If your e-commerce site is an important source of customer leads, a new Salesforce.com service could be just what your business needs to streamline the work of turning a lead into a customer.
Salesforce Group Edition, is the successor to Salesforce.com's Team Edition customer relationship management service. The major enhancement in this web-based CRM service is its tight integration with the Google AdWords pay-per-click advertising service.
Salesforce Group Edition's integration with Google AdWords is the best we've seen. It makes it easy to determine which search engine advertising keywords deliver the most new customers and added revenues to your business. However, you'll need to modify your website to take advantage of this feature.
Complete Google AdWords integration
A PPC (pay per click) advertising service such as AdWords can drive more visitors to your website. You write text ads that are displayed next to results for specific terms, or keywords, that people enter in search engines. You pay for each visitor who clicks on your ad and is then redirected to your website.
It's always been possible to track the trail of PPC ad clicks, from the initial visit to your site to the sales lead and ultimate customer sale. This information is generally collected in several places: your Google AdWords account, your web server logs, and a CRM application.
The elegance of Salesforce Group Edition lies in the way it seamlessly integrates the data from all these sources in one place, making it easier to view and analyse the results of your PPC ads. You can readily determine which keywords bring you the biggest bang for your advertising buck. Lead source information is updated every 15 minutes, so you can track results almost as they happen.
Tracking leads from other sources
Unfortunately, Salesforce Group Edition isn't integrated as deeply with other PPC ad services, such as Yahoo Search Marketing and Microsoft adCenter.
You can use Salesforce Group Edition to track leads from these other PPC services, but the reports aren't as complete. Furthermore, you can also use the service to track leads generated by sources other than PPC, such as telephone inquiries, email, tradeshows and referrals from other websites.
Google AdWords integration requirements
Salesforce Group Edition generates the code for both new elements, so you can copy-and-paste it into your web-editing application.
You must also enter your Google AdWords Customer ID and password in Salesforce Group Edition to link it to the CRM service. If you do not have an AdWords account, you can create one from within the service.