M B F007 Whiteley 091907
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Salesforce for Google AdWords The Basics
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19-Oct-2014 -
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Transcript of M B F007 Whiteley 091907
Salesforce for Google AdWordsThe Basics
del.icio.us/swhiteley
blogs.salesforce.com/adwords
Sean Whiteley
Winning Results with Google AdWords
Salesforce for Google AdWords
Research Capital
Adam Killam Artifact Software, Inc.
Columbia, Maryland
Mark Wesker/Derek Vansant
B2B Consultant
Todd Miechiels
Atlanta, Georgia
Vancouver, Canada
B2B Buyers Start at Google
77%
Source: http://www.enquiro.com/Downloads/b2b-research-2007.aspx
of B2B buyers who do online research before a purchase start at Google
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Generate new leads by advertising your
business online with Google AdWords
Turn those leads into new customers with
Salesforce CRM
This is how it works
You create an ad on Google
People click on your ad
and end up on your website
you capture visitors’ information
now you have a lead
your sales team nurtures those leads
and turns them into customers
It’s that simple
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Google Website salesforce
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Getting Started with SFGA
From New User To Fully Setup!
Create a New AdWords Account
Finish the Setup
Lead Capture Forms
Connect your website to SFGA
Now I am Ready to Start Writing Ads
Your First Steps with Google Adwords
Setting up your first campaign is quick and easy!
1. Choose a name, language, and target area
2. Create your first Ad
3. Select your keywords
Challenges
Google Adwords Takes time, education, and practice to learn and use
effectively
SFGA Web-to lead form requires a webmaster to add
tracking code and landing pages to my website
Biggest challenge: taking action on the data Remain involved and monitor your campaigns, pull
reports and make adjustments as need be – Don’t just set it an leave it!
Benefits
What were the results?
• Refined list of high ROI keywords
• Visibility into lead source and keywords used by our
customers
• Created strong case for PPC advertising using
SFGA
• Systematized lead generation and lead capture
process
What Clients Expect of Me
Manage search marketing spend wisely
Generate the most sales opportunities for the $
Learn and adjust to what works and what
doesn’t
Improve overall campaign efficiency
The Challenges & Barriers
True Value of Visitor & Lead?
Limited Data
Poor/Little Feedback
Long Sales Cycle
Data is Great, But Can Be Misleading…
Data is Great, But Can Be Misleading…
AdGroup Cost ROISales Training $2,603 113%Call Center $931 565%
AdGroup Cost ROISales Training $2,603 113%Call Center $931 565%
A B2B SEARCH MARKETER’S DREAM
Capture Search Engine & Phrase in Web Form
Marketing & Sales Grades Lead & Follows Through to Closed Sale
Make Data Available in Real Time
Shift Dollars to What’s Truly Working
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Capture the Search Engine and Phrase in Web Form
LEAD FORM
Name: Jim Smith
Title: CFO
Company: Dell Computer
Time Frame: Within 30 Days
Wants More Info: Yes
Search Engine: Google
Search Phrase: 1031 Exchange Software
Capture the Search Engine and Phrase in Web Form
Track Lead w/ Search Intel. Through the Cycle
Follow Through Closed/Lost Sale and Get Data to the Search Marketers
Follow Through Closed/Lost Sale and Get Data to the Search Marketers
It’s Pretty Easy But It Takes Total Buy In
“Every lead we pay for with search will be fed through
salesforce; with search engine and phrase; and
tracked through to closed sale (won or lost). This
data will be available to the front line (search
managers.)”
What’s Going to Be Your Approach?
Quantity of Leads
Cost Per Lead
Quality of Leads
Cost per
Qualified Lead
The Consequences of Inaction
This is too obtainable and easy for your
competitors
They will spend smarter than you
They will be able to spend more per click
You will be squeezed out of prominent ad positions
You will over pay for clicks
This will all accelerate and magnify
The Benefits of Action
Maximize Click Dollars
Get a ridiculously superior ROI on click spend
Could take 12 months to fully realize
Sales gets a higher average quality of lead
Bid up to the true value of certain phrases
Squeezing your competitors out
Forcing them to spend more than they can or should
Mark WeskerPresident, CEO
Derek VansantDirector of Finance & Operations
Lighthouse Software Development Management Solution
Tasks ● Schedules ● Resources ● Costs ● Features ● Documents ● Issues Workflows ● Testing ● Changes ● Defects ● Security ● Time
5,000+ LH Accounts Created YTD!
But…
Where did they come from?
Who needs sales attention?
How do we attract more?
What are they doing?
…and what would it look like if your team had these answers at their fingertips?
For Artifact Software, it looks like this…
Day Starts with a Summary of What’s New
Summary LH Info on Each Account Page
Adwords Info Linked to Each LH Account
Transferring SFGA Data to Custom Fields
SFGA Google Campaign
SFGA Ad Group
SFGA Google Keyword
Lead
This S-Control is posted online at: http://www.salesforce.com/appexchange/category_list.jsp?NavCode__c=a0130000006P6IoAAK-9a
Match Google Spend with Performance
Dashboards Monitor AdWord Performance
Dashboards Monitor AdWord Performance
