The document outlines seven key strategies for B2B marketers to optimize paid search campaigns to enhance lead generation and drive sales. It emphasizes the importance of integrating paid search with other marketing tactics while addressing common challenges like measuring lead quality and ROI. Additionally, it provides actionable steps such as auditing site performance, bidding on the right keywords, and designing effective landing pages to improve campaign outcomes.

1. 7 KEY PAID SEARCH PLAYS
FOR B2B MARKETERS
THURSDAY, FEBRUARY 23RD 1PM ET/10AM PT
SABRINA GILMORE KOCHANSKI
Director, Client Services & Business Development
LAUREN BLECHER SCHERBA
Director, Marketing

2. WE OPTIMIZE LEAD
FLOW FROM
CLICK
TO
CLOSE
TO DRIVE MORE SALES-
QUALIFED LEADS FROM
DIGITAL.
DEMANDWAVE
IS THE PREMIER B2B DIGITAL
MARKETING AGENCY.
SEO
SEM
CONTENT
DESIGN
ANALYTICS
ABM SUPPORT

3. Founded in 2004, we are digital veterans with a passion for demand generation.
We drive revenue growth for the best in B2B.
DemandWave is a trusted Google
Partner, a two-time winner of the Inc.
500|5000 list, and a two-time member
of the San Francisco BusinessTimes’
100 Fastest Growing Private
Companies.
We’ve earned our stripes.

4. We know it’s good for us, but it lacks curb appeal.
Paid search is like kale.
Instead, marketers are tempted by tasty, trendy topics like ABM. Or cronuts.
Paid search is a staple, but the
key to success is having a
healthy blend of both in your
marketing mix.

5. Paid search is like kale.
We know it’s good for us, but it lacks curb appeal. Instead, marketers are tempted by tasty, trendy topics like ABM. Or cronuts.
1
2
3
4
Gets in front of prospects the moment they’re searching for your
products or services.
Quick to start.Yields fast results.
Ability to frequently test and optimize.
B2B buyers begin their research with search.
Paid search offers essential nutrients B2B marketers can’t ignore:

6. ONE.
AUDIT CURRENT SITE
PERFORMANCE.
71% of business
purchase
decisions start
with a search
engine.
Source: Google/Millard Brown Digital, B2B Path to Purchase Study

7. A prospect performs 12 searches before engaging on a brand site.
This is a critical window of opportunity to win influence over your competitors!
Source: Google/Millard Brown Digital, B2B Path to Purchase Study.
Prospects are doing extensive
research on their own before
converting to a known lead on
your website.

8. Which of the following channels do you plan to increase budget for in 2017?
B2B marketers are betting on paid search.
51% 50%
43%
40%
35%
13% 13%
10%
0%
20%
40%
60%
80%
100%
Paid Search Social Media Organic Search Email Display Advertising Other Not Sure None
Source: DemandWave, 2017 State of B2B Digital Marketing.

9. Do you hire agency help for any of the following channels?
Source: DemandWave, 2017 State of B2B Digital Marketing.
30%
24%
21%
19%
13%
0% 20% 40% 60% 80% 100%
Paid Search
Display Advertising
Organic Search
Social Media
Email
Paid search is the most
commonly outsourced
digital marketing channel.
But, B2B confidence in paid search is lacking.

10. But, B2B confidence in paid search is lacking.
63% 63%
44%
37%
27%
13%
73%
70%
54% 55%
37%
3%
93%
91%
71%
95%
55%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Email Organic search Paid search Social media Display Not Sure
Which of the following channels drive revenue for you? Which of the following channels drive leads for you? Which of the following channels are a part of your digital marketing mix?
Source: DemandWave, 2017 State of B2B Digital Marketing.
71% of marketers use
paid search, but only 44%
can attribute sales to the
channel.
Which digital marketing channels are the most effective?
Lead quality is a top priority, yet marketers struggle to optimize for this goal.

11. What is the #1 objective of your digital marketing efforts?
Source: DemandWave, 2017 State of B2B Digital Marketing. Source: MarketingProfs,, Is Digital B2B Advertising Effective?.
According to a Demandbase study,
48% of marketers “agree strongly”
that their digital ads reach
unintended audiences.
Deliver quality
leads
47%
Drive more leads
23%
Increase marketing
ROI
12%
Improve brand
awareness
9%
Increase website
traffic
4%
Other
4%
Not sure
1%
But, B2B confidence in paid search is lacking.
Lead quality is a top priority, yet marketers struggle to optimize for this goal.

12. 7 steps to deliver a 199% increase in pipeline opportunities in just 5 months for our B2B SaaS client.
The B2B Paid Search Playbook
29%
Increase in lead
volume
Drop in cost
per lead
30%
199%
Increase in pipeline
opportunities
RESULTSCHALLENGE
1 Under pressure to deliver more, high-quality leads for sales.
2 Highly competitive SaaS industry.
3 Struggling to close the loop on ROI reporting.

13. 1.Tie leads to revenue in CRM to optimize for qualified leads.
Typically, B2B marketers are using AdWords metrics to optimize for more raw leads at lower cost per lead.
These metrics are important
leading indicators of success,
but they don’t gauge lead
quality.

14. 1.Tie leads to revenue in CRM to optimize for qualified leads.
For most B2B marketers, acquiring a raw lead is several steps away from closing a brand new customer.
Let’s say Suzie
searches for
“marketing
automation
software”.
Google serves an organic
listing for your site linking to
your latest eBook.
Suzie clicks on the link, but
then decides to go to lunch.
While she’s at lunch, browsing
LinkedIn on her phone, she sees a
an ad for your eBook.
Suzie clicks on the ad and
downloads the eBook.
Sales gives Suzie a call a few
hours later, and sets up a demo
appointment.
A month later Suzie buys your
software!

15. Here’s one example of how this can be solved with KeyTouch Attribution.
1.Tie leads to revenue in CRM to optimize for qualified leads.

16. Without attribution reporting, the eBook offer looks like the clear winner, delivering the most leads at the lowest CPL.
1.Tie leads to revenue in CRM to optimize for qualified leads.
Ad Group Cost
Leads
(Conversions)
Cost Per Lead
(CPL)
Marketing Automation Software
eBook
$20,000 200 $100
Sales Enablement Webinar $20,000 50 $400
Analytics Video Demo $20,000 100 $200
Total $60,000 350 $171

17. 1.Tie leads to revenue in CRM to optimize for qualified leads.
Ad Group Cost
Leads
(Conversions)
Cost Per Lead
(CPL)
Opportunities
(SQL)
Lead-to-
Opportunity
Conversion
Rate
Cost Per
Opportunity
Closed-Won
Deals
Cost Per
Closed-Won
Deal
Opportunity to
Closed-Won
Conversion
Rate
Closed-Won
Revenue
ROI
Marketing Automation
Software eBook
$20,000 200 $100 5 2.5% $4,000 2 $10,000 40% $40,000 0%
Sales Enablement
Webinar
$20,000 50 $400 15 30% $1,333 10 $10,000 66% $200,000 900%
Analytics Video Demo $20,000 100 $200 10 10% $2,000 2 $5,000 20% $80,000 300%
Total $60,000 350 $171 30 8.6% $2,000 14 $4,286 47% $320,000 433%
But, when we take measurement several steps further down the funnel, the webinar is actually the top performer.

18. This requires extensive research. Start by brainstorming the following:
2. Bid on the right keywords.
1
2
3
4
5
What terms are searched by your target audience?
How do your customers refer to your products and services?
What problems do your products/services solve?
What keywords have the greatest opportunity for generating qualified leads?
Are you missing any content that supports important keywords?
Awareness
Evaluation
Purchase
Retention/Upsell

19. 2. Bid on the right keywords.
Map keywords by intent to each stage of the funnel and develop corresponding offers.
Buyer Stage
Awareness
Evaluation
Purchase
Product Ad Group Theme
(Keyword Example)
Educate prospects on the
value of your product &
foster thought leadership.
Build the business case for
why the prospect needs to
invest in your product or
service.
Give the prospect a reason
to choose you over your
competitors.
Marketing
Automation Software
Marketo/Branded
(Marketo features)
Marketing
Automation Software
Automated Email
(marketing email
automation)
Marketing
Automation Software
Best Automation
(best marketing
automation software)
Content Offer
Demo Request Page:
Schedule a 30-Minute Demo
with ourTeam
eBook:
5Things to Know About
Marketing Automation Software
Webinar:
How to Choose the Right
Marketing Automation Software

20. 2. Bid on the right keywords.
Map keyword by intent to each stage of the funnel and develop corresponding offers.
Informational Transactional

21. 2. Bid on the right keywords.
Use AdWords Keyword Planner to help you quantify monthly search volume (MSV) and gauge competition.

22. 3. Meticulously organize your ad groups.
CAMPAIGNS
1 Language
Device (Mobile, tablet, and desktop.)
Geography
IP exclusions
Network
Budget
2
3
4
5
6
7 Ad scheduling
8 Ad rotation
Account
Campaign 1 Campaign 2
Ad Group
1
Ad Group
2
Ad Group
1
Ad Group
2
Key-
words
Ads
Key-
words
Ads
Key-
words
Ads
Key-
words
Ads
Create tightly aligned ad groups by matching keyword themes, ad copy, and landing page copy.

23. Create tightly aligned ad groups by matching keyword themes, ad copy, and landing page copy.
3. Meticulously organize your ad groups.
AD GROUPS
1 Keywords and ads share an ad group.
Ads must be relevant for all keywords
within the ad group.
2
Account
Campaign 1 Campaign 2
Ad Group
1
Ad Group
2
Ad Group
1
Ad Group
2
Key-
words
Ads
Key-
words
Ads
Key-
words
Ads
Key-
words
Ads

24. Create tightly aligned ad groups by matching keyword themes, ad copy, and landing page copy.
3. Meticulously organize your ad groups.
Create a consistent experience
between keywords, ad copy,
and landing pages to convert
the user.

25. Regularly adjust bids for high cost-per-click (CPC) keywords with low conversion volume.
4. Mitigate wasted spend.
Keyword Max. CPC Clicks Impressions CTR Avg. CPC Cost Conversions
Cost per
conversion
Conversion
rate
Best email marketing
software
$20.00 2,000 80,000 2.5% $13.63 $27,260 100 $272.60 5%
Top email marketing
software
$20.00 3,000 120,000 2.5% $11.16 $33,480 150 $223.25 5%
Best software for email
marketing
$20.00 2,500 100,000 2.5% $17.11 $42,775 50 $855.50 2%
Total $20.00 7,500 300,000 2.5% $13.80 $103,515 300 $345.05 4%

26. Do you have the right negative keywords in place?
4. Mitigate wasted spend.
One example could be adding
“free automation software”
as a negative keyword.

27. When it comes to marketing, style and substance carry equal weight.
5. Carefully design your landing pages.
40% of people will respond better
(and faster) to visual information than
with plain text.
Source: LinkedIn, “The Sophisticated Marketer’s Guide to Content
Marketing..”

28. Start by creating a stand along landing page that highlights your most important CTA.
5. Carefully design your landing pages.

29. Avoid these common mistakes!
5. Carefully design your landing pages.
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3
4
5
6
Too much content competing for attention.
Long form, many fields.
Unclear CTA.
Multiple and/or competing offers on one page.
Sending users to an organic page on your site.
Not responsive.

30. 1
2
All tests should reach 95% statistical significance.
Run all tests for at least a week.
Be patient. True A/B testing takes time and effort.
6. Practice conversion rate optimization.
3 Test audience segments, ad copy, and landing page elements.
4 It’s ideal to test just one element at a time.

31. But, true conversion rate optimization is worth it.
Taking a scientific approach to our
client’s landing page testing reduced
cost-per-lead from $400 to $30.
Another client saw 120% increase in
lead volume after implementing a
new mobile homepage call-to-action.
6. Practice conversion rate optimization.

32. 6. Practice conversion rate optimization.
1
2
3
4
5
6
CTA
Hero image
Reducing form fields
Switching form fields order
Headline copy (question vs. benefit vs. risk)
Sub-headline
7
8
9
10
Trust symbols (awards, testimonials)
Live chat
Explainer video
Copy length
Start by building a plan to A/B test these popular B2B landing page element.

33. 7. Create a remarketing funnel to nurture leads at each stage.
What behavior types should trigger each content offer?
Awareness
Consideration
Comparison
Conversion
Retention/Upsell
BEHAVIOR AD OFFER
Visit to a service page. “Request a Demo” ad.
Downloaded “buyer’s
guide” eBook.
Limited-time, free trial offer.
Completed first purchase. Geo-retarget to advertise user events.
Offer webinar training sessions.
License is about to expire. Limited-time offer for discounted
renewal or service upgrades.
Remarketing with Google
Analytics opens the door to
infinite audience capabilities.

34. We can segment by behavior and remarket via the Google Display Network.
We can serve text, image, and
video display ads to those that
visited the demo page but did
NOT complete the form as they
surf the web.
7. Create a remarketing funnel to nurture leads at each stage.

35. We can also remarket to demo page visitors when they search for relevant terms on Google via RLSA (Remarketing Lists for
Search Ads.
A search like this might
normally be too broad
for a standard search
campaign, but a viable
keyword for RLSA.
7. Create a remarketing funnel to nurture leads at each stage.

36. Or, we can take an account-based approach via Google Customer Match.
Now we can
specifically target
Marketing
Directors in the
software
industry that
visited, but didn’t
convert.
*Requires 1,000 matched emails.
7. Create a remarketing funnel to nurture leads at each stage.

37. 800.619.1570 results@demandwave.com
Talk to our team and start driving more qualified leads and revenue today.
Sign up for your tailored paid search action plan.