Salesforce for Google AdWords The Basics

del.icio.us/swhiteley blogs.salesforce.com/adwords Sean Whiteley Winning Results with Google AdWords Salesforce for Google AdWords

Research Capital Adam Killam Artifact Software, Inc. Columbia, Maryland Mark Wesker/Derek Vansant B2B Consultant Todd Miechiels Atlanta, Georgia Vancouver, Canada

B2B Buyers Start at Google 77% Source: http://www.enquiro.com/Downloads/b2b-research-2007.aspx of B2B buyers who do online research before a purchase start at Google

77%

Generate new leads by advertising your business online with Google AdWords Turn those leads into new customers with Salesforce CRM 1 2

Generate new leads by advertising your business online with Google AdWords

Turn those leads into new customers with Salesforce CRM

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 From New User To Fully Setup!

From New User To Fully Setup!

Create a New AdWords Account

My Account is Already Linked to Salesforce [email_address]

Finish the Setup

Lead Capture Forms Connect your website to SFGA

Connect your website to SFGA

Now I am Ready to Start Writing Ads

Your First Steps with Google Adwords Setting up your first campaign is quick and easy! Choose a name, language, and target area Create your first Ad Select your keywords

Setting up your first campaign is quick and easy!

Choose a name, language, and target area

Create your first Ad

Select your keywords

Challenges Google Adwords Takes time, education, and practice to learn and use effectively SFGA Web-to lead form requires a webmaster to add tracking code and landing pages to my website Biggest challenge: taking action on the data Remain involved and monitor your campaigns, pull reports and make adjustments as need be – Don’t just set it an leave it!

Google Adwords

Takes time, education, and practice to learn and use effectively

SFGA

Web-to lead form requires a webmaster to add tracking code and landing pages to my website

Biggest challenge: taking action on the data

Remain involved and monitor your campaigns, pull reports and make adjustments as need be – Don’t just set it an leave it!

Benefits What were the results? Refined list of high ROI keywords Visibility into lead source and keywords used by our customers Created strong case for PPC advertising using SFGA Systematized lead generation and lead capture process

What were the results?

Refined list of high ROI keywords

Visibility into lead source and keywords used by our customers

Created strong case for PPC advertising using SFGA

Systematized lead generation and lead capture process

Todd Miechiels B2B Internet Marketing Consultant [email_address]

What Clients Expect of Me Manage search marketing spend wisely Generate the most sales opportunities for the $ Learn and adjust to what works and what doesn’t Improve overall campaign efficiency

Manage search marketing spend wisely

Generate the most sales opportunities for the $

Learn and adjust to what works and what doesn’t

Improve overall campaign efficiency

The Challenges & Barriers True Value of Visitor & Lead? Limited Data Poor/Little Feedback Long Sales Cycle

True Value of Visitor & Lead?

Limited Data

Poor/Little Feedback

Long Sales Cycle

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 to Closed Sale Make Data Available in Real Time Shift Dollars to What’s Truly Working 1 2 3 4

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

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 “ 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.)”

“ 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.)”

What’s Going to Be Your Approach? Quantity of Leads Cost Per Lead Quality of Leads Cost per Qualified Lead

Quantity of Leads

Cost Per Lead

Quality of Leads

Cost per Qualified Lead

The Consequences of Inaction This is too obtainable and easy for your competitors They will spend smarter than you They will be able to spend more per click You will be squeezed out of prominent ad positions You will over pay for clicks This will all accelerate and magnify

This is too obtainable and easy for your competitors

They will spend smarter than you

They will be able to spend more per click

You will be squeezed out of prominent ad positions

You will over pay for clicks

This will all accelerate and magnify

The Benefits of Action Maximize Click Dollars Get a ridiculously superior ROI on click spend Could take 12 months to fully realize Sales gets a higher average quality of lead Bid up to the true value of certain phrases Squeezing your competitors out Forcing them to spend more than they can or should

Maximize Click Dollars

Get a ridiculously superior ROI on click spend

Could take 12 months to fully realize

Sales gets a higher average quality of lead

Bid up to the true value of certain phrases

Squeezing your competitors out

Forcing them to spend more than they can or should

Mark Wesker President, CEO [email_address] Derek Vansant Director of Finance & Operations [email_address]

Lighthouse Software Development Management Solution Tasks ● Schedules ● Resources ● Costs ● Features ● Documents ● Issues Workflows ● Testing ● Changes ● Defects ● Security ● Time

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_list.jsp?NavCode__c=a0130000006P6IoAAK-9a SFGA Google Campaign SFGA Ad Group SFGA Google Keyword Lead

Match Google Spend with Performance

Dashboards Monitor AdWord Performance

Dashboards Monitor AdWord Performance