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Ele_de_Vere
Ele_de_Vere
Level 2
March 17, 2017
Question

Marketo and Google Adwords Integration

  • March 17, 2017
  • 2 replies
  • 13059 views

Hi fellow Marketo users,

I am looking to integrate our Adwords Account with Marketo, to enable us to track and attribute leads to our Adwords activity.

Has anyone had success with linking their Google Adwords to website pages (not Marketo pages) on their site, and successfully tracking these leads?

Would love to hear from you, how you set it up, and any other recommendations / insight you can offer.

Many thanks!

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    2 replies

    A
    Anonymous
    April 26, 2017

    Hi Ele,

    Yes, we have successfully. The Marketo Docs section has a pretty good guide for how to do it, but it's parted across several posts. I've collected the posts you need to go through to get this up and running and it takes three basic steps:

    1. Connect your AdWords account to Marketo in the Admin section. If you're using an MCC account, you can choose one or more AdWords accounts to send conversion data to
    2. Setup your conversions and match them to your steps in you revenue cycle model (do you have this setup?)
    3. Show the conversions in your AdWords interface

    See how to here:

    1. step: Add Google AdWords as a Launchpoint Service with a Manager Account - Marketo Docs - Product Docs
    2. step: Set Google AdWords Conversions in the Revenue Model with a Manager Account - Marketo Docs - Product Docs
    3. step: Create custom columns - AdWords Help
      A
      Anonymous
      May 12, 2017

      Hi Thomas,

      I am also trying to set this up for my company.

      I'm getting lost in some of the language and logic in the step 2 tutorial. Why do I want/need to map a step in my revenue cycle modeler to an AdWords conversion? I'm not entirely sure I understand the link between a revenue cycle modeler step and an AdWords conversion and how this actually plays out. And perhaps this is why I'm not understanding their pro-tip to add a new conversion.

      It's been a while since I've used Google AdWords so I recognize that my understanding of these tutorials may be hampered.

      Any help would be greatly appreciated.

      Thanks,

      Hoi

      A
      Anonymous
      May 18, 2017

      Hi Hoi,

      The step in the revenue cycle model is simply to define when a conversion is taking place.

      Tell me: When do you want to track an offline conversion in AdWords? Then I might be able to put it better into perspective.

      For a client, we build the following setup:

      They provide a request for quotation service, where you get 3 offers from different vendors and can choose of one them. The process requires several steps to accomplish - uploading personal document etc. and can take from 30-90 days to complete.

      We've build the Revenue Cycle Model to describe this journey, from the RFQ being created by a customer, through getting the 1st, 2nd and 3rd offer, to they react to them, move on with one of them and completes purchase.

      There are some detours which are also relevant to track, such as being disqualified by the client before vendors can provide offers for them, not getting any offers or refusing all offers.

      All these actions are created as conversions in AdWords and are synced via the RCM in Marketo to AdWords on a daily basis, so we can keep an eye on if AdWords campaigns are generating a lot of disqualified leads or a lot customers and not just leads etc.

      Nina_Gonzalez1
      Nina_Gonzalez1
      Level 3
      March 19, 2018

      How do you get the utm values from Google Adwords. We have the integration and Revenue Modeler set-up.

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