Google Ads Salesforce Integration: 13 Easy Steps

on CRMs, Digital Marketing, Google Ads, Google AdSense, Marketing, Marketing Analytics, Marketing Automation, Marketing Cloud, Salesforce, Tutorials • September 16th, 2021 • Write for Hevo

Salesforce is the most popular and largest CRM platform to track your leads and opportunities. Similarly, Google Ads is the world’s largest advertising tool to bring in new leads and leverage your business. You can completely optimize your campaigns with Google Ads Salesforce integration. With Google ads Salesforce integration you can improve your paid advertising efforts by knowing where your prospects come from. The advantages of integrating the best advertising and marketing tools are huge. You can plan better strategies to maximize your returns and profit. Performing Google Ads Salesforce integration is worth all the benefits it provides.

In this blog, you will be introduced to Google Ads and Salesforce along with their key features. You will get to know the pre-requisites and an in-depth tutorial of Google Ads Salesforce integration. You will also get to know the purpose and benefits of Salesforce Adwords integration.

Table of contents

Introduction to Salesforce

Google Ads Salesforce integration:  Salesforce logo
Image Source: Wikipedia

Salesforce is a cloud-based Customer Relationship Management (CRM) tool that is designed to support companies in managing their Sales and Customer related data. You can use the Salesforce CRM without any technical background as it is easy to set up and manage. It has redefined the relationship between businesses and their customers by developing a more meaningful connection between them. By providing a single view for each of your client interactions, Salesforce CRM can give you unique insights into the customer’s journey and at the same time empower you with tools that can enhance your customers’ experience.

Also, Salesforce is Cloud-based, which implies that it can provide high flexibility and scalability to its users. Salesforce is the ultimate solution for your business as it provides all the necessary elements for your business on an automation platform with embedded intelligence.

Key Features of Salesforce

Salesforce is one of the most widely used CRM tools and the following features are responsible for its immense popularity:

  • Ease of Setup: Unlike other CRMs, which on average take up to nearly a year to get installed and deployed, Salesforce can be set up from scratch and be deploy ready within few weeks only.
  • Straightforward: Businesses don’t have to spend much time training their employees for using this CRM. It is quite straightforward and does not require much training or technical experience.
  • Customizable: Salesforce’s specialty lies in the customization that it offers. Users can customize this CRM tool according to their business requirements. This particular feature plays a huge role in Salesforce’s immense popularity.
  • Account Planning: Salesforce supplies you with enough insights about each Lead so that your Sales Team can tailor-make their approach for every potential Lead. This will surely increase their probability of success and the customer will also get a personalized experience.
  • Accessibility: Salesforce being a Cloud-based software, is accessible from all remote locations if you have a working internet connection. Moreover, Salesforce offers an application for mobile phones thus making it super convenient for the users.

Introduction to Google Ads

Google Ads Salesforce integration: Google Ads Logo
Image Source: machdigital

Google Ads is one of the most pervasive Advertising Platforms being used today. Developed by Google, and a subsidiary of Alphabet Inc., Google Ads allows businesses, large, small, and enterprise-level, to pay to have advertisements, product listings, or service offerings displayed to web users via the Google Ad Network.

The Google Ad Network allows businesses to display their text ads to users who conduct searches on Google using its Google Search network, while those businesses that would prefer to display more visual advertising can have their ads displayed on non-search websites, mobile apps, and videos via its Google Display Network. Google Ads’ pricing structure also allows businesses to bid on the Cost-per-Click (CPC) and/or Cost-per-Impression (CPM) rate, making it one of the most cost-effective marketing solutions for businesses of any size.

Key Features of Google Ads

The fact is that Google generates millions of search queries in a day. It means it has comprehensive resources and can drive more traffic. Using Google Ads for advertising has multiple benefits. Advertisers make a minimum of 8 USD a day, spending only 1 USD on Ads. Thus, with Google Ads, you can increase ROI with optimized Marketing Campaigns. A few features of Google Ads are listed below:

  • Adjustable Bidding: As per your budget, you can decide on bidding as well as adjusting the Ads. Google Ads has features bid adjustments, where you have the flexibility to adjust bids based on the interaction of people in the previous activities. 
  • Flexible Campaign Settings: In Google Ads, you can set your Ads Campaigns as per your convenience. Several types of Ads Campaigns are available that you can use for advertising your products or services.
  • Ads Targeting: Google Ads features Ads targeting where you can run Ads Campaigns as per your audience’s demographics. You can select the target device option while running the Ads.

Purpose of Google Ads Salesforce integration

Salesforce Google Ads integration paves way to utilize the benefits of both Salesforce and Google Ads. By Salesforce Google Ads integration, you can import Salesforce’s sales cloud into Google Ads to compare and understand how your online advertisement is improving your offline revenue. This metric will help you identify the correct traffic for your business.

With Google ads Salesforce integration, you will get a clear understanding of the sources of your opportunities. You will be able to know which keywords and campaigns provide you more leads. By this, you can elevate your strategies further with that campaign or keyword. The top-performing campaigns can be identified and you can plan further on which campaigns you should invest more money.

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Pre-requisites for Google Ads Salesforce integration

There are four important prerequisites for Google Ads Salesforce integration.

  1. You must be able to login into the Salesforce Sales Cloud account with System Administrator permissions.
  2. You must have Auto-tagging enabled in your Google Ads account.
  3. You should be able to edit your website code to get the Google Click ID (GCLID).
  4. The Click-to-Conversion cycle should be less than 90 days

Steps in Google Ads Salesforce integration

The following are the steps involved in Google Ads Salesforce integration.

Step1: The first step in Google ads Salesforce integration is to sign-in to your Google Ads account.

Google Ads Salesforce integration: Google Ads Login
Image Source: mirketa.com

Step2: The first thing to check after signing in is to check if your Auto-Tagging is enabled. If it is not enabled, checkin the “Tag the URL that people click through from my ad” and click save.

Google Ads Salesforce integration: Enable auto-tagging
Image Source: mirketa.com

Step3: Now, click on the TOOLS & SETTINGS tab on the upper right and select Linked accounts from SETUP.

Google Ads Salesforce integration: Select Linked accounts
Image Source: mirketa.com

Step4: Select Salesforce by clicking on the DETAILS icon under Salesforce for Google ads Salesforce integration.

Google Ads Salesforce integration: select Salesforce details
Image Source: mirketa.com

Step5: After clicking on the DETAILS icon, you will be redirected to Salesforce Login Page. Sign in to your Salesforce account by entering your login credentials.

Google Ads Salesforce integration: Salesforce login
Image Source: mirketa.com

Step6: After logging in, create a new custom field named GCLID(Google Click Identification) in the opportunity object. And also create a descriptive label for the field and ensure to enable the “Set History Tracking” for the same.

Google Ads Salesforce integration:  create GCLID
Image Source: mirketa.com

Step7: Then, Go to the lead object and perform the same steps to create another custom field with identical parameters. Select “Click Map Lead Fields” and ensure to map the Lead GCLID to the opportunity GCLID field.

Step8: The next step in Google ads Salesforce integration is to copy and paste the Javascript snippet below on the Salesforce Lead form.

<script type=”text/javascript”>
function setCookie(name, value, days){
var date = new Date();
date.setTime(date.getTime() + (days*24*60*60*1000));
var expires = “; expires=” + date.toGMTString();
document.cookie = name + “=” + value + expires;
}
function getParam(p){
var match = RegExp(‘[?&]’ + p + ‘=([^&]*)’).exec(window.location.search);
return match &&decodeURIComponent(match[1].replace(/+/g, ‘ ‘));
}
var gclid = getParam(‘gclid’);
if(gclid){
var gclsrc = getParam(‘gclsrc’);
if(!gclsrc || gclsrc.indexOf(‘aw’) !== -1){
setCookie(‘gclid’, gclid, 90);
}
}
</script>

Step9: With the help of webmaster and Salesforce admin, store the GCLID with your lead’s information. For this, you must create a web-to-lead submission form(s) to have the GCLID value in all the new leads.

Step10: Now go to your Google Ads account and click on the TOOLS & SETTINGS tab on the upper right and select Conversions from MEASUREMENT.

Google Ads Salesforce integration: Conversions in tools and settings
Image Source: mirketa.com

Step11: In the CONVERSIONS ACTIONS tab, click on the + (plus) icon.

Google Ads Salesforce integration: conversion actions
Image Source: mirketa.com

Step12: Now select Import in the kind of conversions you want to track and check-in Salesforce from the what you want to import tab.

Google Ads Salesforce integration: new conversion actions tab
Image Source: mirketa.com

Step13: The final step in Google ads Salesforce integration is to create a conversation and name it. Then set Value, Count, and Conversions and click on CREATE AND CONTINUE.

Google Ads Salesforce integration: final step to create and continue
Image Source: mirketa.com

With the steps discussed, you will be able to perform Salesforce AdWords integration.

Benefits of Google Ads Salesforce integration

The benefits of Salesforce Adwords integration includes,

  • With Google Ads Salesforce integration, you will get higher-quality leads.
  • You can maximize your Return on Investment(ROI).
  • Identify and focus on the profitable keyword,ad-level, and campaign.
  • You can get a clear idea of your marketing strategy and gain insights on your customers and their purchasing patterns.

Conclusion

This blog introduced you to Google Ads and Salesforce. It also explained the important features of Google Ads and Salesforce. You would have understood the various steps required in Google Ads Salesforce integration along with its pre-requisites. In addition, you have learned the purpose behind the Salesforce Google Ads integration.

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Do you use Salesforce and Google Ads? Share your experience of Salesforce Google Ads integration in the comments section below.

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