Eddie Morales

Mapping Google Adwords to Marketo Programs

Blog Post created by Eddie Morales Expert on Aug 23, 2016

There's nothing like the power of intent, when a person is looking to solve a problem, and being able to acquire the person with that intent into your funnel. As many of you know, this is what makes Google such a powerful business. In addition to this, most businesses cannot afford to not have Google in their marketing channel strategy whether it be paid or organic, or both.


The goal of this blog post is to show how I mapped my Google Adwords platform to my Marketo instance. This is my first time building my Google Adwords to map Marketo. I'm only a little over a year in with my Marketo experience, but many years of Adwords experience (with >$2 million managed in Adwords spend), so this made for a fun experiment.


Here are the steps I took to do this:


1) Build a Solid Adwords Platform Strategy

  • Adwords Structure.
    • Campaigns:
      • Branded
        • Ad Group: Branded - General - Broad Match Modified
          • Keywords: +company +name, +company +name +product
        • Ad Group: Branded - General - Phrase
          • Keywords: "company name", "company name product"
        • Ad Group: Branded- General - Exact
          • Keywords: [company name], [company name product]
      • Non-Branded
        • Ad Group: Non-Branded - Generic - Broad Match Modified
          • Keywords: +product +name +industry
        • Ad Group: Non-Branded - Generic - Exact
          • Keywords: "product name", "product name industry"
      • Remarketing:
        • Ad Group - RMK - Asset or CTA Name


That should give you an idea of how my Adwords instance is organized. For the sake of not getting too granular I built my programs to map to the Ad Groups. This is fairly labor intensive when you have hundreds of Ad Groups, but thankfully there's the ability to clone programs. I didn't go down to mapping at the keyword level because that would mean potentially more than a thousand programs, and I don't need that level of granularity to optimize my Adwords campaigns.


Here's what it looks like in Marketo.


Screen Shot 2016-08-23 at 1.44.11 PM.png

Every program is synced to a SalesForce campaign. If we want to ask some really tough questions about marketing channel performance we can export reports from SalesForce and pivot on campaign membership, acquisition program, or lead source. This leaves us with a lot of flexibility.


The downside to going this route is that it's a lot of work, even when you're cloning. You still have to build out all the UTM parameters for however many landing pages you have (for us it is 600+), and entering cost is terribly inefficient. For cost we track it externally, and do rollups based on customized spreadsheets to show ROI.


A couple of months after rolling this out we saw significant improvements in being able to take specific landing pages, based on ad groups, and improve conversion rates up to 94%. This is phase one of our strategy and we plan over time to improve quality scores along with conversion rates with the end goal of having a high performing and highly efficient Adwords program that maps to Marketo and SalesForce. 


I hope this helps those of you that have a robust Adwords strategy, or are thinking of building a robust Adwords strategy in conjunction with your Marketo instance.


Side note: There are companies like Bizible, and now BrightFunnel, that allow you to place javascript on your site and pull from Google's API all the data around keyword, ad group, and spend then plug that into SalesForce for you which is pretty awesome. We weren't in a place to take on that technology when we were building this out.