The Point

MARCH 16, 2010

Conversion rates, for example, the rate at which clicks convert to leads (and a key metric for B2B campaigns), can be improved significantly by reducing the number of irrelevant clicks. Below is a “starter list” of negative keywords drawn from the terms we most frequently use when we’re designing PPC campaigns for B2B clients.

PPC 100

PPC Keywords Campaigns SEM 100

The Point

DECEMBER 12, 2014

You can determine whether or not a particular landing page needs help by going to the Keywords tab in your AdWords campaign and placing the cursor over the speech bubble next to the status of any keyword. . • Promoting transparency and trustworthiness. Providing ease of navigation.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

AUGUST 16, 2016

Origami Logic is driving traffic to the microsite, and awareness for the campaign as a whole, through an integrated online program that includes ads on Google AdWords and LinkedIn. The site looks great on mobile devices also, which was a real priority for us.”.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

JANUARY 13, 2017

For a more detailed look at B2B search strategy, download our white paper: “ Top 10 B2B Paid Search Mistakes.”. To stress – this strategy is meaningless without a robust and effective nurture strategy in place. Otherwise, you’ll simply to be throwing unqualified leads at your SDR team only to be told “they weren’t ready.”.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

OCTOBER 11, 2012

More often, at least in B2B markets, a better strategy is to aim for positions #3-5, where the bid cost is much lower and yet the ad still appears on the first page of results and “above the fold.”.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

MARCH 17, 2015

You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. How has the landscape in display advertising changed in the last 3 years? (AF)

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

JUNE 16, 2015

Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. For many B2B marketers, this is the setting that provides the best balance between volume and quality. Yet another option is modified broad match. To download your free copy, click here.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

FEBRUARY 16, 2017

Add the offer to the ad rotation in your Google AdWords campaign. The landing page that you develop for the email can be the same landing page you use for AdWords, the banner ad, and the LinkedIn ads (with different tracking codes, obviously.) Option 1: You can dial up an email and blast it out to your prospect database.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

JULY 20, 2018

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. My response: In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very different.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JANUARY 6, 2014

Yet many B2B companies, even those with marketing automation in place, fail to have autoresponder programs in place that respond instantly and systematically to new leads. Most every B2B company has a target audience consisting of multiple buyer personas – whether job titles or verticals.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

The Point

JANUARY 30, 2018

Inbound tactics (Google AdWords, LinkedIn ads, Content Syndication ) increase the chances that someone trying to solve the very problem you can address will find you and engage with your company. For start-ups especially, it’s critical not to rely on any one channel, or tactic, or piece of content.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168