Google Ads based on Marketo Data

[Jo_Pitts1]

Has anyone done anything around showing specific google ads based on data you've captured in Marketo.

By way of an example, if a customer has said they are interested in 4 bedroom houses on our site, we'd like the ads they see on the web have images of 4 bedroom houses.  If they've said they after a town home, then the images in the presented ads would be of a town home.

Just curious as to how people have attacked this in the past.

Cheers

Jo

[Brooke_Bartos1]

We have a third-party tool that we use for this, and we've structured it similar to an ABM strategy as we are B2B. Marketo's ABM tool did not have compatibility with the Google Display Network to do this for us. Not sure how well this would work for you in the B2C space though, since you'll have such a larger number of leads.

[Jo_Pitts1]

Brooke,

that sounds like a valid approach.  What is the tool you use?

Regards

Jo

[Brooke_Bartos1]

We use DemandBase. Their tool specifically allows us to target customers and potential customers based on Reverse IP lookup, and assign ads with the messaging that is specific to them. They also have elements of Real Time Personalization available as well, which you'll see when you visit their website.