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Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
Search Marketing for Business to Business
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Search Marketing for Business to Business

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Managing paid search campaigns in a B2B world is different to B2C. Here's the inside scope from the B2B PPC marketers at Banner Corporation.

Managing paid search campaigns in a B2B world is different to B2C. Here's the inside scope from the B2B PPC marketers at Banner Corporation.

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  • Not just b2b, but smaller geographical markets and niche products...
  • Super tight campaign structure: 1 to 1 creative and keywords
  • What about impressions?
  • What about impressions?
  • Transcript

    • 1. Search in a B2B World<br />
    • 2. The B2b difference<br />Setting the scene<br />
    • 3. Passionate vs keeping the job<br />“This $2 million CRM system looks very solid, with great support service and 3rd party development adoption”<br />“The new iPad is so sleek and shiny, I must have it!”<br />At the office<br />At home<br />
    • 4. Remember the technology adoption curve?<br />Image CC: http://en.wikipedia.org/wiki/Technology_adoption_lifecycle<br />
    • 5. Are we talking Brand or Demand?<br />“I want Brand Awareness! ...but we need to also hit our sales numbers!”<br />“I want Sales! ...but we also need to increase brand awareness!”<br />
    • 6. Clear Objectives<br />Brand<br /><ul><li> Share of Voice
    • 7. Impression Share
    • 8. Impressions
    • 9. Clicks
    • 10. Avg. Position</li></ul>Demand<br /><ul><li> Web Leads
    • 11. Marketing Leads
    • 12. Sales Leads
    • 13. Closures</li></li></ul><li>Keyword research<br />Getting the basics right<br />
    • 14. You’re not the Keyword Expert<br />
    • 15. Getting into the mindset of the audience<br />“reduce company carbon footprint”<br />“hd video conference system”<br />CTO<br />CEO<br />
    • 16. Keyword Conflicts<br />Expect cross-over between divisions and product lines<br />Be strategic - Balance objectives and keyword performance<br />Be tactical - Adjust budgets and scheduling to maximise opportunity<br />CAD for Architects<br />CAD forCivil Engineering<br />
    • 17. Small sample sizes<br />Statistics that matter<br />
    • 18. Blue Widgets Size 3<br />www.store.comIn Stock and only £29 . Order now for overnight delivery!<br />RELEVANCE and CTR achieved !<br />12<br />
    • 19. 13<br />Adgroup<br />Creative<br />[keyword]<br />
    • 20. Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />Adgroup<br />Creative<br />[keyword]<br />14<br />
    • 21. 5<br />10<br />8<br />12<br />2<br />8<br />20<br />5000<br />30<br />27<br />191<br />50<br />18<br />2<br />610<br />12<br />5<br />150<br />10<br />102<br />189<br />15<br />13<br />2<br />18<br />198<br />265<br />42<br />34<br />12<br />15<br />
    • 22. 5<br />10<br />8<br />12<br />2<br />8<br />20<br />5000<br />30<br />27<br />191<br />50<br />18<br />2<br />610<br />12<br />5<br />150<br />10<br />102<br />189<br />15<br />13<br />2<br />18<br />198<br />265<br />42<br />34<br />12<br />16<br />
    • 23. Split Testing for CTR and CR<br />Days required if we need at least 100 clicks or 20 sales to pick a winner<br />17<br />
    • 24. Structure Campaignfor Efficient Split-testing<br />Size of circle: Number of keywords in ad group<br />Number s: Ad group impressions<br />5000<br />5000<br />5000<br />5000<br />Long Tail Keywords<br />5000<br />5000<br />5000<br />5000<br />18<br />
    • 25. Wise use of Dynamic Keyword Insertion<br />Relevance is Evaluated in Real-time – what the user sees – inserted search phrase counts as much towards Quality Score (relevance factor) as a hard coded keyword<br />{KeyWord: Blue Widgets Size 3}<br />www.store.comIn Stock and only £29. Order now for overnight delivery!<br />Blue Widgets Size 3<br />www.store.comIn Stock and only £29. Order now for overnight delivery!<br />19<br />
    • 26. Be aware of:<br />Still require strict structure to optimise deep links<br />Disqualify by misspellings, incorrect grammar or punctuation<br />Generally dodgy results<br />*PPC ads sourced by yourppcsucks.com<br />20<br />
    • 27. The buying cycle<br />Call to action and gated content<br />
    • 28. Have the Right Bait<br />Understand where the audience are in the buying cycle<br />3rd party articles<br />Case Studies<br />AIDA<br />White papers<br />Tech solution sheets<br />
    • 29. ...and Ask the Right Questions<br />Awareness<br />Lead Generation<br />Download Whitepaper<br />
    • 30. SEM in a box<br />Driving demand through the channel<br />
    • 31. Case Study: Avaya Unified Communications<br />Opportunity:<br />Improve local reseller online presence across EMEA partners<br />Lead generation and Co-branding opportunity<br />Scalability:<br /><ul><li>Pre-defined price packages
    • 32. Review
    • 33. Optimisation
    • 34. Reporting
    • 35. Content themes</li></li></ul><li>Keys to success<br />Finding the right partners – not too digitally savvy or too analogue<br />Solid education package and manage expectations<br />Formalise agreements of service levels with mutual deliveries<br />Makes monetary sense for Brand, Re-seller and Agency<br />
    • 36. B2b gets personal<br />Mobile and Social<br />
    • 37. Are you where your customers are?<br />“30% of SMB and Enterprise employees expected to use a smartphone by 2013”<br />- Forrester 2009<br />
    • 38. “The average search query length on a smart phone is about three keywords, same as for a desktop computer”- Google (2.9) and Bing (2.7)(IAB UK Mobile Seminar, 2010)<br />“Approximately 30% of mobile searches have a location intent”(Michael Schipper, Google, 2010)<br />
    • 39. Where do you start?<br />Use analytics to check what percentage of traffic already mobile<br />Pages should be “on rails”<br />Mobile/3G friendly assets<br />Simplified lead forms and call-tracking<br />Separate desktop and mobile campaigns<br />
    • 40. LinkedIn Direct Ads<br />334,000 people in Norway<br />100,000 working in 500+ companies<br />10,500 C-level figures<br />Target by<br />Company size<br />Job function<br />Industry<br />Seniority<br />...and of course Geography, Gender and Age<br />Increase reach through the Linkedin Audience Network<br />CPC typically starts around 25-30 kr<br />Can only selectfourtargeting options at once<br />
    • 41. Facebook for B2B marketing?<br />Good for<br />Targeting specific companies<br />Possibly low CPC<br />...but<br /><ul><li>Don’t know their position
    • 42. or if they even tell the truth</li></li></ul><li>Three Top Tips<br />Keyword research: Ask the experts<br />Keyword overlap: Have a central owner of search<br />Landing pages: Know when to ask for info, how much and when not<br />
    • 43. Want more B2B Marketing Insights?Visit B1.com<br />

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