Getting Started with Salesforceand Google AdWords<br />Marketing Professionals<br />Lauren Vaccarello: salesforce.com<br /...
Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may c...
Agenda Slide<br />AdWords Best Practices for Setting Up an Account<br />Optimizing your AdWords Account<br />Landing Page ...
Lauren Vaccarello<br />Sr. SEM Manager, salesforce.com<br />
Google AdWords Best Practices<br />
Agenda<br />Intro to Paid Search<br />What Makes a Good Account Great?<br />Keyword research<br />Writing Great Creatives<...
How Big is The Search Market?<br />
Intro to Paid Search<br />
Majority Comes From Google<br />
How We Buy<br />
What is paid search marketing (PPC)<br />Organic<br />SEO<br />Paid<br />SEM<br />Search Engine Marketing<br />Paid Search...
What is it really . . .<br />   Joanna Lord, CMO of www.YourJobStop.com<br />Matt McGowan, VP of ClickZ.com & SearchEngine...
What Makes a Good Account Great?<br />
Anatomy of Keyword Targeted Account<br />Campaign Name<br />Language<br />Location<br />Budget<br />2<br />1<br />Ad Group...
Anatomy of a Good Account Structure<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of ...
Keyword Research<br />
Google Search-based Keyword Tool <br />https://adwords.google.com/o/Targeting/Explorer<br />
Wonder Wheel<br />
Wonder Wheel<br />
SEOBook Keyword Tool<br />http://tools.seobook.com/keyword-tools/seobook/ <br />
Aggregated Keyword Ideas from Multiple Sources<br />http://tools.seobook.com/keyword-tools/seobook/ <br />
Keyword Research: How to Get the Most Out of Your Keywords<br />
Negative Keywords<br />Prevent ads from appearing on irrelevant search queries<br />Eliminate unwanted impressions<br />
Moving Beyond “Broad Match” <br />Search Query report lets you see exactly what queries are being matched against your key...
Writing Great Creatives<br />
Average Account<br />Keywords<br />Creatives<br />Landing pages<br />circular driftwood<br />circular pieces of driftwood<...
Keywords in Ad Text {Keyword:Insert}<br />Catch your customer’s eye by making sure your headlines match the keywords.<br /...
Include a Call to Action in Your Ads<br />Examples: <br /><ul><li>Buy Now
Save Money
Free Whitepaper
Free Trial
Learn More
Get Info
Act Now</li></ul>Corporate Laptops<br />Customer Satisfaction. Super<br />Fast Processor. Get Info!<br />www.AdWordsExampl...
Try Different Messages<br />Test highest performing text<br />Test different landing pages<br />{KeyWord:Secure Routers} <...
Test Ad Copy With Multiple Ads<br />A<br />B<br />C<br /><ul><li>Test highest performing text
Test different landing pages</li></li></ul><li>Landing Page Basics<br />
3 Steps To Great Landing Pages<br />1.  Don’t make your visitor work!<br />2.  Keep it SIMPLE<br />5.  Keep form length to...
Don’t Make Your Visitors Work<br />Minimize options<br />Include a clear call to action<br />
Unclear Landing Page<br />Too many choices<br />No clear CTA<br />
Clear Purpose and Low User Friction<br />Branding<br />RelevantProductImagery<br />Description<br />Offer<br />Web-to-Lead...
Keep It SIMPLE<br />Avoid complicated design elements<br />Content should avoid ‘marketing speak’<br />Content should be e...
Call to Action + Simplified Content<br />120% increase in conversions!<br />
What Was Changed?<br />Call to action added<br />Content presented more simply<br />
Keep Form Length to a Minimum<br />
Landing Page Best Practice Tips<br />1.	Don’t make your visitor work!<br />2.	Keep it SIMPLE<br />5.	Keep form length to a...
 Now that you all are AdWords experts . . . . . <br />
Cost per Week: $9,010<br />Leads per Week: 923<br />Avg Cost per Lead: $9.79<br />Cost per Week: $10,387<br />Leads per We...
<ul><li>Loses you $470K per year in AdWords spend
Makes you $0
Wastes countless hours of sales reps time</li></ul>Cost per Week: $9,010<br />Leads per Week: 923<br />Avg Cost per Lead: ...
<ul><li>$7M+ in annual revenue
Highest ROI keywords
Prioritize these leads with sales team</li></ul>Cost per Week: $10,387<br />Leads per Week: 160<br />Avg Cost per Lead: $6...
Quick Wrap-up<br />PPC is history’s most efficient, effective advertising medium<br />Don’t send all of your paid search a...
Lauren Vaccarello<br />lvaccarello@salesforce.com<br />Twitter.com/laurenv<br />
John will tell you more about how to get the<br />most of your AdWords account next<br />
John Kucera<br />Product Manager, salesforce.com<br />
Salesforce For Google AdWords<br />
Agenda<br />Salesforce and AdWords: A match made in heaven<br />Linking your AdWords account<br />Setting up your webforms...
Salesforce.com Extends Your Visibility to Revenue<br />Web Visitors<br />Google Analytics<br />Marketing Leads<br />Sales ...
Salesforce for Gogle AdWords<br />Generate new leads by advertising your<br />business online with Google AdWords<br />Tur...
1<br />2<br />3<br />Google<br />Website<br />salesforce<br />
“ I’ve got my AdWords account. Now what?”<br />
Getting Started with Salesforce for Google AdWords<br />
Getting Started with Salesforce for Google AdWords<br />
Getting Started with Salesforce for Google AdWords<br />
Before You Link, Note…<br /> Your ads will be deleted and recreated<br /> Your destination URLs will have SFGA tracking co...
“ Okay, I’ve set up my account – What do I need to do on my website? ”<br />
Web to Lead Makes Lead Capture Easy<br />
Just Choose the Fields You Want to Capture…<br />
…And Paste the Code Into Your Website<br />
Add Salesforce for Google AdWords Tracking Code<br />
Test Your Setup<br />
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Getting Started with Salesforce CRM and Google AdWords

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Google AdWords can be a beautifully cost-effective way to drive relevant traffic to your Web site. The key is understanding which ads are performing and which are not. Using Google AdWords with Salesforce CRM, you can make decisions, not based on clicks, but on leads and closed sales from your ads. You'll see what's truly working and what really isn't. In this session, we'll cover how to get started, SEM basics, Web site basics, and tracking ROI with Salesforce CRM and Google AdWords. See you there!

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  • Without SFGA, this is as far as you’ll get with google analytics, so you could be optimizing on the wrong information. With SFDC, you can get visibility all the way down the funnel to closed revenue to calculate ROI. The AdWords information is tied to the lead, and then to the opportunity so you can connect the dots &amp; seal a leaky funnel by focusing on what works, and starving those keywords and ads that don’t
  • Getting Started with Salesforce CRM and Google AdWords

    1. 1. Getting Started with Salesforceand Google AdWords<br />Marketing Professionals<br />Lauren Vaccarello: salesforce.com<br />John Kucera: salesforce.com<br />
    2. 2. Safe Harbor<br />Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.<br />
    3. 3. Agenda Slide<br />AdWords Best Practices for Setting Up an Account<br />Optimizing your AdWords Account<br />Landing Page Best Practices<br />Salesforce for Google AdWords Overview<br />Salesforce for Google AdWords Setup<br />
    4. 4. Lauren Vaccarello<br />Sr. SEM Manager, salesforce.com<br />
    5. 5. Google AdWords Best Practices<br />
    6. 6. Agenda<br />Intro to Paid Search<br />What Makes a Good Account Great?<br />Keyword research<br />Writing Great Creatives<br />Landing Pages Basics<br />
    7. 7. How Big is The Search Market?<br />
    8. 8. Intro to Paid Search<br />
    9. 9. Majority Comes From Google<br />
    10. 10. How We Buy<br />
    11. 11. What is paid search marketing (PPC)<br />Organic<br />SEO<br />Paid<br />SEM<br />Search Engine Marketing<br />Paid Search Advertising. Your message reaches customers at the moment they demonstrate interest in what you sell<br />Search Engine Optimization<br />Increasing rank in the organic (unpaid) search engine results<br />
    12. 12. What is it really . . .<br /> Joanna Lord, CMO of www.YourJobStop.com<br />Matt McGowan, VP of ClickZ.com & SearchEngineWatch.com (Incisive Media)<br />David Szetela, CEO of Clix Marketing – www.clixmarketing.com<br />
    13. 13. What Makes a Good Account Great?<br />
    14. 14. Anatomy of Keyword Targeted Account<br />Campaign Name<br />Language<br />Location<br />Budget<br />2<br />1<br />Ad Group<br />Keywords<br />Cost Per Click<br />
    15. 15. Anatomy of a Good Account Structure<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of driftwood<br />buy circular driftwood<br />circular driftwood prices<br />circle shaped driftwood<br />Keywords<br />Creatives<br />Landing pages<br />Buy Circle-shaped Driftwood<br />Beautiful piece available for $230. <br />Order now. Free shipping.<br />www.BobsDriftwoodSuperstore.com<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of dr<br />Art dritfwood<br />circular driftwood prices<br />circle shaped driftwood<br />Two messages for one product<br />buy circular driftwood<br />circular driftwood prices<br />circle shaped driftwood<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of driftwood<br />Experiment with different creatives<br />buy circular driftwood<br />circular driftwood prices<br />circle shaped driftwood<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of driftwood<br />
    16. 16. Keyword Research<br />
    17. 17. Google Search-based Keyword Tool <br />https://adwords.google.com/o/Targeting/Explorer<br />
    18. 18. Wonder Wheel<br />
    19. 19. Wonder Wheel<br />
    20. 20. SEOBook Keyword Tool<br />http://tools.seobook.com/keyword-tools/seobook/ <br />
    21. 21. Aggregated Keyword Ideas from Multiple Sources<br />http://tools.seobook.com/keyword-tools/seobook/ <br />
    22. 22. Keyword Research: How to Get the Most Out of Your Keywords<br />
    23. 23. Negative Keywords<br />Prevent ads from appearing on irrelevant search queries<br />Eliminate unwanted impressions<br />
    24. 24. Moving Beyond “Broad Match” <br />Search Query report lets you see exactly what queries are being matched against your keyword list<br />You can add [exact match] phrases<br />Build out your negatives<br />
    25. 25. Writing Great Creatives<br />
    26. 26. Average Account<br />Keywords<br />Creatives<br />Landing pages<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of driftwood<br />buy circular driftwood<br />circular driftwood prices<br />circle shaped driftwood<br />Buy Circle-shaped Driftwood<br />Beautiful piece available for $230. <br />Order now. Free shipping.<br />www.BobsDriftwoodSuperstore.com<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of dr<br />Art dritfwood<br />circular driftwood prices<br />circle shaped driftwood<br />buy circular driftwood<br />circular driftwood prices<br />circle shaped driftwood<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of driftwood<br />buy circular driftwood<br />circular driftwood prices<br />circle shaped driftwood<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of driftwood<br />buy circular driftwood<br />circular driftwood prices<br />circle shaped driftwood<br />circular driftwood<br />circular pieces of driftwood<br />buy circular pieces of driftwood<br />
    27. 27. Keywords in Ad Text {Keyword:Insert}<br />Catch your customer’s eye by making sure your headlines match the keywords.<br />Laptops<br />High Quality. Buy from a <br />Trusted Seller. Learn More!<br />www.AdWordsExample.com<br />Tablet Laptop<br />Tablet Laptop<br />High Quality. Buy from a <br />Trusted Seller. Learn More!<br />www.AdWordsExample.com<br />Matching terms show up in bold text on the Google results page.<br />
    28. 28. Include a Call to Action in Your Ads<br />Examples: <br /><ul><li>Buy Now
    29. 29. Save Money
    30. 30. Free Whitepaper
    31. 31. Free Trial
    32. 32. Learn More
    33. 33. Get Info
    34. 34. Act Now</li></ul>Corporate Laptops<br />Customer Satisfaction. Super<br />Fast Processor. Get Info!<br />www.AdWordsExample.com<br />
    35. 35. Try Different Messages<br />Test highest performing text<br />Test different landing pages<br />{KeyWord:Secure Routers} <br />Free Network Security Guide<br />Secure Networking Equipment<br />www.Ucigo.com<br />Secure Routers <br />Secure Routes and Switches<br />Free Network Security Guide!<br />www.Ucigo.com<br />Dynamic Keyword Insertion<br />Keywords in Ad Title<br />
    36. 36. Test Ad Copy With Multiple Ads<br />A<br />B<br />C<br /><ul><li>Test highest performing text
    37. 37. Test different landing pages</li></li></ul><li>Landing Page Basics<br />
    38. 38. 3 Steps To Great Landing Pages<br />1.  Don’t make your visitor work!<br />2.  Keep it SIMPLE<br />5.  Keep form length to a minimum<br />
    39. 39. Don’t Make Your Visitors Work<br />Minimize options<br />Include a clear call to action<br />
    40. 40. Unclear Landing Page<br />Too many choices<br />No clear CTA<br />
    41. 41. Clear Purpose and Low User Friction<br />Branding<br />RelevantProductImagery<br />Description<br />Offer<br />Web-to-Lead Form<br />Call-to-Action<br />
    42. 42. Keep It SIMPLE<br />Avoid complicated design elements<br />Content should avoid ‘marketing speak’<br />Content should be easy to read and present the reader with an answer to why they are there<br />
    43. 43. Call to Action + Simplified Content<br />120% increase in conversions!<br />
    44. 44. What Was Changed?<br />Call to action added<br />Content presented more simply<br />
    45. 45. Keep Form Length to a Minimum<br />
    46. 46. Landing Page Best Practice Tips<br />1. Don’t make your visitor work!<br />2. Keep it SIMPLE<br />5. Keep form length to a minimum<br />
    47. 47. Now that you all are AdWords experts . . . . . <br />
    48. 48. Cost per Week: $9,010<br />Leads per Week: 923<br />Avg Cost per Lead: $9.79<br />Cost per Week: $10,387<br />Leads per Week: 160<br />Avg Cost per Lead: $64.92<br /># of Opportunities: 0<br /># of Opportunities: 31<br />Weekly Revenue: $145,000<br />*Data not from Salesforce.com<br />What Keyword Do You Cut?<br />
    49. 49. <ul><li>Loses you $470K per year in AdWords spend
    50. 50. Makes you $0
    51. 51. Wastes countless hours of sales reps time</li></ul>Cost per Week: $9,010<br />Leads per Week: 923<br />Avg Cost per Lead: $9.79<br /># of Opportunities: 0<br />*Data not from Salesforce.com<br />If You Kept ‘Blue Widgets’…<br />
    52. 52. <ul><li>$7M+ in annual revenue
    53. 53. Highest ROI keywords
    54. 54. Prioritize these leads with sales team</li></ul>Cost per Week: $10,387<br />Leads per Week: 160<br />Avg Cost per Lead: $64.92<br /># of Opportunities: 31<br />Weekly Revenue: $145,000<br />*Data not from Salesforce.com<br />By Integrating Online Advertising and Offline Data<br />
    55. 55. Quick Wrap-up<br />PPC is history’s most efficient, effective advertising medium<br />Don’t send all of your paid search advertising to your homepage<br />Use multiple match types, not just broad match<br />Test different creative messages and calls to action<br />Keep your landing pages simple with a clear call to action<br />If you have an offline conversion element, use a Salesforce– AdWords integration to maximize advertising revenue<br />
    56. 56. Lauren Vaccarello<br />lvaccarello@salesforce.com<br />Twitter.com/laurenv<br />
    57. 57. John will tell you more about how to get the<br />most of your AdWords account next<br />
    58. 58. John Kucera<br />Product Manager, salesforce.com<br />
    59. 59. Salesforce For Google AdWords<br />
    60. 60. Agenda<br />Salesforce and AdWords: A match made in heaven<br />Linking your AdWords account<br />Setting up your webforms<br />Salesforce for Google AdWords Demo – Getting the most from the app<br />
    61. 61. Salesforce.com Extends Your Visibility to Revenue<br />Web Visitors<br />Google Analytics<br />Marketing Leads<br />Sales Leads<br />Salesforce for Google AdWords<br />Pipeline<br />$$$<br />
    62. 62. Salesforce for Gogle AdWords<br />Generate new leads by advertising your<br />business online with Google AdWords<br />Turn those leads into customers with Salesforce CRM<br />
    63. 63. 1<br />2<br />3<br />Google<br />Website<br />salesforce<br />
    64. 64.
    65. 65.
    66. 66.
    67. 67. “ I’ve got my AdWords account. Now what?”<br />
    68. 68. Getting Started with Salesforce for Google AdWords<br />
    69. 69. Getting Started with Salesforce for Google AdWords<br />
    70. 70.
    71. 71. Getting Started with Salesforce for Google AdWords<br />
    72. 72.
    73. 73.
    74. 74. Before You Link, Note…<br /> Your ads will be deleted and recreated<br /> Your destination URLs will have SFGA tracking codes at the end of them<br /> Ad history will be lost<br /> There’s a temporary dip in quality score (~1 day)<br />
    75. 75. “ Okay, I’ve set up my account – What do I need to do on my website? ”<br />
    76. 76. Web to Lead Makes Lead Capture Easy<br />
    77. 77.
    78. 78.
    79. 79. Just Choose the Fields You Want to Capture…<br />
    80. 80. …And Paste the Code Into Your Website<br />
    81. 81. Add Salesforce for Google AdWords Tracking Code<br />
    82. 82. Test Your Setup<br />
    83. 83. “ I don’t use web to lead – what do I do? ”<br />
    84. 84.
    85. 85.
    86. 86.
    87. 87. Add Salesforce for Google AdWords Tracking Code<br />
    88. 88. Test Your Setup<br />
    89. 89. “ How does it work when I am finished?”<br />
    90. 90. Demonstration<br />Lead<br />Activity Details<br />Convert<br />Opptortunity<br />Dashboard<br />Creating custom reports<br />Adding custom report to the AdWords dashboard<br />
    91. 91. Questions?<br />
    92. 92. How Could Dreamforce Be Better? Tell Us!<br />Log in to the Dreamforce app to submit<br />surveys for the sessions you attended<br />Use the Dreamforce Mobile app to submit surveys<br />OR<br />Every session survey you submit is a chance to win an iPod nano!<br />
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