Search Marketing in a B2B World - PPC and SEO

Search in a B2B World Magnus Nilsson, SEM Konferansen 2010

Agenda
The B2B difference
You’re not the keyword expert
Working with small sample sizes
Competing in a consumer-lead space
Understanding the buying cycle
Digitizing channel partners
Getting personal with mobile and social
B2B Top Tips

Magnus Nilsson
Search Marketing Director, Banner Corporation
Twitter: nilsson_magnus
Email: [email_address]
Web: B1.com
Blog: BraveNewMe.com
Add me on LinkedIn !

THE B2B DIFFERENCE
Setting the scene

Passionate vs keeping the job At home “ The new iPad is so sleek and shiny, I must have it!” “ This $2 million CRM system looks very solid, with great support service and 3 rd party development adoption” At the office

Remember the technology adoption curve? Image CC: http://en.wikipedia.org/wiki/Technology_adoption_lifecycle

Are we talking Brand or Demand?

Clear Objectives
Brand
Share of Voice
Impression Share
Impressions
Clicks
Avg. Position
Demand
Web Leads
Marketing Leads
Sales Leads
Closures

KEYWORD RESEARCH
Getting the basics right

You’re not the Keyword Expert

Getting into the mindset of the audience CEO “ reduce company carbon footprint” “ hd video conference system” CTO

International PPC: my best tip ...get it localised Never Ever , ever, ever, ever, ever, ever, ever, ever, ever, ever, Translate your campaign...

...never ever? ...alright, at a stretch: Can work as a base list for Product Driven keywords: “hd video conference systems” Almost never efficient for Solution Driven keywords: “improve my company’s carbon footprint”

Having issues justifying localised search?
Scenario plan for benefits based on improved:
Search volumes
Quality scores
Conversion rates
Cost-per-Lead
... consider all the irrelevant clicks you will pay for (and possibly damage the brand)
Leads Leads

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 for Civil Engineering

Measure what’s important – don’t obsess with QS
Analyse performance against main objective before deciding on pre- or post qualify audience
Ad Max Bid CTR QS CPC CR CPL Volume (@200k imps) Ad 1 £5 3% 10 £3 5% £60 300 Ad 2 £5 2% 5 £5 10% £50 400 (33%+)

SMALL SAMPLE SIZES
Statistics that matter

Blue Widgets Size 3 www.store.com In Stock and only £29 . Order now for overnight delivery! RELEVANCE and CTR achieved !

Adgroup Creative [keyword]

Split Testing for CTR and CR
Days required if we need at least 100 clicks or 20 sales to pick a winner

Size of circle: Number of keywords in ad group Number s: Ad group impressions Structure Campaign for Efficient Split-testing Long Tail Keywords 5000 5000 5000 5000 5000 5000 5000 5000

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.com In Stock and only £29. Order now for overnight delivery! Blue Widgets Size 3 www.store.com In Stock and only £29. Order now for overnight delivery!

THE BUYING CYCLE
Call to action and gated content

Have the Right Bait
Understand where the audience are in the buying cycle
AIDA 3 rd party articles Case Studies White papers Tech solution sheets

...and Ask the Right Questions
Download Whitepaper
Awareness Lead Generation

SEM IN A BOX
Driving demand through the channel

Case Study:
Opportunity:
Improve local reseller online presence across EMEA partners
Lead generation and Co-branding opportunity
Scalability:
Pre-defined price packages
Review
Optimisation
Reporting
Content themes

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

B2B GETS PERSONAL
Mobile and Social

Are you where your customers are? “ 30% of SMB and Enterprise employees expected to use a smartphone by 2013” - Forrester 2009

“ 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)

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

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
Can only select four targeting options at once
CPC typically starts around 25-30 kr
Increase reach through the Linkedin Audience Network

Facebook for B2B marketing?
Good for
Targeting specific companies
Possibly low CPC
...but
Don’t know their position
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

More B2B Marketing Expertise at b1.com ...and Thoughts on Digital Marketing at BraveNewMe.com

Search Marketing in a B2B World - PPC and SEO

by Magnus Nilsson on Sep 20, 2010

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Search Marketing in a B2B World - PPC and SEO — Presentation Transcript

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