Hi there,

I've newly been hired on to a company to run their paid search I was wondering if anyone has any advice on creating a PPC campaign for B2B sales. What are the different considerations?

Thanks!

Oh wow, there's so much. Your first step is going to be advanced keyword research. I assume you'll be using AdWords. If you haven't already, read through all the lessons in the AdWords Learning Center.

Make sure you have a way to track *qualified* leads by keyword. If you track only recorded conversions (based on users filling out your lead form), you may have false-positive indicators that certain keywords perform well for you, when in fact they do not lead to truly qualified leads and closed business.

I have found b2b to be a very difficult market when leads aren't attributed correctly. For many of the b2b clients I work with, their conversion happens offline. There are options like click-to-call which can work for some companies, but for many of my clients c2c services have been problematic from a user experience standpoint.

Assess the cost of a lead from all lead sources (online, offline, print, brokers etc.) Factor in all the variables such as commissions and postage and figure out what each lead from a given source returns. It all comes back to your return on investment. If you can drive qualified leads that return at a rate which is as profitable or more so than your other lead sources, then it will give you direction on budget allocation and what you can spend to generate those leads. Paid search is always an organic process though. Hopefully your rate of return will improve, your cPc will go down, your quality scores will go up, and eventually your site will drive the traffic you are targeting from organic search positioning.

You make sure that, u have hired rite person r not. my user name itself is my site u can visit and u can get more information on ppc

seowebsitetraffic:

I suspect you are using this forum for self-promotion.

That's very bad manners, you know?