1. Google AdWords Integration
With Act-On

2. Introduction Why Google AdWords Paid vs Organic Search
Setup and Terminology
Understanding the Report
Lead Conversion Journey

3. Intended Functionality
What is Google AdWords?
Advertising service for displaying Ads on Google. You pay when an Ad is clicked (PPC).
Why Google AdWords?
Attract customers
Capture the right people at the right time
Nurture lost visitors
Convert leads into sales
Expand your targeting
Why Google AdWords with Act-On
Automatically evaluate ROI of paid ads
Improved keyword targeting
Target prospects based on search history
Intended Functionality

4. Paid vs Organic Search Organic Search
A free listing in Google Search that appears because it's relevant to someone's search terms.
Search terms used in Organic searches cannot be tracked.
Paid Search Terms can be tracked only when an individual is converted by Act-On.
Paid vs Organic Search

5. Setup Settings > Connectors > Connect Enter AdWords Customer ID
Grant access to AdWords
Configure parameters
Append query string to all Ads
Wait 24 hours
Setup

6. Setup Creative – The ad ID
Keyword – The first keyword used to perform the search
Matchtype – The type of keyword match (Broad, Phrase, Exact)
Default parameters are almost always used
If your customer is using custom parameters, they will know about it!
If left blank, you will not see AdWords Report data for Leads, Leads/Click and Cost/Lead.
The customer needs to copy the query string and append it to all Ads:
&keyword={keyword}&matchtype={matchtype}
Setup

7. Understanding the Report
Synced directly from Google AdWords
Campaigns – A set of ad groups (ads, keywords).
Clicks – Counted each time someone clicks on your ad.
Impressions - Counted each time your ad is shown on a search result page.
CTR - A ratio showing how often people who see your ad end up clicking it.
Avg. CPC - The average amount that you've been charged for a click on your ad. Total Cost / Total Number of Clicks.
Cost – The total cost of your ad.
Google Conv. – Conversions on goals defined in Google AdWords.
Avg. Pos. - A statistic that describes how your ad typically ranks against other ads.
Populated by Act-On
Leads – The number of leads generated from the ad.
Leads/Click - The conversion rate of clicks to leads from the ad.
Cost/Lead – The cost per lead from the ad.
Understanding the Report

8. Lead Conversion Journey
Leads
Leads/Click
Cost/Lead
Lead

9. Summary Parameters must be set up, either custom or default
The website must contain the tracking beacon
Forms must submit to Act-On (via any method)
Organic Search Terms cannot be tracked
If a user navigates away from the website, they will not be converted