Google AdWords and Revenue Tracking through Marketo

Version 4

    Issue Description

     

    Depending on the marketing strategy, Google AdWords can be a significant portion of the marketing mix.  With any significant expense, your marketing team will be asked to display a return on investment.  Additionally, to help manage the spend, marketers want to compare keyword & ad display with success metrics and revenue results.

     

    Issue Resolution

    Keyword Capture Program - Setup Process

     

    The Marketo - Google AdWords integration provides deep insights into revenue generated by keyword and can help marketing teams get a much more granular view of revenue results than they would otherwise have without Marketo. Google AdWords spend can be tracked as its own Program Channel and leveraged within the Program Analyzer to make detailed assessments of performance. It provides very granular insight into performance through multiple dimensions and unique reports. Initial setup of Keyword tracking programs is straight-forward and simple to duplicate for each new Keyword.

     

    In addition, Marketo automatically connects to Google AdWords to report Customer-specific funnel conversion information by keyword and display ad.

     

    Template Program Setup:

    AdWords+Program+Setup+v+1.png

     

          1. Add a field named PPC Source to the Lead Database – set field to write only if empty.
          1. Setup a Default AdWords Program in Marketo that contains a Keyword Token – this program will be cloned for future AdWords so that the steps below do not have to be repeated.
            1. Create a Program Token for Keyword.
            1. Configure the Smart List to Look for PPC Source containing the Keyword Token.
            1. Set the default flow to Update the Program Stages based on Activity
              • Clicked AdWord (Default)
              • Visited Site
              • Filled Out Form
              • Has Opportunity
            1. Set up a Smart Campaign within the Program to look for Closed/Won Opportunities and Activate the Campaign

      AdWords+Program+Setup+v+2.png

       

      pastedImage_2.pngAdWords+Program+Setup+v+4.png

       

       

       

      Cloning Process:

      Once the Default AdWords Program is setup it will only take a few minutes to add new PPC AdWords to Marketo.

          1. Clone the default AdWords Program.
            1. Update the Token to include the new PPC Keyword.
            1. Activate the Closed/Won Opportunity Smart Campaign.
          1. Capture Monthly Spend by Keyword Program within Marketo.

      Example Reports

       

      Once setup, reporting on Keywords within Marketo is now simple, easy, and more robust than other platforms.  Here are five reports that will help you manage AdWords:

       

      A. Basic Keyword – Program Results Report

       

      Basic+Keyword+-+Program+Results+Report.png

       

      B. Basic Keyword - Opportunity Results Report

       

      Fields include:

       

      Total LeadsCount w/ No OpportunityDays No OpportunityHas Opportunity
      Has Opportunity %Days Until OpportunityTotal Opportunity AmountAvg. Opportunity Amount
      Total OpportunityWon% WonTotal Won Amount
      Days to CloseDays in Sales Stage

       

      Basic+Keyword+-+Opportunity+Results+Report+v+1.png

      Basic+Keyword+-+Opportunity+Results+Report+v+2.png

       

      C. Program Analyzer

       

      Program CostCost per New NameCost per SuccessFirst-touch Revenue Expected
      Multi-touch Revenue ExpectedMembersNew NamesFirst-touch Pipeline Created
      Multi-touch Pipeline CreatedSuccess (New Names)Success (Total)% New Names

       

      Program+Analyzer+-+Report.png

       

      D. RCE - Advanced Reporting on Keywords

       

      RCE+-+Google+AdWords+Report.png

       

      E. Funnel Conversion Data in Google AdWords - By Keyword & Display Ad

       

      The information displayed below is passed directly from Marketo into Google AdWords baed on the pre-configured Marketo-to-AdWords connector.  Marketo does not currently pass along any information through the connector beyond what is shown in the screen below (Funnel Conversion Information).

       

      Google+AdWords+Conversion+Data.png

       

      Who This Solution Applies To