How to Lose Your B2B PPC Account - PPCKirk Hero Conference London

Kirk Williams | @PPCKirkOwner & Minion | ZATO

How to Lose Your B2B PPC Account

MINNEAPOLIS, MN > WISCONSIN > LOUISVILLE, KY > MONTANA(Montana, also known as the business center of corporate America)

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Walking across Montana diagonally = 795 mi (1,279 km)

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Walking from London to Liezen, Austria = 790 mi (1,271 km)

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PPCKirk(follow me for #B2BPPC tips to RT during the presentation)

Tuesdays, 5PM in the UK

Twitter = Flippin’ Awesome

Integrated Marketing SAAS

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Fortune 5oo Companies

Heavy EquipmentManufacturer

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Potential Dealers

What do all B2B Businesses Have in Common?

Small E-commerce B2B Parts Supplier

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SMB Owners

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Integrated Marketing SAAS

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Fortune 5oo Companies

Heavy EquipmentManufacturer

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Potential Dealers

What do all B2B Businesses Have in Common?

Small E-commerce B2B Parts Supplier

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SMB Owners

THEY ARE ALL STILL ADVERTISING TO PEOPLE.

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We’ll lose our #B2BPPC accounts if we forget there is a real, living human being on the other

side of that ad. #HeroConf“ ”

RT @PPCKirk

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Bryan Kramer

There is no more B2B or B2C: It’s Human to Human, #H2H.

B2B PPCone key way we endanger our B2BPPC Accounts…

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Objection: But What About Multiple Decision Makers?“the decision making group” now involves at least five people in the typical B2B purchase.*

*Scott Gillum, President of Gyro Advertising writing about the book: The Challenge Customer

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win the moment!

Objection: But What About Multiple Decision Makers?“the decision making group” now involves at least five people in the typical B2B purchase.*

*Scott Gillum, President of Gyro Advertising writing about the book: The Challenge Customer

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My Goal:

to brainstorm ideas that will make our AdWords/Bing Ads accounts more people-centric.

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My Goal:

to brainstorm ideasthat will make our AdWords/Bing Ads accounts more people-centric.

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My Goal:

to brainstorm ideas that will make our AdWords/Bing Adsaccounts more people-centric.

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Adwords is Not Dead in B2B PPC

Facebook AdsTwitter Ads

Email MarketingMobile App Networks

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Don’t get so distracted by new things in #B2BPPC that you stop learning @adwords. Ads, KWs, &

Landing Pages are still relevant. #HeroConf“ ”

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3 Key Areas of B2B PPCwe must remember we are advertising to people in these key areas.

What are b2b people interested in?

Keywords

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3 Key Areas of B2B PPCwe must remember we are advertising to people in these key areas.

What are b2b people interested in?

Keywords

How can we build truly greatb2b landing pages with the

person in mind

Landing Pages

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3 Key Areas of B2B PPCwe must remember we are advertising to people in these key areas.

How can we get the right message to the right person at the right time?

RemarketingWhat are b2b people interested in?

Keywords

How can we build truly greatb2b landing pages with the

person in mind

Landing Pages

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b2b keywordswhat are people interested in?

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The reason keywords are still relevant in

#B2BPPC is because they reveal intent.

#HeroConf

“”

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3 Ideas for improving our B2B keyword targeting. Idea #1: Think like

your customer

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3 Ideas for improving our B2B keyword targeting. Idea #1: Think like

your customer

ask: “what does my customer call my product/service?”

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Think Like Your Customersa story..

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In #B2BPPC, the “right” name for your product/service is what your converting customer calls it. #HeroConf“ ”

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How Do We Learn What Our Customers Are (actually) Searching For

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Search Query Report

Competition

Customer Surveys/Forms

Forums / Review Sites

How Do We Learn What Our Customers Are (actually) Searching For

think outside the box

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Idea #2: Use SQR to Seek Out Keyword Modifiers or Variations.

How can we improve our B2B keyword targeting?

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Find the ModifiersGo past the 20,000 phrases

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Find the ModifiersGo past the 20,000 phrases

problems@PPCKirk

Identify & Filter the KW Modifier in the Query

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Take Action On Keyword Modifiersdon’t just sit there, do something

Take Action!

Pull Out Modifier Into Ad Group

Use Traffic Sculpting

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What is Traffic Sculpting?PPCHero Post: Negative Keywords: Stop (Only) Excluding, Start Directing

image source: http://media.npr.org/assets/img/2012/12/23/tony_lepore_wide-c0e7dcd63969bb82b4c7ed82338336523b429fae-s900-c85.jpg

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Generic Queries

Show the Right Ad to the Right Person

[windows 10][best operating system for small business]

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Generic Queries

Modifier Queries (e.g., “problems”)

Show the Right Ad to the Right Person

[windows 10][best operating system for small business]

[windows 10 problems][how to fix windows 10 problems]

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Generic Queries

Modifier Queries (e.g., “problems”)

Show the Right Ad to the Right Person

[windows 10][best operating system for small business]

[windows 10 problems][how to fix windows 10 problems]

@PPCKirk

Take Action On Keyword Modifiersdon’t just sit there, do something

Take Action!

Pull Out Modifier Into Ad Group

Traffic Sculpting

Create “problem” focused ads and/or landing pages!

Win Back the Conversation

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Brainlabs Query Script on SELandwhy do it manually when you can do it auto-magically?

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How can we make our B2B Keyword Targeting people-centric?Idea #3: Make Negative Keywords Lists Your New Favorite.

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• 200+ Negative Keywords to Exclude for B2B – KO Marketing• 400+ Negative Keywords to Exclude for PPC – Engine Ready

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Section 1 Summary: B2B Keywordsexploit the person-revealing intent found in keywords

Think Like Your Customer

Find Modifiers in SQR Use Negative Lists

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b2b landing pageshow can we build truly great b2b

landing pages with people in mind?

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Melissa Mackey: #ppcmosesB2B Superstar @mel66

@mel66http://gyro.com

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Melissa Mackey: #ppcmosesB2B Superstar @mel66

“B2B landing pages may be the most neglected aspect of B2B PPC.”

@mel66http://gyro.com

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B2B Landing Pages like this still exist (9/21/15)

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B2B Landing Pages like this still exist (9/21/15)

I feel like her.

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We build bad #B2BPPC landing pages when we simply perpetuate bad templates, bad ideas, & bad

practices. #HeroConf“ ”

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Why is this so hard?

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Don’t let your addictions kill you (or your account).———————

3 Ideas to Break our Addictionto Bad B2B Landing Page Practices

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don’t ask for marriage on your first date.

Idea #1: Stop collecting unnecessary informationSHORTEN YOUR FORMS

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Or

WHHHHYYYYY do we need 27 form fields??you’re a person, which would YOU rather fill out…

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Identify your form threshold

“Landing Page form threshold is the minimum agreed upon set of information requirements that still produce an acceptable conversion rate.”

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Break the #B2BPPC mold and stop collecting personal information you don’t need to collect.

Shorten Your Forms! #HeroConf“ ”

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Join me in form-shortening

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Idea #2: Kill the Whitepaper.The whitepaper is dead. Give it a proper burial and move on.

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Idea #2: Kill the Whitepaper.The whitepaper is dead. Give it a proper burial and move on.

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The generic informational whitepaper needs to die in #B2BPPC. Instead offer something your visitor will

find *personally* valuable. #HeroConf

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Join me in killing the whitepaper

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Free Trial Free Account Analysis

Club Pricing (Ecom)

6 ideas for shifting our thinking from “generic” offering, to “personally valuable” offering.

Free Conf Videos

Free Product Samples

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Free Consultation

Idea #3: Ditch the Landing Page

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Give Call-Only Campaigns a Tryor don’t, I could care less. ¯\_(ツ)_/¯

There is disagreement on their success!

but be warned…

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Give Call-Only Campaigns a Tryor don’t, I could care less. ¯\_(ツ)_/¯

Experiment for yourself with Call-Only Campaigns! OR, begin by trying Call-Only Ads in existing ad groups.

There is disagreement on their success!

but be warned…

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Section 2 Summary: B2B Landing Pagesbreak your addiction to bad b2b landing page practices.

Shorten Your Forms Offer Something Personally Valuable

Try Collecting Only Calls

CALLUS

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b2b remarketinghow can we get the right message to

the right person at the right time?

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B2B – LOOOOOONNGER Sales Cycle

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4 Ideas for Making AdWords Remarketing Work for B2B

B2B – LOOOOOONNGER Sales Cycle

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Search – Up to 180 Days Display – Up to 540 DaysIdea #1: Set Membership Duration to Mimic Your Sales Cycle

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360 days

60 days

180 days

90 days

30 days

Search – Up to 180 Days Display – Up to 540 DaysIdea #1: Set Membership Duration to Mimic Your Sales Cycle

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do you really want to be this kid??———————

treat your converted visitors like people… GIVE THEM SOME ROOM

Idea #2: Exclude Conversions From Remarketing Campaigns

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do you really want to be this kid??———————

“go away… and never, come back!”———————

treat your converted visitors like people… GIVE THEM SOME ROOM

Idea #2: Exclude Conversions From Remarketing Campaigns

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Industrial 3D PrintersLEAD GEN

GOAL: Sell 3D Printers to Companies

MICRO: Track Spec Sheet Downloads

REMARKET to Spec Sheet List.

CSE Feed ProgramLEAD GENWE 3D WE CSE

GOAL: Get Monthly Subscribers for Feed Management

MICRO: Track Free Demo Users

REMARKET to Free Demo List.

Auto Tool StoreECOMMERCE

GOAL: Sell Tools to Mechanics

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Idea #3: Identify Micro-Converting Visitors & Remarket To Them

E-commerce micro-conversion remarketing lists…

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There’s… too many of them!

Cart/Checkout Abandonment

Product Tab Info Clicks

Converted Customers

Email Lists(!) Product Video Views

Create Google Analytics events for key product interactions and get to work building lists!

%

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Idea #4: Use Remarketing for Search Listswhat’s happier than Search or Remarketing??? Search AND Remarketing.

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Bid on those top CPC terms you couldn’t afford previously!

“In RLSA, your list IS your filter!”Susan Wenograd

GO CRAZY WITHBROAD MATCH

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2 Tricks for B2B RLSA

Bid on those top CPC terms you couldn’t afford previously!

EXPERIMENT:STEP 1: Duplicate Search

Campaigns as RLSA campaigns.

STEP 2: Exclude RLSA list to Search Campaigns to keep

returning/new traffic separate.

“In RLSA, your list IS your filter!”

EXCLUDE RETURNINGLISTS FROM SEARCH

Susan Wenograd

GO CRAZY WITHBROAD MATCH

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2 Tricks for B2B RLSA

Section 3 Summary: B2B Remarketingget to the right person with the right message at the right time.

Membership Duration Exclude Converting Visits

Remarket to Micro-Converters

WE 3D

WE CSE

Use RLSA

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RemarketingKeywords

LandingPages

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So after all that… how can we keep our B2B Accounts?by remembering to focus on people, specifically in these 3 areas:

Questions? Ideas? Insults?

THANK YOU!!!

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Article Repository: bit.ly/b2b-ppc