B2B Marketing Understanding B2B Marketing your business products Marketing your services for businesses Helping businesses sell to consumers Where should you market How should you market

The PPC Cycle

B2B vs B2C Spends

Year over Year Sources

Combined Presence

Marketing your business products Understanding the supply chain Customer vs Consumer Test places to market Do PLA ads work Research search volumes Specific relevant keywords

PLA ads You can see how to start using PLA ads through the following videos over at Google ml There are other sources a simple search can find.

Marketing your services to businesses Know who is searching for you Work out how to reach them Adapt keywords and ads Use industry terms Set clear conversion goals

Helping businesses sell to consumers Understand the supply chain Different place in chain, different ads and keywords Attract the business not their customers Professional, Industrial, Enterprise, Wholesale Negative keywords extra important

Where should you market Just Paid Search? Search and/or Social Content Networks PLAs

How should you market Direct sales Contact captures White Papers Freeium services Subscriptions

PPC: Search and More Adwords Bing Other search engines Social Clicks Advertorials Retargeting Behavioral Targeting

Adwords Keyword research Local search Mobile search Creating the Ads GeoTargeting AB Testing

Understanding Adwords Data Beyond the default data you see in your Adwords accounts there is massive information you can use to increase your insights and improve your cost and number of conversions. Deep diving in to this data will put you so far in front of your competitors. DO NOT OVERLOOK THESE

Time selection

Location, Location, Location

Bing Import Adwords Monitor What Works ABT – Always Be Testing Few people use thus generally cheaper Not using allows competitors to profit and finance increased spends elsewhere

Other Search Engines Small Search Engines International Search Engines Industry-specific search engines

Social Clicks Facebook LinkedIn Twitter

Facebook PPC Select by interest, following, age and other demographics Choose where it appears – Right columns or News Feed Lower CPC than Google Lead Capture better than Direct Sales Analytics improving but NOT great

LinkedIn PPC Business Platform Drill down by Industry Advertise by Job Title Fewer Competitors

LinkedIn Ads

LinkedIn Targeting

LinkedIn text ads

LinkedIn Tips Minimum bid is $2.00 – but worth it Volume can be low so explore possibilities Offer business value – White papers and software trials are popular Images are small so make easy to see CTRs are important – drop poor ads Monitor and test constantly

Advertorials Content as advertising Make sure marked as ads Businesses more open to this

Retargeting Use incentive ads Employ external tools Don't set and forget Copy what works Adwords, Facebook and Twitter offer

Behavioral Targeting Step up from retargeting RTB Insights

How RTB Works

Behavioral Marketing Insights, Tips

Steps to Follow to Success