Date post: | 16-May-2015 |
Category: |
Business |
Upload: | salesforce |
View: | 2,965 times |
Download: | 2 times |
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
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
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?
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