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Google integrates CRM conversions from Zapier in Google Ads

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Google this week announced the integration of Zapier in Google Ads. Jon Diorio, Director of Product Management at Google Ads, wrote that Google and Zapier collaborated to develop a Google Ads integration. Zapier is a workflow automation tool connecting over 1500 apps.

According to Google, Zapier’s automation solution will make it easier for advertisers to identify and extract CRM-based conversion events, format the data, and upload it directly to Google Ads.

Advertisers can then use the offline conversions imported from Zapier to evaluate the targeting, bids, and creative. Google says it also makes it easier to use Smart Bidding, as the imported conversions provide a more reliable signal for the bidding models.

How does it work?

  1. User clicks on an ad and arrives on your site;
  2. User browses your site and reads about your product/services;
  3. User fills in a form on your site and becomes a lead for your business;
  4. The lead information is passed to your CRM, email marketing app, or database;
  5. When a lead converts, Zapier uploads the conversion information to Google Ads.

The Guide

Google provided a guide called Google Ads Offline Conversion Tracking with Zapier, which explains what is offline conversion tracking, why to use offline conversions, and how to setting up offline conversions with Zapier.

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Google Workspace vs. Microsoft 365: What’s the best office suite for business?

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Google G Suite vs. Microsoft Office

Once upon a time, Microsoft Office ruled the business world. By the late ‘90s and early 2000s, Microsoft’s office suite had brushed aside rivals such as WordPerfect Office and Lotus SmartSuite, and there was no competition on the horizon.

Then in 2006 Google came along with Google Docs & Spreadsheets, a collaborative online word processing and spreadsheet duo that was combined with other business services to form the Google Apps suite, later rebranded as G Suite, and now as Google Workspace. Although Google’s productivity suite didn’t immediately take the business world by storm, over time it has gained both in features and in popularity, boasting 6 million paying customers, according to Google’s most recent public stats in March 2020.

Microsoft, meanwhile, has shifted its emphasis away from its traditional licensed Office software to Microsoft 365 (formerly Office 365), a subscription-based version that’s treated more like a service, with frequent updates and new features. Microsoft 365 is what we’ve focused on in this story.

Nowadays, choosing an office suite isn’t as simple as it once was. We’re here to help.

Google Workspace vs. Microsoft 365

Google Workspace and Microsoft 365 have much in common. Both are subscription-based, charging businesses per-person fees every month, in varying tiers, depending on the capabilities their customers are looking for. Although Google Workspace is web-based, it has the capability to work offline as well. And while Microsoft 365 is based on installed desktop software, it also provides (less powerful) web-based versions of its applications.

Both suites work well with a range of devices. Because it’s web-based, Google Workspace works in most browsers on any operating system, and Google also offers mobile apps for Android and iOS. Microsoft provides Office client apps for Windows, macOS, iOS, and Android, and its web-based apps work across browsers.

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