How to Integrate Google Adwords with Salesforce (CRM)

Getting Started with Salesforce and
Google AdWords
Marketing Professionals
Lauren Vaccarello: salesforce.com
John Kucera: salesforce.com

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Agenda Slide
 AdWords Best Practices for Setting Up an Account

 Optimizing your AdWords Account
 Landing Page Best Practices
 Salesforce for Google AdWords Overview

 Salesforce for Google AdWords Setup

Lauren Vaccarello
Sr. SEM Manager,
salesforce.com

Agenda
1. Intro to Paid Search

2. What Makes a Good Account
Great?
3. Keyword research
4. Writing Great Creatives
5. Landing Pages Basics

What is paid search marketing (PPC)

Paid
Organic

SEO
Search Engine Optimization
Increasing rank in the organic
(unpaid) search engine results

SEM
Search Engine Marketing
Paid Search Advertising. Your
message reaches customers at
the moment they demonstrate
interest in what you sell

What is it really . . .

Joanna Lord, CMO of www.YourJobStop.com

Matt McGowan, VP of ClickZ.com & SearchEngineWatch.com (Incisive Media)

David Szetela, CEO of Clix Marketing – www.clixmarketing.com

What Makes a Good Account Great?

Anatomy of Keyword Targeted Account
Campaign Name
Language

Location
Budget
1

2
Ad Group

Keywords

Cost Per Click

Anatomy of a Good Account Structure
Keywords
circular driftwood
circular pieces of driftwood
buy circular pieces of driftwood
buy circular driftwood
circular driftwood prices
circle shaped driftwood

circular driftwood
buy circular pieces of dr
Art dritfwood

circular driftwood

circular driftwood

Creatives

Landing pages

Buy Circle-shaped Driftwood
Beautiful piece available for $230.
Order now. Free shipping.
www.BobsDriftwoodSuperstore.com

Two messages
for one product

Experiment with
different creatives

Google Search-based Keyword Tool
https://adwords.google.com/o/Targeting/Explorer

SEOBook Keyword Tool
http://tools.seobook.com/keyword-tools/seobook/

Aggregated Keyword Ideas from Multiple
Sources
http://tools.seobook.com/keyword-tools/seobook/

Keyword Research: How to Get the Most Out of
Your Keywords

Negative Keywords
 Prevent ads from
appearing on
irrelevant search
queries
 Eliminate
unwanted
impressions

Moving Beyond “Broad Match”
 Search Query report lets
you see exactly what
queries are being matched
against your keyword list
 You can add [exact match]
phrases
 Build out your negatives

Average Account
Keywords
circular driftwood

circular driftwood
buy circular pieces of dr
Art dritfwood

circular driftwood

circular driftwood

circular driftwood

Creatives

Buy Circle-shaped Driftwood
Beautiful piece available for $230.
Order now. Free shipping.
www.BobsDriftwoodSuperstore.com

Landing pages

Keywords in Ad Text {Keyword:Insert}
Catch your customer’s eye by making sure your headlines match
the keywords.

Tablet Laptop

Laptops
High Quality. Buy from a
Trusted Seller. Learn More!
www.AdWordsExample.com

Tablet Laptop
High Quality. Buy from a
Trusted Seller. Learn More!

Matching terms show up in bold
text on the Google results page.

Include a Call to Action in Your Ads
Examples:
 Buy Now

Corporate Laptops

 Save Money

Customer Satisfaction. Super
Fast Processor. Get Info!

 Free Whitepaper
 Free Trial
 Learn More
 Get Info
 Act Now


Try Different Messages
Test highest performing text
Test different landing pages
{KeyWord:Secure Routers}

Secure Routers

Free Network Security Guide
Secure Networking Equipment
www.Ucigo.com

Secure Routes and Switches
Free Network Security Guide!
www.Ucigo.com

Dynamic Keyword Insertion

Keywords in Ad Title

Test Ad Copy With Multiple Ads

A
B
C

 Test highest performing text
 Test different landing pages

3 Steps To Great Landing Pages

1. Don‟t make your
visitor work!
2. Keep it SIMPLE

5. Keep form length
to a minimum

Don‟t Make Your Visitors Work

 Minimize options
 Include a clear call to
action

Unclear Landing Page
Too many choices

No clear CTA

Clear Purpose and Low User Friction
Branding

Description
Offer

Web-to-Lead
Form

Call-to-Action

Relevant
Product
Imagery

Keep It SIMPLE
 Avoid complicated design elements

 Content should avoid ‘marketing speak’
 Content should be easy to read and present the
reader with an answer to why they are there

Call to Action + Simplified Content

120% increase in conversions!

What Was Changed?
 Call to action
added
 Content
presented more
simply

Landing Page Best Practice Tips
1. Don‟t make your
visitor work!
2. Keep it SIMPLE
5. Keep form length to
a minimum

Now that you all are AdWords experts . . . . .

What Keyword Do You Cut?

Cost per Week: $9,010
Leads per Week: 923
Avg Cost per Lead: $9.79

Leads per Week: 160

# of Opportunities: 0


Weekly Revenue: $145,000
*Data not from Salesforce.com

If You Kept „Blue Widgets‟…
 Loses you $470K per
year in AdWords spend

 Makes you $0
Leads per Week: 923


 Wastes countless hours
of sales reps time

By Integrating Online Advertising and Offline
Data
 $7M+ in annual revenue
 Highest ROI keywords
Leads per Week: 160

Weekly Revenue: $145,000


 Prioritize these leads
with sales team

Quick Wrap-up
1. PPC is history’s most efficient, effective advertising medium

2. Don’t send all of your paid search advertising to your
homepage
3. Use multiple match types, not just broad match
4. Test different creative messages and calls to action
5. Keep your landing pages simple with a clear call to action
6. If you have an offline conversion element, use a Salesforce
– AdWords integration to maximize advertising revenue

Lauren Vaccarello
lvaccarello@salesforce.com

Twitter.com/laurenv

John will tell you more about how to get the
most of your AdWords account next

John Kucera
Product Manager,
salesforce.com

Agenda
 Salesforce and AdWords: A match made in heaven

 Linking your AdWords account
 Setting up your webforms
 Salesforce for Google AdWords Demo – Getting the
most from the app

Salesforce.com Extends Your Visibility to
Revenue
Web Visitors

Google Analytics
Marketing Leads

Sales Leads

Pipeline
$$$

Salesforce for
Google AdWords

Salesforce for Gogle AdWords

Generate new leads by advertising your
business online with Google AdWords

Turn those leads into customers with
Salesforce CRM

1
Google

2
Website

3
salesforce

“ I’ve got my AdWords account. Now what?”

Getting Started with Salesforce for Google AdWords

Before You Link, Note…
 Your ads will be deleted
and recreated
 Your destination URLs
will have SFGA tracking
codes at the end of them
 Ad history will be lost
 There’s a temporary dip
in quality score (~1 day)

“ Okay, I’ve set up my account –
What do I need to do on my website? ”

Web to Lead Makes Lead Capture Easy

Just Choose the Fields You Want to Capture…

…And Paste the Code Into Your Website

Add Salesforce for Google AdWords Tracking
Code

“ I don’t use web to lead –
what do I do? ”

“ How does it work
when I am finished?”

Demonstration
 Lead

 Activity Details
 Convert
 Opptortunity

 Dashboard
 Creating custom reports
 Adding custom report to the AdWords dashboard

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How to Integrate Google Adwords with Salesforce (CRM)

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Editor's Notes