B2b ppc strategy,marketing communications plan situation analysis,advertising agencies in santacruz mumbai - Plans On 2016

It's an ongoing struggle for businesses to figure out how to get the most out of their marketing budgets. Webmarketing123 has put out some interesting survey results for its State of Digital Marketing 2012 report.
The main B2B takeaways appear to be that lead generation is the top objective among brands, and SEO is found to be twice as effective as either PPC or social media marketing. According to the survey, about 50% more B2Bs now consider social media as having the most impact on lead generation, compared to last year, though SEO is still significantly ahead. Based on the surveys findings, most B2B businesses engage in SEO, and do so in-house, rather than hiring agencies.
According to the survey, the most common measures of SEO performance are the volume of traffic, organic traffic, and the number of keywords appearing on page 1, "which give no insight into financial impact." Fewer marketers, Webmaketing123 says, are employing "more sophisticated measures," like number of qualified leads or sales attributable to organic search. According to the survey, B2C businesses are getting more engagement than B2B businesses from their social media efforts, but the gap is narrowing. It probably helps that the social networks are putting out more business-oriented products. As these networks continue to cater more to businesses, businesses are likely to find them more valuable, and perhaps find more room in their budgets to take advantage.
Last, but not least, Webmarketing123 provides a look at the break down of dollars spent among popular social networks, and money made from them. Businesses may soon be able to get even more out of LinkedIn, as the company just expanded LinkedIn ads into 17 new languages. Here’s a look at 10 paid tactics that could be used to build out a PESO (paid, earned, shared, owned) model when pursuing content marketing for B2B clients.
A recent survey created by the Content Marketing Institute surveyed B2B Marketers on paid tactics used and their effectiveness. Another PPC form of advertising that can easily promote specific pieces of content to professionals.
A form of paid media where the advertisement appears to be an integral part of the media entity’s content.
Whether it’s a whitepaper download or conference sign up any action on your website can be tracked and tied to a user.
With a degree in communication design from VCU as well as experience in web development and digital marketing, Jason brings a unique blend of assets to PadillaCRT. January 29, 2015: As I reviewed Salesforce 2015 State of Marketing report, I was encouraged to read that even though search engine marketing took a backseat to more “popular” programs such as social media and mobile marketing, it is still considered a highly valuable and effective component of the marketing mix.
Even so, there is often confusion from senior leadership with respect to how PPC works and what the organization is getting from their search engine advertising budget.
Here are some examples based on our own experience working with clients and senior leadership. Does the budget schedule account for any major releases, promotions, or changes that will occur during the year? With respect to third party platforms and vendors, do we pay your search platforms directly or do you run ad spend through an agency? There are nearly endless targeting options, social extensions, and platform choices in which to serve PPC ads. Do we increase or decrease bids at a specific time or day (reducing spend on the weekend for instance) or do we have opt in or out of specific geographical locations? Ultimate success and failure of the campaign should be determined through an agreed upon list of productivity goals coupled with the overall results of the campaign. Don’t forget about the efficiency of advertising spend in coordination with budget as well. Because there are specific character and spatial requirements with PPC advertising, it’s not always possible to integrate every brand requirement.
Once searchers get to the website or landing page what is the ultimate goal or action we want them to complete? Ultimately it’s important to know how you are enticing users to further interact with you, and what value added to drive that future engagement with the user.
I wrote a post earlier this year which details the use of ValueTrack information for Google AdWords, which I recommend reviewing for more information. We make an assumption that the information is in turn stored in a leads database of some kind and scored based on how close that lead is to “sales readiness”. Do you have a scheduled email that delivers a piece of content or gives a time frame expectation on when a follow up may occur? The marketer’s job isn’t done when the form submission comes in, especially in the B2B space. It’s important to understand what other advertisers are vying for our keyword targets – both non-branded and branded – since it has a direct impact on our costs and budgets. What competitive analysis tools are being used to gauge what other player’s in the space are doing? A tool we consistently use for competitive review is SEMRush, which provides insight into various advertisers bidding on our priority keyword targets as well as brand-based information.
You probably (hopefully!) have a suite of review calls, monthly or quarterly check ins, as well as a regular schedule of reports delivered by your vendor.
This however, does not necessarily translate to the amount of activity that occurs in the day to day management of your search engine marketing campaigns.
The Google Adwords account history tool gives insight on what type of changes your vendor is making on a daily, weekly, and monthly basis in your adwords account. My colleagues Derek Edmond and Steven Wells are presenting a variation of this topic, along with an overview of search engine advertising, at a leadership panel in Rhode Island this afternoon.
And if you don’t know any of these answers and want some assistance, please get in touch and learn more about the search engine advertising programs at KoMarketing! Author Note: KoMarketing is not affiliated or provide services for any of the advertisers listed in this blog post, nor do we have insight into their campaigns and strategies.
Welcome!Our goal is to present ideas, thoughts and opinions related to Online Marketing, including SEO, PPC, Social Media , and Content Marketing. If you have questions or would like to talk with us about our online marketing services, call us at 1-877-322-2736 or use our contact form to get in touch with our leadership team. April 7, 2014: There are a number of ways B2B companies can make their advertisements more effective. Sitelink anchor text must be similar to or the same as the actual title of pages that they are linking to. However, when used correctly, sitelinks can make for better ads, both for advertisers and users. According to Wordstream, you can choose which sitelinks are displayed to mobile users as well, which is useful for B2B companies who have a local office space that mobile users may be searching for in their local area.


All included content sitelinks must be unique as well; this gives more pages on your site exposure while also presenting users with more opportunities to decide which link they are most interested in.
In addition to more exposure, sitelinks give advertisers the chance to show their audience additional pages and resources on their website that the user may have not known were available. For instance , someone searching for mortgages (using the example above) may need to refinance.
Another distinct advantage to sitelinks is that the sitelinks extension takes up more space on the page, both on desktop and mobile versions. When using sitelinks specifically for the B2B industry, it’s important for marketers to utilize the top benefits of sitelinks: extra real estate, as mentioned above, and the navigational layout of the ad (which exposes the user to additional products and services they may have been unaware of previously). In addition, B2B audiences appreciate additional types of rich content that give them more information about a company’s products or services.
To make the most of this rich content in a sitelink AdWords campaign, B2B marketers can put the content behind a landing page that has a snippet of the content in question, then a call to action to fill out a contact form or enter an email address in order to access the entire piece. However, because each audience is different, it’s important to experiment with what type of content exposure and viewing process gets the lowest exit rate while driving engagement (mainly time spent on site) and the most conversions.
Well, the purpose of your exam and brief history lesson was to demonstrate that, at one point in time, the whitepaper actually served a purpose: to educate and inform in a detailed and valuable manner. To my knowledge, this purpose continued into the 21st Century as the whitepaper was repurposed and widely used in a digital fashion.
There was a place for this more detailed wealth of knowledge, and companies began to identify the potential for utilizing this as a means of offering something valuable in exchange for the up and coming currency, information. Well, I’m not sure if things were ever that hunky dory, but I contend there was a level of satisfaction with the exchange of vibrant and vital information (business) and personal information (customer). I would argue that the current whitepaper, taken as a broad whole, is now all too often nothing more than repurposed sales material. The whitepaper, on the other hand, seems to have degressed from being educational and informative to “salesy.” This experience is becoming far more common, and I’d like to put a stop to it for the good of our industry. You won’t be able to implement all of these into your client landing pages, and this certainly doesn’t come close to covering all the possible options there are out there!
Amazon isn’t solely B2B, but their good example helps if it can work with your business model. If you offer some sort of solution that meets your customer needs, then kill two birds with one stone. Unbounce does something awesome with their CTAConf, they give you full access to all the sessions for free, er, well… for the low, low price of your personal information. I didn’t point to any particular business for this one, since so many do it, but it is a great alternative to the whitepaper. This is something that would likely work better for a B2B e-commerce company, but offering a lower price for certain personal information could be a way of building a group of loyal customers, especially in a highly competitive vertical. Humorously enough, in the example above, the email request isn’t for the purpose of collecting contact information, but for getting around Minimum Advertised Pricing policies set by the manufacturer (don’t get me started on MAP.
Perhaps you sell promotional products (SWAG) or something else in which it makes sense to offer a free sample to visitors. Kirk Williams is the owner & minion of ZATO, a PPC marketing agency, and has been working specifically in paid search since 2010.
Another B2B offer I see that's just as insidious as whitepaper is "demo." What does demo even mean?
While email has proven time and time again to be an incredibly effective channel, there's still a lot of question as to how to maximize ROI in channels like search and social.
This is quite interesting, considering that it is getting harder and harder to get on the first page of Google results. Almost all of them either intend to increase their SEO budgets in 2013 or at least maintain their current budgets.
Facebook, since the IPO, has certainly had businesses on the brain (even at the cost of user-friendliness, perhaps), launching more and more ad products and targeting capabilities for posts. However, it is the social network that has always been business-oriented, that currently seems to be providing the biggest bang for B2B business' bucks. The company is also improving its developer platform, which could lead to some more business opportunities. Given the robust targeting techniques and data driven nature of the tactic it’s easy to attribute conversions and calculate ROI. Many B2B clients may not see the benefit of social advertising but assuming that these platforms are groomed for their specific audience they can be quite effective. Technically, in-stream ads like Linked-In and Twitter count as native too but this native advertising could utilize services like OutBrain, which allows for granular targeting and content association.
If the user leaves you’re site without converting, the user would then be served ads to help aide in the specified conversion. Paid search could also be geo-fenced so that text ads are only shown in a specific region or location. Typically this approach might be more of a brand awareness tactic than content specific but still worth exploring in the B2B arena.
Jason is a new father and enjoys spending time with his family and his 150-pound English Mastiff. More importantly, 62% of those surveyed indicated they were increasing budget for SEO and SEM in 2015. In this post, I will outline eight key questions leadership in B2B organizations needs to ask and have answered from their marketing team, when it pertains to PPC and their Google AdWords strategy. But it’s not only the monthly spend that matters but how that advertising budget is being managed and appropriated.
Organizational leaders will need a more holistic view of advertising spend and budget objectives. While we’ve already discussed why cost per click is often not an effective B2B performance factor, efficiency in spend, coupled with ad visibility, still requires the monitoring of this metric. Its equally important to ensure the organization’s brand is being conveyed appropriately and in coordination with requirements and specifications.
That said, the PPC team should be aware and doing their best to adhere to the appropriate brand-specific marketing messages. Most non-ecommerce PPC campaigns involve a landing page, form submission, and the capture of a certain level of user information in exchange for a piece of content. For example are we utilizing ValueTrack or other methods to isolate leads and prospects all the way down to keyword?
Organizational leaders want to make sure a lead nurturing program is in place to move leads all the way through the sales process.
This will largely define how active, responsive, and how high touch your vendor is during account management.


We hope to provide an opportunity to engage in discussion and insight related to our campaigns, online initiatives and research in the field of search engine marketing. Just like other Adwords campaign links, all sitelinks are reviewed and can be disapproved, which would mean they would not be shown in advertisements. The CTR of sitelinks tends to be lower than those of regular ads, so results must be compared amongst sitelinks, instead of entire campaigns, according to Google’s Inside AdWords blog. For instance, anchor text titles aren’t the only thing that’s included with sitelinks.
This can lead to a higher click-through rate and ROI, as the exposure to related or supplementary products and services can lead to a higher average order amount.
This could include blog posts, case studies, white papers, and newsletters, which are all types of content that offer high quality information and lead to higher levels of engagement. If you fail this, you will be flunked back to Freshman year and thus doomed to wander aimlessly about the campus trying to find your next class. The answer is (d), the whitepaper was first written by the British in 1922 to address “the existing political situation in Palestine” (no seriously, you can read it here if you want: British White Paper of June 1922). The exchange has become imbalanced, because the user still has to give away personal information. It promotes distrust in giving personal information, and degrades what used to be (and could be again) a great source of marketing. To be honest with you, I think we use the whitepaper because we feel like we don’t have anything else to offer, not because we all actually believe it’s the ideal format for a valuable information exchange. I think instead of offering the generic whitepaper, we should change the offer to be something personably valuable to the B2B visitor to our landing page (this is actually something I learned from WordStream, so I am honored to be writing this post as a guest blog!).
The goal here isn’t to be exhaustive in ideas, rather, take some time to think through what your client can offer that will be personally valuable to LP visitors (using these examples as starting off points for your ideas).
A potential customer landing on your page is going to actually be interested in trying out your software (or Shipping Club, or whatever). Give them something they will value (a professional analysis of their account), as well as the chance to show you know what you’re talking about. Admittedly, this could also be a way of losing money so… only do it if it makes sense in your situation. In that case, a visitor doesn’t want to see a whitepaper telling them they should use promotional products, they most likely want to actually get one of your samples in their hands.
It’s not that whitepapers are inherently bad, it’s their salesish, buzzwordy content that stinks. Marketers have to deliver personally relevant value -- or one-time-shoppers won't come back. It's funny, even with the number of poor content download "conversions" we see out there, I would guess that many marketers actually agree with this sentiment.
Whitepapers provide added value, and for business owners whitepapers can be vital in keeping senior stakeholders informed about key changes.
Of course, there are some major brands that took this survey, and they likely don't struggle with rankings as much as some smaller businesses.
Twitter, just this past week, announced new ad targeting options of its own, as well as the Certified Product Program for businesses. Aside from the robust data that paid search provides, the core fact that search is a pull medium is a huge asset when compared to other tactics.
For larger campaigns, most media buyers should be able to deploy a large-scale native advertising campaign. It’s important to understand where and how your keywords are being leveraged to best reach a target audience. Bid changes, ad copy changes and negative keyword additions should be the most common and frequent changes.
Much like the rest of the ad copy, there are character limits per link as well: up to 25 characters for the anchor text itself, though 18-20 characters (which includes spaces) has been found to be the most successful for desktop campaigns and 12-15 characters is best for mobile.
In summer 2013, AdWords announced that advertisers can also add descriptions below their sitelinks, according to Search Engine Watch, which published the screenshot example below.  You must be using enhanced campaigns to utilize this feature, but it’s something that could be very powerful because it allows you to tailor specific call to actions for each additional link. The company got information for future sales possibilities, and the studious customer got in-depth information  immediately applicable to her business from a professional (of some sort in some sort of specific area). Why not give them something they actually want, like access to what you are offering for a period of time to test it out? I can see this working for far more B2B companies than just PPC, especially in the SAAS industry. Instead of offering a whitepaper, collect a phone or email address and offer to hop on a free call specifically to talk through the potential client’s account and situation.
I find this especially helpful with SMB prospects since often they are unsure where they should go next. Convince them with the product itself, it’s personally valuable and they’ll gladly part with a bit of information for it.
Perhaps you have a client in an industry that actually does personally value good content above other things.
In 2015 Kirk was named 1 of the Top 5 Rising Stars of PPC by PPC Hero and 1 of the 30 Best PPC Experts to Follow by White Shark Media. A piece of information like a cell phone number, not publicly available, is even more emotionally valuable to the consumer. It is actually valuable to them to hear a professional make a suggestion as to what they should try next. In fact, since you actually have to ship something physical to them, you can go the extra mile and get even more information out of them like their physical address to build into your fantastically maintained and well-used CRM (*snort, guffaw* ok, I’m done laughing now). Kirk likes to chat PPC, and you can find him speaking at various conferences across the US. It's almost never explained, just "give us your contact info and get a demo." I'm surprised anyone ever completes the form, but it's the primary lead-gen tactic for a lot of B2B companies (demo or whitepaper). There has been more than one occasion where I have counseled someone NOT to pursue PPC, but rather focus on say, a new website first. You may think it’s crazy to let someone off the phone without getting a sale, but guess who they will return to when they are ready for PPC (and when they actually have a website that can convert)? Done properly, white papers will get prospects into a nurture stream that guides them through the buyer journey.



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