0
Ridiculously easy.  Measurably better.  Powered by people.<br />
Take the OMG out of PPC for B2B<br />with Anna Sawyer, Social Media and Marketing Manager, Content Queen and Auteur for Tr...
Take the OMG out of PPC for B2B<br />…and special guest Rick Perreault, who is the CEO and Co-Founder of Unbounce.com, a s...
Take the OMG out of PPC for B2B<br />Use PPC to predict and control lead quality<br />Target buyers by stage<br />Landing ...
Take the OMG out of PPC for B2B<br />Lead Quality<br />
Take the OMG out of PPC for B2B<br />Nice and complete!<br />
Take the OMG out of PPC for B2B<br />This guy is just messing with us.<br />
Take the OMG out of PPC for B2B<br />comparison shopping<br />not ready for your product<br />just looking<br />competitor...
Take the OMG out of PPC for B2B<br />You can use PPC to track and generate data about lead quality.<br />
Take the OMG out of PPC for B2B<br />www.trada.com/resources<br />
Take the OMG out of PPC for B2B<br />What is a ‘good’ lead?<br />
Take the OMG out of PPC for B2B<br />What is a ‘good’ lead?<br /><ul><li> completed lead forms
 qualified potential customers
 need to buy in (x) months
 lead-to-close ratio</li></li></ul><li>Take the OMG out of PPC for B2B<br />Where are they coming from?<br />
Take the OMG out of PPC for B2B<br />Time of day/day of week<br />
Take the OMG out of PPC for B2B<br />Time of day/day of week<br />Run campaigns all the time until you have a solid data s...
Take the OMG out of PPC for B2B<br />Geographic location<br />
Take the OMG out of PPC for B2B<br />Geographic location<br />Run campaigns in multiple geographic locations until you hav...
Take the OMG out of PPC for B2B<br />Search Engines<br />
Take the OMG out of PPC for B2B<br />Search Engines<br />Run campaigns on Google and Yahoo/Bing until you have a solid dat...
Take the OMG out of PPC for B2B<br />Never stop testing!<br />
Take the OMG out of PPC for B2B<br />Target buyers by stage<br />(photo courtesy www.helloko.com)<br />
Take the OMG out of PPC for B2B<br />Target buyers by stage<br /><ul><li> Define the stages of your sales funnel
 Organize your ad groups, ads and landing pages based on these stages
 Test and nurture</li></li></ul><li>Take the OMG out of PPC for B2B<br />Funnel 101<br />
Take the OMG out of PPC for B2B<br />Funnel 101<br />A sales funnel is: a mechanism for understanding where your prospecti...
Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
Take the OMG out of PPC for B2B<br />Cake<br />Books<br />
Take the OMG out of PPC for B2B<br />Cake<br />Books<br />Sells: accounting software for businesses<br />Target customer: ...
Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
Take the OMG out of PPC for B2B<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
Take the OMG out of PPC for B2B<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />accounting help<br />organize...
Take the OMG out of PPC for B2B<br />Remember:<br /><ul><li> Keep your ad groups focused
 Write four ads for each ad group
 Send each ad group to a custom                              landing page
 Continually optimize</li></ul>Interest<br />Lead<br />Opportunity<br />Close<br />
Take the OMG out of PPC for B2B<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />accounting software<br />fina...
Take the OMG out of PPC for B2B<br />What kinds of offers?<br />Saving money is always good.<br />But for the funnel stage...
Take the OMG out of PPC for B2B<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />CakeBooks pricing<br />Cake B...
Take the OMG out of PPC for B2B<br />Should you bid on competitor’s keywords?<br />
Take the OMG out of PPC for B2B<br />What kinds of offers?<br />20% off CakeBooks Coupon<br />Buy Now and Save over $80. <...
Take the OMG out of PPC for B2B<br />20% off CakeBooks Coupon<br />Buy Now and Save over $80. <br />Hurry! Offer ends Feb....
Rick Perreault – CEO of Unbounce.com<br />3 tips to improve B2B lead gen conversions <br />Balance the size of the prize<b...
Take the OMG out of PPC for B2B<br />Rick Perreault, who is the CEO and Co-Founder of Unbounce.com, a software-as-a-servic...
1. Balance the Size of the Prize<br />Size of what you’re offering must be >= the size of the barrier to receive it<br /><...
 Give away something relevant in terms of context and quality
 Find the balance between quality of data and quantity of leads</li></li></ul><li>2. Have a relevant CTA<br />Always descr...
3. Encourage a secondary action<br /> A missed opportunity: The confirmation page – strike while the iron’s hot<br />Thank...
3 Simple B2B Lead Gen Tips<br />Only ask for what you absolutely need<br />Submit is not a relevant call to action<br />Do...
Take the OMG out of PPC for B2B<br />Lead nurturing<br />
Take the OMG out of PPC for B2B<br />Targeted from funnel<br />Campaign<br />Awareness<br />Interest<br />Lead<br />Awaren...
Take the OMG out of PPC for B2B<br />Campaign<br />Awareness<br />Interest<br />Lead<br />Share webinars, case studies, do...
Take the OMG out of PPC for B2B<br />Best Practices:<br /><ul><li> Keep your information relevant
 Involve your sales team
 Make sure leads can contact you
 Allow them to jump the line</li></ul>Interest<br />Lead<br />Opportunity<br />Close<br />
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Take the "OMG" out of PPC for B2B: Five Strategies for B-to-B Paid Search

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Marketing is different when your customer is another business. In this brief, we'll show you how to use paid search as the basis for a highly sophisticated marketing strategy. With these tips, you will be able to find out where your quality leads are coming from, target stages of the buying cycle, and use your leads from PPC to drive a thoughtful nurturing program.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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  • Door #1 and #2 can create a sense of doubt which gives people a chance to reconsider - lowering conversionsDoor #3 removes doubt and speeds up the process
  • Lead gen confirmation pages are a second opportunity to extend your sphere of influence. Consider these two pages:Also suggest that they download an extra free report etc.Analogy – hand someone a towel while their hands are wet (relevant and well timed).What do you have to lose right?
  • Transcript of "Take the "OMG" out of PPC for B2B: Five Strategies for B-to-B Paid Search"

    1. 1. Ridiculously easy. Measurably better. Powered by people.<br />
    2. 2. Take the OMG out of PPC for B2B<br />with Anna Sawyer, Social Media and Marketing Manager, Content Queen and Auteur for Trada<br />
    3. 3. Take the OMG out of PPC for B2B<br />…and special guest Rick Perreault, who is the CEO and Co-Founder of Unbounce.com, a software-as-a-service that provides marketers the means to create and test ad specific landing pages without IT or development. A designer<br />by trade, Rick has over 10 years experience in online marketing, focused on increasing acquisition through conversion strategies.<br />
    4. 4. Take the OMG out of PPC for B2B<br />Use PPC to predict and control lead quality<br />Target buyers by stage<br />Landing page tips for B2B conversions (with guest Unbounce)<br />Nurture your leads<br />Build your brand through PPC and across channels<br />
    5. 5. Take the OMG out of PPC for B2B<br />Lead Quality<br />
    6. 6. Take the OMG out of PPC for B2B<br />Nice and complete!<br />
    7. 7. Take the OMG out of PPC for B2B<br />This guy is just messing with us.<br />
    8. 8. Take the OMG out of PPC for B2B<br />comparison shopping<br />not ready for your product<br />just looking<br />competitor<br />can’t afford you<br />looking to buy now!<br />
    9. 9. Take the OMG out of PPC for B2B<br />You can use PPC to track and generate data about lead quality.<br />
    10. 10. Take the OMG out of PPC for B2B<br />www.trada.com/resources<br />
    11. 11. Take the OMG out of PPC for B2B<br />What is a ‘good’ lead?<br />
    12. 12. Take the OMG out of PPC for B2B<br />What is a ‘good’ lead?<br /><ul><li> completed lead forms
    13. 13. qualified potential customers
    14. 14. need to buy in (x) months
    15. 15. lead-to-close ratio</li></li></ul><li>Take the OMG out of PPC for B2B<br />Where are they coming from?<br />
    16. 16. Take the OMG out of PPC for B2B<br />Time of day/day of week<br />
    17. 17. Take the OMG out of PPC for B2B<br />Time of day/day of week<br />Run campaigns all the time until you have a solid data set – then determine when your ‘good’ leads are coming in.<br />
    18. 18. Take the OMG out of PPC for B2B<br />Geographic location<br />
    19. 19. Take the OMG out of PPC for B2B<br />Geographic location<br />Run campaigns in multiple geographic locations until you have a solid data set, then use dayparting to whittle down to those locations that are sending you solid leads.<br />
    20. 20. Take the OMG out of PPC for B2B<br />Search Engines<br />
    21. 21. Take the OMG out of PPC for B2B<br />Search Engines<br />Run campaigns on Google and Yahoo/Bing until you have a solid data set. Then, calculate your cost-per-good-conversion by network.<br />
    22. 22. Take the OMG out of PPC for B2B<br />Never stop testing!<br />
    23. 23. Take the OMG out of PPC for B2B<br />Target buyers by stage<br />(photo courtesy www.helloko.com)<br />
    24. 24. Take the OMG out of PPC for B2B<br />Target buyers by stage<br /><ul><li> Define the stages of your sales funnel
    25. 25. Organize your ad groups, ads and landing pages based on these stages
    26. 26. Test and nurture</li></li></ul><li>Take the OMG out of PPC for B2B<br />Funnel 101<br />
    27. 27. Take the OMG out of PPC for B2B<br />Funnel 101<br />A sales funnel is: a mechanism for understanding where your prospective customers are in the buying cycle.<br />
    28. 28. Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
    29. 29. Take the OMG out of PPC for B2B<br />Cake<br />Books<br />
    30. 30. Take the OMG out of PPC for B2B<br />Cake<br />Books<br />Sells: accounting software for businesses<br />Target customer: companies who need accounting solutions<br />Cost per action: $500<br />‘Action’: completed lead form<br />
    31. 31. Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
    32. 32. Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
    33. 33. Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
    34. 34. Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
    35. 35. Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
    36. 36. Take the OMG out of PPC for B2B<br />Funnel 101<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
    37. 37. Take the OMG out of PPC for B2B<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />Close<br />
    38. 38. Take the OMG out of PPC for B2B<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />accounting help<br />organize finances<br />manage money dry cleaner<br />how to organize finance for small business<br />tax help for my business<br />Close<br />
    39. 39. Take the OMG out of PPC for B2B<br />Remember:<br /><ul><li> Keep your ad groups focused
    40. 40. Write four ads for each ad group
    41. 41. Send each ad group to a custom landing page
    42. 42. Continually optimize</li></ul>Interest<br />Lead<br />Opportunity<br />Close<br />
    43. 43. Take the OMG out of PPC for B2B<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />accounting software<br />financial software<br />payroll solutions<br />software for small business payroll<br />best accounting software<br />Close<br />
    44. 44. Take the OMG out of PPC for B2B<br />What kinds of offers?<br />Saving money is always good.<br />But for the funnel stage “Interested”, an offer that shows your product is trustworthy, popular or award-winning could be better. Then again, only testing will show you for sure!<br />
    45. 45. Take the OMG out of PPC for B2B<br />Awareness<br />Interest<br />Lead<br />Opportunity<br />CakeBooks pricing<br />Cake Books tips<br />How much does CakeBooks cost<br />CakeBooksvsMuffinSolutions<br />Close<br />
    46. 46. Take the OMG out of PPC for B2B<br />Should you bid on competitor’s keywords?<br />
    47. 47. Take the OMG out of PPC for B2B<br />What kinds of offers?<br />20% off CakeBooks Coupon<br />Buy Now and Save over $80. <br />Hurry! Offer ends Feb. 28.<br />CakeBooks.com/coupon<br />
    48. 48. Take the OMG out of PPC for B2B<br />20% off CakeBooks Coupon<br />Buy Now and Save over $80. <br />Hurry! Offer ends Feb. 28.<br />CakeBooks.com/coupon<br />
    49. 49. Rick Perreault – CEO of Unbounce.com<br />3 tips to improve B2B lead gen conversions <br />Balance the size of the prize<br />Have a relevant call to action (CTA)<br />Encourage a secondary action<br />
    50. 50. Take the OMG out of PPC for B2B<br />Rick Perreault, who is the CEO and Co-Founder of Unbounce.com, a software-as-a-service that provides marketers the means to create and test ad specific landing pages without IT or development. <br />
    51. 51. 1. Balance the Size of the Prize<br />Size of what you’re offering must be >= the size of the barrier to receive it<br /><ul><li> Keep your form as short as possible
    52. 52. Give away something relevant in terms of context and quality
    53. 53. Find the balance between quality of data and quantity of leads</li></li></ul><li>2. Have a relevant CTA<br />Always describe exactly what will happen when someone clicks your CTA<br />Door #1<br />Door #2<br />Door #3<br />Submit<br />Proceed<br />Download our free report<br />What am I going to get?<br />How far do I have to go?<br />I know what will happen next<br />Which door would you open?<br />
    54. 54. 3. Encourage a secondary action<br /> A missed opportunity: The confirmation page – strike while the iron’s hot<br />Thank you!<br />Thank you. You might also like…<br />BAD<br />GOOD<br />
    55. 55. 3 Simple B2B Lead Gen Tips<br />Only ask for what you absolutely need<br />Submit is not a relevant call to action<br />Don’t waste your thank-you page<br />
    56. 56. Take the OMG out of PPC for B2B<br />Lead nurturing<br />
    57. 57. Take the OMG out of PPC for B2B<br />Targeted from funnel<br />Campaign<br />Awareness<br />Interest<br />Lead<br />Awareness<br />Interest<br />Lead<br />
    58. 58. Take the OMG out of PPC for B2B<br />Campaign<br />Awareness<br />Interest<br />Lead<br />Share webinars, case studies, downloads, etc. with those in the Awareness group.<br />Message the Interest group with educational materials like webinars, but also offer information about pricing and your product.<br />Move toward getting Leads to convert to Opportunities, and eventually close.<br />
    59. 59. Take the OMG out of PPC for B2B<br />Best Practices:<br /><ul><li> Keep your information relevant
    60. 60. Involve your sales team
    61. 61. Make sure leads can contact you
    62. 62. Allow them to jump the line</li></ul>Interest<br />Lead<br />Opportunity<br />Close<br />
    63. 63. Take the OMG out of PPC for B2B<br />Build your brand with PPC<br />
    64. 64. Take the OMG out of PPC for B2B<br />Build your brand with PPC<br /><ul><li> Branding relies on repetition
    65. 65. Keep your message consistent across channels
    66. 66. Use your brand name in the display URL
    67. 67. Keep your landing pages brand-consistent</li></li></ul><li>Take the OMG out of PPC for B2B<br />As always:<br />Keep your ad groups tight and relevant!<br />(OK, we’ll stop saying it now.)<br />Interest<br />Lead<br />Opportunity<br />Close<br />
    68. 68. You can also use Trada, a crowdsourced PPC marketplace.<br />Trada is completely different. With Trada, you can have multiple PPC experts working on your campaign at the same time – generating massive volumes of keywords, writing custom ads, and constantly optimizing. <br />The results are better than if you did it yourself, or used an in-house PPC team.<br />And it costs the same amount as if you were to do it in-house.<br />www.trada.com<br />
    69. 69. Here’s how it works!<br />Trada’s crowdsourced model puts multiple certified experts to work on your campaign at the same time.<br />www.trada.com<br />
    70. 70. Trada’s Optimizers are experts<br />Trada’s certified PPC experts already know how to run sophisticated lead gen campaigns:<br /><ul><li>targeting each part of the funnel
    71. 71. creating, managing and constantly optimizing tight ad groups
    72. 72. ads designed to build your brand and generate leads</li></ul>When many people work on a problem together, they as a crowd<br />display diversity of thinking and collective hours of manpower.<br />
    73. 73. How it works<br /><ul><li>You specify your budget, which ad networksyou’d like to run on, and an optimal price for a click and conversion.
    74. 74. PPC experts – multiples of them - begin working on your campaign at the same time, adding ad groups, ads, keywords, etc. They only earn money when they meet your campaign goals.
    75. 75. You can review the performance of all ads and keywords running in your campaign and reject ones you don’t like.</li></li></ul><li>How it works<br />There are no management or startup fees to use Trada.<br />
    76. 76. You can also use Trada.<br />Questions? Now’s the time to ask.<br />www.trada.com<br />
    77. 77. Thank you!<br />Thank you for joining us!<br />For questions about the presentation: asawyer@trada.com<br />For more information about Trada or a tour of the Marketplace: sales@trada.com<br />www.trada.com<br />
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