Michael Knight, Paid Search Specialist, shows how to narrow your B2B audience using the major paid channels: search, display, remarketing, and social in order to gain higher quality leads that help drive sales.

1. The Right Approach:
Building Great B2B Accounts
Hero Conference 2014
Michael Knight
@MichaelAKnight
Paid Search Specialist
Anvil Media, Inc.
AnvilMediaInc.com

2. B2B Account Strategies Agenda
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- Search Campaigns
- Display
- B2B Remarketing
- B2B Social
- Resources

3. Search Campaigns
The Targeted Approach
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4. Search Structure
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Account:
Inverters4Business
Campaign:
Inverters
Ad Group:
Power inverters>Broad
Ad Group:
PV Inverters>Broad
Ad Group:
Power Inverter>Exact
Ad Group:
PV Inverters>Exact
Campaign:
Inverter Models
Ad Group:
PV-2500> Broad
Ad Group:
PV-2500>Exact
Campaign:
Brand
Ad Group:
Inverters4Business>Broad
Ad Group:
Inverters4Businesss>Exact
Structuring
1. Break out into products/services themes
2. Broad & exact ad groups Separated for control

5. Keyword Strategy
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Keywords
1. Use Modified Broad for testing
2. Use Exact Terms as Lead Drivers
3. Incorporate All Exact Terms as
negatives in Broad groups

6. Ad Group and Keyword Themes
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Themes
1. Be Specific to your audience
2. Include specific models and products
3. Keep ad groups small and targeted

7. B2B Display Campaigns
Targeting The Right Audience
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8. Display Strategies
Use a layered approach to nationwide display advertising. Show ads to relevant
users, and then becoming increasingly more targeted with advanced techniques to drive
them towards a conversion.
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Retargeting
Behavioral Targeting
Site & Contextual Targeting
Powerful technique to
drive conversions
Contextual targeting on thousands
of sites & categories (geo-targeted)
Unlimited possibilities with behavioral
and psychographic data

9. Target Strategies
Topics/Interest Targeting:
- Will only target display website visitors who are on
specific topic or interest targeted websites
- By only using 2 targeting options it helps limit the
overall reach
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10. Contextual Targeting
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Contextual Targeting
1. Place ads on topically relevant sites
2. Use Topics/Sites Targeting B2B
Ex: CEOs, CFOs, business types, job types…

11. Display Conversion Tracking
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View Through Conversions
1. Re-engage users who research before converting
2. Use view-through conversions for ad attribution
3. Short 1 week view-through window

12. Remarketing Campaigns
Re-engaging the Researcher
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13. Site Remarketing
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Visitor came to
relevant page
but did not
convert
Visitors are
shown custom
ads directing
them back to
the site
We Create Digital Strategies to Fit Your Goals.
Learn More About How Anvil Can Help Your Business!
AnvilMediaInc.com
Use Remarketing tags to segment visitors and use customized messaging based
on pages viewed.
Example: a visitor landing on the About page of the site should receive a different value proposition
than a visitor who lands on a page about company culture.

14. RLSA
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RLSA
1. Target visitors who are still searching for your products with search ads
2. Allows bid adjustments based on on-site activities
3. Send relevant ad text based on user behavior

15. Social Campaigns
Decision Makers at Home
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16. Social Advertising
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Specific Demographics
1. Target influencers at top companies in the world
2. Ability to reach professionals across all verticals
3. Target by specific title and seniority
4. Target all members of a group

17. Social Advertising
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Other Targeting
1. Company Size
2. Industry
3. Including/excluding company employees

18. Resources
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Paid Search Campaign Strategy
http://www.anvilmediainc.com/2014/04/02/paid-search-
campaign-strategy/
Improving AdWords ROI in 7 Steps
http://www.anvilmediainc.com/2014/01/16/improving-
adwords-roi-with-search-terms-report/
Anvil Media Digital Marketing Resources
http://www.anvilmediainc.com/about/digital-marketing-
resources/

19. Questions?
@Michael A Knight
Paid Search Specialist
@AnvilMedia
michael@anvilmediacom