Adwords for Salesforce: The Complete Guide for 2017

Google AdWords is an essential part of growing your online presence.

You want your ads to be shown to the people who are looking for exactly what you offer. AdWords is the key to making sure they get in front of the right audience.

AdWords for Salesforce is a match made in heaven.

Google, the world's greatest lead generator, can deliver lead attribution to your Salesforce account. Knowing where your leads come from allows you to maximize your campaigns. It lets you use the right tools to keep your momentum going.

Are you ready to start using AdWords and Salesforce to make magic? Check out our full guide to Adwords for Salesforce below.

 

SEO vs SEM: Why You Should Be Using AdWords

 

To understand the value of AdWords, it's worthwhile to break down the difference between search engine optimization (SEO) and search engine marketing (SEM).

SEO strategy focuses on increasing your websites' rank in the organic search engine results. It's a set of rules designed to boost your page into the top three search results.

These are the results you see across the bulk of the first page on Google.

SEM strategy focuses on paid advertising. These ads are found on the right-hand side of the search page or on the top. They're referred to as sponsored links. SEM allows your message to reach customers at the moment they first demonstrate an interest in your product.

Both SEM and SEO are important. But SEM is more targeted than SEO. You need it because it drives qualified leads right to your site.

 

Connecting Salesforce and Google AdWords

 

1. To connect your Salesforce account with Google AdWords, you'll need both a system administrator account and editing privileges for these fields:

·       Organization

·       LeadStatus

·       LeadHistory

·       OpportunityStage

·       Lead

·       Opportunity

·       OpportunityFieldHistory

You'll also need permission to make custom fields.

 

2. Head over to your AdWords account to enable auto-tagging.

If it's not already enabled, go to the "Gear" menu. Select "Account Settings" and choose "Tracking menu". Click on "Edit" in the auto-tagging section of the "Tracking menu". Finally, select "Destination URL Auto-tagging" and then save your changes.

You'll also need to change AdWords account settings to edit the website code.

Now, you just need to ensure you can create custom fields in Salesforce. Make sure you've got access to the Salesforce web-to-lead feature.

 

3. Get started on configuration.

Configuration requires setting up your Salesforce account, your website, and your AdWords account to prepare for a campaign.

Google provides a detailed guide to configuration here.

 

Start an AdWords for Salesforce Campaign

 

Once both accounts are configured properly, getting started with AdWords for Salesforce is simple.

In fact, it requires only four steps:

1.     Choose Specific Keywords

2.     Create Structure with Groups

3.     Get the Timing Right

4.     Write and Edit Text

 

1. Choose Specific Keywords

 

The keywords you choose for your campaign should be as directly related to your product or campaign as possible.

In other words, don't stick with generic descriptors. Think about the search terms you would enter if you were looking specifically for your product.

These specific keywords are called long-tail keywords. They're not a single word but a phrase or a group of related words.

So, if you were looking for a guide to Adwords for Salesforce, you wouldn't use the keywords AdWords or Salesforce on their own.

You'd choose long-tail keywords like 'Adwords for Salesforce'.

This strategy works because it emulates the search your customers are performing. Moreover, it narrows your audience.

It also prevents you from burning through your budget with clicks from customers who are looking for AdWords guides, but don't know what Salesforce is.

You'll also need negative keywords. By adding negative keywords, you'll narrow down your search to eliminate clicks from people who enter a specific term.

There's no need to create these keywords on your own. Google's free Keyword Tool is available through AdWords.

Alternatively, WordStream and Keyword Discovery are tools designed to find the optimum keywords.

 

2. Create Structure with Groups

 

Most of us run several campaigns at a time.

It's good to keep those campaigns organized according to product or service.

Keeping it organized allows you to see what group is succeeding and where you should put your money.

It optimizes efficiency by preventing you from spending money on a campaign not garnering any results.

 

3. Get the Timing Right

 

Just like traditional advertising, keyword searches peak during certain times of the year.

For example, searches for exercise equipment and gym memberships peak around the summertime. You can meet those demands by planning your campaigns around periods of predicted peak demand.

Don't forget to target the right time of the day and week as well. If your customers search for your product on their lunch break, set the campaign up to focus on periods between 12 and 2 PM.

 

4. Write and Edit Text

 

The text of your campaign is critical because it needs to be clickable.

Think back to your long-tail keywords. Try to identify what might be going through the searcher's head when they enter them.

Don't forget to update your ads to reflect current language. If you refer to July during the month of July, it will stand out compared to generic ads.

A/B testing is essential for determining which text drives more customers through to your site.

 

Take Automation One Step Further

 

There are a few tools that integrate AdWords and Salesforce to boost automation and results.

One of them is Salesforce Pardot. We've written more about why you need Salesforce Pardot here.

Pardot automates your marketing tasks in the B2C context. It tracks what visitors do when they've arrived on your site after they've clicked on your ads. Pardot also makes it far easier to determine the true cost per lead and your SEM ROI.

 

Ready to Go?

 

We've given you the tools you need to set up your first AdWords for Salesforce campaign.

Are you ready to give it a go? Say hello and let us know how we can help you make the most of your AdWords for Salesforce strategy.