Getting the Most Hits: Search Engine Marketing Best Practices

1
Getting the Most HitsSearch Engine Marketing
Best Practices
Track Marketing Executives

• Julie Gibbs, salesforce.com
• Adam Lewis, Google
• Kraig Swensrud, salesforce.com
• David Bergstrom, Yamaha Corporation of America

2
Safe Harbor Statement

• Safe harbor statement under the Private
  Securities Litigation Reform Act of 1995 This
  presentation may contain forward-looking
  statements the achievement of which involves
  risks, uncertainties and assumptions. If any such
  risks or uncertainties materialize or if any of
  the assumptions proves incorrect, our results
  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 the integration of Sendia
  Corporations technology, operations,
  infrastructure and personnel with ours
  unexpected costs or delays incurred in
  integrating Sendia with salesforce.com, which
  could adversely affect our operating results and
  rate of growth any unknown errors or limitations
  in the Sendia technology any third party
  intellectual property claims arising from the
  Sendia technology customer and partner
  acceptance and deployment of the AppExchange and
  AppExchange Mobile platforms interruptions or
  delays in our service or our Web hosting our new
  business model breach of our security measures
  possible fluctuations in our operating results
  and rate of growth the emerging market in which
  we operate our relatively limited operating
  history our ability to hire, retain and motivate
  our employees and manage our growth competition
  our ability to continue to release and gain
  customer acceptance of new and improved versions
  of our CRM service unanticipated changes in our
  effective tax rate fluctuations in the number of
  shares outstanding the price of such shares
  foreign currency exchange rates and interest
  rates.
• Further information on these and other factors
  that could affect our financial results is
  included in the reports on Forms 10-K, 10-Q and
  8-K and in other filings we make with the
  Securities and Exchange Commission from time to
  time, including our Form 10-K for the fiscal year
  ended January 31, 2006. These documents are
  available on the SEC Filings section of the
  Investor Information section of our website at
  www.salesforce.com/investor.
• 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 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, except as required by
  law.

3
Google
Adam Lewis
Account Strategist
alewis_at_google.com
4
(No Transcript)
5
Search Fueling the Growth of Online Ads
Online Advertising Revenue
Other
100
3
Sponsorships
5
Referrals/Lead Generation
6
Rich Media
8
80
Classifieds
18
60
Banners
20
40
Search
40
20
0
Type of Online Media
Source Interactive Advertising Bureau,
PricewaterhouseCoopers (September 2005) ComScore
(December 2005 )
6
Target Customers When They Search
SEO
high speed internet
Paid Search Advertising Your message reaches
customers at the moment they demonstrate interest
in what you sell
Organic Search Results Results generated
algorithmically unpaid
7
Campaign Strategy
Objectives
Metrics
8
Map Keywords to the Buy Cycle
piano player piano musical instruments grand piano
digital recording piano elton john piano compare
piano prices electric piano reviews
disklavier yamaha disclavier piano DC3M4PRO yamaha
dealer san francisco
9
Make Your Ad Specific and Relevant
5 Creative Best Practices

• Clear benefit statement
• Call to action
• Headline matches keyword
• Ad reflects landing page
• Test 3-4 variations

10
Build the Bridge from Search to Sale
No obvious call to action, lead in or value
proposition.
Too much info for a landing page
No conversion activity
Overwhelming options for the user.
11
Build the Bridge from Search to Sale
Clear value proposition
Concise product information
Short, obvious conversion activity
Product and customer images
12
In Summary

• Set campaign goals and objectives
• Create a comprehensive keyword list
• Write compelling creative
• Choose an effective landing page

13
salesforce.com, inc.
Kraig Swensrud
Salesforce for Google AdWords
kswensrud_at_salesforce.com
14
Google Owns 80 of Search Marketing
80
15
gt5
others
Source Salesforce.com estimates based on
publicly available data
15
(No Transcript)
16
CRM
17
CRM
18
The Gap Between Clicks and Customers

• Who are my paid search leads?
• What is my Google cost-per-lead?
• What does my Google pipeline look like?
• What are my top performing _____?
• Which customers from Google, how many?
• What is my Google return?

19
Place Your Ad Here Advertise with Google
AdWords And Track Leads in Salesforce! www.your-co
mpany.com
Buy Words
Track to Close
20
Demonstration
21
Yamaha Corporation of America
David Bergstrom
Corporate Planning Manager
dbergstrom_at_yamaha.com
22
Yamaha Corporation of America
The North American operating unit of Yamaha
Corporation is the leading supplier of musical
instruments in the US. Products include pianos
and electronic keyboards, woodwind and brass
instruments, guitars and drums.
EMPLOYEES 450
GEOGRAPHY North America
USERS 250 (Oct 15th)
PRODUCT(S) USED SFA, Salesforce for Google
AdWords, AppExchange API, Salesforce Service
Support, Vertical Response, ClickTools
23
Getting Started
Week 1
Week 2
Week 3
UP and RUNNING
OPTIMIZATION 1
OPTIMIZATION 2

• Installed SFGA
• Enabled Web-to-Lead
• Set up Landing Page
• Created first campaign
• Chose set of keywords
• Wrote 3 text ads
• Set up lead assignment

• Revised campaigns
• Added keywords
• Changed landing page
• Updated text ads

• Update landing page
• More optimization!

24
(No Transcript)
25
(No Transcript)
26
Week 1 Optimization

• 4 Days, 14 SEM Leads
• Assess Lead quality
• Some testing
• Some Mickey Mouse
• Optimization Techniques
• New campaigns
• Revise ad text
• New keywords, new bids
• Misspelled words
• Update landing page

27
Week 1 Optimization Ad Text Keywords

• Text Ad
• Examined Clicks
• Examined Lead Generation
• Evaluated Lead Quality
• Noticed the keyword piano in copy generated high
  CTR
• Keywords
• AdWords keyword tool
• Bought cheap misspellings
• Separated specific keywords

28
Week 1 Optimization Landing Page
29
Current Status
30
Moving Forward Next Steps

• Create a more compelling reason to acquire
  contact info
• Elton John Red Piano Show
• Apply to other trademarked brand and product
  names
• Steinberg
• Tyros
• Clavinova

• Create a system that links dealer locator to lead
  forwarding
• Create a program with dealers to measure ROI
• Partner with retail channel partners on creating
  specific promotions

31
QUESTION ANSWER SESSION
Google
Yamaha
salesforce.com
32
Session FeedbackLet us know how were doing!
Session ID 200
Save time! Use your cell phone or mobile device
to send Feedback via SMS/Text Messaging!

• Please score the session from 5 to 1
  (5excellent,1needs improvement) on the
  following categories
• Overall rating of the session
• Quality of content
• Strength of presentation delivery
• Relevance of the session to your organization

Send a message to 26335
In the message body Session 200,
Session ID
Scores for 4 categories
For example, Session 123, 5555
SMS Voting powered by
33
Appendix
34
Summary of Best Practices

• Optimize spend to focus on terms that bring in
  most leads and conversions
• Refresh creative messaging regularly but maintain
  consistent brand platform
• Track keywords to lead/opportunity
• Testing 1-2-3-4
• A/B test multiple landing page layouts
• Build keyword-targeted landing pages based on A/B
  results

35
Sales
Sales Service Support Marketing Customer Delight
Sales Service Support GOT Campaigner Campaign
Members Google AdWords
ServePath uses Salesforce for Google AdWords to
drive Marketing Visibility ROI
36
Sales
Sales Service Support Marketing Customer Delight
Sales Service Support Demo Inventory Vacation
Requests Call Scripting Google AdWords
Salesforce for Google AdWords Delivers Seamless
integration with Google AdWords
37
SEO Summary of Best Practices

• On Page Methods Page titles, descriptions, and
  metadata, headline copy, keyword density and
  position, internal links, etc.
• Off-page methods require bulk of SEO spending
  and direct traffic to site but have indirect tie
  to leads.
• Important driver of organic search because search
  engine algorithms respond to number of in-bound
  links.

38
Thank You!