Paid Search

Using Paid Search in a B2B Cost Per Lead Strategy

Digital is key to any marketing strategy; the B2B industry is no exception. Google’s latest research states that on average “B2B customers now go 57% of the way towards a purchase without calling a vendor” and that IT decision makers only consume specific content that is relevant to them during the research phase. This means that B2B advertisers must connect with the consumer from the beginning to the end of the purchase journey. This highlights how important it is for a brand to be present on Google’s search engine results pages (SERPs) as most research begins online.  

B2B clients are predominantly lead-focused; they tend to rely on reputable publishers targeting a specific audience and as such can deliver effective leads. By defining an ideal specification (job title, number of employees etc.), key assets can be pushed resulting in qualified leads. 

Advertisers should see Paid Search as a vital part of their online strategy – this channel captures people’s attention when they are researching at their own leisure – especially those on mobile devices. 

How can we measure the effectiveness of a B2B campaign in AdWords? What is the benchmark? How can we ensure our campaign is efficient and attracting quality leads? 

Firstly, I would recommend giving up direct comparisons with any pure lead gen program; it’s not an apple to apple comparison. Both campaigns have their own goals and as such, each has its own merits.

Secondly, study the KPIs from each and every angle and look at two other metrics:

  • Total qualified leads / total leads brought 
    This will give you a percentage of success and an improved KPI target for future campaigns. The higher the ratio, the more accurate the relevance.
  • Share of voice
    As you optimise your Paid Search campaign, you’ll learn more about which keywords attract quality audiences and lead to conversions. Using this knowledge to reallocate budgets into high performing areas will ultimately increase your share of voice. 

I believe that by applying these two KPIs to a B2B campaign, a good estimation of success can be achieved. 

If you’d like more tips on how to get the most out of your digital B2B strategy, get in touch and one of our experts will get back to you.

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