How can I integrate Salesforce.com with AdWords to track keyword ROI in terms of revenues from closed deals?

Question

Rich Norwood · Answer

Full disclosure: I am the Chief Optimizer @www.closedopp.com [ http://www.closedopp.com ] - the only Salesforce focused PPC agency, so I've either used or vetted all of the integrations mentioned in this post.

Integrating AdWords with Salesforce to learn what marketing tactics drive revenue may be one of the most important tasks a marketer will do in 2015-2016.

There are multiple companies to choose from. To keep this simple: I will talk about the methods that are already established: Bizible, Daddy Analytics, Google Offline Tracking (Do-it-yourself), and CloudAmp.

* I will cover what is currently the best integration tool and where I think the market is headed.
 * I will review both the Pros and Cons of each product.
 * I will give my recommendation for what I recommend based on your company's needs and goals.

Bizible: If Gartner had a category for Salesforce Attribution, Bizible would be in the top right quadrant. For those that don't know Gartner, that means they are the best integration tool on the market at this time. They track all of your online leads via First Touch, Conversion Touch (the visit that they user gave you their name), and every touch in between and after. They track everything. They have all of this data in Salesforce and their own web application.

Pros: Bizible tracks everything correctly. Bizible's CEO Aaron Bird and his team of ex-Microsoft developers has done a great job getting attribution data inside Salesforce and attaching it to the lead records, opportunity records, account records, and contact records. If you have the budget and you spend more than $10,000 per month on PPC and other marketing, Bizible is a no-brainer.

They have an incredible support team. If you have a question about whether or not a lead should have attribution data, Kelsey or Hillary will review the data on their servers with their developers to make sure that you get an answer.

Cons: They've grown fast over the years and with any company that has a good product, you'll see price increases over the years as new features are added. Bizible has a hard time figuring out a pricing model that works. This shouldn't take away from their product, which is currently the best Salesforce attribution tool on the market. Bizible also needs to improve their web application. It lacks UI design elements and isn't very functional. For a company charging the prices they do, one would expect more from the UI.

I don't know if this is a pro or con, but it needs to be said. Bizible provides a lot of great data. You need experience with Salesforce to fully maximize the tool. That's not a problem for companies that use ClosedOpp, because we have filled that gap, but I can see how a company without ClosedOpp or in-house Salesforce experience could struggle fully maximizing the Bizible data. This goes for all of the integrations though, not just Bizible.

Daddy Analytics: This company has built the second best Salesforce attribution tool. It may prove to be Bizible's largest competitor over the next couple years, as I have spoken to their CEO Stony Grunow in depth about their roadmap, and they have a lot of plans to add value to the integration over the next 12 months. This is not a winner takes all market, so I'm interested to watch them develop.

Pros: Daddy Analytics is currently $320 per month. Compared to Bizible, which is $800-$300o per month, DA is a decent option for a company that just wants a little clarity into what marketing tactics are working, but doesn't care to be 100% certain. Daddy Analytics is currently building out features such as: Account based attribution, API connection with AdWords, and multiple click attribution.

Cons: They track AdWords via UTM parameters.  This means that it's not tracking directly from the AdWords API. That means the data you're getting into Salesforce is less quality. Why is UTM tracking not ideal? UTMs are ok if you just want to track campaigns and agroups but if you want to track keywords, you would need a different URL for each keyword. If you wanted to track ads, you would need a different URL for each as. If you wanted to track landing pages, you would need a different URL for each landing page. There are just too many overlapping items to track and that's what makes UTM tracking ineffective.

Daddy Analyitics is however rebuilding their tracking to be more effective. Like I said above, look for lots of changes with them over the coming year. There sweet-spot client is roughly $5,000 in AdWords spend. These are clients that may not be able to afford Bizible's lowest plan at $800 per month.

Google Offline Tracking: Companies such as Marketo, Pardot, and Sugar CRM have used "GCLID" to track offline conversions. Originally it was used to track offline conversions back into AdWords, but now companies are using the tracking to get AdWords data into CRMs and marketing automation platforms.

Cons: At a very high level (executive level), it only tracks 75%-80% of your opportunities.

- It only tracks for 90 days. 
- It doesn't track multiple clicks
- It's not tracking all PPC visits (Do you want to look at PPC as a whole or segment branded vs a specific campaign, AdGroup, or keyword. 
- It's not a custom attribution solution built for a specific CRM. All CRMs are different. The tracking was NOT built for Salesforce.

CloudAmp: Nice try guys, but you stopped before you completed an attribution tool. I used this integration for three months, but something just didn't feel right. I thought there had to be a better tool. I was right. There are a couple.

Pros: Cheap - Attribution for the price of dinner.

Cons: Uses custom UTM URLS - This means it takes a lot of time to manage, you can't trust the data, you won't get attribution down to the ad, targeted keyword, location, device, and a bunch of other cool things that Bizible offers. It only tracks first click or conversion click, which every one it was led me to look for other options. It doesn't track multiple click. If you spend more than $3,000 per month on PPC, don't buy it. Choose Daddy Analytics for $320 or Bizible's lowest cost product at $800.

Again, I've either used or talked to the CEO of all of these products. They all have good and bad things about them. I gave you my fair and honest opinion about each of them. If you have more questions about Salesforce attribution or want to learn about Salesforce Focused PPC, please feel free to connect with me at ClosedOpp - The first Salesforce focused PPC agency.

Aaron Bird · Answer

Disclaimer:  I am the CEO of Bizible.

Bizible has a solution that adds the campaign, search phrase, keyword, ad text, and ad group to the lead and opportunity.  It also works for non-AdWords traffic, like Facebook, Twitter, SEO, etc.

It completely replaces the legacy Salesforce for Google AdWords product and is super easy to setup.

Check it out here: Salesforce for Google AdWords | Bizible Marketing Analytics [ http://www.bizible.com/salesforce-for-google-adwords/ ]

John Kucera · Answer

As Salesforce for Google AdWords will be retired for all customers in May of 2013, third party partners are a great source for analytics tying ad spend to Salesforce leads and opportunities.

You can learn more about 3 partners working on solutions for AdWords integration here:
 * Pardot - http://www.pardot.com/pardot-for-google-adwords.html
 * Marketo - http://pages2.marketo.com/marketing-automation-sfga.html

* Eloqua - http://www.eloqua.com/google-ad-words

For existing customers using Salesforce for Google AdWords, here's a more detailed FAQ on the product retirement:
https://help.salesforce.com/apex/HTViewSolution?language=en_US&urlname=Salesforce-for-Google-AdWords-End-of-Life-Information

Unboxads · Answer

The simple and original method to find the keyword that convert into sale is target that relevant keyword on which new websites ranked on first page once you find that particular you will get all keywords that will convert your audience in customer.

Pashmina De Shon · Answer

How are you tracking and following up on your leads? A good CRM will enable you to capture the source and campaign details of your leads. Then once you've closed those leads, you can pull a report on those customers to look at the keywords. It is probably not likely that you'll be able to do this retroactively.

However, just because you can track something, doesn't mean it's worth spending time on. Unless you are dealing with 100's or more like 1000's of customers per month, it will likely be of no value to analyze your ROI per unique keyword. I have done this analysis a few times, and each time my general conclusion is this: 80% of your sales will come from completely unique keywords. The other 20% come from the generic obvious catch-all terms for your business or service.

Also compounding this is that Google now lumps much of the keyword traffic under (Not Provided) so it makes the above analysis even more questionable. If you are running a robust paid search campaign you will have more keyword data to play with but my above maxim stands.  (It will be more useful to analyze your ROI by the campaigns, or ad group concepts.)

Hope that helps!

Stefano Mazzei · Answer

✅ Feel free to visit my profile and get a free audit of your Facebook or Google Ads campaign.

To measure if your keywords are converting well on Google AdWords, there are several metrics you can track to see how your ads are performing.

One important metric is the conversion rate, which shows you the percentage of people who clicked on your ad and completed a specific action on your website, such as making a purchase or filling out a form. Another metric to track is the cost per conversion, which measures how much it costs you to get each conversion.

Other important metrics to consider include:

* Click-through rate (CTR): The percentage of people who click on your ad after seeing it.
 * Quality score: A metric that measures the relevance and quality of your ads, keywords, and landing pages.
 * Cost per click (CPC): The amount you pay each time someone clicks on your ad.
 * Ad position: Where your ad appears on the search results page.
To measure these metrics, you can use the AdWords dashboard or tools like Google Analytics to track conversions and user behavior on your website. It's also important to regularly analyze your ad campaigns and adjust your keyword bids, ad copy, and targeting to optimize your performance.

In summary, to measure if your keywords are converting well on Google AdWords, you should track important metrics like conversion rate, cost per conversion, click-through rate, quality score, and ad position. Use the AdWords dashboard or tools like Google Analytics to analyze your performance and adjust your campaigns accordingly.

Here are three examples of how you can measure if your keywords are converting well on Google AdWords:

1. Use conversion tracking: Set up conversion tracking in AdWords to track when users complete a specific action on your website, such as filling out a form or making a purchase. This will help you understand which keywords and ads are driving conversions and which ones are not.
2. Track your quality score: Check your quality score regularly to make sure your ads, keywords, and landing pages are relevant and of high quality. This will improve your ad rank and reduce your cost per click.
3. Analyze your search terms report: Use the search terms report in AdWords to see which search terms are triggering your ads. This will help you identify negative keywords to add to your campaigns, as well as new keywords to target. You can also use this data to adjust your ad copy to better match user intent.

Syed Rifat Ahmed · Answer

Keywords are the foundation of Google AdWords campaigns, as they determine which search queries trigger your ads to appear in the search results. The direct impact of your keywords in AdWords is on the relevance of your ads to the search queries entered by users, which can ultimately impact your ad's click-through rate (CTR), cost-per-click (CPC), and conversion rate.

To measure the impact of your keywords in AdWords, there are several key metrics that you can track:

1. Click-through rate (CTR): This is the percentage of people who click on your ads after seeing them. A high CTR can indicate that your keywords are relevant to the search queries, which can lead to more clicks and potentially more conversions.
2. Quality Score: This is a metric that Google uses to rate the relevance and quality of your keywords, ads, and landing pages. A higher Quality Score can lead to lower CPCs and higher ad positions.
3. Conversion rate: This is the percentage of people who take a desired action on your website after clicking on your ad, such as filling out a form or making a purchase. A high conversion rate can indicate that your keywords are driving high-quality traffic to your website.
4. Cost-per-click (CPC): This is the average amount you pay each time someone clicks on your ad. By optimizing your keywords and ads, you can potentially lower your CPC and improve your return on investment (ROI).
Overall, by tracking these key metrics and making adjustments to your AdWords campaigns based on the data, you can measure the impact of your keywords and improve the performance of your campaigns over time.

Amjad Puliyali · Answer

This is a presentation delivered by Mark Vozzo [ https://www.quora.com/profile/Mark-Vozzo ]  at SES Shanghai (April 2012). It is a behind the scenes look at how Salesforce.com uses CRM to bridge the gap between Marketing and Sales, thus allowing Marketing to optimize it's Paid Search Program spend based on revenue data from Sales. 
See a step-by-step workflow on how this all happens.

Richerd Ho · Answer

Finding those golden keywords that lead to sales is like hitting the jackpot in SEO and copywriting.

Start with your analytics tools – think Google Analytics or similar platforms. These tools are your secret weapon. They show you what keywords are already bringing traffic to your site. More importantly, they highlight the ones leading to conversions, whether that's sales, sign-ups, or other actions you value.

Next, let's talk about your audience. Understanding who they are and what they need is key. This isn't just about demographics; it's about getting into their heads. What are their pain points? What solutions are they searching for? Once you have a grip on this, brainstorm keywords that align with these needs. For example, if you're selling eco-friendly yoga mats, words like "sustainable yoga gear" or "eco-friendly exercise mats" might resonate with your audience.

Now, don't forget about your competitors. They can be a goldmine of information. Tools like SEMrush or Ahrefs can show you what keywords they're ranking for and, more importantly, which ones are driving their sales. You're not copying them; you're learning from them. Think of it as healthy espionage.

Once you've got a list of potential keywords, it's time to test and refine. This is where things get fun. Experiment with different keywords in your copy and monitor how they perform. A/B testing can be super helpful here. It's all about tweaking and fine-tuning until you find the magic words that turn readers into buyers.

Last but not least, remember that this is a marathon, not a sprint. SEO and effective copywriting take time and patience. But with a dash of creativity and a lot of data-driven insights, you'll find those perfect keywords that not only bring in traffic but convert that traffic into sales.

Hope this helps you on your quest for the perfect keywords!

Johan Hedin · Answer

Yes (Lead-IQ.com) does this. It captures the source keywords, adgroup and campaigns in adwords for all your leads. You can also find out which leads came from re-marketing (and the source of the website) as well as all display network websites. You can manage the leads in the platform all the way down to the closed sale, assign sales people, find out when the prospect come back to your website, which pages the prospect come to on your website, extract his GEO ip location, find out when prospects open your email etc…It does it all :-)

Stefano Mazzei · Answer

✅I invite you to visit my profile on Quora for a free audit of your Facebook or Google ads campaign. It's an excellent opportunity to receive personalized insights and optimize your advertising strategies for better results.

Now, let's address your question: "What is the best way to see if a keyword will be profitable in Google AdWords?"

Here's a summary of the answer:

* Conducting keyword research is crucial to determine the potential profitability of keywords in Google AdWords. Here are some effective methods to assess keyword profitability:Keyword Planner: Utilize Google's Keyword Planner tool to explore keyword ideas, search volumes, and average cost-per-click (CPC) data. Focus on keywords with relevant search volume and consider the competition level to gauge potential profitability.Competition Analysis: Analyze your competitors' Google ads and landing pages targeting similar keywords. Assess the quality of their ads, landing page experiences, and the competitiveness of the industry to gain insights into keyword profitability.Conversion Tracking: Implement conversion tracking in your Google AdWords campaigns to measure the actual performance of keywords. By tracking conversions and associated metrics such as cost per conversion and return on ad spend (ROAS), you can identify profitable keywords and optimize your campaigns accordingly.
 * Examples of how to assess keyword profitability:Use the Google Keyword Planner to find keyword suggestions and evaluate search volumes and CPC estimates for different keywords in your industry.Analyze competitors' ads and landing pages using tools like SEMrush or SpyFu to identify which keywords they are targeting and assess their ad performance.Implement conversion tracking in your Google AdWords campaigns, set up conversion goals, and monitor the performance of keywords based on actual conversions, cost per conversion, and ROAS.

Jeff Ferguson · Answer

If you have to ask, then you probably can’t.

That said, once you get a little training, you’ll learn about the Google Keyword Planner, which is found under the Tools section of Google Ads (stop calling it AdWords, it changed its name in 2018). This is the same tool where you get keyword ideas, etc. for campaigns, and one of the features is CPC estimates.

Pashmina De Shon · Answer

Yes Eloqua and Pardot come to mind. But I'm not a fan of either those or SalesForce. They're overkill for my business, and my clients. Instead, I'd recommend using a separate means to capture the data and then push it to whatever CRM you prefer.

Depending on your programming skills or resources, you can use Gravity Forms, or Wufoo to capture the referral data. Then you can push this data into any CRM you want as searchable meta fields for your leads.

Moe Barbar · Answer

There are a number of ways to calculate ROI for keywords, but the most common method is to use the following formula:

ROI = (Revenue from keyword - Cost of keyword) / Cost of keyword

This formula will give you the ROI for a single keyword. If you want to calculate the ROI for multiple keywords, you will need to add up the revenue and cost for all of the keywords and then divide by the total cost.

For example, let's say you have two keywords that you are tracking. The first keyword has generated $100 in revenue and cost $10, while the second keyword has generated $50 in revenue and cost $5. The total ROI would be calculated as follows:

ROI = (($100 - $10) + ($50 - $5)) / ($10 + $5)

ROI = 90%

Tushar Bhargava · Answer

I think almost all CRM provides this provided they have web leads forms or other ways to track the leads on the website.

For example in our CRM (intueri.io) we have a specific tool (zipcall.us) which let the website users call or send messages to business and the lead created through the form is directly pushed to the CRM, where it can be managed according to business needs.

Unless there is a way to get the leads directly from the website end-to-end lead management is not possible.

Zaid Alam Shah · Answer

Google considers several factors when choosing keywords for AdWords, including:

1. Relevance: Google considers the keyword's relevance to the ad and landing page.
2. Search Volume: Google looks at the number of searches for a particular keyword to determine its popularity and competition.
3. Advertiser Competition: Google takes into account the number of advertisers bidding on a particular keyword and the relevance of their ads to the keyword.
4. Quality Score: Google assesses the quality and relevance of the ad and landing page, as well as the relevance of the keyword to the ad and landing page, to determine the Quality Score.
5. User intent: Google considers the intention behind a search, whether it is informational or transactional, to match users with the most relevant ads.
6. Location and Language: Google uses the searcher's location and language to deliver the most relevant ads for their location and language preferences.
7. Device Type: Google also considers the type of device the searcher is using, such as a desktop, mobile phone, or tablet, to deliver ads optimized for the device.
CONCLUSION:

In conclusion, these are some of the factors Google considers when choosing keywords for AdWords to deliver the most relevant and high-quality ads to users.

Don’t forget to join our brand-new space, Marketing Wiz. [ https://marketingwiz.quora.com/ ]

Best Regards,
Zaid Alam Shah

Johnathan Dane · Answer

I'd love if I'm wrong on this one.

But if anyone could ever predict the ROI of an AdWords campaign (or any marketing campaign for that matter) 
then wouldn't everyone be doing marketing if its such a sure thing?

You can't predict marketing or advertising that way. And that's why some of  it fails so often.

Let me explain this way:

You either have a horrible campaign that's written in the wrong language and doesn't allow anyone to take the desired action you wish. 0% conversion rate and no ROI. You lost all your money.

Or.

You have the absolute best marketing campaign that has a 100% conversion rate and the ROI is insane.

Between those two points is where you'll find yourself. Nothing worse, nothing better.

And this is because you either have things tested out and know what you're doing, or you don't.

This comes down to the ads and the landing page experience for example. 
Nothing should be set in stone, so you are the free to change things and improve.

So no, ROI can never be determined before hand when it comes to marketing or advertising.

Edwin Dijkstra · Answer

I'd say there's two ways to get the data you want.

One. You could look into fully integrated systems, like HubSpot. You'll be able to link the source all the way to the sale.

Two. You could go semi-automated using your current systems. I manage the PPC campaigns for a client that uses Zoho docs. They use the API to input all the leads. Via a manual action the sales team input the sale data next to the automatic imported lead data (including keyword).

Ryan Cruz · Answer

Yes, you can track which keywords are generating conversions from your Google AdWords ads. Google Ads allows you to set up conversion tracking to see how effectively your ad clicks lead to valuable customer actions such as purchases, sign-ups, or calls.

By using attribution models within your conversion tracking settings, you can determine how much credit each keyword gets for conversions.

Additionally, the search terms report provides insights into which search terms, and consequently which keywords, are driving conversions by showing the performance of your ads when triggered by actual searches.

For Performance max campaigns, you’ll need to look at the “Insights” section to get more information on which search terms drove conversions.

Joel Pinkham · Answer

I'll preface my answer with the fact that I haven't worked with Sales Force for 4 years so I'm assuming the system is still similar.

Back in my day...before sales force had Adwords integration, we needed to do everything custom. The good news is: it's stupidly easy for someone with a small amount of coding knowledge.

The process of a sales force web to lead form works like this:
1) you insert HTML into your website that is provided by sales force
2) the form POSTS data direct to sales force and redirects the user back to your website

The trick to Adwords tracking is to inject your tracking URL's data into hidden fields in your form which can either be done with your server side scripting or with JavaScript.

The process will work like this:
1) append tracking URL's in Adwords, unfortunately this has to be done manually. I.e. yourdomain.com?adwordsCampaign=MyCampaign
2) add a field to sales force web to lead form called adwordsCampaign and make it hidden
3) add a script to your page to detect the adwordsCampaign URL parameter and set the form field value to the value presented in the query parameter
4) this should now send the campaign name to Sales Force

The same process can be followed down to the keyword level.

I hope this helps!