• Save
Search Marketing in a B2B World - PPC and SEO
Upcoming SlideShare
Loading in...5
×
 

Search Marketing in a B2B World - PPC and SEO

on

  • 2,515 views

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.

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.

Statistics

Views

Total Views
2,515
Views on SlideShare
2,448
Embed Views
67

Actions

Likes
1
Downloads
0
Comments
0

4 Embeds 67

http://www.mediakoordinator.no 53
http://www.bravenewme.com 11
http://www.mediakoordinator.com 2
http://web.archive.org 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 Search Marketing in a B2B World - PPC and SEO Presentation Transcript

  • 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