Targeting businesses with PPC ads is a major departure from going after consumers through SEM, according to Andy Komack. "In a B2B environment, products and solutions are more complex, the audience is
more sophisticated, the price tag is much higher, sales cycles are longer, and there are multiple decision-makers and influencers. Plus, advertising budgets are often much smaller."
So Komack serves up a set of five tactics search marketers can use to drive performance for their B2B clients, starting with using highly targeted keywords. This is the time for long-tail research and
being as specific as possible, both to conserve the budget and generate high-quality leads. Also, try narrowing your campaign's focus by using technical terms that would only be relevant to your
target market.
Use negative keywords to weed out searchers looking for products or services related to "free," "cheap," "internship," and "research"--or anything that's not
motivated by making a purchase. Preventing your ads from running on searches like that can go a long way toward reducing the amount of unqualified leads (and random click costs).
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