Companies that run lead generation campaigns on Google AdWords have long been challenged by the fact that optimization signals stopped at the lead capture. Up to now, it was impossible to optimize campaigns based on the actual quality and close-rate of those leads.
Google’s new feature allows companies to integrate Google AdWords with any number of CRM and marketing automation platforms, including Salesforce, SugarCRM and Marketo, and upload offline conversion event data from their PPC leads back into AdWords. Campaign managers can then optimize campaigns based on data that encompasses the entire sales funnel, not just the initial lead capture.
To learn more about how offline conversion tracking works, read our article on Search Engine Land: AdWords Debuts Offline Conversion Tracking For Full Sales Cycle Optimization.