B2Bs have become so accustomed to the usual pay per click (PPC) scenario…
Searcher views ad | searcher clicks on ad | hits landing page | registers for offer
…that it tends to become all that we measure. We tend to think only in terms of:
# of registrants
conversion rate (registrations / clicks to page)
cost/click, cost/registration
registrant quality […]
Continue Reading Add comment November 18th, 2009
What should be the offer on your B2B’s landing page, for visitors clicking through from a pay per click ad?
Many software and SaaS companies think that a downloadable trial version of their product is just the ticket. Why not just cut to the chase, and sidestep all that messy nurturing? And after all, our product […]
Continue Reading November 5th, 2009
I ran across a post with the above intriguing title by Kevin Lee over at ClickZ, citing a number of reasons why advertisers in particular have become concerned about some of Google’s recent policy shifts and – more importantly – the possible intentions that can be deduced from those policies.
Here are just a few of […]
Continue Reading November 4th, 2009
No question, search engine optimization (SEO) has risen quite a bit in importance among B2B marketers lately, in varying parts due to the ever-more-cluttered Internet and the consequent increase in search volume, and the desperate desire in the present economy to wring every last lead out of one’s marketing investment. That increase in perceived importance […]
Continue Reading Add comment October 14th, 2009
I recently saw an interesting post about Pay Per Click …actually an interview of CPC Search’s Terry Whalen, conducted and written up by Jep Castelein over at LeadSloth.
Having done both myself, I can agree with Terry that B2B PPC is more of a challenge to get right than B2C …mainly because the lower lead volumes […]
Continue Reading Add comment September 9th, 2009
In these times when every dollar counts, I wanted to provide some actionable tips for writing better pay per click (PPC) ad copy …beyond the elementary hints that can be found almost anywhere on the Web. They can be introduced – and hopefully remembered – using just three words:
Empathize *** Identify *** Specify
B2B […]
Continue Reading Add comment July 30th, 2009
Hopefully, we’re all well aware by now of the critical importance of landing pages, due to their tremendous leverage; 50-80% swings in conversion rate from seemingly minor changes to headlines, copy or design elements are commonplace. And there’s certainly a lot of info “out there” on how to do landing pages right.
Well folks, Google wants […]
Continue Reading Add comment July 22nd, 2009