7 Key Paid Search Plays for B2B Marketers

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7 KEY PAID SEARCH PLAYS FOR B2B MARKETERS THURSDAY, FEBRUARY 23 RD 1PM ET/10AM PT SABRINA GILMORE KOCHANSKI Director, Client Services & Business Development LAUREN BLECHER SCHERBA Director, Marketing

Transcript of 7 Key Paid Search Plays for B2B Marketers

7 KEY PAID SEARCH PLAYS FOR B2B MARKETERSTHURSDAY, FEBRUARY 23RD 1PM ET/10AM PT

SABRINA GILMORE KOCHANSKI

Director, Client Services & Business DevelopmentLAUREN BLECHER SCHERBA

Director, Marketing

WE OPTIMIZE LEAD FLOW FROM

CLICK

TO

CLOSETO DRIVE MORE SALES-QUALIFED LEADS FROM DIGITAL.

DEMANDWAVEIS THE PREMIER B2B DIGITAL MARKETING AGENCY.

SEO

SEM

CONTENT

DESIGN

ANALYTICS

ABM SUPPORT

Founded in 2004, we are digital veterans with a passion for demand generation.

We drive revenue growth for the best in B2B.

DemandWave is a trusted Google Partner, a two-time winner of the Inc. 500|5000 list, and a two-time member of the San Francisco Business Times’ 100 Fastest Growing Private Companies.

We’ve earned our stripes.

We know it’s good for us, but it lacks curb appeal.

Paid search is like kale.Instead, marketers are tempted by tasty, trendy topics like ABM. Or cronuts.

Paid search is a staple, but the key to success is having a healthy blend of both in your marketing mix.

Paid search is like kale.We know it’s good for us, but it lacks curb appeal. Instead, marketers are tempted by tasty, trendy topics like ABM. Or cronuts.

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Gets in front of prospects the moment they’re searching for your products or services.

Quick to start. Yields fast results.

Ability to frequently test and optimize.

B2B buyers begin their research with search.

Paid search offers essential nutrients B2B marketers can’t ignore:

ONE. AUDIT CURRENT SITE PERFORMANCE.

71% of business purchase decisions start with a search engine.

Source: Google/Millard Brown Digital, B2B Path to Purchase Study

A prospect performs 12 searches before engaging on a brand site.This is a critical window of opportunity to win influence over your competitors!

Source: Google/Millard Brown Digital, B2B Path to Purchase Study.

Prospects are doing extensive research on their own before converting to a known lead on your website.

Which of the following channels do you plan to increase budget for in 2017?

B2B marketers are betting on paid search.

51% 50%

43%40%

35%

13% 13%10%

0%

20%

40%

60%

80%

100%

Paid Search Social Media Organic Search Email Display Advertising Other Not Sure None

Source: DemandWave, 2017 State of B2B Digital Marketing.

Do you hire agency help for any of the following channels?

Source: DemandWave, 2017 State of B2B Digital Marketing.

30%

24%

21%

19%

13%

0% 20% 40% 60% 80% 100%

Paid Search

Display Advertising

Organic Search

Social Media

EmailPaid search is the most commonly outsourced digital marketing channel.

But, B2B confidence in paid search is lacking.

But, B2B confidence in paid search is lacking.

63% 63%

44%

37%

27%

13%

73%70%

54% 55%

37%

3%

93% 91%

71%

95%

55%

0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Email Organic search Paid search Social media Display Not Sure

Which of the following channels drive revenue for you? Which of the following channels drive leads for you? Which of the following channels are a part of your digital marketing mix?

Source: DemandWave, 2017 State of B2B Digital Marketing.

71% of marketers use paid search, but only 44% can attribute sales to the channel.

Which digital marketing channels are the most effective?

Lead quality is a top priority, yet marketers struggle to optimize for this goal.

What is the #1 objective of your digital marketing efforts?

Source: DemandWave, 2017 State of B2B Digital Marketing. Source: MarketingProfs,, Is Digital B2B Advertising Effective?.

According to a Demandbase study, 48% of marketers “agree strongly” that their digital ads reach unintended audiences.

Deliver quality leads47%

Drive more leads23%

Increase marketing ROI12%

Improve brand awareness

9%

Increase website traffic

4%

Other4%

Not sure1%

But, B2B confidence in paid search is lacking.Lead quality is a top priority, yet marketers struggle to optimize for this goal.

7 steps to deliver a 199% increase in pipeline opportunities in just 5 months for our B2B SaaS client.

The B2B Paid Search Playbook

29%Increase in lead volume

Drop in cost per lead

30%

199%Increase in pipeline opportunities

RESULTSCHALLENGE

1 Under pressure to deliver more, high-quality leads for sales.

2 Highly competitive SaaS industry.

3 Struggling to close the loop on ROI reporting.

1. Tie leads to revenue in CRM to optimize for qualified leads.Typically, B2B marketers are using AdWords metrics to optimize for more raw leads at lower cost per lead.

These metrics are important leading indicators of success, but they don’t gauge lead quality.

1. Tie leads to revenue in CRM to optimize for qualified leads.For most B2B marketers, acquiring a raw lead is several steps away from closing a brand new customer.

Let’s say Suzie searches for “marketing automation software”.

Google serves an organic listing for your site linking to your latest eBook.

Suzie clicks on the link, but then decides to go to lunch.

While she’s at lunch, browsing LinkedIn on her phone, she sees a an ad for your eBook.

Suzie clicks on the ad and downloads the eBook.

Sales gives Suzie a call a few hours later, and sets up a demo appointment.

A month later Suzie buys your software!

Here’s one example of how this can be solved with KeyTouch Attribution.

1. Tie leads to revenue in CRM to optimize for qualified leads.

Without attribution reporting, the eBook offer looks like the clear winner, delivering the most leads at the lowest CPL.

1. Tie leads to revenue in CRM to optimize for qualified leads.

Ad Group CostLeads (Conversions)

Cost Per Lead(CPL)

Marketing Automation Software eBook

$20,000 200 $100

Sales Enablement Webinar $20,000 50 $400

Analytics Video Demo $20,000 100 $200

Total $60,000 350 $171

1. Tie leads to revenue in CRM to optimize for qualified leads.

Ad Group CostLeads (Conversions)

Cost Per Lead(CPL)

Opportunities(SQL)

Lead-to-Opportunity Conversion Rate

Cost Per Opportunity

Closed-WonDeals

Cost Per Closed-Won Deal

Opportunity to Closed-Won Conversion Rate

Closed-Won Revenue

ROI

Marketing Automation Software eBook

$20,000 200 $100 5 2.5% $4,000 2 $10,000 40% $40,000 0%

Sales Enablement Webinar

$20,000 50 $400 15 30% $1,333 10 $10,000 66% $200,000 900%

Analytics Video Demo $20,000 100 $200 10 10% $2,000 2 $5,000 20% $80,000 300%

Total $60,000 350 $171 30 8.6% $2,000 14 $4,286 47% $320,000 433%

But, when we take measurement several steps further down the funnel, the webinar is actually the top performer.

This requires extensive research. Start by brainstorming the following:

2. Bid on the right keywords.

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What terms are searched by your target audience?

How do your customers refer to your products and services?

What problems do your products/services solve?

What keywords have the greatest opportunity for generating qualified leads?

Are you missing any content that supports important keywords?

Awareness

Evaluation

Purchase

Retention/Upsell

2. Bid on the right keywords. Map keywords by intent to each stage of the funnel and develop corresponding offers.

Buyer Stage

Awareness

Evaluation

Purchase

Product Ad Group Theme(Keyword Example)

Educate prospects on the value of your product & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

Marketing Automation Software

Marketo/Branded(Marketo features)

Marketing Automation Software

Automated Email(marketing email automation)

Marketing Automation Software

Best Automation(best marketing automation software)

Content Offer

Demo Request Page: Schedule a 30-Minute Demo with our Team

eBook: 5 Things to Know About Marketing Automation Software

Webinar: How to Choose the Right Marketing Automation Software

2. Bid on the right keywords. Map keyword by intent to each stage of the funnel and develop corresponding offers.

Informational Transactional

2. Bid on the right keywords. Use AdWords Keyword Planner to help you quantify monthly search volume (MSV) and gauge competition.

3. Meticulously organize your ad groups.

CAMPAIGNS

1 Language

Device (Mobile, tablet, and desktop.)

Geography

IP exclusions

Network

Budget

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Account

Campaign 1 Campaign 2

Ad Group 1

Ad Group 2

Ad Group 1

Ad Group 2

Key-words Ads

Key-words Ads

Key-words Ads

Key-words Ads

Create tightly aligned ad groups by matching keyword themes, ad copy, and landing page copy.

Create tightly aligned ad groups by matching keyword themes, ad copy, and landing page copy.

3. Meticulously organize your ad groups.

AD GROUPS

1 Keywords and ads share an ad group.

Ads must be relevant for all keywords within the ad group.

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Account

Campaign 1 Campaign 2

Ad Group 1

Ad Group 2

Ad Group 1

Ad Group 2

Key-words Ads

Key-words Ads

Key-words Ads

Key-words Ads

Create tightly aligned ad groups by matching keyword themes, ad copy, and landing page copy.

3. Meticulously organize your ad groups.

Create a consistent experience between keywords, ad copy, and landing pages to convert the user.

Regularly adjust bids for high cost-per-click (CPC) keywords with low conversion volume.

4. Mitigate wasted spend.

Keyword Max. CPC Clicks Impressions CTR Avg. CPC Cost ConversionsCost per conversion

Conversion rate

Best email marketing software

$20.00 2,000 80,000 2.5% $13.63 $27,260 100 $272.60 5%

Top email marketing software

$20.00 3,000 120,000 2.5% $11.16 $33,480 150 $223.25 5%

Best software for email marketing

$20.00 2,500 100,000 2.5% $17.11 $42,775 50 $855.50 2%

Total $20.00 7,500 300,000 2.5% $13.80 $103,515 300 $345.05 4%

Do you have the right negative keywords in place?

4. Mitigate wasted spend.

One example could be adding “free automation software” as a negative keyword.

When it comes to marketing, style and substance carry equal weight.

5. Carefully design your landing pages.

40% of people will respond better(and faster) to visual information than with plain text.Source: LinkedIn, “The Sophisticated Marketer’s Guide to Content Marketing..”

Start by creating a stand along landing page that highlights your most important CTA.

5. Carefully design your landing pages.

Avoid these common mistakes!

5. Carefully design your landing pages.

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Too much content competing for attention.

Long form, many fields.

Unclear CTA.

Multiple and/or competing offers on one page.

Sending users to an organic page on your site.

Not responsive.

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All tests should reach 95% statistical significance.

Run all tests for at least a week.

Be patient. True A/B testing takes time and effort.

6. Practice conversion rate optimization.

3 Test audience segments, ad copy, and landing page elements.

4 It’s ideal to test just one element at a time.

But, true conversion rate optimization is worth it.

Taking a scientific approach to our client’s landing page testing reducedcost-per-lead from $400 to $30.

Another client saw 120% increase in lead volume after implementing a new mobile homepage call-to-action.

6. Practice conversion rate optimization.

6. Practice conversion rate optimization.

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CTA

Hero image

Reducing form fields

Switching form fields order

Headline copy (question vs. benefit vs. risk)

Sub-headline

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Trust symbols (awards, testimonials)

Live chat

Explainer video

Copy length

Start by building a plan to A/B test these popular B2B landing page element.

7. Create a remarketing funnel to nurture leads at each stage.What behavior types should trigger each content offer?

Awareness

Consideration

Comparison

Conversion

Retention/Upsell

BEHAVIOR AD OFFER

Visit to a service page. “Request a Demo” ad.

Downloaded “buyer’s guide” eBook.

Limited-time, free trial offer.

Completed first purchase. Geo-retarget to advertise user events. Offer webinar training sessions.

License is about to expire. Limited-time offer for discounted renewal or service upgrades.

Remarketing with Google Analytics opens the door to infinite audience capabilities.

We can segment by behavior and remarket via the Google Display Network.

We can serve text, image, and video display ads to those that visited the demo page but did NOT complete the form as they surf the web.

7. Create a remarketing funnel to nurture leads at each stage.

We can also remarket to demo page visitors when they search for relevant terms on Google via RLSA (Remarketing Lists for Search Ads.

A search like this might normally be too broad for a standard search campaign, but a viable keyword for RLSA.

7. Create a remarketing funnel to nurture leads at each stage.

Or, we can take an account-based approach via Google Customer Match.

Now we can specifically target Marketing Directors in the software industry that visited, but didn’t convert.

*Requires 1,000 matched emails.

7. Create a remarketing funnel to nurture leads at each stage.

800.619.1570 [email protected]

Talk to our team and start driving more qualified leads and revenue today.

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