#ExploreHybris – Control your AdWords campaigns via Hybris Marketing

Do you own SAP Hybris Marketing and run Google AdWords campaigns? If so, you should consider integrating these tools to optimize your marketing processes across the enterprise.

The use of Google AdWords often turns out indispensable in the era of e-marketing. However, as every solution, it has flaws. For example, it is not possible to use multiple data sources at the same time to personalize marketing activities to each member of the target group.

This tool requires a more manual approach to campaign creation and makes it impossible to analyze everything in one place. This problem is solved by combining AdWords campaigns with other conducted through SAP Hybris Marketing.

Moreover, integration solves the biggest issue with AdWords – the lack of detailed control over expenses. It allows to plan costs accurately, compare them with other expenditures and view all marketing activities, not only those related to AdWords.

AdWords and Hybris Marketing – new functionalities

SAP Hybris Marketing collects customer data in one place from various sources, including:

• e-commerce,
• CRM and ERP systems,
• cookies files and others.

On the other hand, using SAP HANA as a database enables rapid complex calculations on vast data volumes.

The highly efficient SAP Hybris Marketing segmentation engine allows precise selection of target groups. They are composed only of people who fulfill the previously assumed conditions. Thanks to it, the user can be confident that the created AdWords campaign will reach precisely the users for whom it was intended.

Another useful feature is the creation of a paid search campaign directly from the SAP Hybris Marketing panel. This greatly facilitates the work of those responsible for marketing activities and speeds up the time spent working on all actions.

SAP Hybris Marketing also allows assigning created AdWords campaigns to those built in the Hybris system and analyze their results.

Facilitated cooperation with marketing agencies

Do you cooperate with advertising agencies? Integration supports related activities and makes collaboration more efficient than before.

Agencies can target the right people in the organization more precisely by creating a list of users in SAP Hybris Marketing using segmentation. It is automatically uploaded by the internal marketing department and does not reach anybody from outside. This functionality turns out to be crucial in the light of upcoming changes in the protection of personal data GDPR/RODO. The list of members updates automatically depending on the settings you have selected.

It is also possible to automatically download data related to the success of a campaign, its costs and compare them with planned activities. This gives the company greater control and clarity in cooperation with the agency.

Integration scenarios

At the moment, SAP Hybris Marketing’s integration with Google AdWords is supported by three scenarios:

 

Creating a list of users to be used in Google AdWords campaigns

The list of users can be used to increase the likelihood of hitting ads for specific contacts (e.g., by applying higher click rates) in various Google AdWords campaigns.

Use case: Loyalty cards owners are more attached to the company’s products than random visitors on a website or online shop. In this case, setting higher click rates for regular customers in the search network allows you to show them ads at a better position. This contributes to increasing the chances of attracting loyalty card holders to a website or e-commerce store when looking for a specific product or service.

Creating campaigns, ad groups and search ads on Google AdWords

Currently, you can download the most critical information of the Google AdWords campaign directly from SAP Hybris Marketing. A marketing specialist or agency can refine and launch the campaign directly from the Google AdWords panel. When you connect to SAP Hybris Marketing, this tool automatically records information about the success and costs of your campaign, as well as the possibilities of using this information for reporting purposes.

Assigning existing Google AdWords campaigns to the SAP Hybris Marketing and collecting data on the success and costs of a specific campaign

Use case: Many companies have external agencies to manage branded marketing campaigns. To collect data on the success of each campaign and its costs, you must assign the Google AdWords campaign to the SAP Hybris Marketing campaign. Thanks to it, the data on campaign results can be compared not only with the results of all types of campaigns.

SAP Hybris Marketing also enables you to compare current costs with those planned and to make changes if necessary. The solution allows the continuation of cooperation between the marketing department and marketing agencies, thus guaranteeing the marketing department a much more significant insight into the agency’s activities.

Hybris Marketing and AdWords – step by step integration

SAP Hybris Marketing integration with Google AdWords is a standard solution offered by SAP. This allows it to be carried out in a relatively short time. First of all, it is necessary to acquire an SAP Cloud Platform Integration tenant. Then you need to configure the SAP CPI to connect it with the central tenant responsible for handling paid search ads.

The next step is to make a configuration enabling connection between SAP CPI and Google AdWords. The last step is to configure the network services in the SAP Hybris Marketing system to allow the connection between the Hybris system and the SAP CPI. Once you have done this, you can use all the functionalities provided by integration.

Integration architecture

If you have an SAP Hybris Marketing system and a Google AdWords account, you only need a tenant with the SAP Cloud Platform Integration (CPI) to integrate. Then SAP Hybris Marketing connects to the tenant in SAP CPI via an encrypted HTTPS connection. This connects the internal tenant to the central tenant SAP Paid Search Central Tenant. SAP Paid Search Central Tenant also connects to the Google AdWords platform via an encrypted HTTPS connection. The information is sent at every step via secure connections. This ensures that all contacts are protected.

Measuring the results of campaigns

SAP Hybris Marketing integration with Google AdWords allows to collect information about campaign success and to interpret it by specific KPI indicators. These include:

Benefits of integration

For the end user

Undoubtedly, the integration of SAP Hybris Marketing brings benefits to end users who work in the system on a daily basis. The most important of these are:

• Creating a specific list of customers for whom we want to conduct a personalized campaign,
• Create Google AdWords campaigns directly from SAP Hybris Marketing,
• Assigning previously created Google AdWords campaigns,
• Analyses of created and assigned Google AdWords campaigns based on multiple KPIs,
• A possibility of comparing and analyzing Google AdWords campaigns with all other campaigns in SAP Hybris Marketing,
• A possibility of planning expenses for all campaigns – including Google AdWords.

Business Advantages

However, the most important benefits are related to the business use of this solution. Integration allows you to control spending on all campaigns accurately and even reduce their costs. This is closely related to increasing the effectiveness of AdWords campaigns and thus of marketing activities in general. This comprehensive approach results in increased profits as a result of carefully controlled campaigns.

Jakub Kaźmierczak, SAP Hybris Marketing Consultant in Apollogic