Google Adwords Keyword Tracking on Form

[Anonymous]

After clicking one of our google ads, a lead is directed to a marketo landing page with a form. Is there a hidden field on the form that could capture what keyword the lead searched before clicking the ad? If posible, how would I set this up? Any other methods of capturing this information? 

[Anonymous]

Yep, I would just create a new custom field to capture that info. There are a lot of folks out there that create custom fields for each of their utm parameters (source, medium, campaign, etc.), and populate those fields via the query parameters when a lead is captured. In the form settings, you'll just have to make the field hidden and choose an automatic input based on the query parameters.

[Josh_Hill13]

Yes to Drew.
 

Try this page:
http://www.marketingrockstarguides.com/marketo-form-best-practices-1219/

[Anonymous]

Another thing to keep in mind -- if for any reason your lead leaves your form page without converting then gets back to it without the URL parameters, the attribution will be lost. 

To circumvent this, you can capture the URL Parameters to cookies with a bit of javascript, and then set the form to grab those parameters from the cookies instead of from the URL itself. 

I have found this method to be more robust and can work even if a lead leaves then returns to convert another day. 

[Anonymous]

Yes, exactly! Drew and Justin nailed it and a lot of Marketo customers do it this way. And it works,... for a while. You'll know when you're ready for a Marketo app to help with your attribution (such as Bizible) when:

1. The edge scenarios no long become edges: e.g. if someone leaves the page and fills our another form you lose attribution. Additionally, if they end the session then come back later you lose attribution. (This is what Justin was talking about.)
2. It's become too time consuming: e.g. managing a lot of forms, landing pages, and fields to get granular data.
3. You're looking for advanced attribution models: e.g. those spanning many sessions, such as w-shaped.