B2B Marketing Blog

What is "Salesforce for Google AdWords" and where is it going?

By Lauren Hylbak
Apr 25, 2013

Simply put, "Salesforce for Google AdWords" or SFGA is a soon to be retiring (as of May 1st, 2013) Salesforce app that allows Google AdWords and Salesforce to communicate.  SFGA connects the two tech giants by attaching individual AdWords data to each new lead that visited your site by way of Google AdWords campaign and subsequently filled out a "web-to-lead-form". Salesforce created SFGA as a means to conveniently deliver deeper insight on leads and opportunities for both sales and marketing users. 

Google AdWords is used to create online advertisements specific to www.google.com. This means that if an ad is created using this system, it will only appear to users of Google. These advertisements are linked to a series of keywords that relate to a specific company or product. When users type these specific keywords into the search bar, the advertisement will be triggered to display in the ad section on the top of the Google search results. If someone clicks on an ad in Google, they will be most likely directed to a website or landing page. Landing pages are generally designed to capture information about potential customers. Well-executed landing pages often contain offers, which are exchanged for the visitors contact information through calls-to-action and web-to-lead forms. With the installation of the "Salesforce for Google AdWords" app, information generated from these forms is automatically translated into your Salesforce account along with specific Google AdWords data.

Salesforce is a Customer Relationship Management system or CRM that allows businesses to manage leads and customers. Within Salesforce, customers and potential customers are divided into 4 categories: leads, opportunities, contacts, and accounts. Leads are potential customers that are not yet qualified. When a new visitor fills out a form on a website, they become a lead in Salesforce. Within Salesforce, you can see which form each new lead came from by referencing the “Lead Source” field. Going one step further, if SFGA is installed correctly and a lead fills out a form after clicking on a Google paid search ad, the “Lead Source” field will report which Google AdWords campaign they came from, as well as, the ad group, keyword, text ad, search term, and the URL associated with the web address that led that user to your website. SFGA allows Salesforce users to analyze their Google AdWords investment and determine if it is generating new customers and ultimately increasing return on investment or ROI.  

salesforce for google adwords

As I mentioned earlier, SFGA will be retiring on May 1, 2013. Saleforce has decided to retire this app in order to focus more of their efforts on improving Salesforce CRM. For those who are currently using SFGA, come May 1st all-new lead reports for Google AdWords will stop, but historical data will remain. Some minor adjustments will be made, but nothing of significant importance. As a result, Salesforce has opened the job up to a variety of partners of which Bizible is a part. Through this partnership with Salesforce, Bizible offers a seamless replacement. Bizible was fortunate enough to gain valuable insight from the developers of SFGA and were able to improve on pain points while continuing with features that customers liked. With this new tool, Bizible has increased the realizable relationship between AdWords and Saleforce accounts. Bizible’s “Google AdWords Integration for Salesforce” directly connects the tracking information to the lead. This allows for easy understanding of how, why and where a lead came from. Learn more about our new product below!

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Topics: bizible, adwords, salesforce, Salesforce for Google Adwords, Salesforce Adwords integration, Saleforce marketing apps

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