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Marketo Introduces Conversion Import Integration with Google AdWords
New inbound marketing capability provides insights into offline and online activities together.
Posted Sep 6, 2013
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Marketo, provider of cloud-based marketing software, yesterday announced a new integration with Google AdWords.

With the Google AdWords Conversion Import feature, users can now view conversion data from Marketo within Google AdWords, providing insight into which clicks resulted in qualified leads, opportunities, and new customers. They can merge offline data with online data to track when clicks on an AdWords ad result in leads or sales offline, where, according to Google, nine out of 10 purchases happen.

Marketo's integration with AdWords offers preconfigured support for offline conversions inside Google, such as qualified leads, sales leads, opportunities, and customers.

"Marketing automation is the source of information about which leads get qualified or turn into revenue, so there's a perfect synergy between solutions such as Marketo and this new AdWords capability," Jon Miller, Marketo's co-founder, wrote in a blog post. "That's why I am excited that Marketo is the first marketing automation vendor to announce integration with this new feature."

According to Miller, "many lead submissions never turn into qualified leads, sales accepted opportunities, or customers, meaning that the conversion capabilities in AdWords have not been as effective for companies with those more complex goals.

"With this new capability, however, companies can not only measure lead submissions, but they can also track which of those leads resulted in viable business opportunities and ultimately sales. Marketers can use this information to adjust bids for different keywords, locations, times of day, and audience segments to improve the AdWords results for the outcomes they care about."

"Google AdWords and lead management solutions naturally complement each other as online marketers use search marketing to generate and drive new revenue opportunities," said Jon Diorio, Google's head of product management for AdWords Reporting and Insights, in a statement. "This is why we are pleased to see innovative companies embracing the opportunity to close the reporting loop between lead generation and lead management."

In a recent blog post, Diorio maintains that Google has plans to expand even further into this area, with the goal of making available "improvements and new features aimed at providing a more complete picture of your customers' journey and more accurate measure of ads effectiveness across devices and across channels.";

"Marketers can use this information to adjust bids for different keywords, locations, times of day, and audience segments to improve the AdWords results for the outcomes they care about," Diorio wrote.

The AdWords integration follows another move this week by Marketo to integratge with Demandbase’s real-time Web traffic identification technology platform.


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