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Five questions for B2B paid-search marketers

Search marketing for the B2B sector comes with its own particular challenges. For anyone looking to get on with their first search campaign or want to improve their current process, here are five questions you should be able to answer to get off to a good start.

Increase search marketing ROI with retargeting

While it’s definitely not search, if there is one display technique that search marketers need to start using it’s retargeting. And with Google’s new remarketing feature it’s easier than ever to set up campaigns that will help improve overall search campaign ROI.

Google is far from being the first to launch a retargeting feature, but it’s the first service that is easily available for search marketers and doesn’t require any additional tagging if you are already running a search campaign with conversion tracking in place. If not, it’s easy to create a specific remarketing tag and implement on the desired web pages.

Optimising PPC for long-tail keywords

A common problem for running search campaigns in niche industries is the typical low volumes of data to optimise against.

However, it’s not just restricted to areas such as B2B, but also applies to long-tail campaigns where some keywords might only get triggered a few times a day.

Display advertising tips for search marketers

Display advertising has been getting quite a bit of attention in the
search industry lately. With the introduction of Google re-targeting
functionality on the content network, there is yet another compelling
reason for search marketers to take a closer look at the world of
display to enhance their search efforts.

Here are a few questions to
ask yourself before going live with your first display campaign:

PPC health-check through long-tail analysis

We have all heard about the long-tail of search marketing. And odds are that even if you have not intentionally implemented such a strategy, you are to some extent utilising broad or phrase match keywords, thus capturing a long tail of varyingly relevant searches.

Long-tail keywords are phrases that are not often searched for individually, but in aggregate can create a sizeable opportunity. And with increased user sophistication and complexity of queries, the opportunity grows larger.