B2B Marketing

Understanding B2B Marketing your business products Marketing your services for businesses Helping businesses sell to consumers Where should you market How should you market

The PPC Cycle

B2B vs B2C Spends

Year over Year Sources

Combined Presence

Marketing your business products

Understanding the supply chain Customer vs Consumer Test places to market Do PLA ads work Research search volumes Specific relevant keywords

PLA ads

You can see how to start using PLA ads through the following videos over at Google

http://www.google.com/ads/shopping/getstarted.html

http://www.youtube.com/watch?v=gMzWLt81-1M

There are other sources a simple search can find.

Marketing your services to businesses

Know who is searching for you Work out how to reach them Adapt keywords and ads Use industry terms Set clear conversion goals

Helping businesses sell to consumers

Understand the supply chain Different place in chain, different ads and

keywords Attract the business not their customers Professional, Industrial, Enterprise, Wholesale Negative keywords extra important

Where should you market

Just Paid Search? Search and/or Social Content Networks PLAs

How should you market

Direct sales Contact captures White Papers Freeium services Subscriptions

PPC: Search and More

Adwords Bing Other search engines Social Clicks Advertorials Retargeting Behavioral Targeting

Adwords

Keyword research Local search Mobile search Creating the Ads GeoTargeting AB Testing

Understanding Adwords Data

Beyond the default data you see in your Adwords accounts there is massive information you can use to increase your insights and improve your

cost and number of conversions.

Deep diving in to this data will put you so far in front of your competitors.

DO NOT OVERLOOK THESE

Time selection

Location, Location, Location

Bing

Import Adwords Monitor What Works ABT – Always Be Testing Few people use thus generally cheaper Not using allows competitors to profit and

finance increased spends elsewhere

Other Search Engines

Small Search Engines International Search Engines Industry-specific search engines

Social Clicks

Facebook LinkedIn Twitter

Facebook PPC

Select by interest, following, age and other demographics

Choose where it appears – Right columns or News Feed

Lower CPC than Google Lead Capture better than Direct Sales Analytics improving but NOT great

LinkedIn PPC

Business Platform Drill down by Industry Advertise by Job Title Fewer Competitors

LinkedIn Ads

LinkedIn Targeting

LinkedIn text ads

LinkedIn Tips

Minimum bid is $2.00 – but worth it Volume can be low so explore possibilities Offer business value – White papers and

software trials are popular Images are small so make easy to see CTRs are important – drop poor ads Monitor and test constantly

Advertorials

Content as advertising Make sure marked as ads Businesses more open to this

Retargeting

Use incentive ads Employ external tools Don't set and forget Copy what works Adwords, Facebook and Twitter offer

Behavioral Targeting

Step up from retargeting RTB Insights

How RTB Works

Behavioral Marketing Insights, Tips

Steps to Follow to Success