B2B Search Marketing
About B2B Search Marketing
Search has often been seen as a primarily consumer-focused marketing tactic. Recently, business-to-business (B2B) marketers have discovered the potential of Search Engine Marketing, but they face some unique challenges:
- Lack of experience and familiarity with Search.
- Difficulty defining and tracking conversions.
- Finding the best place in the sales funnel to target customers.
B2B Search Marketing in Action
A Business to Business IT company wanted to expand its Search Marketing campaign and increase the number of conversions for whitepaper downloads, webinar views, quotes, and specific IT-related tests among business prospects.
What We Did
- We implemented a PPC campaign for three of the client's separate product lines. We first set up ad groups to organize the campaigns; then, as the test progressed, we tightened the ad groups based on performance feedback.
- We analyzed the conversion funnel for the company's products and found keywords that would appeal to searchers earlier in the buying process.
- We then expanded keyword bids to more product-specific keywords and created new ad groups and ad copy for these keywords.
- During the entire process, we used performance data to evaluate the campaigns' success and optimize the campaigns.
How It Worked
Over the course of the test period, the campaigns generated six times the number of conversions expected. Identifying searchers at different stages of the buying cycle allowed our client to engage with them at the appropriate level.
These successes showed that PPC works well for business-to-business (B2B) marketing campaigns; even though PPC is often considered primarily as a retail or consumer-focused advertising approach. They also helped the client see what works and what results to expect. Most importantly, these successes convinced the client to continue its PPC efforts beyond its initial plan for a one-month test.
B2B Search Marketing