On-demand customer relationship management software has moved from support for email marketing and the display of real-time data via dashboards to the new must-have - paid search, writes CRM Buyer (via E-Commerce News).

Both Salesforce.com and NetSuite will provide support for paid search advertising via Google AdWords; NetSuite offers support for Yahoo sponsored search as well. Earlier this month Salesforce.com acquired paid search technology provider Kieden to gain the capacity to offer the functionality, whereas NetSuite developed it in-house. Both companies point to great ROI potential from incorporating paid search advertising into CRM applications.

Salesforce for Google AdWords is an AppExchange mash-up that allows users to buy keywords and create ads directly within Salesforce, allowing correlation of ad clicks with sales metrics such as leads, opportunities, deals, revenue - and search terms.

NetSuite's application includes keyword campaign creation, management, and reporting. Campaigns can be analyzed by product, offer, landing page, or message, and the software's order management capabilities track each keyword through the sales process.