CRMs are an incredibly powerful tool for PPC advertisers to improve account performance, but many times they get overlooked or not looked at at all.
These databases are clearly integral to internal marketing and sales efforts, but they can also be highly influential to PPC account strategy, optimization, and success.
This post is going to be a little bit of how to, but mostly a high level view of how CRM data can impact PPC performance and how you should be using this data to improve your results.
The Set Up
Hopefully it goes without saying, but it’s a bit tough to use CRM data if you don’t have a CRM. That’s the prerequisite for this approach.
There are lots of tools available out there to track how leads move from lead to customer. The most common setups we work with are Marketo + Salesforce, HubSpot + Salesforce, or a complete HubSpot solution, but there are plenty of tools available to help you achieve these goals.
The needs are relatively simple: be able to track where leads are coming from and following their progress through a sales cycle to its completion (lost or close). So let’s break each of these down a bit.
Where a Lead Comes From
In easier terms, we would call this lead source, but ideally we have so much more data than just “source”.
The common type of campaign tagging is UTM tracking, where you apply values to five major UTM categories: source, medium, campaign, term, and…