take the "omg" out of ppc for b2b: five strategies for b-to-b paid search

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



…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.



• 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



Lead Quality



Nice and complete!



This guy is just messing with us.



just looking

looking to buy now!

comparison shopping

competitor

can’t afford you

not ready for your product



You can use PPC to track and generate data about lead quality.



www.trada.com/resources



What is a ‘good’ lead?



What is a ‘good’ lead?• completed lead forms• qualified potential customers• need to buy in (x) months• lead-to-close ratio



Where are they coming from?



Time of day/day of week



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.



Geographic location



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.



Search Engines



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.



Never stop testing!



Target buyers by stage

(photo courtesy www.helloko.com)



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



Funnel 101



Funnel 101

A sales funnel is: a mechanism for understanding where your prospective customers are in the buying cycle.



Funnel 101

Awareness

Lead

Interest

Opportunity

Close



CakeBooks



CakeBooks

Sells: accounting software for businesses

Target customer: companies who need accounting solutions

Cost per action: $500

‘Action’: completed lead form



Funnel 101

Awareness

Lead

Interest

Opportunity

Close



Awareness

Lead

Interest

Opportunity

Close



Awareness

Lead

Interest

Opportunity

Close

accounting helporganize financesmanage money dry cleanerhow to organize finance for small businesstax help for my business



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



Awareness

Lead

Interest

Opportunity

Close

accounting softwarefinancial softwarepayroll solutionssoftware for small business payrollbest accounting software



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!



Awareness

Lead

Interest

Opportunity

Close

CakeBooks pricingCake Books tipsHow much does CakeBooks costCakeBooks vs MuffinSolutions



Should you bid on competitor’s keywords?



What kinds of offers?

20% off CakeBooks CouponBuy Now and Save over $80. Hurry! Offer ends Feb. 28.CakeBooks.com/coupon



20% off CakeBooks CouponBuy Now and Save over $80. Hurry! Offer ends Feb. 28.CakeBooks.com/coupon


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



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.


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


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


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


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



Lead nurturing



AwarenessInterestLead

AwarenessInterest

Lead

Targeted from funnel Campaign



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.



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



Build your brand with PPC



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



Lead

Interest

Opportunity

Close

As always:

Keep your ad groups tight and relevant!(OK, we’ll stop saying it now.)


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.


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.


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.


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.


How it works

There are no management or startup fees to use Trada.


You can also use Trada.

Questions? Now’s the time to ask.

www.trada.com


Thank you!

Thank you for joining us!

www.trada.com

For questions about the presentation: [email protected]

For more information about Trada or a tour of the Marketplace: [email protected]

mailto:[email protected]

mailto:[email protected]

take the "omg" out of ppc for b2b: five strategies for b-to-b paid search

Business