Increase Revenue with Salesforce Commerce and Google Marketing Platform
As businesses across various sectors embrace digital transformation to enhance their online presence, platforms like Salesforce Commerce Cloud have emerged as top choices. This industry- leading e-commerce platform is experiencing steady growth, with a 14% annual increase. Both B2B and B2C companies are embracing it to drive their e-commerce endeavors. [1]
In the realm of e-commerce, retailers face the challenge of attracting traffic and boosting revenues. Often, companies struggle to break through a growth threshold due to limited visibility and the high costs associated with traffic generation. To overcome this obstacle, marketers must gain a holistic understanding of the customer journey, enabling them to leverage crucial touchpoints and insights. Salesforce, the world's most popular CRM, holds the potential to address this challenge effectively.
This article explores the solutions offered by the Google Marketing Platform (GMP) and how these tools can be harnessed to accelerate marketing strategies and achieve goals for Salesforce Commerce users.
Google Marketing Platform: An Overview
The Google Marketing Platform encompasses digital advertising, online shopping, analytics, robust search capabilities, and comprehensive cross-channel marketing solutions. It aims to provide a unified solution for merging data and enhancing marketing efforts across various channels and devices. By combining Google's DoubleClick and Analytics 360 technologies, GMP empowers businesses to oversee the customer journey from start to finish.
GMP consolidates several Google marketing solutions into a single cloud platform, including display, search, video, web analytics, and data management. One of its standout features is improved integration capabilities, simplifying the connection between different products and third-party data management systems like CRMs, CDPs, and DMPs. This streamlined approach facilitates creating a unified audience profile, bridging data gaps, and accessing valuable insights.
Google Tag Manager (GTM)
Google Tag Manager, a free tag management system, allows users to manage all marketing tags in one place without altering the code. This system facilitates the seamless sharing of information between different data sources, making the process of tracking and collecting marketing data smoother. GTM can track numerous website activities, including PDF downloads, scrolling behavior, link clicks, form submissions, and video interactions. Its benefits include:
- Centralized tag management
- Tag testing with the preview and debugger feature
- Version control for easy changes and rollbacks
- Reduced developer intervention, enabling marketers to manage code
GTM integrates effectively with Salesforce Commerce Cloud code, producing desired results through implemented triggers and events. Tags, which are code segments provided by analytics and marketing vendors, can be integrated seamlessly into websites or apps.
Google Analytics
Google Analytics, a free web traffic analytics service, enables marketers to track, collect data, and generate reports on various metrics. This includes metrics like website visits, cart creation, orders, pages per session, user actions, and user demographics. With a market share of over 31% in web analytics technologies, Google Analytics is a dominant force in the field. GTM streamlines the deployment of Google Analytics tracking code, making it faster and more efficient. [2]
Google Ads
Google Ads capitalizes on Google's massive search volume by providing opportunities to generate sales through online ads. Businesses can create ads that target users at the moment they search for or express interest in a specific product or service. Google Ads enables businesses to promote products, services, increase awareness, and drive relevant traffic to their websites. Benefits include enhanced brand awareness, quicker visibility than SEO, reaching a broader audience, and achieving higher conversion rates.
Google Merchant Center
Google Merchant Center facilitates product promotion by showcasing products with images, prices, and descriptions when users search for specific items. By providing accurate and current product data, businesses can optimize their product visibility and reach a wider audience.
Salesforce Commerce Cloud & GMP Integration
Integrating Salesforce and GMP empowers marketers to generate high-quality leads and increase revenue. Salesforce's robust CRM tools offer insights into the customer journey, allowing businesses to identify touchpoints and optimize media strategies. This integration forms an efficient ecosystem, enabling data-driven decision-making and positioning based on demand and supply. By combining the strengths of both platforms, businesses enhance their e-commerce endeavors via improved lead generation, higher conversion rates, and better ROI.