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Marketo Introduces Industry-Leading Conversion Import Integration With Google AdWords

Stocks in this article: MKTO

SAN MATEO, Calif., Sept. 5, 2013 /PRNewswire/ -- Marketo (NASDAQ: MKTO), provider of the leading cloud-based marketing software platform for building and sustaining engaging customer relationships, today announced that it has launched the marketing automation industry's first solution for Google's new AdWords Conversion Import feature. Joint customers can now easily view conversion data from Marketo within Google AdWords, providing insight into which clicks resulted in qualified leads, opportunities, and new customers. As a result, marketers can more effectively use offline conversion metrics when adjusting AdWords bids to improve results and optimize spend.


"Companies use Marketo's platform to establish a dialog with their customers across all channels and effectively analyze the return on their marketing efforts," said Sanjay Dholakia, CMO of Marketo. "As the leading innovator in our industry, we jumped at the opportunity to help marketers better optimize their AdWords campaigns. As a marketer myself, I am thrilled by the prospect of being able to automatically improve the efficiency of our AdWords spend based on what is happening offline, where most conversions take place today."

Until now, the AdWords conversion tracking tools have only been able to measure online conversions, such as a lead submission, completing a web form or e-commerce transaction. These basic conversion tracking capabilities have been less effective for companies with more complex multi-channel marketing strategies.

Marketo's integration with the new AdWords feature changes all that, with pre-configured support for offline conversions inside Google such as: Qualified Leads, Sales Leads, Opportunities, and Customers. By providing a better understanding of which clicks result in those critical outcomes, Marketo helps to deliver better campaign optimization and performance to customers.

"Google AdWords and lead management solutions naturally complement each other as online marketers use search marketing to generate and drive new revenue opportunities," says Jon Diorio, Google's Head of Product Management for AdWords Reporting & Insights.  "This is why we are pleased to see innovative companies embracing the opportunity to close the reporting loop between lead generation and lead management."

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