Search Marketing in a B2B World - PPC and SEO


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Slides from my presentation held at SEM Konferansen in Oslo 2010. The session explored the major challenges facing B2B SEM, which makes it different to running a B2C campaign.

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  • Not just b2b, but smaller geographical markets and niche products...
  • Super tight campaign structure: 1 to 1 creative and keywords
  • Search Marketing in a B2B World - PPC and SEO

    1. 1. Search in a B2B World Magnus Nilsson, SEM Konferansen 2010
    2. 2. Agenda <ul><li>The B2B difference </li></ul><ul><li>You’re not the keyword expert </li></ul><ul><li>Working with small sample sizes </li></ul><ul><li>Competing in a consumer-lead space </li></ul><ul><li>Understanding the buying cycle </li></ul><ul><li>Digitizing channel partners </li></ul><ul><li>Getting personal with mobile and social </li></ul><ul><li>B2B Top Tips </li></ul>
    3. 3. <ul><li>Magnus Nilsson </li></ul><ul><li>Search Marketing Director, Banner Corporation </li></ul><ul><li>Twitter: nilsson_magnus </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Web: </li></ul><ul><li>Blog: </li></ul>Add me on LinkedIn !
    4. 4. THE B2B DIFFERENCE <ul><li>Setting the scene </li></ul>
    5. 5. 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
    6. 6. Remember the technology adoption curve? Image CC:
    7. 7. Are we talking Brand or Demand?
    8. 8. Clear Objectives <ul><li>Brand </li></ul><ul><li>Share of Voice </li></ul><ul><li>Impression Share </li></ul><ul><li>Impressions </li></ul><ul><li>Clicks </li></ul><ul><li>Avg. Position </li></ul><ul><li>Demand </li></ul><ul><li>Web Leads </li></ul><ul><li>Marketing Leads </li></ul><ul><li>Sales Leads </li></ul><ul><li>Closures </li></ul>
    9. 9. KEYWORD RESEARCH <ul><li>Getting the basics right </li></ul>
    10. 10. You’re not the Keyword Expert
    11. 11. Getting into the mindset of the audience CEO “ reduce company carbon footprint” “ hd video conference system” CTO
    12. 12. International PPC: my best tip ...get it localised Never Ever , ever, ever, ever, ever, ever, ever, ever, ever, ever, Translate your campaign...
    13. 13. ...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”
    14. 14. Having issues justifying localised search? <ul><li>Scenario plan for benefits based on improved: </li></ul><ul><ul><li>Search volumes </li></ul></ul><ul><ul><li>Quality scores </li></ul></ul><ul><ul><li>Conversion rates </li></ul></ul><ul><ul><li>Cost-per-Lead </li></ul></ul><ul><li>... consider all the irrelevant clicks you will pay for (and possibly damage the brand) </li></ul>Leads Leads
    15. 15. Keyword Conflicts <ul><li>Expect cross-over between divisions and product lines </li></ul><ul><li>Be strategic - Balance objectives and keyword performance </li></ul><ul><li>Be tactical - Adjust budgets and scheduling to maximise opportunity </li></ul>CAD for Architects CAD for Civil Engineering
    16. 16. Measure what’s important – don’t obsess with QS <ul><li>Analyse performance against main objective before deciding on pre- or post qualify audience </li></ul>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%+)
    17. 17. SMALL SAMPLE SIZES <ul><li>Statistics that matter </li></ul>
    18. 18. Blue Widgets Size 3 In Stock and only £29 . Order now for overnight delivery! RELEVANCE and CTR achieved !
    19. 19. Adgroup Creative [keyword]
    20. 20. Split Testing for CTR and CR <ul><li>Days required if we need at least 100 clicks or 20 sales to pick a winner </li></ul>
    21. 21. 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
    22. 22. Wise use of Dynamic Keyword Insertion <ul><li>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 </li></ul>{KeyWord: Blue Widgets Size 3} In Stock and only £29. Order now for overnight delivery! Blue Widgets Size 3 In Stock and only £29. Order now for overnight delivery!
    23. 23. THE BUYING CYCLE <ul><li>Call to action and gated content </li></ul>
    24. 24. Have the Right Bait <ul><li>Understand where the audience are in the buying cycle </li></ul>AIDA 3 rd party articles Case Studies White papers Tech solution sheets
    25. 25. ...and Ask the Right Questions <ul><li>Download Whitepaper </li></ul>Awareness Lead Generation
    26. 26. SEM IN A BOX <ul><li>Driving demand through the channel </li></ul>
    27. 27. Case Study: <ul><li>Opportunity: </li></ul><ul><li>Improve local reseller online presence across EMEA partners </li></ul><ul><li>Lead generation and Co-branding opportunity </li></ul><ul><li>Scalability: </li></ul><ul><li>Pre-defined price packages </li></ul><ul><ul><ul><li>Review </li></ul></ul></ul><ul><ul><ul><li>Optimisation </li></ul></ul></ul><ul><ul><ul><li>Reporting </li></ul></ul></ul><ul><li>Content themes </li></ul>
    28. 28. Keys to success <ul><li>Finding the right partners – not too digitally savvy or too analogue </li></ul><ul><li>Solid education package and manage expectations </li></ul><ul><li>Formalise agreements of service levels with mutual deliveries </li></ul><ul><li>Makes monetary sense for Brand, Re-seller and Agency </li></ul>
    29. 29. B2B GETS PERSONAL <ul><li>Mobile and Social </li></ul>
    30. 30. Are you where your customers are? “ 30% of SMB and Enterprise employees expected to use a smartphone by 2013” - Forrester 2009
    31. 31. “ 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)
    32. 32. 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
    33. 33. LinkedIn Direct Ads <ul><li>334,000 people in Norway </li></ul><ul><ul><li>100,000 working in 500+ companies </li></ul></ul><ul><ul><li>10,500 C-level figures </li></ul></ul><ul><li>Target by </li></ul><ul><ul><li>Company size </li></ul></ul><ul><ul><li>Job function </li></ul></ul><ul><ul><li>Industry </li></ul></ul><ul><ul><li>Seniority </li></ul></ul><ul><ul><li>...and of course Geography, Gender and Age </li></ul></ul><ul><ul><li>Can only select four targeting options at once </li></ul></ul><ul><ul><li>CPC typically starts around 25-30 kr </li></ul></ul>Increase reach through the Linkedin Audience Network
    34. 34. Facebook for B2B marketing? <ul><li>Good for </li></ul><ul><li>Targeting specific companies </li></ul><ul><li>Possibly low CPC </li></ul><ul><li>...but </li></ul><ul><li>Don’t know their position </li></ul><ul><li>or if they even tell the truth </li></ul>
    35. 35. Three Top Tips <ul><li>Keyword research: Ask the experts </li></ul><ul><li>Keyword overlap: Have a central owner of search </li></ul><ul><li>Landing pages: Know when to ask for info, how much and when not </li></ul>
    36. 36. More B2B Marketing Expertise at ...and Thoughts on Digital Marketing at