Marketing software maker Marketo is linking its engagement platform with Google AdWords and Google Analytics products. According to Marketo, integration is an effort to make marketing campaigns more measurable.
With digital marketing spend set to skyrocket this year, marketing teams will have a lot more flexibility when it comes to choosing the best use of their ad dollars. But that doesn't alleviate the need to properly evaluate ROI, which is where the Marketo/Google integration comes into play.
Marketo says the Google integration addresses key problems commonly facing digital marketers, and high on that list is accurately tracking ad spend.
So Marketo is making it possible to export offline conversions tracked within its own platform directly onto AdWords. This allows marketers to quantify the impact of their AdWords spend against actual revenue, which in turns helps them focus their bids, budgets and attention on the best keywords.
The integration between the companies also addresses marketing personalization by providing the ability to link additional Marketo data such as firmographic and customer profile information with their Google Analytics platform. The potential benefit of this is that marketers can better analyze how key audiences behave through the marketing funnel, and in turn optimize their ad spend across the full funnel.
"Paid advertising has lived in a silo for long enough," said Sanjay Dholakia, CMO at Marketo. "In today's world, engagement marketing means delivering the right message at the right time over the right channel. The combination of Marketo and Google makes this possible."