Salesforce  for  Google AdWords The Basics
del.icio.us/swhiteley   blogs.salesforce.com/adwords Sean Whiteley Winning Results with Google AdWords Salesforce for Goog...
Research Capital Adam Killam Artifact Software, Inc. Columbia, Maryland Mark Wesker/Derek Vansant B2B Consultant Todd Miec...
B2B Buyers Start at Google <ul><li>77% </li></ul>Source: http://www.enquiro.com/Downloads/b2b-research-2007.aspx of B2B bu...
 
<ul><li>Generate new leads by advertising your business online with  Google AdWords </li></ul><ul><li>Turn those leads int...
This is how it works
You create an ad on Google
People click on your ad
and end up on your website
you capture visitors’ information
now you have a lead
your sales team nurtures those leads
and turns them into customers
It’s that simple
1 Google Website salesforce 2 3
Adam Killam Online Marketing Coordinator [email_address]
Getting Started with SFGA <ul><li>From New User  To Fully Setup! </li></ul>
Create a New AdWords Account
My Account is Already Linked to Salesforce [email_address]
Finish the Setup
Lead Capture Forms <ul><li>Connect your website to SFGA </li></ul>
Now I am Ready to Start Writing Ads
Your First Steps with Google Adwords <ul><li>Setting up your first campaign is quick and easy! </li></ul><ul><li>Choose a ...
Challenges <ul><li>Google Adwords  </li></ul><ul><ul><li>Takes time, education, and practice to learn and use effectively ...
Benefits <ul><li>What were the results? </li></ul><ul><ul><li>Refined list of high ROI keywords </li></ul></ul><ul><ul><li...
Todd Miechiels B2B Internet Marketing Consultant [email_address]
What Clients Expect of Me  <ul><li>Manage search marketing spend wisely </li></ul><ul><li>Generate the most sales opportun...
The Challenges & Barriers  <ul><li>True Value of Visitor & Lead? </li></ul><ul><li>Limited Data </li></ul><ul><li>Poor/Lit...
Data is Great, But Can Be Misleading…
Data is Great, But Can Be Misleading… AdGroup Cost ROI Sales Training $2,603 113% Call Center $931 565%
A B2B SEARCH MARKETER’S DREAM Capture Search Engine & Phrase in Web Form Marketing & Sales Grades Lead & Follows Through t...
Capture the Search Engine and Phrase  in Web Form LEAD FORM Name: Jim Smith Title: CFO Company: Dell Computer Time Frame: ...
Capture the Search Engine and Phrase  in Web Form
Track Lead w/ Search Intel. Through the Cycle
Follow Through Closed/Lost Sale and Get Data to the Search Marketers
Follow Through Closed/Lost Sale and Get Data to the Search Marketers
It’s Pretty Easy But It Takes Total Buy In  <ul><li>“ Every lead we pay for with search will be fed through salesforce; wi...
What’s Going to Be Your Approach? <ul><li>Quantity  of Leads </li></ul><ul><li>Cost Per Lead </li></ul><ul><li>Quality  of...
The Consequences of Inaction <ul><li>This is too obtainable and easy for your competitors </li></ul><ul><li>They will spen...
The Benefits of Action <ul><li>Maximize Click Dollars </li></ul><ul><li>Get a ridiculously superior ROI on click spend </l...
Mark Wesker President, CEO [email_address] Derek Vansant Director of Finance & Operations [email_address]
Lighthouse  Software Development Management Solution Tasks  ●  Schedules  ●  Resources  ●  Costs  ●  Features  ●  Document...
 
5,000+ LH Accounts Created YTD!
But… Where did they come from? Who needs sales attention? How do we attract more? What are they doing?
… and what would it look like if your team had these answers at their fingertips? For Artifact Software, it looks like this…
Day Starts with a Summary of What’s New
Summary LH Info on Each Account Page
Adwords Info Linked to Each LH Account
Transferring SFGA Data to Custom Fields This S-Control is posted online at: http://www.salesforce.com/appexchange/category...
Match Google Spend with Performance
Dashboards Monitor AdWord Performance
Dashboards Monitor AdWord Performance
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M B F007 Whiteley 091907

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  • M B F007 Whiteley 091907

    1. 1. Salesforce for Google AdWords The Basics
    2. 2. del.icio.us/swhiteley blogs.salesforce.com/adwords Sean Whiteley Winning Results with Google AdWords Salesforce for Google AdWords
    3. 3. Research Capital Adam Killam Artifact Software, Inc. Columbia, Maryland Mark Wesker/Derek Vansant B2B Consultant Todd Miechiels Atlanta, Georgia Vancouver, Canada
    4. 4. B2B Buyers Start at Google <ul><li>77% </li></ul>Source: http://www.enquiro.com/Downloads/b2b-research-2007.aspx of B2B buyers who do online research before a purchase start at Google
    5. 6. <ul><li>Generate new leads by advertising your business online with Google AdWords </li></ul><ul><li>Turn those leads into new customers with Salesforce CRM </li></ul>1 2
    6. 7. This is how it works
    7. 8. You create an ad on Google
    8. 9. People click on your ad
    9. 10. and end up on your website
    10. 11. you capture visitors’ information
    11. 12. now you have a lead
    12. 13. your sales team nurtures those leads
    13. 14. and turns them into customers
    14. 15. It’s that simple
    15. 16. 1 Google Website salesforce 2 3
    16. 17. Adam Killam Online Marketing Coordinator [email_address]
    17. 18. Getting Started with SFGA <ul><li>From New User To Fully Setup! </li></ul>
    18. 19. Create a New AdWords Account
    19. 20. My Account is Already Linked to Salesforce [email_address]
    20. 21. Finish the Setup
    21. 22. Lead Capture Forms <ul><li>Connect your website to SFGA </li></ul>
    22. 23. Now I am Ready to Start Writing Ads
    23. 24. Your First Steps with Google Adwords <ul><li>Setting up your first campaign is quick and easy! </li></ul><ul><li>Choose a name, language, and target area </li></ul><ul><li>Create your first Ad </li></ul><ul><li>Select your keywords </li></ul>
    24. 25. Challenges <ul><li>Google Adwords </li></ul><ul><ul><li>Takes time, education, and practice to learn and use effectively </li></ul></ul><ul><li>SFGA </li></ul><ul><ul><li>Web-to lead form requires a webmaster to add tracking code and landing pages to my website </li></ul></ul><ul><li>Biggest challenge: taking action on the data </li></ul><ul><ul><li>Remain involved and monitor your campaigns, pull reports and make adjustments as need be – Don’t just set it an leave it! </li></ul></ul>
    25. 26. Benefits <ul><li>What were the results? </li></ul><ul><ul><li>Refined list of high ROI keywords </li></ul></ul><ul><ul><li>Visibility into lead source and keywords used by our customers </li></ul></ul><ul><ul><li>Created strong case for PPC advertising using SFGA </li></ul></ul><ul><ul><li>Systematized lead generation and lead capture process </li></ul></ul>
    26. 27. Todd Miechiels B2B Internet Marketing Consultant [email_address]
    27. 28. What Clients Expect of Me <ul><li>Manage search marketing spend wisely </li></ul><ul><li>Generate the most sales opportunities for the $ </li></ul><ul><li>Learn and adjust to what works and what doesn’t </li></ul><ul><li>Improve overall campaign efficiency </li></ul>
    28. 29. The Challenges & Barriers <ul><li>True Value of Visitor & Lead? </li></ul><ul><li>Limited Data </li></ul><ul><li>Poor/Little Feedback </li></ul><ul><li>Long Sales Cycle </li></ul>
    29. 30. Data is Great, But Can Be Misleading…
    30. 31. Data is Great, But Can Be Misleading… AdGroup Cost ROI Sales Training $2,603 113% Call Center $931 565%
    31. 32. A B2B SEARCH MARKETER’S DREAM Capture Search Engine & Phrase in Web Form Marketing & Sales Grades Lead & Follows Through to Closed Sale Make Data Available in Real Time Shift Dollars to What’s Truly Working 1 2 3 4
    32. 33. Capture the Search Engine and Phrase in Web Form LEAD FORM Name: Jim Smith Title: CFO Company: Dell Computer Time Frame: Within 30 Days Wants More Info: Yes Search Engine: Google Search Phrase: 1031 Exchange Software
    33. 34. Capture the Search Engine and Phrase in Web Form
    34. 35. Track Lead w/ Search Intel. Through the Cycle
    35. 36. Follow Through Closed/Lost Sale and Get Data to the Search Marketers
    36. 37. Follow Through Closed/Lost Sale and Get Data to the Search Marketers
    37. 38. It’s Pretty Easy But It Takes Total Buy In <ul><li>“ Every lead we pay for with search will be fed through salesforce; with search engine and phrase; and tracked through to closed sale (won or lost). This data will be available to the front line (search managers.)” </li></ul>
    38. 39. What’s Going to Be Your Approach? <ul><li>Quantity of Leads </li></ul><ul><li>Cost Per Lead </li></ul><ul><li>Quality of Leads </li></ul><ul><li>Cost per Qualified Lead </li></ul>
    39. 40. The Consequences of Inaction <ul><li>This is too obtainable and easy for your competitors </li></ul><ul><li>They will spend smarter than you </li></ul><ul><li>They will be able to spend more per click </li></ul><ul><li>You will be squeezed out of prominent ad positions </li></ul><ul><li>You will over pay for clicks </li></ul><ul><li>This will all accelerate and magnify </li></ul>
    40. 41. The Benefits of Action <ul><li>Maximize Click Dollars </li></ul><ul><li>Get a ridiculously superior ROI on click spend </li></ul><ul><ul><li>Could take 12 months to fully realize </li></ul></ul><ul><li>Sales gets a higher average quality of lead </li></ul><ul><li>Bid up to the true value of certain phrases </li></ul><ul><ul><li>Squeezing your competitors out </li></ul></ul><ul><ul><li>Forcing them to spend more than they can or should </li></ul></ul>
    41. 42. Mark Wesker President, CEO [email_address] Derek Vansant Director of Finance & Operations [email_address]
    42. 43. Lighthouse Software Development Management Solution Tasks ● Schedules ● Resources ● Costs ● Features ● Documents ● Issues Workflows ● Testing ● Changes ● Defects ● Security ● Time
    43. 45. 5,000+ LH Accounts Created YTD!
    44. 46. But… Where did they come from? Who needs sales attention? How do we attract more? What are they doing?
    45. 47. … and what would it look like if your team had these answers at their fingertips? For Artifact Software, it looks like this…
    46. 48. Day Starts with a Summary of What’s New
    47. 49. Summary LH Info on Each Account Page
    48. 50. Adwords Info Linked to Each LH Account
    49. 51. Transferring SFGA Data to Custom Fields This S-Control is posted online at: http://www.salesforce.com/appexchange/category_list.jsp?NavCode__c=a0130000006P6IoAAK-9a SFGA Google Campaign SFGA Ad Group SFGA Google Keyword Lead
    50. 52. Match Google Spend with Performance
    51. 53. Dashboards Monitor AdWord Performance
    52. 54. Dashboards Monitor AdWord Performance

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