• April 1, 2015

Marketo Integrates with Google AdWords and Analytics

Marketo, a provider of engagement marketing software and solutions, has integrated its Engagement Marketing Platform with the Google AdWords and Google Analytics products.

This marriage of marketing and advertising technologies empowers marketers to create more measureable digital marketing programs that span customer acquisition to sale to advocacy.

This integrated solution provides access to richer data, firmographic and profile information, to help marketers serve highly relevant and personalized ads to only the prospects in which he is most interested.

Users can automatically export offline conversions tracked in Marketo (e.g., lead qualified, opportunity won, etc.) directly back to AdWords, thereby allowing them to quantify the impact of their Google AdWords spend against actual revenue or revenue-generating events. Armed with this information, marketers can focus their bids, budgets, and attention on the keywords that deliver the best results. This includes enabling them to leverage AdWords' bid automation solutions.

Users can also link additional Marketo data, such as firmographic and profile information of known and anonymous customers, with their Google Analytics platform, allowing them to better analyze how key audiences behave through the marketing funnel and optimize their ad spend across the full funnel.

"Paid advertising has lived in a silo for long enough," said Sanjay Dholakia, chief marketing officer at Marketo, in a statement. "With our integration to Google AdWords and Google Analytics, we are breaking down that wall and enabling marketers to look holistically at how they are engaging audiences across different channels. In today's world, engagement marketing means delivering the right message at the right time over the right channel. The combination of Marketo and Google makes this possible."

The move comes just two weeks after Marketo announced a similar integration with Power BI, Microsoft's new business analytics product.

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