(Finally, a past-due update for our AdWords For Lead Gen guide -- everything you need to know about AdWords to successfully generate leads AND drive more revenue.)
When it comes to marketing for B2B companies with a sales team, search engine marketing (SEM) is particularly important. In the State of Pipeline Marketing Report, paid search was the leading paid channel, when respondents were asked what channel had the greatest impact on revenue. And in another study where we tracked all the marketing touches for nearly 500,000 leads across many B2B industries, we found that over 50% of leads were attributable to search.
However, pipeline marketing is about more than leads -- it’s about measuring marketing and making decisions based on revenue, even if it generates a lower amount of leads. (If the term pipeline marketing is new to you, learn more here).
Looking down the sales pipelines, our study found that Search had the second shortest marketing cycle, even shorter than direct. This demonstrates that leads from the search channel have significant purchasing intent.
In the the ebook, we cover the necessary steps to effectively use AdWords for lead generation, and more importantly revenue generation, from researching keywords to optimizing based on ROI reports.
So What’s Different About The Updated Version?
AdWords adapts to the shifting digital marketing landscape -- and that means it changes frequently, and often without a big splash in the media. Suffice it to say that some updates even slip past the attention of paid media pros.
This updated version of the ebook covers the most important changes that B2B marketers need to be aware of. This includes specifics like how to use the dynamic structured snippet extension, as well as broader topics like how to better target your search, display, and gmail ads using Customer Match.
Here’s A Sneak Peek:
In addition to identifying a high quality audience through retargeting, AdWords now also offers Customer Match. In Fall 2015, Google announced Customer Match, a product that allows marketers to create custom lists of email addresses within AdWords, which Google then matches with users across its email, YouTube, and search audiences to serve ads to (similar to Facebook’s Custom Audiences product). This allows marketers to hit specific people across multiple devices.
Additionally, the Customer Match Similar Audiences product extends the power of Google’s people-based targeting to help marketers find additional high quality audiences. AdWords uses the uploaded Customer Match list to identify parameters in which to identify other people with similar customer profiles. It’s another powerful tool to help marketers reach the right people.
While it doesn’t quite offer the abilities to do account-based targeting, it’s a big step in the right direction for B2B marketers. Furthermore, there are third-party tools that help marketers create custom lists that serve as targeting specific accounts.