Salesforce.com® For Dummies®

Chapter 13. Building Your Internet Marketing Channel

In This Chapter

• Understanding Internet marketing

• Perfecting search engine marketing

• Introducing Google AdWords

• Tracking your Google AdWords campaigns

Search engines help you navigate the vastness of the Internet by directing you to certain Web sites when you're not sure which sites may have what you're looking for. Very rarely, however, does a business have the name recognition to garner the top search result spot. What do you do if your business and its Web site aren't a destination yet? How will people ever hear of your business when they're looking on the Internet for what you're selling?

Enter Google, the 500-pound gorilla in the search engine space. Consumers go to Google for accurate and fast search results. And when they get accurate and helpful results, users come back to Google. More eyeballs on Google and its search results means that the importance of advertising on Google's site (or on any search engine, for that matter) becomes critical for any business, of any size. If your company's not showing up high on that search result's first page, you're missing out on a huge amount of potential traffic to your site.

Google AdWords allows marketing managers to easily advertise on Google. AdWords ads are displayed alongside search results, giving your business exposure to a huge audience. Tracking these AdWords ad campaigns and analyzing which ones were more effective than others is now more important than ever.

In this chapter, we ...