Most B2B search marketers spend the majority of their time analyzing conversion data within their PPC campaigns. They are constantly changing bids and budgets to be sure that their top converting key terms have the proper funding.

While this approach is logical and typical… it may not be the most effective. Savvy B2B marketers look outside the “conversion box”, understand their prospects’ search process, and optimize campaigns based on ROI (not just immediate conversions). Explore more PPC management options.

Google Search Funnels
Looking into the Reporting and Tools section of Google’s AdWords you will find conversion information such as Search Funnels.
Basically, these search funnels will give you a look at searcher behavior over time. You will be able to see key terms, ad groups, and campaigns that help generate conversions.
If you use this information properly, you will be able to better control your budgets and bids, improve your ROI, and get a leg up on the competition.

Comprehending Searcher Behavior
Understanding how prospects and customers search is critical to B2B marketers, especially those selling high-consideration, complex products and services. Business buyers engage in a research, comparison and buying process.

Search engines, the Internet and your business’s website are crucial for a long term, multi-channel sales strategy. To really understand customer behavior through the whole buying process, B2B firms should be utilizing search funnels.

B2B marketers who are new to search funnels should start by looking at these 3 reports:

1.Path Length
2.Time Lag
3.Assisted Conversions

How Many Clicks Are Required?
Begin by understanding the average path length. How many times will a prospective customer click before they convert?
Searchers who are early in their buying process may not be ready to register for a white paper the first time they click on one of your PPC ads.

For instance, you might see that your average prospect will click on 4 ads prior to “converting” and completing a form on your website.

How Much Time Does It Take?
Next, you will want to review the Time Lag Report. This report can show you about how long it takes for prospects to convert.

Quite a few consumer-focused campaigns call for inexpensive, impulsive purchase decisions. For these types of campaigns, paths are short and time-to-conversion is quick.

On the other hand, for complex, high consideration decisions, conversions commonly involve many impressions and clicks and could take weeks or months to finalize the decision. Get more information on PPC services.

What Is the Usual Search Process?
Third, review the Assisted Conversions Report. This analysis will show you what prospects search for before they convert.

In the case where there are a bunch of impressions and clicks before users complete the desired action, you should dig in and find out what prospects are doing prior to conversion and adjust bids to favor high converting keywords.

Review The Analysis At Least Once Each Month
At this time, assist data is not included in the AdWords interface at the keyword level. B2B marketers must be one step ahead by using Search Funnels, reviewing that data, and determining what they should do with campaigns based on the analysis.

You may not have the time to review these reports daily or weekly, but reviewing them at least once per month should give you some real insight into how your customers behave and how you should adjust your campaign.

Don’t Under-fund Enabling Keywords
Specifically, look for keywords that assist conversions, but do not necessarily convert themselves. Without the benefit of the search funnel reports… you are likely under-funding these critical keywords (and your competitors are too).

Concentrating on keywords that assist in the conversion as well as the top converting keywords should give you a leg up on the competition and create a strategic advantage.

In many industries, these less obvious words are much less expensive than the well known top converting words. Explore more PPC management options.

Look At The Big Picture
Virtually all B2B marketers will concentrate on conversion info provided in their PPC accounts. Nowadays, this is a benchmark, necessary PPC optimization effort.

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