It’s important to know whether your Google AdWords investment has an actual impact on your sales pipeline. Pardot makes this possible with the Google AdWords Connector. But, before you dive in, there are several items to consider.
1. How clean is your Opportunity data in Salesforce?
Once you enable the AdWords Connector, Pardot will populate the Paid Search reports with your Campaigns, AdGroups, Ads and Keywords. Under the Paid Search Campaigns report, all Prospects that engage with ads tied to each campaign will appear in the Prospects column. The value from their Opportunities will be combined under the Revenue column.
To populate these rows, Pardot references the Value field on the Opportunity. Make sure your sales reps add the Contact in the Contact Roles section of the Opportunity. This will enable Pardot to link the Opportunity with the Contact’s record. Sales Reps will also need to enter accurate Values for Closed-Won Opportunities and delete values for those marked closed-lost. Adhering to these best practices will not only improve the accuracy of paid search reporting in Pardot, but it will also enhance sales reporting and dashboards in the CRM.
2. Pardot Attributes All Opportunities Tied to a Prospect Record
Once a Prospect is associated with a Paid Search Campaign, all their Opportunities will be grouped included in paid search reporting. This includes historical data for existing Prospects.
For many users, this functionality works well, allowing them to track customers’ lifetime value. But, for others, this can inflate their reporting, especially if they have a long customer lifecycle.
Keep this in mind when reviewing your Paid Search metrics and consider viewing the Unique Opportunities and Revenue column as metrics influenced by Paid Search, but not directly attributed to that marketing channel.
3. Ad Clicks Will Appear as Tracked Activities
When a Prospect clicks on an ad, the ad headline, as well as the date and time of the click, will appear under the Tracked Activities section of their Pardot record. This data will also sync over to Salesforce, allowing sales reps to review that information without leaving the CRM.
4. Prospects Are Assigned to a Default Pardot Campaign
When you set up the AdWords Connector, Pardot will automatically create a campaign titled Google AdWords. Prospects will automatically be assigned to this campaign if their first touch point is a Google Ad.
You can change the default campaign by following the steps outlined in this article.
It’s also possible to map individual AdWords Campaigns to matching Pardot Campaigns. Making this change can allow you to view only the Prospects and Opportunities that can be directly attributed to an individual AdWords Campaign. As discussed earlier, the Paid Search reports will include Opportunities and engagement from existing Prospects.
Leveraging Pardot’s Google AdWords Connector can not only help you understand your AdWords ROI, it can also assist with ongoing optimization of keywords and ads. Pardot’s Keyword Report can reveal the terms that are most effective in generating Opportunities and those that don’t bring in a strong return.
The hope is that, in the long run, your AdWords budget can be allocated to the most effective keywords, as the low performers are identified and paused.