B2B PPC Campaigns
Your B2B PPC campaign will most likely go against the search engines’ algorithm. They reward ads that have a high Click through Rate (CTR). Many B2B businesses are in niche industries, as yours might be. In that case, you may want to filter out many of the people searching as they are not potential buyers.
Unfortunately, this means your CTR will be low. This, in turn, will prompt Google to ask for higher bids. In many cases, Google may even leave messages to report that your keywords are not showing. We have developed strategies to overcome this built-in search engine bias against B2B companies.
Traditional methods for measuring the ROI of different campaigns are usually not relevant for your Business to Business campaign. If you’re selling an expensive item, ROI may be irrelevant. If that campaign brings you sales and your campaign cost is a small fraction of profits from the campaign then it may be a mistake to reduce the spend even though other channels may have a better ROI.
Google takes into account the geographical locations of where your links are coming from. For example, if most of the links to your website are coming from Japanese websites, you will be ranked higher in Japan and lower in other countries.
Your global link strategy must reflect this. This strategy is simple for languages that are spoken in only one country. However, when you target languages that are spoken in multiple countries, this strategy can be more complicated.
In some cases, it is best to have websites for different countries as opposed to different languages. In other cases, it is best to have all languages under one website-domain in separate folders. This can simplify your linking strategy and concentrate your link strength.
The keywords you use in different countries reflect the local usage. Alwaysuse people who have worked in your industry in the local language to translate your keywords. Otherwise, all of your SEO efforts may be wasted.
Translating websites is more complicated than it may seem. Some languages have many different dialects and are spoken in many countries. For example, Spanish in Spain is not the same as Spanish in Mexico. Additionally, if you buy your company.es website name, you will not have the advantage of a .mx site in Mexico, for example.
The best strategy is to prioritize according to where your potential clients are located.
B2B Social Media Campaigns
Our experience shows that social media has to be used very strategically for B2B campaigns. Otherwise, a lot of resources can be wasted on the wrong channels. In many cases, Linkedin can be leveraged to provide excellent results.
Some businesses don’t have the resources to engage using Linkedin on a regular basis. In those cases a combination of PPC campaigns. and boosted posts can provide equally successful results. Cost per impression campaigns also has its place depending on the business and goals of the campaign.
Campaigns do best when the ads are superior and the target groups are chosen with great care.
B2B Conversion Optimization
B2B purchasing decisions can be much more complicated than Business to Consumer decisions. B2B items can be very expensive and there may be many people and departments involved in the purchasing decision. In order to increase conversions and sales, each actor and their concerns must be addressed. In many cases, the first person to come to your website will be the person who is most interested in the features of your product and are the ones who are actually going to use it. Therefore, the features and benefits need to be prominent and easy to understand.
In many cases, we recommend a comparison chart. Many companies are reluctant to do this, but it’s important to realize that your potential clients may prepare a comparison chart for their own use. Wouldn’t you prefer that they use yours?
The purchasing office will be most interested in the price. Providing price information is one of the most difficult things for companies to do for various reasons. One of our client’s who was initially reluctant to do this agreed to our proposal for a test.
On the product page, we listed 5 items for more information – one of them was for pricing. We tested to see which links most people clicked on. Guess what? Most of the people clicked on the pricing link.
That didn’t mean that our client could provide exact pricing for their service on the Internet. However, they realized this was an important topic that couldn’t be ignored. So they published a range of prices along with a list of different aspects which influence the final pricing.
Another item all members of the purchasing cycle are interested in is what we call “trust factors” on a website. People want to know if you are a reputable company that can be trusted to deliver the product on time and as promised.
For expensive long-lasting products, they also want to know they can trust you to service the product over the years to come. Trust factors must be added onto the website to convince them there is little or no risk in buying from you.
B2B Web Analytics
Data that is not statistically significant
The biggest Analytics mistake we see is making decisions based on data that is not statistically significant. This is particularly widespread in B2B analytics because many times there just isn’t enough data.
However, sometimes you have to make decisions even when there is not enough data. In these cases, it sometimes helps to use conversion proxies such as time on site or page views. You have to be careful with this as there are sometimes other reasons causing increased page views per session.
Tracking Conversions to Distributor Websites
One of the most important mistakes we see is that companies fail to track traffic from their website to their distributors. They complain that there are not enough online conversions. But they don’t realize that many potential clients click on the email and website links to their distributors.
They use this false information to move their budget from the online channel to offline. This is just one example of how mistakes in web analytics can have a big impact on a company’s profits.
How Important is Bounce Rate in B2B?
The most common mistake we see is looking at the bounce rate in B2B campaigns. Many B2B companies have very expensive products with a good margin. However, their keywords may overlap with other companies or institutions. This may result in a lot of irrelevant traffic of people coming to the website looking for general information or something else. But who cares? A high margin, expensive B2B product can have a campaign with a high bounce rate but still increase profits significantly.
By receiving the correct Web Analytics you will be able to make better business decisions. Don’t underestimate the importance of this step.