B2B marketers must make mobile a
priority in 2014. More and more decision
makers are using mobile to research B2B
products and services, and yet so many
businesses lack even a basic mobile site
or responsive design. Make 2014 the year
you launch a mobile site!
My #1 tip is to get stuff done. Most
accounts are dying of neglect. Try a new
feature, or optimize something - just 20
mins fixing your account every week for
a quarter would put you among the top
1% of the most active advertisers.
Try Google Display for B2B lead
keywords, and offer free stuff, for
example whitepapers, webinars with a
When doing competitor analysis, use
MajesticSEO.com to understand what
kind of positive links they are getting
from news outlets and their PR efforts.
Cluster some ad groups targeting
keywords aligned to those stories and
point them to similar pages on your site.
You’ll then hurdle their earned media
with relevant content on long tail KWs
that should be cost effective too.
Push as much search advertising budget
through Bing Ads as possible, even
letting CPA float up to parity with
AdWords CPAs on brand and non-brand
Start optimizing by return on ad spend
(ROAS), working towards full ROI. This is
the golden metric as far as I'm
concerned. For companies with a long
sales cycles, projected ROAS (forecasted
from pipeline) is key.
See how Bizible can help improve your
PPC campaigns with AdWords ROI
reporting and more at http://bizible.com.