The Point

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Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. Almost all our SEM engagements begin with some kind of audit and assessment,” commented Howard J. Aggressive testing of ad copy.

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Key B2B Demand Generation Strategies for 2015

The Point

One is predictive analytics. Historically, we haven’t done a lot of pure display advertising (outside of SEM and retargeting) for our B2B clients because it’s been tough to make the CPL numbers pencil out. A complementary, and related, technology is programmatic display advertising.

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How One SaaS Company Doubled their Lead Volume from Paid Search

The Point

Spear implemented Google Analytics as part of a tracking strategy designed to better attribute leads to PPC that might have otherwise looked like direct site traffic – for example, if a PPC lead went from a landing page to the Navicure main site and subsequently filled out a form. Improve tracking to better measure PPC effectiveness.

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A Really Useful B2B Marketing Benchmark Report from Optify

The Point

Alas, email metrics are NOT included in the report (Optify is better known for SEO and Website analytics) but the results make for some illuminating reading nonetheless. Some of the key findings that I found most useful include: * Web traffic is seasonal.