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Salesforce.com Buys Into Google AdWords

David A. Utter
Staff Writer
Published: 2006-08-22

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The online CRM software company picked up a three-person software company whose expertise in tracking sales leads arriving from Google advertising will become part of the Salesforce software.

The Kieden website displayed the main idea behind the deal on their front page. "Run your Google ad campaigns, right from Salesforce. Measure exactly which keywords are generating results."

Salesforce's purchase of tiny Kieden as reported in Reuters gives Salesforce a service it can market along with its CRM software solution. As an optional add-on, Salesforce for Google AdWords will cost $300 per month per customer.

Kieden has been offering its service as an option for Salesforce customers, and built the service specifically for that userbase. By logging into Salesforce with Kieden as part of the application, a Salesforce user can access Kieden to run and manage a search engine marketing campaign.

Being a privately-held company, Kieden's purchase price and terms have not been disclosed by Salesforce.

A review of Kieden appeared on the "Perspectives for Salesforce.com" blog in June. That post discussed how Kieden works; here are some highlights from that review:

Search Campaign List - From this screen, you get a view of the stats per Campaign. This is all kept up to date by Kieden through its access to the Google AdWords API.

The Search Campaign Detail page shows you the Ad groups for your campaign. You can have as many ad groups as you want to. Kieden updates statistics at the Ad Group level too.

Ad Group Details - This is where you do all your work. The ads pertaining to this group are displayed here.

The Keywords section is below the text ad section. You are able to edit the keywords on active campaigns and the updated information is sent to Google AdWords in real-time.

Kieden's reporting functions draw from some basic reports available from Salesforce. These reports provide details on leads and opportunities generated, and the deals closed and revenue those ads delivered.

Salesforce can benefit from Kieden in the small- to medium-sized business market, where customers already using Google AdWords can be found. Perhaps Salesforce will promote Kieden as an enticement to those AdWords users, as a gateway to embracing other Salesforce applications like its CRM and AppExchange software.

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About the Author:
David Utter is a staff writer for WebProNews covering technology and business.

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