Managing paid search campaigns in a B2B world is different to B2C. Here's the inside scope from the B2B PPC marketers at Banner Corporation.

1. Search in a B2B World

2. The B2b difference Setting the scene

3. Passionate vs keeping the job “This $2 million CRM system looks very solid, with great support service and 3rd party development adoption” “The new iPad is so sleek and shiny, I must have it!” At the office At home

4. Remember the technology adoption curve? Image CC: http://en.wikipedia.org/wiki/Technology_adoption_lifecycle

5. Are we talking Brand or Demand? “I want Brand Awareness! ...but we need to also hit our sales numbers!” “I want Sales! ...but we also need to increase brand awareness!”

7. Impression Share

8. Impressions

9. Clicks

11. Marketing Leads

12. Sales Leads

14. You’re not the Keyword Expert

15. Getting into the mindset of the audience “reduce company carbon footprint” “hd video conference system” CTO CEO

16. Keyword Conflicts Expect cross-over between divisions and product lines Be strategic - Balance objectives and keyword performance Be tactical - Adjust budgets and scheduling to maximise opportunity CAD for Architects CAD forCivil Engineering

17. Small sample sizes Statistics that matter

18. Blue Widgets Size 3 www.store.comIn Stock and only £29 . Order now for overnight delivery! RELEVANCE and CTR achieved ! 12

19. 13 Adgroup Creative [keyword]

20. Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] Adgroup Creative [keyword] 14

21. 5 10 8 12 2 8 20 5000 30 27 191 50 18 2 610 12 5 150 10 102 189 15 13 2 18 198 265 42 34 12 15

22. 5 10 8 12 2 8 20 5000 30 27 191 50 18 2 610 12 5 150 10 102 189 15 13 2 18 198 265 42 34 12 16

23. Split Testing for CTR and CR Days required if we need at least 100 clicks or 20 sales to pick a winner 17

24. Structure Campaignfor Efficient Split-testing Size of circle: Number of keywords in ad group Number s: Ad group impressions 5000 5000 5000 5000 Long Tail Keywords 5000 5000 5000 5000 18

25. Wise use of Dynamic Keyword Insertion Relevance is Evaluated in Real-time – what the user sees – inserted search phrase counts as much towards Quality Score (relevance factor) as a hard coded keyword {KeyWord: Blue Widgets Size 3} www.store.comIn Stock and only £29. Order now for overnight delivery! Blue Widgets Size 3 www.store.comIn Stock and only £29. Order now for overnight delivery! 19

26. Be aware of: Still require strict structure to optimise deep links Disqualify by misspellings, incorrect grammar or punctuation Generally dodgy results *PPC ads sourced by yourppcsucks.com 20

27. The buying cycle Call to action and gated content

28. Have the Right Bait Understand where the audience are in the buying cycle 3rd party articles Case Studies AIDA White papers Tech solution sheets

29. ...and Ask the Right Questions Awareness Lead Generation Download Whitepaper

30. SEM in a box Driving demand through the channel

32. Review

33. Optimisation

34. Reporting

36. B2b gets personal Mobile and Social

37. Are you where your customers are? “30% of SMB and Enterprise employees expected to use a smartphone by 2013” - Forrester 2009

38. “The average search query length on a smart phone is about three keywords, same as for a desktop computer”- Google (2.9) and Bing (2.7)(IAB UK Mobile Seminar, 2010) “Approximately 30% of mobile searches have a location intent”(Michael Schipper, Google, 2010)

39. Where do you start? Use analytics to check what percentage of traffic already mobile Pages should be “on rails” Mobile/3G friendly assets Simplified lead forms and call-tracking Separate desktop and mobile campaigns

40. LinkedIn Direct Ads 334,000 people in Norway 100,000 working in 500+ companies 10,500 C-level figures Target by Company size Job function Industry Seniority ...and of course Geography, Gender and Age Increase reach through the Linkedin Audience Network CPC typically starts around 25-30 kr Can only selectfourtargeting options at once

43. Want more B2B Marketing Insights?Visit B1.com