Pay-Per-Click campaigns are highly effective but also complex and often difficult to evaluate. To get the most out of these campaigns, it is critical to compile and analyze campaign data every step of the way.
Tag Archive for: Pay-Per-Click
There are several ways to measure the success of a pay-per-click (PPC) campaign. While many people are looking for a single, absolutely definitive metric, unfortunately, this isn’t usually possible.
If you have never considered a pay-per-click B2B marketing campaign, you are not alone. Many people today still believe that PPC is only appropriate for B2C.
The truth is that PPC can work equally as well for B2B marketing. The key is to keep in mind that B2B campaigns typically take more time to be successful. Remember, the B2B sales cycle is longer than the typical B2C sales cycle so it makes sense that a B2B PPC campaign will take more time to demonstrate its true ROI.
If you have decided give PPC for B2B a try, chances are you will be happy with the results. However, there are some things you need to understand before you launch such a campaign:
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- It’s about more than just conversions. While conversions are the most important element of B2C campaigns, when it comes to B2B PPC campaigns you need to focus on more than just conversions. You also need to pay close attention to where your leads are originating from and what keywords are the most successful.
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- The cost-per-acquisition is higher for B2B. It can be tempting to invest in cheaper keywords to keep costs down but since B2B keywords are more expensive, you need to be willing to make a larger investment in those keywords. By concentrating on the keywords that will lead to closed sales, even if they cost more, your campaign will be more successful in the long run.
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- Tracking data is the key to success. By carefully tracking your PPC campaigns you will be better able to determine what you need to concentrate on moving forward. Conversion rates help to pinpoint how many leads you need to generate to close a particular number of sales. By tracking this information you will be able to more accurately determine how much you need to budget in keyword costs to meet your future sales goals.
- Precision counts. B2B PPC campaigns always need to be organized in tight ad groups that include similar keywords. Broad campaigns often mix expensive keywords with cheaper ones and make it hard to tell which keywords worked the best.
Running a successful B2B PPC campaign is much more challenging than a B2C campaign. That’s because many elements of a B2B campaign are not as straightforward. However, B2B PPC campaigns are definitely worth the time and investment because when done correctly they can pay off in the form of increased sales.
As the year-end approaches, it is a good time to reflect on what marketing methods have proven most effective over the course of the past year. With B2B lead generation marketing budgets expected to increase by approximately 5 percent in 2018, it is important to know which techniques are working so that you know where to invest your marketing dollars.
So what were the clear winners in 2017 when it came to B2B lead generation tactics? Read on to find out and to learn more about how these tactics can help make 2018 your business’s most successful year ever.
- Content Marketing. It seems cliche by now but content really is king. Well-written content that connects, educates and inspires its readers will establish you as a thought leader in your industry. It also will do wonders for your SEO ranking so people can find you online. Finally, it will increase the number of prospects who reach out to you instead of the other way around. What’s best? The cost-per-lead is very reasonable.
- Email Marketing. Email marketing continues to be a force unlike any other in the world of lead generation. Part of its appeal is its versatility. Use it to promote your blog, sales event or just to connect with customers and prospects. Make sure it includes a killer call – to – action and there is virtually no end to the success you can achieve with this type of marketing. In fact, email marketing has been shown to be one of the best ways to nurture leads.
- Pay-Per-Click. One key to making PPC work harder for you is to make sure that all of your ads don’t end up on the same landing page. With separate landing pages for each keyword, your PPC campaign can be even more successful at converting sales. Just make sure that your landing page copy matches the initial search.
- Social Media Marketing. This technique is proof that it pays to be patient. If you keep with it over the long haul, your social media efforts are very likely to pay off in the form of new leads. Consider this: In 2017, the third leading source of visits to websites originated from social media platforms. With almost 75 percent of internet users on social media, it is easy to see how lucrative social media marketing can be in terms of lead generation.
If you are looking to draw more traffic to your website, organic searches are an outstanding way to do that. While chances are great that pay-per-click ads also will be a part of any truly effective marketing strategy, organic searches are an excellent tool that allows small businesses to generate qualified leads.
As a small business owner it can be difficult to know exactly how to increase organic traffic—especially when so many other businesses (with similar product offerings) are trying to do the same thing. In light of this fact, here are some important reminders small businesses should keep in mind when trying to increase organic traffic:
- Don’t try to be something you’re not. Many small businesses that sell to a specific target market try to water down their overall message to try to appeal to a greater number of people. This is almost always a mistake. Why? You often end up alienating the very customers and prospects who are really interested in what you have to sell. Therefore, it is always best to cater to your specific audience.
- People understand that they get what they pay for. If you offer the best product or service, people will be willing to pay for it. It’s that simple. Sure, there will always be those consumers who are only interested in a low price but those individuals almost never remain loyal to any business or brand. Most people are very aware that you get what you pay for and may actually be put off if your price is too low.
- Focus on community building. Connect and engage with customers and prospects on social media. Make sure your content always connects, educates and inspires. People may be initially attracted to your product or service because of a promotional offer, for example, but customer loyalty comes about through building long-term relationships. That is why it is important that you foster these types of relationships.
Organic marketing is not always easy and it does takes time. However, if done correctly it can have a tremendously positive effect on your bottom line. In the end, organic marketing is about building something of value that goes beyond just what you are selling. And once you create that value you can be sure that customers will keep coming back for more.