Getting Started with Salesforce CRM and Google AdWords

Getting Started with Salesforce and Google AdWords

Marketing Professionals

Lauren Vaccarello: salesforce.comJohn Kucera: salesforce.com

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Agenda Slide

AdWords Best Practices for Setting Up an Account

Optimizing your AdWords Account

Landing Page Best Practices

Salesforce for Google AdWords Overview

Salesforce for Google AdWords Setup

Lauren Vaccarello

Sr. SEM Manager,

salesforce.com

Google AdWords Best Practices

Agenda

1. Intro to Paid Search

2. What Makes a Good Account

Great?

3. Keyword research

4. Writing Great Creatives

5. Landing Pages Basics

How Big is The Search Market?

Intro to Paid Search

Majority Comes From Google

How We Buy

What is paid search marketing (PPC)

Search Engine MarketingPaid Search Advertising. Your message reaches customers at the moment they demonstrate interest in what you sell

Paid

SEM

Search Engine OptimizationIncreasing rank in the organic (unpaid) search engine results

Organic

SEO

What is it really . . .

Joanna Lord, CMO of www.YourJobStop.com

Matt McGowan, VP of ClickZ.com & SearchEngineWatch.com (Incisive Media)

David Szetela, CEO of Clix Marketing – www.clixmarketing.com

What Makes a Good Account Great?

Anatomy of Keyword Targeted Account

1 2

Campaign Name

Language

Location

Budget

Ad Group

Keywords

Cost Per Click

Anatomy of a Good Account Structure

circular driftwood

circular pieces of driftwood

buy circular pieces of driftwood

buy circular driftwood

circular driftwood prices

circle shaped driftwoodBuy Circle-shaped DriftwoodBeautiful piece available for $230. Order now. Free shipping.www.BobsDriftwoodSuperstore.com

circular driftwoodcircular pieces of driftwoodbuy circular pieces of drArt dritfwoodcircular driftwood pricescircle shaped driftwood

buy circular driftwoodcircular driftwood pricescircle shaped driftwoodcircular driftwoodcircular pieces of driftwoodbuy circular pieces of driftwood

buy circular driftwoodcircular driftwood pricescircle shaped driftwoodcircular driftwoodcircular pieces of driftwoodbuy circular pieces of driftwood

Keywords Creatives Landing pages

Two messages for one product

Experiment with different creatives

Keyword Research

Google Search-based Keyword Tool https://adwords.google.com/o/Targeting/Explorer

Wonder Wheel

Wonder Wheel

SEOBook Keyword Toolhttp://tools.seobook.com/keyword-tools/seobook/

Aggregated Keyword Ideas from Multiple Sourceshttp://tools.seobook.com/keyword-tools/seobook/

Keyword Research: How to Get the Most Out of Your Keywords

Negative Keywords

Prevent ads from

appearing on

irrelevant search

queries

Eliminate

unwanted

impressions

Moving Beyond “Broad Match”

Search Query report lets

you see exactly what

queries are being matched

against your keyword list

You can add [exact match]

phrases

Build out your negatives

Writing Great Creatives

Average Account

circular driftwood

circular pieces of driftwood

buy circular pieces of driftwood

buy circular driftwood

circular driftwood prices

circle shaped driftwood

Buy Circle-shaped DriftwoodBeautiful piece available for $230. Order now. Free shipping.www.BobsDriftwoodSuperstore.com

circular driftwoodcircular pieces of driftwoodbuy circular pieces of drArt dritfwoodcircular driftwood pricescircle shaped driftwood

buy circular driftwoodcircular driftwood pricescircle shaped driftwoodcircular driftwoodcircular pieces of driftwoodbuy circular pieces of driftwood

buy circular driftwoodcircular driftwood pricescircle shaped driftwoodcircular driftwoodcircular pieces of driftwoodbuy circular pieces of driftwood

Keywords Creatives Landing pages

buy circular driftwoodcircular driftwood pricescircle shaped driftwoodcircular driftwoodcircular pieces of driftwoodbuy circular pieces of driftwood

Keywords in Ad Text {Keyword:Insert}

Tablet LaptopLaptopsHigh Quality. Buy from a Trusted Seller. Learn More!www.AdWordsExample.com

Tablet Laptop High Quality. Buy from a Trusted Seller. Learn More!www.AdWordsExample.com

Catch your customer’s eye by making sure your headlines match the keywords.

Matching terms show up in bold text on the Google results page.

Include a Call to Action in Your Ads

Examples: Buy Now

Save Money

Free Whitepaper

Free Trial

Learn More

Get Info

Act Now

Corporate Laptops

Customer Satisfaction. SuperFast Processor. Get Info!

www.AdWordsExample.com

Try Different Messages

Test highest performing textTest different landing pages

{KeyWord:Secure Routers} Free Network Security GuideSecure Networking Equipmentwww.Ucigo.com

Secure Routers Secure Routes and SwitchesFree Network Security Guide!www.Ucigo.com

Dynamic Keyword Insertion Keywords in Ad Title

Test Ad Copy With Multiple Ads

Test highest performing text

Test different landing pages

A

B

C

Landing Page Basics

3 Steps To Great Landing Pages

1.  Don’t make your

visitor work!

2.  Keep it SIMPLE

5.  Keep form length

to a minimum

Don’t Make Your Visitors Work

Minimize options

Include a clear call to

action

Unclear Landing Page

No clear CTA

Too many choices

Clear Purpose and Low User Friction

Offer

Call-to-Action

RelevantProductImagery

Web-to-Lead Form

Description

Branding

Keep It SIMPLE

Avoid complicated design elements

Content should avoid ‘marketing speak’

Content should be easy to read and present the

reader with an answer to why they are there

Call to Action + Simplified Content

120% increase in conversions!

What Was Changed?

Call to action

added

Content

presented more

simply

Keep Form Length to a Minimum

Landing Page Best Practice Tips

1. Don’t make your

visitor work!

2. Keep it SIMPLE

5. Keep form length to

a minimum

Now that you all are AdWords experts . . . . .

# of Opportunities: 0 # of Opportunities: 31

Weekly Revenue: $145,000

*Data not from Salesforce.com

Cost per Week: $9,010Leads per Week: 923Avg Cost per Lead: $9.79

Cost per Week: $10,387Leads per Week: 160Avg Cost per Lead: $64.92

What Keyword Do You Cut?

# of Opportunities: 0

*Data not from Salesforce.com

Cost per Week: $9,010Leads per Week: 923Avg Cost per Lead: $9.79

Loses you $470K per

year in AdWords spend

Makes you $0

Wastes countless hours

of sales reps time

If You Kept ‘Blue Widgets’…

# of Opportunities: 31

Weekly Revenue: $145,000

*Data not from Salesforce.com

Cost per Week: $10,387Leads per Week: 160Avg Cost per Lead: $64.92

$7M+ in annual revenue

Highest ROI keywords

Prioritize these leads

with sales team

By Integrating Online Advertising and Offline Data

Quick Wrap-up

1. PPC is history’s most efficient, effective advertising medium

2. Don’t send all of your paid search advertising to your

homepage

3. Use multiple match types, not just broad match

4. Test different creative messages and calls to action

5. Keep your landing pages simple with a clear call to action

6. If you have an offline conversion element, use a Salesforce

– AdWords integration to maximize advertising revenue

Lauren Vaccarello

lvaccarello@salesforce.com

Twitter.com/laurenv

John will tell you more about how to get the

most of your AdWords account next

John Kucera

Product Manager,

salesforce.com

Salesforce For Google AdWords

Agenda

Salesforce and AdWords: A match made in heaven

Linking your AdWords account

Setting up your webforms

Salesforce for Google AdWords Demo – Getting the

most from the app

Salesforce.com Extends Your Visibility to Revenue

Google Analytics

Web Visitors

Marketing Leads

Sales Leads

Pipeline

$$$

Salesforce for Google AdWords

Salesforce for Gogle AdWords

Turn those leads into customers with Salesforce CRM

Generate new leads by advertising yourbusiness online with Google AdWords

1

Google Website salesforce

2 3

“ I’ve got my AdWords account. Now what?”

Getting Started with Salesforce for Google AdWords

Getting Started with Salesforce for Google AdWords

Getting Started with Salesforce for Google AdWords

Before You Link, Note…

Your ads will be deleted

and recreated

Your destination URLs

will have SFGA tracking

codes at the end of them

Ad history will be lost

There’s a temporary dip

in quality score (~1 day)

“ Okay, I’ve set up my account – What do I need to do on my website? ”

Web to Lead Makes Lead Capture Easy

Just Choose the Fields You Want to Capture…

…And Paste the Code Into Your Website

Add Salesforce for Google AdWords Tracking Code

Test Your Setup

“ I don’t use web to lead – what do I do? ”

Add Salesforce for Google AdWords Tracking Code

Test Your Setup

“ How does it work when I am finished?”

Demonstration

Lead

Activity Details

Convert

Opptortunity

Dashboard

Creating custom reports

Adding custom report to the AdWords dashboard

Questions?

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