify the most efficient campaigns to scale by finding those showing the best ROAS but with lower Search Impression Shares,” says David.
So, if you’re sitting with Google Ads campaigns and are staring yourself blind on numbers that don’t make a lick of sense, remember this: clicks don’t pay the bills, revenue does.
Interested in running your Google Ads data through Dreamdata to see what pops out on the other end? Get a free demo (or drop us a line!).
