Getting Started with Salesforce CRM and Google AdWords

Getting Started with Salesforce and Google AdWords

Marketing Professionals

Lauren Vaccarello: salesforce.comJohn Kucera: salesforce.com

Safe HarborSafe 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.

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.

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.

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


Keywords Creatives Landing pages

Two messages for one product

Experiment with different creatives

http://www.bobsdriftwoodsuperstore.com/

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



Keywords Creatives Landing pages


http://www.bobsdriftwoodsuperstore.com/

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


What Keyword Do You Cut?

# of Opportunities: 0



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



$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

[email protected]

Twitter.com/laurenv

mailto:[email protected]

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



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?

How Could Dreamforce Be Better? Tell Us!

Log in to the Dreamforce app to submit

surveys for the sessions you attendedUse the

Dreamforce Mobile app to submit

surveysEvery session survey you submit is

a chance to win an iPod nano!

OR

Business

Getting Started with Salesforce CRM and Google AdWords