PPC - Google & Bing - cost attribution?

[Anonymous]

We have been doing Google AdWords for some time, but are just going to start Bing advertising as well. I want to make sure I've got this set up correctly, but also most efficiently in Marketo. Here is what we have so far:

Channel: PPC
Lead Source: Google AdWords (we currently have) and then adding Bing

We currently have a program that contains a form and landing page that contain "utm_source=Google". To track conversions, our Smart List contains: Fills out Form (with that form listed) on that landing page. The Flow contains: Assigning a Lead Source value of Google Adwords if the Lead Source is empty, Changing Program Status to PPC > Digital Conversion, Adding to SFDC Campaign, and sending an alert email to appropriate parties.

How can we set this program up to track both Bing and Google using the same program? Or would we need different programs? We plug in our period costs into the program and want to ensure that the costs get attributed accurately. I'm not sure if it can be done in one program, in terms of reporting that may throw off our numbers??

Should we use a global form asset or local? One program or two? Help!! Thanks!!

[Anonymous]

I would definitely use two separate programs to track, that way your costs, CPC, CPL, etc. are all discernable. However, you could use a single Smart Campaign to assign new leads to one program or the other. For example, your "Fills out Form" triggered Campaign could contain a couple choices in the Flow that assigns it to one Program or the other depending on what's in the querystring.