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Salesforce & Adwords Integration Overview. The BEST method for linking Salesforce with Adwords.

Salesforce & Adwords Integration Overview. The BEST method for linking Salesforce with Adwords.


[Music] What exactly does connecting Salesforce and Google Ads do for your business? What reports can you build by integrating these utilities? What is the fastest way to set up the integration? I’m going to cover all of that and more in this quick video. So let’s get started! First, what are the benefits of installing a Salesforce Google Ads integration? What can it actually do for your business? Right now you’ve got two separate data sets. You have your Google Ads data telling you which ads campaigns and keywords generated leads and you have your Salesforce data telling you which leads turned into sales. But you’re missing the big picture. You have no idea which ads, campaigns, and keywords are actually generating sales. When you integrate Salesforce and Google Ads you know your exact Google Ads ROI, which Google Ads campaigns are the most profitable and which ads are bringing you look-warm leads that never convert versus the ads that are bringing you red hot high dollar value leads that are ready to convert now. So the bottom line is that you end up with a big picture start-to-finish view of your sales funnel telling you exactly which ad groups and keywords should be turned off, which are candidates for improvement and which ones are like printing money where you should be maximizing your ads spent. Next who can benefit from connecting Salesforce with Google Ads? In our practice we’ve seen companies in pretty much every possible niche and industry who benefited from installing a Salesforce Google Ads integration. Companies looking for a Salesforce Google Ads integration typically generate leads via a web form, pull those leads into Salesforce and then assign a sales person who actually follow up and close the deal. These businesses normally have the lead conversion data partitioned away in Google Ads and their sales conversion data walled-off in Salesforce and the two data sets never talk to each other. Connecting the dots between Salesforce and Google Ads provides a huge competitive advantage since most competitors won’t realize that such a thing is even possible. So now let’s talk about the reports you can build after integrating Google Ads with Salesforce. Setting up a Google Ad Salesforce integration lets you build two main types of reports. First our Salesforce reports and dashboards that contain Google Analytics and Google Ads data. For example, this dashboard allows you to see how many closed one Salesforce opportunities were originated from each Google Ads campaign. And for each individual lead you can see the Google Ads campaign, ad group, keyword, pages viewed and more. The second type of report that you’ll be able to generate are Google Ads reports within Google Analytics that contain Salesforce information. So for example, you can run a report like this one that shows how much revenue was generated from each Google ads campaign. You’ll notice that we’re pulling in data from Salesforce to track raw conversions, conversion rate and a conversion value for each Google Ads campaign. Another example is this powerful Google Analytics multi-channel attribution report that lets you look at the impact of online marketing on sales from different angles using different attribution models. Similarly you can run a report like this one that analyzes assisted conversions counting all conversions in which a given channel was a non-last interaction. All this is extremely powerful information for both marketing and sales teams. Powerful information that your competitors probably don’t have for their sales funnel. Ok so we’ve talked about the why. Let’s talk about the how. What are the different ways to connect Salesforce and Google Ads? What’s the best, fastest and most full-featured way? First some businesses utilize the standard Google Ads and Salesforce integration. That’s fine and it’s definitely an option but most companies that go this route usually discover pretty quickly that it doesn’t meet their needs. For example, it doesn’t let you import Google Ads data to Salesforce, use powerful Google Analytics reports that we just talked about or analyze any other traffic sources besides Google Ads. Other businesses try to code a better solution in-house thinking that it’ll be cheaper in the long run, but most of the time the time and costs involved in supporting and maintaining an in-house solution long term isn’t worth the effort. When a third-party off-the-shelf integration solution can be implemented within hours or days and in-house solution often gets bogged down in bureaucracy and slow development cycles. It’s similar in a way to the solution that many marketers find with a Google Tag Manager. Could an in-house development team code a solution? Sure but it’s just not a valuable use of the dev teams time when a simple solution already exists. I mentioned Google tag manager is the typical solution for marketers who want to update website tags and snippets quickly. Similarly the fast, easy, full-featured, off-the-shelf solution for integrating Salesforce and Google Ads is GA Connector. Whu GA Connector? First, unlike some other off-the-shelf solutions we provide two-way data and reporting. GA Connector lets you pull the Google Ads data into Salesforce as well as to combine Salesforce and Google ads data in a powerful Google Analytics report. Second, with GA connector the import is seamless, instant and constant. You don’t have to manually import anything and you’ve always got up-to-the-minute data. Okay so finally let’s take a quick look at the exact steps for implementing this integration. The first step is to navigate to gaconnector.com and sign up for a free 30-day trial. This step takes about 15 seconds. The second step is to connect your Google Ads and Google Analytics accounts if you haven’t already. It’s really easy. you basically just open up the Google Analytics property that you want to link, click Google ads linking, click the name of the Google Ads account that you want to link and then click “Continue” and step through the wizard. Finally you start the actual GA Connector setup process. Select “Salesforce” as your CRM and follow the simple instructions. And that’s it! All three systems will be connected: Google Ads, Google Analytics and Salesforce with data flowing in both directions. Google adds data in Salesforce and combined Google Ads and Salesforce reporting in Google Analytics. I really hope that this video helped to clear up your questions about integrating Salesforce and Google Ads. Still have questions? Don’t hesitate to reach out to our team at support at GA connector com

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