With MadSpend, you can determine predicted value of each lead and bid more Google Adwords ad spend on higher-value leads.

Technical Setup

Here's the technical documentation to get you set up in terms of sending the MadKudu predicted value to Google Adwords.

1. Create a conversion event on Google Adwords (here's Google's documentation on how to do this).

   • To create a new Conversion click the Big Blue PLUS sign in top left hand corner of the "Conversions" page
   • Select "Website" as the kind of conversion you want to track
   • Under the categories section, select "Purchase"

   • Enter a Conversion Name

   • Select "Use different values for each conversion" for the Value field

     

   • Set Count to "One"
   • Set the click-through conversation window to 90 days
     • "As you decrease the conversation window you will reduce the number of conversions your Google account records for this conversion action"
   • Set the view-through converstion window to 30 days
   • Click Create

2. Install the updated Google Adwords tag on your website.

   • This is an additional step to the configuration in Google Adwords and requires an update to your site code (or tag manager) so the Conversion event code will fire and send back to Adwords
   • The global site tag works in unison with another piece of code, an event snippet or a phone snippet, to track your conversions. When you’re tracking website conversions, the event snippet tells the global site tag when to track a conversion.
     • Note: In MadKudu, the 'event snippet' is what is added to the sections: "what to do if a visitor is found to be qualified"
   • There are multiple ways to do this:
     • Segment (documentation)
     • Google Tag Manager (documentation)
     • Install manually (documentation)

3. Create a MadKudu Campaign (in MadKudu App: Settings > Campaigns > Setup an Advanced Campaign)

   • Enter the URL for which you want to start collecting purchase events from and enter it under the URL section

     

   • Enter the variable to capture the email address from the form

     

     form.track_input($('input[type=email]')); 

     Note: important to check how your website captures the email address in the forms, and tweak this line of code accordingly.

   • Enter the following code snippet under "What to do when a visitor is found to be qualified" and "What to do when a visitor is found to be NOT qualified" sections

     // get all computed attributes from MadKudu
     var traits = madkudu.user().traits();
     // get the predicted lead value
     var mk_value = traits.predicted_value
     // send the predicted value back to google as a conversion
     var gcall = {"transaction_id": madkudu.user().traits().email+'_'+Math.random().toString(36).substr(2, 9),"affiliation": "MadKudu","value": mk_value };
     gtag('event', 'purchase', gcall);
     

   • You should start seeing the events come through by inspecting the page and clicking on Network on the website page that you've configured this on: The request URL should start with https://www.google.com/pagead/..

     and if you scroll down to the Query String Parameters section, you'll see a value which is the MadKudu predicted value.

     
4. Create an Audience to track performance
   • In Adwords, navigate to Audience Manager
   • Use the "Visitors of a page with specific tags"
   • Create New Audience
   • Select Website visitors as the type 
   • Under 'List Members' choose: Visitors of a page with specific tags
   • Select the corresponding tag/event/page related to MK (purchase)

---

Note that MadKudu is providing the API and technical documentation to get this set up, but you are responsible for measuring success on the campaigns. 

If you have any questions regarding the MadKudu setup, feel free to contact product@madkudu.com. Happy optimizing your Adwords campaigns!