Getting the Most Hits: Search Engine Marketing Best Practices Julie Gibbs, salesforce.com Adam Lewis, Google Kraig Swensrud, salesforce.com David Bergstrom, Yamaha Corporation of America Track: Marketing

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“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results 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.

The risks and uncertainties referred to above include - but are not limited to - risks associated with the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with salesforce.com, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; the emerging market in which we operate; our relatively limited operating history; our ability to hire, retain and motivate our employees and manage our growth; competition; our ability to continue to release and gain customer acceptance of new and improved versions of our CRM service; unanticipated changes in our effective tax rate; fluctuations in the number of shares outstanding; the price of such shares; foreign currency exchange rates and interest rates.

Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com /investor .

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 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, except as required by law.

Agenda Welcome Introductions Search Marketing 101 Google Best Practices Salesforce for Google AdWords Yamaha Corporation of America: Getting Started Q&A

Welcome

Introductions

Search Marketing 101

Google Best Practices

Salesforce for Google AdWords

Yamaha Corporation of America: Getting Started

Q&A

Adam Lewis Account Strategist Google [email_address]

Search: Fueling the Growth of Online Ads Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2005); ComScore (December 2005 ) % Online Advertising Revenue Search Banners Classifieds Sponsorships Rich Media Other 40% 20% 18% 5% 8% 3% 0% 20% 40% 60% 80% 100% Type of Online Media Referrals/Lead Generation 6% Search sites have 85% reach 37 searches per user per month In the U.S. Alone:

Search sites have 85% reach

37 searches per user per month

Target Customers When They Search high speed internet Paid Search Advertising Your message reaches customers at the moment they demonstrate interest in what you sell Organic Search Results Results generated algorithmically – unpaid SEO SEM

Campaign Strategy Objectives Metrics Site visitors Time spent on site Pages viewed Build Awareness Sales inquiries Data sheet downloads Product demos Generate Leads

Site visitors

Time spent on site

Pages viewed

Sales inquiries

Data sheet downloads

Product demos

Map Keywords to the Buy Cycle piano player piano musical instruments grand piano disklavier yamaha disclavier piano DC3M4PRO yamaha dealer san francisco digital recording piano elton john piano compare piano prices electric piano reviews RESEARCH / ENGAGEMENT CONSIDERATION COMPARISON PURCHASE

Make Your Ad Specific and Relevant Clear benefit statement Call to action Headline matches keyword Ad reflects landing page Test 3-4 variations 5 Creative Best Practices Online Advertising Get a Better ROI From Your Website. Start Gaining New Customers Today! www.Google.com Good Google interested in online advertising? we have what you need www.google.com Bad Query = Online Advertising

Clear benefit statement

Call to action

Headline matches keyword

Ad reflects landing page

Test 3-4 variations

5 Creative Best Practices

Build the Bridge from Search to Sale Too much info for a landing page No obvious call to action, lead in or value proposition. No conversion activity Overwhelming options for the user.

Build the Bridge from Search to Sale Clear value proposition Concise product information Short, obvious conversion activity Product and customer images

Kraig Swensrud Salesforce for Google AdWords salesforce.com, inc. [email_address]

Google Owns 80% of Search Marketing ~80% ~15% >5% others… Source: Salesforce.com estimates based on publicly available data

+ CRM

+ CRM

Who are my paid search leads? What is my Google cost-per-lead? What does my Google pipeline look like? What are my top performing _____? What are my top performing _____? What are my top performing _____? Which customers from Google, how many? What is my Google return? The Gap Between Clicks and Customers

Who are my paid search leads?

What is my Google cost-per-lead?

What does my Google pipeline look like?

What are my top performing _____?

What are my top performing _____?

What are my top performing _____?

Which customers from Google, how many?

What is my Google return?

Buy Words Track to Close Place Your Ad Here Advertise with Google AdWords And Track Leads in Salesforce! www.your-company.com

Demonstration

David Bergstrom Corporate Planning Manager Yamaha Corporation of America [email_address]

Yamaha Corporation of America EMPLOYEES: 450 GEOGRAPHY: North America PRODUCT(S) USED: SFA, Salesforce for Google AdWords, AppExchange API, Salesforce Service & Support, Vertical Response, ClickTools # USERS: 250 (Oct 15 th ) The North American operating unit of Yamaha Corporation is the leading supplier of musical instruments in the US. Products include pianos and electronic keyboards, woodwind and brass instruments, guitars and drums.

Getting Started Installed SFGA Enabled Web-to-Lead Set up Landing Page Created first campaign Chose set of keywords Wrote 3 text ads Set up lead assignment Week 1 Week 2 Week 3 Revised campaigns Added keywords Changed landing page Updated text ads UP and RUNNING OPTIMIZATION #1 Update landing page More optimization! OPTIMIZATION #2

Installed SFGA

Enabled Web-to-Lead

Set up Landing Page

Created first campaign

Chose set of keywords

Wrote 3 text ads

Set up lead assignment

Week 1 Optimization 4 Days, 14 SEM Leads Assess Lead quality Some testing Some Mickey Mouse Optimization Techniques New campaigns Revise ad text New keywords, new bids Misspelled words Update landing page

4 Days, 14 SEM Leads

Assess Lead quality

Some testing

Some Mickey Mouse

Optimization Techniques

New campaigns

Revise ad text

New keywords, new bids

Misspelled words

Update landing page

Week 1 Optimization – Ad Text & Keywords Text Ad Examined Clicks Examined Lead Generation Evaluated Lead Quality Noticed the keyword piano in copy generated high CTR Keywords AdWords keyword tool Bought “cheap” misspellings Separated specific keywords

Text Ad

Examined Clicks

Examined Lead Generation

Evaluated Lead Quality

Noticed the keyword piano in copy generated high CTR

Keywords

AdWords keyword tool

Bought “cheap” misspellings

Separated specific keywords

Week 1 Optimization – Landing Page

Moving Forward & Next Steps Create a more compelling reason to acquire contact info Elton John Red Piano Show Apply to other trademarked brand and product names Steinberg Tyros Clavinova Create a system that links dealer locator to lead forwarding Create a program with dealers to measure ROI Partner with retail channel partners on creating specific promotions

Create a more compelling reason to acquire contact info

Elton John Red Piano Show

Apply to other trademarked brand and product names

Steinberg

Tyros

Clavinova

Create a system that links dealer locator to lead forwarding

Create a program with dealers to measure ROI

Partner with retail channel partners on creating specific promotions

QUESTION & ANSWER SESSION Google salesforce.com Yamaha Adam Lewis Account Strategist David Bergstrom Corporate Planning Manager Interactive Marketing Julie Gibbs Kraig Swensrud Salesforce for Google AdWords

Appendix

Summary of Best Practices Optimize spend to focus on terms that bring in most leads and conversions Refresh creative messaging regularly but maintain consistent brand platform Track keywords to lead/opportunity Testing 1-2-3-4 A/B test multiple landing page layouts Build keyword-targeted landing pages based on A/B results

Optimize spend to focus on terms that bring in most leads and conversions

Refresh creative messaging regularly but maintain consistent brand platform

Track keywords to lead/opportunity

Testing 1-2-3-4

A/B test multiple landing page layouts

Build keyword-targeted landing pages based on A/B results

ServePath uses Salesforce for Google Adwords to drive Marketing Visibility & ROI Sales Sales Service & Support Marketing Customer Delight Sales Service & Support GOT Campaigner Campaign Members Google AdWords

Salesforce for Google AdWords Delivers Seamless integration with Google AdWords Sales Sales Service & Support Marketing Customer Delight Sales Service & Support Demo Inventory Vacation Requests Call Scripting Google AdWords

SEO Summary of Best Practices On Page Methods : Page titles, descriptions, and metadata, headline copy, keyword density and position, internal links, etc. Off-page methods require bulk of SEO spending and direct traffic to site but have indirect tie to leads. Important driver of organic search because search engine algorithms respond to number of in-bound links.

On Page Methods : Page titles, descriptions, and metadata, headline copy, keyword density and position, internal links, etc.

Off-page methods require bulk of SEO spending and direct traffic to site but have indirect tie to leads.

Important driver of organic search because search engine algorithms respond to number of in-bound links.

Thank You!