Raise your hand if you are using Google AdWords as a marketing tactic. Even small businesses, dealing with small budgets, have realized that a properly executed Google Ad can yield extraordinary results. Now CRM Magazine reports that two CRM software giants, NetSuite and Salesforce.com, have built integration to Google AdWords. Both pieces allow users to track advertising click through from the original click all the way to the sale, allowing for better tracking and return on investment.
Google has done a good job of allowing users to track "conversions" on their site through the use of cookies, but hasn't gone so far as to track to the final sale. Put simply, Google can tell me how many people asked to receive a whitepaper, but cannot tell me if that download led to an eventual sale. NetSuite and Salesforce.com change that.
It seems odd that the two would announce this unique integration on the same day, but CRM Magazine speculates that it is nothing more than coincidence. The main differences, they report are,
"The primary difference between the two offerings is that NetSuite's allows keywords to be tracked through other servers outside of Google, while Salesforce.com's enables companies to buy keywords and create ads within the program. Additionally, while NetSuite built this functionality, Salesforce.com purchased it through its acquisition of Kieden Corporation. A final differentiator is that the NetSuite service will be offered to all existing customers free of charge, while Salesforce.com for Google Adwords will be free to existing customers for a one month trial, after which the price will be set at $300 per month."
I don't expect this to be a deal breaker, because of the previously mentioned Google conversion tracking, but will serve as a nice addition to those who are considering or have purchased Netsuite or Salesforce.com. The full article is available here.
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