Last week we released the 2016 AdWords Industry Benchmark Report. The report includes unique data about the down-funnel impact AdWords is having for companies across six different industries.
(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.
We’re a fast-growing marketing team with the goal to be constantly improving our marketing output. We’ve added new strategies and new marketing channels to our arsenal to match the evolution and maturation of our company; however, because we have to be so scrappy (startup), things sometimes do fall through the cracks.
One of the best ways to measure how your marketing efforts stack up against the competition is by using industry benchmarks. When it comes to revenue-driving performance, that data is often hard to come by or doesn’t even exist.
Because Bizible tracks B2B marketing performance at a revenue level, we have a unique perspective and an unprecedented trove of performance data.
Marketers get online conversion data from every advertising platform they use. This creates a need for a third party platform to help marketers measure online conversion data coming from multiple platforms.
Without the ability to distinguish which prospects converted, and when the conversion happened, marketers can't see what's happening in their marketing funnels.
This inability to see what's really happening, is a situation captured by the character Gavon Belson in the HBO comedy series, Silicon Valley.
Gavon Belson is the head of Hooli, a fictional tech company in same vein as Yahoo or Microsoft. He hangs out with his spiritual advisor who reaffirms Gavon’s beliefs, supporting all his ideas no matter how shallow or dim-witted.
In SEO there's a saying: write for humans, not search engines. But it's a little different in PPC.
In PPC, write for the limbic system, not humans.
The limbic system is the region of the brain responsible for motivation, behavior, attention and most importantly, emotion.
We don't care about the rational human in PPC. He gets overridden by his emotional counterpart.
Appealing to emotions requires understanding desires, being explicit, stating tangible benefits, using power words, using urgency and building trust.
We'll take you through some examples of each.
So let's talk about how to execute on it and actually improve your CTR.
UTM parameters allow marketers to track web source traffic.
While it's clear what tracking parameters do, we get a lot of questions on how to use them.
Clarity and consistency on using UTM tracking parameters is paramount. So we created this guide to answer questions around best practices for using UTM parameters in online marketing.
Actionable advice comes from those who succeeded. So we decided to ask the experts how they scaled a B2B paid search campaign.
Scaling B2B paid search is not easy. But it’s been done before and this post features the marketers who did it.
They explain the keys to success for B2B paid search, including how to discover the correct long tail keywords, converting on landing pages, and optimizing efforts based on revenue data.
Here’s what we learned.
There’s a clear line between us. B2B and B2C are two different worlds. But there are lessons we can teach other.
The landing page conversion rate is universally important. Whether it’s a content download or an online purchase, it’s all the same: a conversion.
In this post I’m going to describe optimizations you can test to improve the conversion rate on your B2B landing page.
In this post by Sam Mazaheri, learn how to use AdWords Similar Audience to generate qualified leads. Sam Mazaheri is the Director of Marketing at AdStage and drove growth organically for over 10,000 businesses as part of the core startup team.
Every ad network promises to help marketers reach potential customers, but did you know you can take data about your actual customers and use it to target their lookalikes with Google AdWords? The feature is called Similar Audiences, and it’s a great way expand your reach and target the most qualified audience in order to drive conversions.