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New Salesforce Data Cloud Integrations with Google and LinkedIn Help Brands Build More Relevant Ad Campaigns

Salesforce today announced new Data Cloud integrations with Google Display & Video 360 and LinkedIn. These integrations help Salesforce customers connect their first-party data from Salesforce’s #1 AI CRM and execute automated, personalized advertising campaigns across Google Ads and LinkedIn.

Why it matters: As the cookieless future approaches and data privacy laws rapidly evolve, companies are prioritizing consent-based data collected directly from their audiences as the basis for how they understand and interact with customers. But data silos are making it challenging for marketers to harness their company’s first-party data to create a unified view of their customers: Organizations are using an average of 1,061 applications, and yet, 71% aren’t integrated.

The Salesforce solution: Data Cloud for Marketing helps customers unify data from any source into a single profile, scale insights with AI, and build personalized advertising campaigns by activating first-party audience segments across the digital ad ecosystem.

What’s new: The new integrations with Google and LinkedIn help marketers securely leverage their first-party data to build segments from Data Cloud and then deliver relevant advertising campaigns on Google Ads and LinkedIn. With these new capabilities, advertisers can:

  • Create connected advertising experiences across display, video, TV, audio, and other channels with Google Display & Video 360. For example, a media brand can create engaging and seamless advertising experiences that increase customer loyalty by using unified customer profiles from Data Cloud to deliver personalized ads and campaign measurement across display, video, TV, audio, and more with Google Display & Video 360.
  • Target a network of over 1 billion active professionals on LinkedIn based on job title, function, industry, and more. For example, using first-party data and AI-powered product interest scoring from Marketing Cloud, Sales Cloud, and Service Cloud, and product usage data from their own apps, a tech company can create an end-to-end program to increase awareness and promote relevant upsell and cross-sell conversion opportunities to grow their sales pipeline.

Innovation in action: By unifying data from across the Salesforce Customer 360 platform in Data Cloud, surfacing AI-powered insights and recommendations from Einstein, and activating them across their digital ad ecosystem, advertisers can:

  • Improve ad effectiveness with a complete customer profile that natively unifies customer data across marketing, commerce, sales, service, or any touchpoint.
  • Increase efficiency by delivering the right message to the right person at the right time with rapidly updated segment memberships, near real-time data sharing with ad partners, and suppressing users that have already purchased or have open Service Cloud cases.

The Salesforce perspective: “Advertisers are constantly under pressure to acquire new customers, deliver personalized experiences across channels, and increase margins. These new partnerships expand Data Cloud’s digital ad ecosystem to new platforms, so businesses can connect every moment in the customer journey, delivering greater loyalty and better business outcomes.” – Steve Hammond, EVP and GM of Marketing Cloud

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