2 major challenges for B2B marketers and 7 B2B PPC tips

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Anna Case | @AnnaCaseM
Paid Search Strategist | 90octane
B2B PPC

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1. Challenges for B2B Marketers
A. Multiple Decision Makers
B. Long Buying Cycles
2. PPC Tips
A. Offer Informational Content
B. Make ROI Focused Decisions
C. Segment PPC by Buying Stages
D. Create Powerful Text Ads
E. Optimize Landing Pages
F. Advertise in Bing
G. Try Other B2B Proven Methods - ABM
@AnnaCaseM
Agenda: B2B PPC

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Challenges

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An average of 5.4 people are
involved in B2B purchase decisions.
@AnnaCaseM
Challenge 1: Multiple Decision Makers

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Challenge 2: Long Buying Cycles

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 53% say their buying cycles are longer
 80% spend more time researching
 51% conducted a more detailed ROI analysis
Challenge 2: Long Buying Cycles

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PPC Tips

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86% influenced by case studies &
product data sheets
75% influenced by whitepapers
and infographics
@AnnaCaseM
The Best
CRM
Solutions
57%
How far companies are in the buying
process before talking to a sales person
PPC Tip #1: Offer Informational Content

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• Don’t get stuck on other KPIs
• Make ROI focused decisions
@AnnaCaseM
PPC Tip #2: Make ROI Focused Decisions

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PPC Tip #2: Make ROI Focused Decisions
Conversion
Focused
Campaigns Clicks Impressions CTR Avg. CPC Conversions Cost
Campaign A 94 3433 2.73% $8.33 3 $783.02
Campaign B 86 4055 2.12% $7.22 7 $620.92
Campaign C 106 3005 3.52% $11.02 11 $1,168.12
Campaigns Sales Cost/Sale Revenue ROI
Campaign A 2 $391.51 $3,000 383%
Campaign B 1 $620.92 $4,500 725%
Campaign C 5 $233.62 $8,000 685%
ROI
Focused
@AnnaCaseM

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So Many Options, You’re Bound to Succeed
@AnnaCaseM

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• Research Stage:
– General information, features, pricing
• Consideration Stage:
– Demos, trials, comparisons, brands
• Advantages:
– Split budget
– Test performance
– Tailor keywords, ads, and extensions
@AnnaCaseM
PPC Tip #3: Segment PPC By Buying Stages

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Research Consideration
Keywords
CRM guide, CRM
reviews, CRM
examples, CRM info,
CRM features,
CRM software demo,
Salesforce CRM,
compare CRM
software, best CRM
vendor
Text Ad Call-to-Action
Get Your Free Guide
Now, Learn More,
Download The E-Book
Try Your Free Demo,
Start Your 30-Day Free
Trial, Get a Free
Product Tour
@AnnaCaseM
Research & Consideration Ad Groups

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• Test your call-to-action
• Focus on buyer pain points
• Pre-qualify customers before they click
@AnnaCaseM
PPC Tip #4: Create Powerful Text Ads

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• Improve forms
– Test number of form fields
– Progressive profiling
– Social form fills
• Prove you’re an established, trusted brand
– Testimonials, current clients
@AnnaCaseM
KEYWORD AD TEXT LANDING PAGE
PPC Tip #5: Optimize Landing Pages

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• Add SSL (secure socket layer)
• Have PPC exclusive landing pages
• No index these landing pages
@AnnaCaseM
PPC Tip #5: Optimize Landing Pages

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A/B Testing + Heat Mapping + Multivariate Testing
@AnnaCaseM
PPC Tip #5: Optimize Landing Pages

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PPC Tip #6: Show Bing Some Love

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What does Bing have that Google doesn’t?
• Lower CPLs and CPCs
• AdWords Import feature
• Bid modifiers on tablets
• Opt out of close variants
• Demographic targeting
@AnnaCaseM
PPC Tip #6: Show Bing Some Love

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• What is account based
marketing?
– Highly strategic, highly personalized
marketing
– Reach a target prospect or account
– Customized content
@AnnaCaseM
PPC Tip #7: Try Account Based Marketing

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What Is Account Based Marketing?

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1. Determine key accounts to target
2. Choose targeted distribution platform
Benefit?
Zero waste of ad dollars + high ROI
– ITSMA study says: ABM has the highest ROI in B2B
@AnnaCaseM
How Does ABM
Work?

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AMB = Surround Sound Marketing
@AnnaCaseM

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90octane ABM Case Study: Gates Corporation
Target: 1 Large Prospect
Campaign: “Under The Hood”
Role of PPC: Geo-targeting to HQ
Result: Handshake
Asset: Custom video & avatar
@AnnaCaseM

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Don’t Give Up On B2B PPC!

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Thank You!
Questions? Wanna Chat?
annacase@90octane.com
@AnnaCaseM