Your SlideShare is downloading. ×
Search Marketing for Business to Business
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Search Marketing for Business to Business

667

Published on

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.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
667
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      Adgroup
      Creative
      [keyword]
      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
      2
      18
      198
      265
      42
      34
      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

    ×