How to Optimize CRM and Offline Conversions in Adwords and Beyond

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Offline Conversions: Closed-Loop Attribution in AdwordsSam FonoimoanaFounder | Fahui| @samfonoimoana

Where does the final conversion happen?

B2B Marketing Analytics ScenarioData is spread through out different systemsCampaign and Spend data

Sales Data

How Can We Connect The Two?Literally a million-dollar question

Begin with the end in mind

GCLID(Google Click ID)

Step 1: Make sure auto-tagging is on

Step 2: Setup a new field in your CRM

Setup a new custom field in your CRM to receive the GCLID

Work with your Marketing Ops / Sales Ops team to do this

Step 2: Setup a new field in your CRM

Step 2: Setup a new field in your CRM

Step 2: Setup a new field in your CRM

Step 3: Pass the GCLID into the CRM

Create a new hidden field on the form to receive the GCLID

Grab the GCLID in the URL to populate this hidden field

Make sure you have mapped this form field to the new field you created in Step 2

Step 4: Create The Offline Conversion in Adwords

Tools > Conversions > +CONVERSION

Import > Conversions from clicks

Fill in the configurations and save

Step 5: Export conversions with GCLIDs

Know what fields hold revenue and won deals in your CRM

Create a report of your target conversions with GCLIDs

Export this report in CSV format

Step 6: Import conversions into AdwordsWait 6 hrs after creating the offline conversion before importing

Make sure that your CSV is formatted properly: http://www.gstatic.com/conversiontracking/conversion-import-template.csv

Tools > Conversions > Upload

Step 7: Create Adwords Custom ColumnsIf you want to pull conversions and calculations into reports you need custom columns!

Go to Campaigns > Columns > Modify Columns

Scroll down to Custom Columns and add one for your desired conversions and calculations

Pull into campaign and adgroup reports! Hooray!!

Offline Conversions In Adwords

email: sam@fahui.iotwitter: @samfonoimoanawebsite: http://fahui.io