5. @searchmojo
THE KEYWORD CHALLENGE
• “Social Media Management Software”
– Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
6. @searchmojo
THE PAID SEARCH PROBLEM IN B2B
• “Ham-Fisted Bidders” are bidding on ego and
not on the results the advertising brings
• The more expensive the B2B offering, the
higher the bid
• Competition is high for a limited B2B audience
“RAID Data Recovery” $64 CPC
“business VOIP solutions $51 CPC
“managed hosting providers” $49 CPC
“data room services” $41 CPC
“VPS Dedicated Server” $32 CPC
“managed services provider” $31 CPC
“merchant account providers” $28 CPC
“medical billing software” $27
“best conference call service” $25 CPC
“domain names registry” $24 CPC
“online backup software” $24 CPC
“server monitoring software” $24 CPC
“managed IT services” $23 CPC
“CRM Software Programs” $22 CPC
“business credit card” $19 CPC
“business bank account” $15 CPC
Search Engine Marketing Roundup
7. @searchmojo
THE MISSING PPC LONG TAIL
• The growth of “low
search volume” keywords
in AdWords is exponential
• The keyword “Long Tail”
only exists when Google
lets it
• They are happy to “broad
match” overly broad
keywords at high CPCs
11. @searchmojo
LINKEDIN ADVERTISING OPTIONS
• LinkedIn Marketing Solution
– Display and social ads
– Dedicated LinkedIn account
manager
– Minimum spend = $25,000/
3 months
– Guaranteed inventory and
delivery
– Cost per impression (CPM)
– As low as $25 CPL
• LinkedIn Self-Serve Ads
– Text Ads with Small Image
– No Minimum Spend
– Cost per impression (CPM) OR
Cost per click (CPC)
– As low as $13 CPL
16. @searchmojo
MAKING LINKEDIN SUCCESSFUL
• Know your buyer personas
– Who are your buyers?
– What messaging resonates with them?
• Use LinkedIn to target those individuals
with those specific offers/messages
18. Google
Retargeting
ads focused on
IT
management
show to user
User Responds to Offer
(Fills out form)
User Does Not Respond
to Offer
(Doesn’t fill out form)
User clicks
on social ad
Mark
person as
IT
manager
Ad targeted
towards IT
managers
Landing page,
focused on a
particular
software
solution/offer
BRINGING IT ALL TOGETHER
WITH SEARCH
20. @searchmojo
ABOUT SCIENCELOGIC
“After two years of running this system,
we've not found anything it can’t manage.”
- InfoWorld Test Center
• Founded 2003
• 69% year over year growth
• HQ in Virginia
• Sales offices – London, Sydney
COMPANY
SOFTWARE
Enterprise / Corporate ITService ProvidersFederal / Government
BEST ENABLING MSP
TECH
22. @searchmojo
OUR COMPETITION
• Big 4 – HP, IBM, CA, BMC
– Large ad budgets
– Established, highly recognizable brands
• New competitors constantly enter fray
• Noisy, crowded space
29. @searchmojo
WHY LINKEDIN IS SO STRONG FOR B2B
• Targeted to affinity/professional groups that
people self-select vs. search keywords
– Keyword context may not always be clear
• LinkedIn starts with groups that you KNOW the
size of, their common interests are, etc.
• LinkedIn is also cheaper for now because there
is less competition for advertising.
• LinkedIn targeting can be very specific – not
just to groups, but also down to companies and
titles.
30. @searchmojo
BRINGING IT ALL TOGETHER
Google
Retargeting
Ads
Nurturing
via
Marketing
Automation
Demographic
Targeting via
LinkedIn Ads
Opportunity
First: We know that search, both paid and organic, are highly impactful and successful tactics at driving lead generation effort.
Second, we know that long tail keywords generate the most conversions and sales.
Who is searching this term?
The soccer mom who is managing a Facebook page for her child’s soccer team?
Or the CMO of a Fortune 500 company?
Just an example of some of the highest costs for click through rate last year.
And while we know long tail is effective, Google is severely limiting long tail.
Provides the high level of demographic targeting that Google cannot
Julia
Julia
Julia
Provide IT management/monitoring solution
Not a single-point solution
Product addresses multiple IT challenges
Leads to broad keywords
Examples:
Cloud monitoring
Systems monitoring
Server monitoring