{"id":1710,"date":"2017-07-31T20:48:00","date_gmt":"2023-09-04T20:48:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1710"},"modified":"2023-11-04T17:50:49","modified_gmt":"2023-11-04T17:50:49","slug":"connect-salesforce-and-google-for-search-advertising-roi","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/connect-salesforce-and-google-for-search-advertising-roi\/","title":{"rendered":"How to Connect Salesforce & Google for Maximum Search Advertising ROI"},"content":{"rendered":"\n

The Holy Grail of advertising has always been to reach the right customer, with the right message, at the right time. Which is easy to say, but actually doing it has always been phenomenally hard. <\/p>\n\n\n\n

Even when you know who your best customers are, catching them at the right moment with a message that gets their attention and persuades them to buy is immensely difficult to pull off.<\/p>\n\n\n\n

Luckily, Salesforce and Google have come together to make it a lot easier. In a July 2017 webinar titled Connect Your Google Search and YouTube Advertising to the Customer Journey<\/a>, Google\u2019s Global Product Lead for Search Audience Solutions, Kiloran de Lap\u00e9rouse, and Salesforce Enterprise Account Executive, Paul Feltham, showed advertisers how they can use Salesforce Advertising Studio and Google Customer Match to create smart, segmented campaigns that deliver exponentially better results than traditional PPC marketing. (Watch the archived webinar here)<\/a><\/p>\n\n\n\n

Connect Google Search advertising to the customer journey<\/h2>\n\n\n\n

The key is to use CRM data from Salesforce to identify likely buyers, and then use Google Customer Match to reach those customers – or other buyers like them – with targeted AdWords messages at crucial points in their customer journey. <\/p>\n\n\n\n

This approach enables advertisers to get relevant messages in front of likely buyers at favourable times – without the wasted cost and effort of also reaching people who aren\u2019t likely to buy. <\/p>\n\n\n\n

Three ways to use Customer Match<\/h2>\n\n\n\n

Kiloran outlined three ways brands can use Customer Match to achieve key marketing objectives:<\/p>\n\n\n\n

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  1. Customer Retentio<\/b>n – Advertisers can create a list of loyal customers in Salesforce, and then reach those people via Google Customer Match with special offers and limited-time discounts. Conveniently, Customer Match doesn\u2019t need an email address to find customers on Google, YouTube, Gmail and Shopping; it can also match them on offline data such as name, postal address and phone number. <\/li>\n\n\n\n
  2. Customer Acquisition<\/b> – One of Customer Match\u2019s most powerful features is its ability to take a list of high-value customers and find similar buyers who aren\u2019t already in the advertiser\u2019s Salesforce CRM. By de-duping the original list against the people it finds, it can put targeted messages in front of an audience of high-value lookalikes, without incurring the cost of targeting existing customers. <\/li>\n\n\n\n
  3. Suppression<\/b> – By creating a list of all existing customers, and asking Customer Match to suppress them, advertisers can be sure their campaign only reaches net new customers. <\/li>\n<\/ol>\n\n\n\n

    A wealth of industry use cases<\/h2>\n\n\n\n

    Beyond these general uses, Kiloran talked about specific use cases across different industries, where Salesforce and Customer Match can make a significant impact on search marketing results.<\/p>\n\n\n\n