B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search
Modern B2B Marketing
JULY 23, 2009
How is B2B PPC campaign management different from B2C? It’s relatively easy to measure revenue via Google AdWords using a ‘purchase’ conversion tag that passes through dynamic revenue variables to AdWords reporting. But for B2B, we are typically only measuring a lead submission via AdWords, and all leads are not created equal. The value of a lead can be all over the map, because some leads are high-quality and some are low-quality.