We finally have more details on the exact nature of the new relationship between Google and Salesforce.com. Formally announced on Tuesday, the new strategic alliance makes it easier for businesses to start up, track, and manage the true ROI from Google AdWords campaigns. According to the Salesforce.com press release:
The newest product resulting from this alliance, Salesforce Group Edition featuring Google AdWords, is a robust offering that combines the power of Salesforce on-demand CRM applications with the Google AdWordsâ„¢ platform to achieve integrated sales and marketing success. This joint solution provides businesses of all sizes with the same tools used by larger enterprises to successfully attract and retain customers.
Hopefully this will mean better integration between the two products. Although there have been Salesforce AppExchange products that have helped bridge the Salesforce-Google AdWords gap for some time, they have meant added costs to establish this integration. From the sounds of it, this capability will now be embedded in the Group Edition platform.
As a PPC consultant, I cannot tell you how many clients do not have a CRM system in place. It would shock you. And without a CRM system, how can B2B companies specifically track offline ROI from Google and other online ad campaigns? They just don’t track it.
Regardless of the system, all companies should have CRM system in place to track this data to complete the full picture of campaign success: from impression to click to conversion to purchase. This alliance may help more businesses get that integration set up and provide in-depth, near real-time information in dashboard format about the success of campaigns. Hurray!
At my own firm, Search Mojo, we’ve been using Salesforce.com for over a year. I found the web forms easy to create and set up — so much so that we recommend it to clients who do not have a CRM system in place. We then integrate the Salesforce.com forms with our landing pages for PPC. This new alliance, however, may help us skip a few setup steps and may encourage more AdWords advertisers to look more closely at the true ROI from their campaigns.