Google AdWords’ Breakthrough Feature Makes Offline Conversion Optimization A Reality

google-adwords-square-logoYesterday, Google announced a new offline conversion tracking feature that will likely change the way lead generation campaigns are tracked, measured and optimized.

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.

Related Topics: Channel: Search Marketing | Google | Google: AdWords | Search Marketing

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



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  • http://bizible.com/ Andy Turman

    Great spot, Ginny. This is a very cool Adwords feature. Wondering if anyone has set this up for their SF instance. I would love to chat.

    Andy Turman
    co-founder
    Bizible.com – a Salesforce/Adwords App
    andy/at/bizible.com

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