The document discusses best practices for search engine marketing and using Salesforce for Google AdWords. It provides an overview of how paid search advertising works and how to set up campaigns, keywords, ads and landing pages. It also shares examples from Yamaha Corporation of America's use of these tools to generate leads and optimize their campaigns.

1. 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 Executives

3. Adam Lewis Account Strategist Google [email_address]

6. 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

8. 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

10. 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.

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

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

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

16. + CRM

17. + CRM

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

20. Demonstration

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

22. 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.

28. Week 1 Optimization – Landing Page

29. Current Status

31. 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

33. Appendix

35. 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

36. 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

38. Thank You!