Google Data

For many marketers, dealing with the technology and scale necessary to tie offline conversions back to the keywords and ads that drive them can be a difficult task. Often, they have to make important decisions based on aggregated data from different sources or no data at all, making it difficult to understand the true value of their AdWords campaigns.

That’s why we’re introducing AdWords Conversion Import for Salesforce. AdWords Conversion Import for Salesforce measures the value of your offline conversions that result from online AdWords clicks, without the need to reconcile your AdWords and customer relationship management (CRM) data manually.

How it works 

After linking your AdWords and Salesforce accounts, you can pick which important milestones, like 'lead qualification' or 'deal won', you want to track as conversions. When someone clicks your ad and visits your website, your website captures a unique Google click ID that tells your website which ad the visitor clicked on. If that visitor submits a lead form on your website, your website passes along the click ID to Salesforce, where it’s stored with the corresponding lead and any future sales opportunities.

AdWords will regularly check your Salesforce account to see if you’ve recorded any new important milestones in your sales funnel that resulted from ad clicks. If so, AdWords will count those milestones as AdWords conversions.

Peninsula, the UK’s largest team of HR, Employment Law and Health Safety experts says, “With AdWords Conversion Import for Salesforce, we now have the ability to easily see the keywords that drive qualified leads. This has allowed us to concentrate efforts in the right areas and make better use of our budget. Since we started using this feature, we’ve seen an 11% decrease in cost per lead as a result of reallocating budgets and decreasing bids on poorly performing keywords that were sitting in top positions.”

Focus on the clicks that matter 

With AdWords Conversion Import for Salesforce, you’re provided with a more comprehensive view of your sales activities, and the ability to adjust your bids and budgets to be more effective. For example, you can increase your bids on keywords that drive highly qualified leads, or pause ads that result in clicks but no opportunities. This allows you to not only utilize your existing budgets more wisely, but also optimize your ad strategy for better performance.

Learn more 

You can learn more about AdWords Conversion Import for Salesforce by visiting the AdWords Help Center. This solution is only available by invitation for the next few months, and will become available to all advertisers later this year. If you'd like to request an invitation before it becomes available to all advertisers, please contact your Google Sales rep or submit your information here.  

Posted by Jon Diorio, Product Manager, AdWords