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Market Smart: How to Gain Customers and Increase Profits with B2B Marketing

An ad must be the answer to the searcher’s question. A PPC
and its accompanying landing page should be created along
the same lines as an organic search “meta description” snippet
and its landing page.

Design your PPC ads with this in mind. Use it to offer something
to your audience—a white paper, webinar, or demo—that
will compel searchers to click your ad and visit your website;
action words work well here.

If you can’t get your ad to the top of the list, don’t worry. While
the top slot will almost always receive a higher volume of
traffic, some of that traffic may be “impulse clicks” that lower
the overall quality. It’s better to have lower volume with higher
quality—users who are more motivated to buy and more
likely to convert—which can still be achieved with a low PPC
ranking.

A useful aspect of PPC that is often overlooked is the ability
to use negative keywords to specify which words you do
not want your ad associated with. Filtering out unqualified
traffic will help you avoid spending money for clicks that don’t
convert to leads. Your negative keywords will depend on what
industry you’re in, but here are some starter recommendations:
freeware, bargain, cheap, salaries, public domain, lawsuits,
and consumer.

METRICS
Clicks per budget
# of downloads through PPC

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© 2012 Lisa Shepherd