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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
    • 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
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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
      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

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