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Mapping Adwords Conversions to Revenue Model

Question asked by Morgan Corbett on May 5, 2017
Latest reply on May 8, 2017 by Morgan Corbett

Hi! We connected Marketo and Google Adwords through launchpoint services. A few questions below regarding best practices...


Question 1: When setting up "New Conversions" for Adwords, what conversion points (and how many) do you recommend and which stages do you map them to?


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Marketo Revenue Stages mapped >> to Adwords conversions

MCL >> Net new lead

MEL >> Known lead

MQL >> Marketing qualified

SAL >> Sales accepted

SQL >> Sales qualified

Customer >> New customer

Customer Nurture >> Existing customer


Question 2: Is it best practice to map to stages after someone becomes a customer? (MQC, SAC, SQC, WON UPSELL)



Question 3: How would existing and net new customer contacts be tracked in Adwords conversions?

Example: Someone clicks through our paid ads as a net new lead. Our inside sales associate review new lead because it was flagged as someone on our Named Account list. We're actually already working with this Named Account, so the new lead is then converted and added to an Account that is already a customer; thereby moving them to "Customer" in our Revenue Model. How would this reflect in Adwords?



Question 4: How does the automated "optimization setting" in Adwords work? Specifically, how does it work once we've defined our conversions in Adwords?

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