Salesforce has earned its reputation as one of the most beneficial web-based software to manage customer-related database for any business in the market. As a cloud computing technology, Salesforce is leading today in the I.T industry. Similarly, in the digital advertising world, Google Ads is the market leader. Integrating Salesforce with Google Ads is one of the best ways for a business to upgrade its performance and capture quality leads and opportunities for the growth and success of the business.
Purpose Of Integrating Salesforce with Google Ads
Integrating Salesforce with Google Ads is one of the best ways for businesses to track the amount of offline revenue being generated by digital advertising campaigns and digital engagements. This integration is the most profitable way for a business to attract quality Leads and good opportunities for itself. It also helps track which online advertisements and campaigns are performing best and thereby helps an organization in taking decisions relating to how much money to invest in marketing and online advertisements. Salesforce integration with Google Ads will help in developing better strategies for the growth and success of a business.
Lead Acquisition Cost
The information about the Lead acquisition cost is one the most important factors for any organization using Salesforce and Google Ads. Because of this online digital advertising done by Google Ads, Leads get generated offline for an enterprise.
And so the cost data about how the Lead got generated right from the first click to the last click becomes extremely crucial for the marketing department of an enterprise. The data relating to the Lead also gets stored in the Salesforce org.
How Lead Acquisition Cost is Determined
When an advert is clicked the lead lands on a website and fills a form. This data then gets stored in your Salesforce org. Google Ads alone don’t provide much detailed insight into the happening of this event. Here’s what happens in the salesforce database:
- The potential client or user clicks on an advert while browsing and lands on a website. He then interacts with the data on the website and fills out a form.
- This then gives the permission to track the interactions of that client/user.
- Eventually, in the course of all this, that potential client/user will be qualified as a customer based on the policy and operations of your organization.
- Finally, when they turn into a lead from a potential customer, a lead record is created in the Salesforce database. All the interactions right from the first click to the last click (landing URL, campaign name, referrer, channel, and medium/source/keyword parameters) are recorded in the Lead record.
- All the info related to the marketing campaign is also recorded in a new record to associate the Lead with the Salesforce campaign. Any further interactions will also be synched with the Lead.
In the individual lead record, you will see the following:
- Landing URL information, channel, referrer, digital advertising campaign name, keyword specifications, and medium/source data.
- The client/buyer’s interactions with digital advertising campaigns across Google Ads, Facebook Ads, SEO, LinkedIn Ads, SEO, and with your site.
- A comprehensive breakdown of the lead acquisition cost broken down by each channel (e.g. Facebook acquisition costs etc.)
Here’s what happens in Google Analytics:
An event is recorded when a potential customer is converted into a Lead. This is recorded as a goal. The lead gets converted into a closed-won opportunity at some point during its journey from being a prospect to an opportunity.
In google analytics, in the ‘campaign reports’ you can view all the Lead acquisition metrics. The completions, monetary value, and the conversion rate for each goal will be visible for example the “Salesforce – Closed Opportunity” goal would extract the “cost” data from your Opportunities in Salesforce.
Integrating Salesforce and Google Ads with Heeet.io
Earlier getting the data on Lead acquisition costs used to be a long tedious process, involving a lot of manual effort going through multiple rows of data in Excel. Here’s when Heeet.io comes to the rescue!
Heeet.io connects Salesforce with Google Ads, Google Analytics, and other channels to fetch the correct data. It records the details of each digital engagement of the prospect/potential customer with the campaigns and adverts of a business. Here are some noteworthy features of Heeet.io:
- Easy and Fast Set-Up
Setting up and synching all online campaigns (Google Analytics, Linkedin, Facebook, Google Ads) with the Salesforce campaign is easy and takes only a few minutes to finish the setup.
- Keyword Analysis And ROI Monitoring
Heeet.io analyzes the data in the depth giving valuable insights into how to perform better in using keywords to attract quality leads for your business. Also, it allows you to track each channel/campaign and get information about how they are performing individually.
- Goal Configuration
Lead Conversion is recorded as a goal in Google analytics that has a value (eg: Salesforce – Closed Opportunity). The admin panel of Heeet lets you manage goals to suit your lifecycle.
- Historical Data
It also provides historical data for you to analyze how your previous campaigns have performed over time.
Heeet respects the privacy and doesn’t have a requirement for cookies to function.
Overall Heeet is the best solution to save a business enterprise from putting a lot of manual effort into determining lead acquisition costs, tracking digital engagements, tracking different interactions of each Lead with your online assets, and breaking down the marketing spend of each channel/campaign (Google Ads, Linkedin, Facebook Ads, Google Analytics). It fetches data from the First Click to the Last Click and provides insights about medium/source, referrer, campaign name details, and keyword details.
Along with all of the above advantages, there is a fixed lifetime cost and you have unlimited access to all its cool features. Utilizing the services that Heeet offers ensures your Salesforce data works in conformity with Google Analytics.