How can I view post-lead to opp conversion success for PPC Keywords?

[Anonymous]

I’d like to find out what insight Marketo can give us around PPC keywords. I want to find that out so that we can determine if and how we can evaluate post conversion success around PPC campaigns. I can track  success leading up to someone becoming a lead but loose visibility after. IF there’s any kind of keyword data that gets appended to an individual lead or campaign, then I may be able to use that.

Example: What is the quality of a lead that came in from keyword “Oncology” vs. “NGS”.  Did one progress through the funnel more/faster, are “oncology” leads being put back into Recycled? Etc. Does that make sense?

[Grégoire_Miche2]

Hi Dave,

1. You need to capture the PPC  keywords. This usually can be done using UTM parameters (and especially utm_term) and hidden fields in forms.
2. Then you will be able to report on them
3. If you are using Google Adwords for your PPC, then you can also connect Marketo to adwords and you will get this info in adwords. See Add Google AdWords as a LaunchPoint Service - Marketo Docs - Product Docs

-Greg

[Josh_Hill13]

I assume you have RCE to be able to do this?

+1 on Greg. You may need a Program per Keyword Group.