Salesforce and Google Ads are strong tools that help businesses to run campaigns, analyze data and track leads after conversions. However, the impact of these tools is even greater when you choose to integrate the information from these two systems. Here are just 3 reasons why you need to connect Salesforce with Google Ads today
Better Insight and Optimization of Marketing Strategies
Connecting Salesforce with Google Ads gives us a powerful insight. Ads can help us to understand the performance of campaigns e.g. which search terms, keywords and ads convert to conversions. Salesforce, a CRM solution, gives us information on business/customer interaction, insight into which client calls, emails or site exchange convert to sales. When combined, we can track a client’s journey through your business marketing strategy from leads all the way to a sale. This gives us a more detailed understanding of which PPC ads are converting to qualified leads and which Google Ads Campaigns are really impacting your sales and giving you a better ROI. The detailed reports that can be generated from within Salesforce can also help you to optimize your PPC campaigns, telling you which ad groups or keywords to keep and which to remove.
Connecting Salesforce with Google Ads
The Ability to connect Salesforce and Google Ads are easy. Google has a functionality that allows you to integrate data from Salesforce into Ads without having to manually integrate these systems. The benefits of this is that you can begin to analyze all data in one place including importing offline conversions from Salesforce for a comprehensive overview. The set up requires you to set up Google Ads Conversion Import for Salesforce. This will add an alphanumeric string, a unique ID called GCLID – Google Click ID, to your Ads. This ID will enable you to identify which ad was clicked and what happened next. For example, if somebody clicks on an ad, and then goes on to submit a form from your website, this GCLID is then passed to Salesforce. Your Sales team will continue to track the meaningful milestones that they have identified, but these will now be linked with the GCLID. If a milestone which has been linked with a GCLID is achieved, AdWords will see this and import this data as a conversion.
After Setup
Now that you are all connected, it’s important to give your campaigns some time to run in order to accumulate enough data to make meaningful analysis including enough time to see sales and trends in data. Now you will be able to see the direct relationship between your AdWords.
For businesses which use both systems the benefits of integrating this data are great. Integrating Salesforce and Google Ads can give you the most accurate picture of a customer journey and valuable data to drive your marketing strategy and improve ROI.
