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The Right Approach: Building Great B2B Accounts - Michael Knight - Hero Conference 2014
 

The Right Approach: Building Great B2B Accounts - Michael Knight - Hero Conference 2014

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Michael Knight, Paid Search Specialist, shows how to narrow your B2B audience using the major paid channels: search, display, remarketing, and social in order to gain higher quality leads that help ...

Michael Knight, Paid Search Specialist, shows how to narrow your B2B audience using the major paid channels: search, display, remarketing, and social in order to gain higher quality leads that help drive sales.

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The Right Approach: Building Great B2B Accounts - Michael Knight - Hero Conference 2014 The Right Approach: Building Great B2B Accounts - Michael Knight - Hero Conference 2014 Presentation Transcript

  • The Right Approach: Building Great B2B Accounts Hero Conference 2014 Michael Knight @MichaelAKnight Paid Search Specialist Anvil Media, Inc. AnvilMediaInc.com
  • B2B Account Strategies Agenda 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.2 - Search Campaigns - Display - B2B Remarketing - B2B Social - Resources
  • Search Campaigns The Targeted Approach 3 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Search Structure 4 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Account: Inverters4Business Campaign: Inverters Ad Group: Power inverters>Broad Ad Group: PV Inverters>Broad Ad Group: Power Inverter>Exact Ad Group: PV Inverters>Exact Campaign: Inverter Models Ad Group: PV-2500> Broad Ad Group: PV-2500>Exact Campaign: Brand Ad Group: Inverters4Business>Broad Ad Group: Inverters4Businesss>Exact Structuring 1. Break out into products/services themes 2. Broad & exact ad groups Separated for control
  • Keyword Strategy 5 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Keywords 1. Use Modified Broad for testing 2. Use Exact Terms as Lead Drivers 3. Incorporate All Exact Terms as negatives in Broad groups
  • Ad Group and Keyword Themes 6 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Themes 1. Be Specific to your audience 2. Include specific models and products 3. Keep ad groups small and targeted
  • B2B Display Campaigns Targeting The Right Audience 7 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Display Strategies Use a layered approach to nationwide display advertising. Show ads to relevant users, and then becoming increasingly more targeted with advanced techniques to drive them towards a conversion. 8 503.595.6050 // www.anvilmedia.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Retargeting Behavioral Targeting Site & Contextual Targeting Powerful technique to drive conversions Contextual targeting on thousands of sites & categories (geo-targeted) Unlimited possibilities with behavioral and psychographic data
  • Target Strategies Topics/Interest Targeting: - Will only target display website visitors who are on specific topic or interest targeted websites - By only using 2 targeting options it helps limit the overall reach 9 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Contextual Targeting 10 503.595.6050 // www.anvilmedia.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Contextual Targeting 1. Place ads on topically relevant sites 2. Use Topics/Sites Targeting B2B Ex: CEOs, CFOs, business types, job types…
  • Display Conversion Tracking 11 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. View Through Conversions 1. Re-engage users who research before converting 2. Use view-through conversions for ad attribution 3. Short 1 week view-through window
  • Remarketing Campaigns Re-engaging the Researcher 12 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Site Remarketing 13 503.595.6050 // www.anvilmedia.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Visitor came to relevant page but did not convert Visitors are shown custom ads directing them back to the site We Create Digital Strategies to Fit Your Goals. Learn More About How Anvil Can Help Your Business! AnvilMediaInc.com Use Remarketing tags to segment visitors and use customized messaging based on pages viewed. Example: a visitor landing on the About page of the site should receive a different value proposition than a visitor who lands on a page about company culture.
  • RLSA 14 503.595.6050 // www.anvilmedia.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. RLSA 1. Target visitors who are still searching for your products with search ads 2. Allows bid adjustments based on on-site activities 3. Send relevant ad text based on user behavior
  • Social Campaigns Decision Makers at Home 15 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.
  • Social Advertising 16 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Specific Demographics 1. Target influencers at top companies in the world 2. Ability to reach professionals across all verticals 3. Target by specific title and seniority 4. Target all members of a group
  • Social Advertising 17 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Other Targeting 1. Company Size 2. Industry 3. Including/excluding company employees
  • Resources 18 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc. Paid Search Campaign Strategy http://www.anvilmediainc.com/2014/04/02/paid-search- campaign-strategy/ Improving AdWords ROI in 7 Steps http://www.anvilmediainc.com/2014/01/16/improving- adwords-roi-with-search-terms-report/ Anvil Media Digital Marketing Resources http://www.anvilmediainc.com/about/digital-marketing- resources/
  • Questions? @Michael A Knight Paid Search Specialist @AnvilMedia michael@anvilmediacom