How to SKYROCKET Your SEO ROI (by focusing on the RIGHT keywords)

In this article, we’ll talk about how you can maximize the ROI of your SEO (Search Engine Optimization) and content marketing.

What is SEO ROI?

Simply put, SEO ROI is a metric that shows how much money was generated compared to your marketing investment. If SEO ROI is negative, you’re losing money. If it’s positive, you’re generating more money than you spend.

SEO ROI is calculated like this:

SEO ROI = (Gross Profit – SEO Investment) / SEO Investment

Why ROI is the most important SEO metric

So the problem is that in digital marketing in general, and especially in SEO, is that a lot of people are used to measuring results by looking at sessions from organic traffic, clicks, keyword rankings, click-through rate etc. Why? Because that’s what Google Search Console and Google Analytics provide us with!

However, these are vanity metrics, and they can be extremely misleading when you’re trying to estimate your SEO ROI, and here is why.
Let’s say you’re doing content marketing for one of these WordPress plugins that help you optimize page speed, just as an example.

Every time to decide to create a new piece of content, you have two options.

Option #1: you can create generic content about WordPress. It can even go viral and generate lots of views.
But how many of these people will actually buy your speed optimization plugin?
Sure, some of them may read your WordPress article and see a popup about your speed optimization plugin and decide to buy it.
But it will probably only be a small percentage.

Option #2: you can create content specifically about WordPress speed optimization.
Even if this content doesn’t attract a lot of visitors, it is very likely to convert extremely well.

Because the people who are interested in a WordPress speed optimization article, are very likely to be interested in a solution that solves this problem.

In the next section, we’ll dive deeper and explain why this happens and how you can apply this to your content marketing and SEO strategy.

Stages of awareness

Before making a purchase, people go through different stages:

Awareness stages

  1. First, they aren’t even aware of the problem, not to mention the solution. They go through life thinking about other things, solving other problems. And it’s usually quite hard to convince people to make a purchase at the stage.
  2. Then, people become aware of the problem. In our WordPress speed optimization example, maybe they started getting complaints that the website is too slow. Or maybe they read a new study about the increasing importance of website speed for Google rankings.
  3. Next, they become solution aware and are seeking to understand why the solutions work.
  4. Finally, they are almost ready to buy and just want to understand which solution will work for them.

Obviously, the deeper someone is in the funnel, the more likely they are to buy. Not only the people in the late stages convert better, they are also easier to sell to. They usually require shorter sales cycles and generally are less work for your sales team.

How to find topics that attract people on the right stages

It’s usually easy to distinguish keyword phrases by the awareness stage intuitively.
In our WordPress plugin example, someone who is problem-aware will search for terms like “website speed and google ranking” or maybe “website speed checker google”.
A solution-aware person would search for something like “wordpress speed optimization”.
Someone who’s comparing different solutions would be searching for something like “best wordpress speed optimization plugin”.

High-intent vs low-intent keyword

Of course, the keywords with the highest intent may be the ones that are the hardest to rank for (although it’s not always the case).
In which case you may want to take a step back. For example, if solution comparison keywords are too competitive, you may want to find more keywords from the “solution aware” phase to put your SEO efforts in.

The fastest way to add more sales through SEO

However, the fastest way to add more sales through SEO is to check the stats of the keywords you already rank for, and then double down on the keywords that convert the best.
This part is tricky though, because in 2011 Google has stopped showing organic keywords. You can’t even see which keywords result in more conversions anymore.

The are some tools that can help you solve this (to a degree). For example, Keyword Hero. It tries to match your traffic’s keywords with the sessions in Google Analytics.

But the problem with using this approach alone is that it only gives you visibility until the user leaves the website. And if your sales process doesn’t end on the website, you end up not knowing which inquiries resulted in sales.

You see, same as lots of visitors don’t necessarily translate into lots of leads, lots of leads also don’t necessarily translate into sales. That’s why you need to know for sure, which keywords are the buyer keywords.

SEO ROI Calculation

To measure which keywords are the buyer keywords, you can use our tool called GA Connector. It lets you see the source of your sales: whether someone came from Google Organic search results or another source, and also which landing page did they see. Which in turn allows you to guess with a high degree of certainty which keyword brought this sale.

Google Analytics metrics in CRM
You can start a free trial of GA Connector here.

Salesforce and Google Analytics Integration

The purpose of Salesforce and Google Analytics integration

If you spend any significant amount of money on online marketing, you know this little-known fact: not all leads are the same.

Even though they appear the same in Google Analytics reports, some of these leads may be ten times more valuable as the others. The problem is figuring out which are which.

Find out which marketing channels generate high-quality leads

Some of your marketing campaigns may be bringing lots of leads that rarely buy and only waste the valuable time of your sales team. While other channels may bring very few leads, but a good percentage of these lead become long-term customers who end up spending a lot of money with your company.

But do you measure this? It all comes down to a metric called “revenue per lead”:

Revenue per lead: Google Ads vs Facebook

Salesforce and GA integration gives you a 360 view of your marketing campaigns

The goal of marketing basically comes down to bringing a steady stream of lukewarm leads that will end up having high revenue per lead. To achieve that, you need to figure out which exact marketing channels, campaigns, blog posts, keywords etc are more likely to bring those leads.

This is exactly where Salesforce and Google Analytics comes in handy. It gives you a 360 view of your marketing campaigns, and lets you see the ROI of each channel, campaign, and keyword. So you can double down on marketing activities that work, and turn off things that only waste your budget and attention.

The benefits of Salesforce and Google Analytics integration

Salesforce and Google Analytics connection

In the nutshell, Salesforce and GA integration lets you track you the source of each Salesforce Lead and Opportunity. And then use this information to build reports that tell you exactly which marketing activities you should focus on.

Why? Because without this kind of connection you’re basically flying blind. If you’re selling “offline” to people who came from online marketing, it’s the only way to know if you’re spending money on low-quality leads or not.

How to implement Salesforce and Google Analytics integration

There are three options to implement this integration:

  1. Use native Salesforce and Google Analytics integration. Good option, but it only works for Google Analytics 360 which starts at $150,000/year. At the time of writing this article, Google doesn’t have any plans to support the Free edition of Google Analytics.
  2. Implement a custom integration. You can hire an agency or task in-house developers to implement a custom integration. Not a bad option, but it usually takes a lot of time and effort.
  3. Use GA Connector – a tool designed specifically to integrate Salesforce with Google Analytics. It lets you do the same as the previous two options, but without breaking the bank or spending many months working on the implementation.

How Salesforce and Google Analytics integration works

GA Connector imports Google Analytics into Salesforce Sales Cloud. You’ll be able to see analytics data for each Lead and Opportunity:

Google Analytics data imported to a Salesforce Lead

Google Analytics data imported to a Salesforce Lead

GA Connector comes with pre-built reports and dashboards that let you analyze how many opportunities and revenue were generated by each campaign, channel, page, keyword etc:

Google Analytcs dashboard in Salesforce

Google Analytcs dashboard in Salesforce

GA Connector also brings Salesforce data into Google Analytics:

Salesforce data in Google Analytics

Salesforce data in Google Analytics

Adwords ROI: The Most Important Metric for Your Ads

Why ROI on your Google Adwords spend is so important

Why ROI on your Google Adwords spend is so important

If you’re trying to improve your digital marketing campaigns and measure how well your online business is really doing, you’re probably already aware how important Return on Investment – ROI is, especially the return on advertising spend on platforms like Google Adwords. The reality is – the most important metric for Google Ads is ROI. Not impressions, not clicks, not CTR, but ROI. Because in digital advertising, it all comes down to money spent vs money generated. Everything else is secondary.

Far too many people get caught up trying to increase clicks or looking trying to tweak user experiences to that they spend a few more seconds on a certain page, without taking a step back to look at the bigger picture. When looking at analytics, you’ll be presented with a lot of raw data, and lots of this can be useful in optimizing your site – but don’t get lost in the data. Make ROI on ad spend your priority – it’s the most important metric you’ve got.

In this article, we’re going to look at some of the issues associated with calculating ROI and how to measure ROI on your advertising spend – specifically on Google Adwords. While Google does give you it’s own ROI – you’ll come to see how this calculation isn’t accurate for most normal business, so it probably isn’t accurate for you, either. We’ll give you the information you need to calculate your ROI effectively and easily – so you can start making changes to grow your business.

How other metrics might mislead you

How other metrics might mislead you

The trouble with good reporting tools like Google Analytics is that they sometimes provide you with too much data. While some people might be able to make use of all of it – most don’t, and nor do they need to. But there’s one metric you really need to take seriously when analyzing how well your business is doing – and that’s your ROI for advertising spend – or return on advertising investment. This can also be known as ROAS.

Other metrics, like CTR and conversion rates are useful – but they can also be misleading. You see, getting obsessed with how many clicks a page or site is getting is a mistake many businesses make. While more clicks are generally better for your business – they don’t give you an accurate ideaof how well you’re really doing. They especially don’t give you a good idea of how well your search engine advertising is really doing – because they don’t take into account the money they generate.

CTR Google Ads

 

To really know how well your marketing is doing, you need to analyze how much money your Adwords advertising spend is really generating. That’ll take into account your advertising costs and the profit that’s gained from it.

While you can simply subtract your advertising spend from your generated sales total – there’s a problem with this sort of calculation. It’s too crude. You won’t know exactly which of your adverts have done well, and which haven’t. You might have an overall total, but you won’t know where it came from and how you got to it. You won’t know where to increase advertising spend and where to cut back.

Revenue stats in Google Analytics

That’s why you need a detailed and clear way of looking at your advertising spend and integrating the right tools and techniques into your reporting. That way you can ignore irrelevant metrics and only get the information that’s most relevant to you when spending your marketing dollars.

There’s also another problem with simply trying to increase clickthrough rates rather than improving your advertising ROI metrics. You could be getting more and more worthless clicks that aren’t really valuable to your business. If you target the wrong (passive) keywords and wrong target audience you might get tons of hits – but they might be a complete waste of time and money. Some traffic sources simply provide more of the wrong sort of visitor that’s never really likely to spend money on your site.

Why ROI is the most important metric for Google Ads

Why ROI is the most important metric for Google Ads

If you haven’t integrated the right tools and strategies into your backend – you won’t really know where your sales are coming from. Especially if people opt-in and then a member of your team phones them back later. It’s hard to prove a link or even have any idea how and why someone arrived at your site. That means you won’t really know which adverts are working for you and which aren’t – but this is vital information that’s crucial to the success of your business.

That’s why ROI on Adwords spend is so important.

You need to know which adverts are performing for you, and which aren’t. When you only look at broad profit margins compared to advertising spend, you won’t get the whole picture. Some of your adverts might actually be performing really well, and some might be a complete waste of money.

Once you know the details, you’ll be able to stop those under-performing ads (or make dramatic changes to them), while increasing spend where it’s really working. This sort of information could make a huge difference to how well your business does, and could reshape growth for the better.

How to measure your Google Ads ROI

How to measure your Google Ads ROI

Firstly, Google Analytics data does actually give you an ROI figure – but this is incorrect. It doesn’t know what your other costs are and assumes everything is profit. To get a more realistic figure, you need to include your other costs so that the ROI figure you see is even more accurate. There are a few different calculations you can do to make your marketing ROI figure more accurate, let’s have a look at them:

To calculate your real Adwords ROI, simply use the following ROI formula:

ROI = (revenue x margin – cost) / cost

This gives you a much more accurate figure than Google’s calculation, as it takes your costs and margins fully into account. You can integrate this info manually yourself, but there are also tools (like advertising ROI calculators) out there that can help you without you having to manipulate and edit spreadsheets yourself.

But perhaps more importantly, you won’t know exactly which keywords are performing well for you unless you make a few tweaks to how things are reported. This is important, as you need to know where you’re doing well, and where you aren’t – as we’ve already looked at.

You need to know the exact dollar value of not only each Adwords campaign, but also each individual keyword and advert. It’s the only way to really know what is and isn’t working in your campaigns. And to do it, you need to start using UTM parameters. This will help improve your monitoring so that you can get the data that’s most useful to you.

Google Ads UTM parameters

Simply add these UTM parameters to your destination URLs. After that, your developers can write a script that retrieves these UTMs and saves it alongside each form submission.

You can then use all this information to have a better idea about what people are doing on your site, why they arrived there – and any changes that might need to be made. You can make sure you know which keywords bring you the best customers, the highest spenders, or people that become long-term clients.

You can even find out which customers came from a different channel while still being influenced by one of your Adwords ads. Ultimately, you can calculate a clear and precise advertising ROI for every single advert or keyword, which is one of the most powerful pieces of information you can have in your marketing communications at all.

But fiddling around with UTM parameters isn’t always easy – that’s why the right tools could help integrate everything effortlessly so you can get the exact results you need within seconds.

GA Connector logo

Our software tool called GA Connector can help integrate your analytics into CRMs (customer relationship management tools) like Salesforce. – That means you can have even more precise information about your advertising ROI analysis along with a whole host of more detailed reports and metrics.

Ga Connector lets you easily integrate your advertising campaigns with Salesforce CRM so that you can make the most of a wide range of analytical data. With GA Connector, you can look at a range of important and useful metrics so that you can make the best decision about the direction of your marketing campaign:

Google Analytics metrics in CRM

Want to have the most detailed information on advertising spend available, across multiple platforms, with real-time data and all the tools you need to analyze them? You can by integrating your Adwords campaigns into your CRM platform with tools like GA Connector.

Conclusion

Hopefully, you’ve now seen how important calculating ROI of Google Ads is for your business. You should also be aware of how this digital advertising ROI can sometimes be calculated incorrectly and how other metrics might be misleading. If you want to make the most of your marketing efforts and hopefully grow your business in the long-term – you need to know exactly how people are arriving at your site and why.
Ultimately, you need to know which adverts are working for you and which aren’t – and you can find this out more easily than you might think. Make Adwords ROI your priority, and take your business to the next level.

What is closed loop marketing? (and how to implement it)

Definition: Closed loop marketing is a “holistic marketing funnel where marketing and sales data are connected, allowing you to determine the exact ROI of each and every marketing action”.

John Wanamaker was a 19th century businessman who is considered to be the father of modern advertising. And for many businesses, his quote still rings true today. In fact, this Forbes article cites a study by marketing professor Peter Fader which claims that much MORE than half of all marketing dollars are still being wasted.

But it doesn’t have to be that way!

The solution to the problem expressed in the quote is known formally as “Closed Loop Marketing”.

Closed-Loop Marketing

And thanks to closed loop marketing, it’s now a simple matter to connect your marketing and sales data, allowing you to calculate the exact ROI of every marketing action and every dollar spent

In this article, I’ll walk you through the concept of closed loop marketing and show you how to quickly implement it in your business using your existing CRM and analytics utilities.

https://www.youtube.com/watch?v=wWyYzjXNnYk

Closed loop marketing: What problem does it solve?

In most businesses, the sales and marketing teams are disconnected. They both have the same end goal of generating sales and revenue. But each one can only see half of the sales funnel.

The marketing team knows which online marketing efforts got people to visit the website.

And the sales team knows which leads converted into sales.

But no one on the team has enough data to connect those dots, and and understand which specific marketing efforts actually lead to specific customer sales.

To better understand closed loop marketing, it helps to visualize the sales funnel in 5 stages:

  1. Traffic generation. Here, your marketing team engages in a variety of activities designed to bring traffic to the site.This probably includes various ad campaigns on different PPC networks like Facebook Ads, Google Ads, Bing Ads etc… As well as content marketing, SEO optimization, email blasts etc.
  2. Visitors arrive at your website. Internet users click your ads, your listings in the search engines, links on other sites etc, and arrive at your website.
  3. Visitors become leads.
    A subset of your website visitors submit out a web form on your site, and become leads.
  4. Leads are added to your CRM.
    In this step, information entered submitted via the web form is ported over to your CRM (Salesforce, Zoho, Microsoft Dynamics etc), and the visitors officially become “leads” for your sales team.
  5. Leads become customers.
    Your sales team follows up with those leads, and a subset of them make a purchase, becoming customers.

For most businesses who haven’t implemented closed loop marketing, the problem lies in the fact that the data on the traffic sources that resulted in specific leads (Steps 1-3) is walled off in your PPC and Analytics systems; most commonly Google Ads and Google Analytics. And that’s the only data that the marketing team can access.

Meanwhile, the data on which leads converted into customers (Steps 3-4) is walled off in the CRM, where typically only the Sales team is looking at it.

Even if you were to grant your marketing team access to the CRM, the data is still disconnected.

There’s no way to see which ad, keyword, or piece of content sent each individual customer through the funnel.

It may seem harmless, but it’s the exact situation that Wanamaker described in his quote, and it leads to two problem behaviors on the behalf of your marketing team that harm the entire business:

  1. Focusing on channels that bring lots of traffic but few sales.
  2. Overlooking channels with less than impressive traffic stats but that have sky high conversions rates and ROI.

So without a proper implementation of closed loop marketing, your marketing team can end up doubling down on traffic sources that bring a lot of unqualified, time wasting leads that never convert…

…and turning off traffic sources that bring low traffic levels, but that convert like crazy and lead to high ROI customers.

When you implement closed loop marketing, the marketing team is able to see exactly which marketing efforts resulted in Sales.

They have enough data to calculate the value of those sales, to create a breakdown of revenue and ROI by marketing campaign and, better still…

…to take action on that data – increasing spend on the exact marketing campaigns that are generating not just leads, but SALES.

So how exactly do you implement closed loop marketing in your business?

At a high level, the solution is closed loop analytics. Closed loop analytics allows you to create reports with sales funnel data flowing from your PPC and Analytics tools to your CRM, and vice versa. We’ll talk about specific steps for configuring closed loop marketing and closed loop analytics in a moment.

What reports are available with closed loop analytics?

Before we talk about specific steps and tools for setting this up, let’s cover the type of reporting and data that closed loop analytics offers.

Using Google Analytics and Salesforce as examples, you can create reports like this one that combine marketing stats like sessions and users with Salesforce data like leads, opportunities, and amount from closed won deals.

Closed loop reporting in Google Analytics

This lets the marketing department see exactly which marketing campaigns and activities actually resulted in sales, and then lets them optimize accordingly.

In the CRM, you can see granular marketing data on each individual lead, like the ad campaign that drove them to the site, the first and last keyword clicked, the pages visited on the website, and more.

Facebook ads information in Salesforce

This is crucial business intelligence data that your sales team can use to optimize their sales pitches, track the entire user journey for each lead, and ultimately, close more sales.

Configure closed loop analytics in 3 steps:

Ok, this is probably the part that you’ve been waiting for!

At a more granular level, the solution to implementing closed loop marketing by way of closed loop analytics is to install an app that bridges the gap between Google Analytics and your CRM.

So let’s go ahead and run through the instructions for actually setting up closed loop analytics for your sales funnel in just 3 easy steps using our app, called GA Connector.

  1. Navigate to GAConnector.com and sign up for a free 30-day trial.This step should only take you about 20 seconds, and there’s no commitment or credit card required to get this set up.
  2. Begin the actual setup process for the GA Connector app.Select your CRM, and follow the simple instructions. This will get the data flowing between your CRM and your Google Analytics account.
  3. Start building reports and viewing your closed loop analytics data

This is the fun part!

At this point, you’ll have your CRM data by default in most standard Google Analytics reports, and you’ll be able to build custom reports like this example that shows how much revenue was generated from each PPC campaign.

Google Analytics with Adwords and Salesforce information combined

Google Analytics with Adwords and Salesforce information combined

In your CRM, you’ll be able to analyze the specific google ads campaign, Ad Group, Keyword, pages viewed, and more for each individual lead, and to build reports like this one where you can see how many closed won Salesforce opportunities originated from each Adwords campaign.

And once you’ve followed those 3 steps, you’ve effectively “closed the loop” between your marketing and sales teams.

The marketing team generates more high quality leads for less money.

The sales team has the data that it needs to close more deals and generate more revenue.

And , since most business still see closed loop marketing as some kind of Enterprise-only “big data” voodoo, your competitors will probably be scratching their heads, wondering how your team has suddenly cornered the market in your niche.

YOU get to show your CEO the business-wide improvement in ROI that can be attributed to YOUR decision to implement closed loop analytics.

Everyone wins.

Except, of course, your competitors.

Get started right now and close the loop in your business by signing up for a free trial at GAConnector.com

Questions? Don’t hesitate to leave a comment, or reach out to our team at [email protected]

How to save GCLID (Adwords click ID) to Salesforce

Saving GCLID (Adwords click ID) to Salesforce is an essential part of Salesforce & Adwords integration. In this article, we’ll show you step-by-step how you can do this.

Step 1 – Make sure that Adwords adds GCLID to ad URLs

All you need to do is make sure that auto-tagging is enabled for your Adwords account. In case it’s not, you can do so using these steps:

  1. Sign in to your Google Ads account.
  2. In the left page menu, click Settings.
  3. Click Account settings along the top of the page.
  4. Click the Auto-tagging section.
  5. To enable auto-tagging, check the box next to “Tag the URL that people click through from my ad.”
  6. Click Save.

Step 2 – Create GCLID fields in Salesforce

Create 4 GCLID fields in Salesforce: for Lead, Opportunity, Account and Contact objects. Feel free to skip objects you’re not using.

Make sure to create Text fields with Length=255. They should look something like this:

Create GCLID field in Salesforce

Create GCLID field in Salesforce

Step 3 – Add GCLID hidden field to your forms

Add a hidden field to your forms that looks like this:

<input type=”hidden” id=”gclid”>

Make sure to connect this field with the Salesforce GCLID field you’ve just created.

Step 4 – Add a script that will populate the GCLID hidden field

This script will find a hidden field with id “gclid” and populate it with the actual value of gclid parameter:

It’s best to put it before the closing </body> tag.

Want to learn more about Salesforce & Adwords integration?

You can read our blog post to learn about our preffered method for connecting Salesforce & Adwords.

Also, feel free to contact us if you’d like us to help set up this integration for you.

Salesforce and Facebook Ads integration

In this article, we’ll show you how to integrate Facebook Ads information into Salesforce. With this integration, you’ll be able to see:

  • which of your Leads and Opportunities came from Facebook Ads;
  • which Facebook Ads campaigns, ad sets and ad creative brought the most revenue, Opportunities and Leads.
Salesforce and Facebook ads integration

Salesforce and Facebook Ads integration

How does the Salesforce & Facebook Ads integration work

  1. People come to your website from Facebook Ads.
  2. When web visitors land on your website, they are tracked by GA Connector — a tool that enables this integration.
  3. After they submit a form on your website, their tracking information is saved to Salesforce Leads and Opportunities created upon the form submission.

Here is how Facebook Ads information will look like in your Salesforce leads:

Facebook ads tracking info in Salesforce

Facebook ads tracking info in Salesforce

You’ll also know if your leads are coming from other sources, such as Google Ads, referrals, SEO etc.

How to implement this

To implement this integration, go to our website and sign up for a free 30-day trial of GA Connector.

If you have any questions about this integration, feel free to contact us directly.

Microsoft Dynamics CRM & Google Analytics integration

With MS Dynamics CRM and Google Analytics integration, you’ll be able to:

  • Know the source of each lead and sale.
  • Calculate the revenue coming from each marketing campaign, keyword, blog post, ad creative etc.
  • Measure the ROI and sales impact of each marketing activity.

MS Dynamics CRM & Google Analytics integration

How it works

  1. You website visitor comes to your website and fills out one of your web forms.
  2. This integration code on your website identifies the source, medium and other Google Analytics information about this visitor.
  3. When the form submission appears in your MS Dynamics CRM, it already has Google Analytics information associated with it:
Google Analytics data in Microsoft Dynamics CRM

Google Analytics data in Microsoft Dynamics CRM

How to implement this

To implement this integration, go to our website and sign up for a free 30-day trial of Microsoft Dynamics CRM & Google Analytics integration.

If you have any questions about this integration, feel free to contact us directly.

Closed Loop Marketing for Salesforce

https://www.youtube.com/watch?v=wWyYzjXNnYk

What is closed-loop marketing? And what does it have to do with Salesforce?

In this article we’ll show how you can implement closed-loop marketing and closed-loop analytics in Salesforce.

So the idea behind closed-loop marketing is that sales and marketing teams are aligned under a common goal (usually revenue and profits).

In the traditional model, sales and marketing teams are disconnected. Therefore, the marketing team has to measure their performance using KPIs like:

  • impressions
  • clicks
  • form signups

Although it looks harmless, it can lead to two serious problems:

  • focusing on channels that bring traffic but few sales;
  • and overlooking channels with less than impressive traffic stats that nonetheless bring a lot of sales.

Some traffic sources will bring you lots of unqualified leads that will only waste the time of your sales team. Others may bring fewer form submissions, but those will be the ones that actually lead to closed deals.

A better way to measure marketing performance

Thankfully, there is a better way — closed-loop marketing. And it’s achieved through closed-loop analytics.

Closed-loop analytics looks something like this:

Closed loop reporting with Salesforce data in Google Analytics

Closed loop reporting with Salesforce data in Google Analytics

This closed-loop marketing report combines both marketing stats (sessions, users) and Salesforce information (leads, opportunities, the amount from closed won deals).

This allows the marketing department to see which campaigns and activities actually result in sales, and optimize campaigns accordingly.

How to implement closed-loop marketing in Salesforce

Here is how you can close the loop between sales & marketing using our app called GA Connector:

Step 1: Import Google Analytics information into Salesforce (and use it to build reports)

GA Connector automatically tracks last-click, first-click and other information about your Salesforce leads coming from the website:

Web visitor information in Salesforce

Web visitor information in Salesforce

Step 2: Build reports with Google Analytics information in Salesforce

After web visitor information is imported into your Salesforce, you can use it to build reports like this one:

Salesforce report with Adwords campaigns

Salesforce report displaying Opportunities by campaign

Step 3: Import Salesforce information into Google Analytics

GA Connector can also automatically import Salesforce data into Google Analytics, helping you achieve closed-loop marketing in Salesforce.

You’ll be able to see Salesforce data in most standard Google Analytics reports, as well as to build custom reports like this one:

Closed loop reporting in Google Analytics

Closed loop reporting in Google Analytics

 

If you’re interested in implementing closed-loop analytics in Salesforce with GA Connector, you can get a free 30-day trial of the app or contact us if you have any questions.

Retired Salesforce for Google AdWords alternatives (full overview)

Looking for some sort of Adwords and Salesforce integration script or plugin?

Look no more: in this article, you’ll find a comprehensive overview of all Salesforce & Adwords integration methods currently available.

Since Salesforce for Google AdWords retired in 2013,  we created this article with an overview of all the alternative integration methods currently available.

Method 1: Native Google Ads Conversion Import for Salesforce®

Pros: free; allows importing most important Salesforce conversions directly to Adwords.

Cons: limited number of data points to import; doesn’t let you see Adwords information in Salesforce.

About this method:

As mentioned in this Google Ads help doc, “you can configure your Google Ads account to record a conversion for any or every lead status and opportunity stage you track in your Salesforce account”. And because it’s a native integration made by Google, you can rest assured that it is stable.

However, this method doesn’t let you import any custom Salesforce data points to Adwords. For example, you may have custom fields configured to store important information about Leads/Opportunities, that you also want to send to Adwords. Unfortunately, Google Ads Conversion Import for Salesforce® won’t allow you to do that.

Method 2: Manual import of Salesforce data into Adwords using spreadsheets

Pros: free; full flexibility (you can import any Salesforce data into Adwords).

Cons: complex to set up; requires a lot of time on a regular basis.

Here is how you can implement this method:

  1. Set up offline conversion tracking in Adwords and save GCLID to Salesforce.
  2. Export Salesforce report with GCLID and your conversions to Google Ads.
  3. Import these Salesforce conversions into Google Ads.

Method 3: Use GA Connector to combine Salesforce & Adwords data in Google Analytics

Pros: easy to set up; full flexibility (you can import any Salesforce data into Adwords); support from our team.

Cons: requires a small monthly fee.

GA Connector takes a different approach to Salesforce & Google Adwords integration. Instead of connecting Salesforce and Adwords directly, it connects them through a proxy of Google Analytics.

It offers the following advantages:

  • You can track other channels too, not just Adwords (such as SEO, Facebook Ads and any other channel that Google Analytics can track).
  • Google Analytics reports are more powerful than the Adwords ones. Having both Salesforce and Adwords data in Google Analytics lets you build powerful reports that utilize powerful Google Analytics capabilities, such as segments, multi-channel attribution etc.

You can read more about this Salesforce & Adwords integration method here.

Or, you can go directly to the GA Connector website and sign up for a free 30-day trial.

Salesforce and Google Adwords Connector

https://www.youtube.com/watch?v=FN2PZ4qhi3A

Do you actually need this Salesforce & Google Adwords integration?

If you’re spending any significant amount of money with Adwords, then the answer is a resounding yes! A Salesforce and Google Adwords integration will help you skyrocket sales driven by your Adwords campaigns and other marketing channels.

Why? Because it’s crucial to know the ROI of each of your campaigns, ad groups, and keywords. Otherwise, you’re just flying blind, not knowing whether you should increase your ad spend or stop your campaigns.

That’s where a Salesforce and Google Adwords integration comes into play.

Salesforce and Adwords integration

Without this connection, it’s pretty much impossible to tell whether your Adwords campaigns have any real impact on sales.

And when your Salesforce CRM is integrated with Adwords, you can build amazing reports that help you answer questions like:

  • Does Adwords bring positive ROI?
  • Which of your campaigns is the most profitable one?
  • Which keywords and ad group should you turn off or improve, and which should you should invest more in?
  • Which Adwords campaigns actually result in Salesforce leads and opportunities?

What reports can you build after integrating Google Adwords with Salesforce?

In a nutshell, Salesforce and Google Ads integration allows you to build two types of reports:

1. Salesforce reports and dashboards with Google Analytics data in them. For example, this dashboard allows you to see how many closed won Salesforce opportunities were originated from each Adwords campaign:

Salesforce report with Adwords campaigns

2. Google Adwords reports in Google Analytics with Salesforce information in them. For example, this report shows how much revenue was generated from each Adwords campaign:

Revenue stats in Google Analytics

You can also utilize powerful Google Analytics multi-channel attribution reports to look at the impact of online marketing on sales from different angles:

Model Comparison Tool with Salesforce conversions

Assisted Conversions (imported from Salesforce)

Best way to connect Google Adwords with Salesforce

There are a few methods to implement this connection, but we consider GA Connector the best one, because:

  • With GA Connector, the connection is happening seamlessly. You don’t have to manually import anything.
  • It allows you to see Adwords data in Salesforce, as well as to combine Salesforce & Adwords data in a powerful Google Analytics report. Hell, you can even plug in your favorite BI tool to see all your data there.

GA Connector integrates with Salesforce Leads, Contacts, Accounts,  Opportunities, Products, Campaigns, Events and even custom objects. It allows to import information about Adwords campaigns, ads groups, keyword and more — right into your Salesforce account:

Google Ads data in Salesforce

Google Ads data in Salesforce Leads

How to implement this integration

  1. Connect your Google Adwords and Google Analytics if you haven’t yet.
  2. Go to GA Connector website and sign up for a free 30-day trial.
  3. Select Salesforce as your CRM and follow the instructions.

As a result, all three systems will be connected: Adwords <–> Analytics <–> Salesforce. And you’ll be able to see Adwords data in Salesforce (as well as combined Adwords & Salesforce report in Analytics).

 

Any questions about this integration and the implementation? Feel free to contact us.