When it comes to offline conversions, it can be difficult to understand the true value of your online Google Adwords investments. Companies are relying on the use of aggregated data, or no data at all- meaning that they can never fully understand the impact of their Adwords campaign.
But for users of Salesforce, life is about to change. AdWords Conversion Import for Salesforce is a new feature that allows you to measure how your online AdWords investments are generating offline value. But is it any good?
Why Use It?
For a truly successful Adwords campaign, you need to understand which keywords and ads are doing the best job at driving the leads and new sales that you track in Salesforce. This will allow you to optimize these keywords and adjust your marketing strategy accordingly.
With the new Adwords feature, you can automatically count AdWords conversions for any of the lead statuses and opportunity stages (these are called milestones) that you?re already tracking in Salesforce. This lets you understand how your AdWords investment results in the most important milestones in your sales funnel. With the information that you get, you can then adjust your AdWords account to make sure that you’re driving the right kind of traffic.
So, What?s The Point Of It?
We use Adwords to attract new customers, and we use Salesforce to track when new leads turn into paying customers. The Adwords Conversion Import for Salesforce is all about connecting the dots.
How Does It Work?
Once you?ve linked your Salesforce and Adwords accounts, here?s how the process will work:
This is where it can get a little technical, so bear with me. When someone?clicks your ad and goes to your website, your website captures a unique ID ? called a ?Google click ID? or ?GCLID? ? and?stores it in a cookie. AdWords uses this ID to determine which click on which ad gets credit for any future conversions.
When the customer submits a lead form on your website, your website will pass along the GCLID to Salesforce and store it within the corresponding lead and any future opportunities that are derived from this lead. Sounds good, right?
AdWords will also regularly check your Salesforce account to see if you?ve recorded any new important milestones that resulted from AdWords ads. AdWords will know if this milestone originated from a lead from an AdWords ad, because if it did, it will have that unique ID that your website stored and passed along to Salesforce. If so, AdWords will count that milestone as an AdWords conversion.
What Do You Need To Do?
If you like the sound of this new Adwords feature for more information and instructions on how to setup can be found at?https://support.google.com/adwords/answer/3285060?hl=en-GB
