take the "omg" out of ppc for b2b: five strategies for b-to-b paid search
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Ridiculously easy. Measurably better. Powered by people.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
with Anna Sawyer, Social Media and Marketing Manager, Content Queen and Auteur for Trada
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
…and special guest Rick Perreault, who is the CEO and Co-Founder of Unbounce.com, a software-as-a-service that provides marketers the means to create and test ad specific landing pages without IT or development. A designerby trade, Rick has over 10 years experience in online marketing, focused on increasing acquisition through conversion strategies.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
• Use PPC to predict and control lead quality
• Target buyers by stage• Landing page tips for B2B conversions
(with guest Unbounce)• Nurture your leads• Build your brand through PPC and across
channels
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Lead Quality
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Nice and complete!
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
This guy is just messing with us.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
just looking
looking to buy now!
comparison shopping
competitor
can’t afford you
not ready for your product
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
You can use PPC to track and generate data about lead quality.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
www.trada.com/resources
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
What is a ‘good’ lead?
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
What is a ‘good’ lead?• completed lead forms• qualified potential customers• need to buy in (x) months• lead-to-close ratio
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Where are they coming from?
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Time of day/day of week
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Time of day/day of week
Run campaigns all the time until you have a solid data set – then determine when your ‘good’ leads are coming in.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Geographic location
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Geographic location
Run campaigns in multiple geographic locations until you have a solid data set, then use dayparting to whittle down to those locations that are sending you solid leads.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Search Engines
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Search Engines
Run campaigns on Google and Yahoo/Bing until you have a solid data set. Then, calculate your cost-per-good-conversion by network.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Never stop testing!
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Target buyers by stage
(photo courtesy www.helloko.com)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Target buyers by stage• Define the stages of your sales funnel
• Organize your ad groups, ads and landing pages based on these stages
• Test and nurture
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Funnel 101
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Funnel 101
A sales funnel is: a mechanism for understanding where your prospective customers are in the buying cycle.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Funnel 101
Awareness
Lead
Interest
Opportunity
Close
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
CakeBooks
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
CakeBooks
Sells: accounting software for businesses
Target customer: companies who need accounting solutions
Cost per action: $500
‘Action’: completed lead form
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Funnel 101
Awareness
Lead
Interest
Opportunity
Close
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Funnel 101
Awareness
Lead
Interest
Opportunity
Close
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Funnel 101
Awareness
Lead
Interest
Opportunity
Close
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Funnel 101
Awareness
Lead
Interest
Opportunity
Close
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Funnel 101
Awareness
Lead
Interest
Opportunity
Close
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Funnel 101
Awareness
Lead
Interest
Opportunity
Close
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Awareness
Lead
Interest
Opportunity
Close
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Awareness
Lead
Interest
Opportunity
Close
accounting helporganize financesmanage money dry cleanerhow to organize finance for small businesstax help for my business
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Lead
Interest
Opportunity
Close
Remember:
• Keep your ad groups focused
• Write four ads for each ad group
• Send each ad group to a custom landing page
• Continually optimize
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Awareness
Lead
Interest
Opportunity
Close
accounting softwarefinancial softwarepayroll solutionssoftware for small business payrollbest accounting software
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
What kinds of offers?
Saving money is always good.
But for the funnel stage “Interested”, an offer that shows your product is trustworthy, popular or award-winning could be better. Then again, only testing will show you for sure!
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Awareness
Lead
Interest
Opportunity
Close
CakeBooks pricingCake Books tipsHow much does CakeBooks costCakeBooks vs MuffinSolutions
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Should you bid on competitor’s keywords?
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
What kinds of offers?
20% off CakeBooks CouponBuy Now and Save over $80. Hurry! Offer ends Feb. 28.CakeBooks.com/coupon
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
20% off CakeBooks CouponBuy Now and Save over $80. Hurry! Offer ends Feb. 28.CakeBooks.com/coupon
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Rick Perreault – CEO of Unbounce.com
3 tips to improve B2B lead gen conversions
1. Balance the size of the prize
2. Have a relevant call to action (CTA)
3. Encourage a secondary action
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Rick Perreault, who is the CEO and Co-Founder of Unbounce.com, a software-as-a-service that provides marketers the means to create and test ad specific landing pages without IT or development.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
1. Balance the Size of the Prize
Size of what you’re offering must be >= the size of the barrier to receive it
• Keep your form as short as possible• Give away something relevant in terms of context and quality• Find the balance between quality of data and quantity of leads
Length of Form
Lead Quality
Number of Leads
Notes
Long High Low Detailed info helps sales teams but is a big barrier to entry
Short Lower High Higher conversions allows you to try again on confirmation page
No form Low/Mixed Very high High brand trust and goodwill – encourages sharing
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
2. Have a relevant CTA
Always describe exactly what will happen when someone clicks your CTA
Submit ProceedDownload
our free report
Door #1 Door #2 Door #3
What am I going to get?
Which door would you open?
How far do I have to go?
I know what will happen
next
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
3. Encourage a secondary action
A missed opportunity: The confirmation page – strike while the iron’s hot
Thank you! Thank you. You might also like…
BAD GOOD
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
3 Simple B2B Lead Gen Tips
1. Only ask for what you absolutely need
2. Submit is not a relevant call to action
3. Don’t waste your thank-you page
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Lead nurturing
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
AwarenessInterestLead
AwarenessInterest
Lead
Targeted from funnel Campaign
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
AwarenessInterestLead
Campaign
Move toward getting Leads to convert to Opportunities, and eventually close.
Share webinars, case studies, downloads, etc. with those in the Awareness group.
Message the Interest group with educational materials like webinars, but also offer information about pricing and your product.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Lead
Interest
Opportunity
Close
Best Practices:
• Keep your information relevant• Involve your sales team• Make sure leads can contact you• Allow them to jump the line
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Build your brand with PPC
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Build your brand with PPC
• Branding relies on repetition
• Keep your message consistent across channels
• Use your brand name in the display URL
• Keep your landing pages brand-consistent
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Take the OMG out of PPC for B2B
Lead
Interest
Opportunity
Close
As always:
Keep your ad groups tight and relevant!(OK, we’ll stop saying it now.)
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
You can also use Trada, a crowdsourced PPC marketplace.
www.trada.com
Trada is completely different. With Trada, you can have multiple PPC experts working on your campaign at the same time – generating massive volumes of keywords, writing custom ads, and constantly optimizing.
The results are better than if you did it yourself, or used an in-house PPC team.
And it costs the same amount as if you were to do it in-house.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Here’s how it works!
www.trada.com
Trada’s crowdsourced model puts multiple certified experts to work on your campaign at the same time.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Trada’s Optimizers are experts
Trada’s certified PPC experts already know how to run sophisticated lead gen campaigns:
• targeting each part of the funnel• creating, managing and constantly optimizing tight ad
groups• ads designed to build your brand and generate leads
When many people work on a problem together, they as a crowddisplay diversity of thinking and collective hours of manpower.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
How it works
• You specify your budget, which ad networks you’d like to run on, and an optimal price for a click and conversion.
• PPC experts – multiples of them - begin working on your campaign at the same time, adding ad groups, ads, keywords, etc. They only earn money when they meet your campaign goals.
• You can review the performance of all ads and keywords running in your campaign and reject ones you don’t like.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
How it works
There are no management or startup fees to use Trada.
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
You can also use Trada.
Questions? Now’s the time to ask.
www.trada.com
copyright © 2011 Trada, Inc. All materials are company confidential and may not be distributed without expressed permission.
Thank you!
Thank you for joining us!
www.trada.com
For questions about the presentation: asawyer@trada.com
For more information about Trada or a tour of the Marketplace: sales@trada.com
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