A pair of customer relationship solutions providers announced yesterday that they will now integrate Google search ads into their relationship tracking services, allowing merchants to follow the conversions and leads generated by their pay-per-click Google campaigns.
Salesforce.com announced that it will integrate Google AdWords into its other Web-based business applications, giving users insight into the lifecycle of a search marketing campaign from creation and placement of ads through deal closings and the measurement of return on investment. Search data collected in a Salesforce database can be analyzed to discover the most productive Google keywords.
The ability to correlate ad clicks with leads, sales and other types of conversions came with Salesforce’s purchase last month of Keiden, a former Salesforce partner that developed the keyword-management platform. Salesforce bought San Francisco-based Keiden last month.
Also yesterday, competing CRM provider NetSuite announced the launch of its keyword marketing module, which can support search campaigns on Yahoo! Sponsored Search and MSN AdCenter as well as on Google AdWords.
NetSuite says the keyword module will integrate search performance data with order management and budgeting software.
The NetSuite product is available today at no extra charge to current netSuite customers. Salesforce is offering a 30-day trial of its Google AdWords application, and expects to make the service available for a fee of $300 per month later this year.
