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