Salesforce for Google AdWords Blog - December 2006

• Organic Search and Lead Tracking

  Kraig Swensrud Dec 1, 2006

  You probably look at a search engine results page every morning while sipping your first cup of coffee.

  Internet marketers take one glance at these pages and clearly dissect them into organic results vs advertisements.  Surprisingly, many users do not even know the difference.  Check out Marketing Sherpa's heatmap diagrams that show user behavior and click patterns

  

  Google makes a clear separation between the organic search results and the paid-for sponsored links.  Now look at Yahoo, AOL, Netscape, Excite, Ask.com, Altavista, MSN, Mamma, Dogpile, and more...it's sometimes hard to differentiate between sponsored and organic links.

  The little blue hyperlink that tempts a user most with its promise of relevance gets clicked...and many organic clicks result in website-captured leads.  So earlier this year we thought, "As long as we are tracking Google AdWords paid leads why not track the source of all website generated leads?  Google AdWords, organic search, website referrals, direct hits...everything!" 

  We recently released organic lead tracking functionality, and here's how it appears in the app:
  
  When you have Salesforce for Google AdWords and the salesforce snippet on your web pages, your new leads will automatically populate with the exact web source, including:

  • PPC Google - Lead originated from a Google AdWords click
  • Organic - Lead sourced from an organic cilck on Google, Yahoo, AOL, or other
  • Referral - Lead originated from another website (not a search engine)
  • Direct - Lead opened a browser and navigated directly to your site

  As you can see above, we also populate the keyword phrase for organic search leads, which can help guide future SEO and SEM invetments.

   
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