With 2013 coming to a close, many marketers are taking time to revist their PPC campaigns to prepare for a successful new year. We asked a number of industry experts where B2B marketers should focus on this year in this Top Tips post.
“B2B marketers must make mobile a priority in 2014. More and more decision makers are using mobile to research B2B products and services, and yet so many businesses lack even a basic mobile site or responsive design. Make 2014 the year you launch a mobile site!” tweet this
“My #1 tip is to get stuff done. Most accounts are dying of neglect. Try a new feature, or optimize something - just 20 mins fixing your account every week for a quarter would put you among the top 1% of the most active advertisers.” tweet this
“Try Google Display for B2B lead generation! Target people, not keywords, and offer free stuff, for example whitepapers, webinars with a simple form.” tweet this
“When doing competitor analysis, use MajesticSEO.com to understand what kind of positive links they are getting from news outlets and their PR efforts. Cluster some ad groups targeting keywords aligned to those stories and point them to similar pages on your site. You’ll then hurdle their earned media with relevant content on long tail KWs that should be cost effective too." tweet this
“Push as much search advertising budget through Bing Ads as possible, even letting CPA float up to parity with AdWords CPAs on brand and non-brand keywords.” tweet this
“Start optimizing by return on ad spend (ROAS), working towards full ROI. This is the golden metric as far as I'm concerned. For companies with a long sales cycles, projected ROAS (forecasted from pipeline) is key.” tweet this
What is your top PPC tip for B2B marketers?