Whether you're just getting started with search engine marketing (SEM) or an experienced pro, this updated version of the AdWords guide covers everything data-driven B2B marketers need to know about using AdWords to generate more leads, more pipeline, and more importantly, more revenue.
1. Researching Great Keywords
2. Creating Relevant Campaigns
3. Bidding Appropriately
4. Using Ad Extensions
5. Converting Traffic Into Customers
6. Connecting AdWords Data To Revenue In Salesforce
7. And so much more!
Table Of Contents
Pg 3 - 1. Understanding The Basics
Pg 5 - 2. Creating A Great Keyword Strategy
Pg 8 - 3. Creating Relevant Campaigns
Pg 9 - 4. Using Retargeting And Customer Match
Pg 11 - 5. Bidding Appropriately
Pg 13 - 6. Using Site Management For Display
Pg 13 - 7. Using Ad Extensions
Pg 16 - 8. Creating Effective Landing Pages
Pg 18 - 9. Connecting Marketing Data To Revenue In Your CRM
Pg 19 - 10. Optimizing Based On ROI
First 3 Pages
THE GUIDE TO...
Optimizing campaigns based on ROI allows B2B marketers to make decisions based on what drives revenue, rather than what drives leads. This guide is for B2B companies investing in PPC who want to optimize campaigns based on lead-to-revenue tracking information.
Getting end-to-end lead tracking information has been difficult for B2B
marketers due to long sales cycles, lack of integration between Google AdWords and CRM’s like Salesforce, and multiple decision makers in deals.
This guide provides an overview for setting up an AdWords campaign and
tracking ROI data inside Salesforce.
1. Understanding The Basics
2. Creating A Great Keyword Strategy
3. Creating Relevant Campaigns
4. Using Retargeting And Customer Match
5. Bidding Appropriately
6. Using Site Management For Display
7. Using Ad Extensions
8. Creating Effective Landing Pages
9. Connecting Marketing Data To Revenue In Your CRM
10. Optimizing Based On ROI
1 Understanding The Basics
Search engine marketing (SEM) engages consumers when they search for
content on search engines. The most predominant SEM platform is Google
AdWords. In addition to ads in search results, Google AdWords delivers ads on Google Display Network websites and Gmail.
When it comes to Google search results, the delivery of ads is based on an
algorithm that looks at over 200 signals. The most important for marketers are the search query, your bid, the quality score of your ad, and
click-through rate (CTR). Key here is the quality score, which is determined by the relevance of the ad copy and landing page.
In addition to showing up visually similar to a search result, Google has and continues to introduce ad extensions, which we’ll cover in depth later in the ebook.
Google’s Display Network allows marketers to place text, image, interactive, or video ads on partner websites. It is the largest display network in the world. Rather than targeting by specific websites, marketers can target their ads with keywords, affinity audiences, demographics, and topics.