Margot da Cunha | @ChappyMargot

Content Marketing Specialist | WordStream Inc.

B2B for PPC: 3 PPC Strategies to Gain Leads that Convert

Meet Margot

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• I’m a PPC Expert at WordStream

• My backgrounds is in PPC, social media, & vertical content

• Fun fact: I ran the Boston Marathon last year (that’s me after sitting on a duck).

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Who is @drunkppcgirl?

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THE B2B CHALLENGE

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THE B2B CHALLENGE

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• Longer sales cycles • High competition • Financial commitment • Niche offerings • No market • Low Search Volume

3 Tips to STOP WASTING MONEY on Awful Leads

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Tip #1: Find Leads Via Facebook Targeting

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#HeroConf @ChappyMargot

In B2B, Target People NOT keywords

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Better for B2C Better for B2B

Facebook Ads

Paid Search

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Facebook Make’s

Targeting Your Niche SO EASY!

GREAT NEWS…

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#HeroConf @ChappyMargot

You Probably Already Have Your

Best Leads

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Custom Audiences

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Take Custom Audiences to the Next Level with…

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Lookalike Audiences

Job Title

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B2B/Purchasing Behavior

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Layer Facebook’s Targeting Options to Find

QUALITY Leads

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• 30 – 65 year old males

• College degrees• Income between

150-250K• Interested in

Business• Corp. Execs

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Tip #2: Give Your Paid Search Strategy a Face-Lift

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Better for B2C Better for B2B

Facebook Ads

Paid Search

But, there’s one BIG problem…

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Paid search for B2B marketers isn’t easy!

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Make your life easier by only bidding on

what works…

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3 Categories to Focus On

• Brand Terms• Competitor Terms• Money Keywords $$$

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Spend less time on…

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• Educational Keywords• Low Search Volume Keywords• Keywords with Awful CTR’s & Quality Scores

And PLEASE, take the weekends off…

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B2B performs best Monday - Friday

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With significantly lower CPA’s during business hours

Tip #3: Convert Leads with Remarketing

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B2B Myth: These Facebook & Google

Clicks Will Convert to Customers

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For B2B Software companies, 55% of PPC conversions take more than 1 day. 33% taking more than one week via @WordStream

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Sooo, how do you convert Facebook & Google Leads?

The answer is simple…STALK THEM with REMARKETING

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#HeroConf @ChappyMargot

Facebook Ads

B2B Customers

REMARKETING

Paid Search

Facebook Ads

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Users are 76% more likely to click on a remarketing ad!

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Follow All Visitors To Make Your Brand Unforgettable

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Make Your Remarketing Ads

Remarkable through Relevancy!

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Target by User Behavior to Show Ads Specific to

Your Leads Interests

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With B2B Remarketing, Be as Creepy as Possible

More than 2x more likely to convert after

seeing your ad 6 times!

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#HeroConf @ChappyMargot

Set Your Membership Duration to 3x Your Average

Sales Cycle

Daily Impression Cap

Average # of Impressions

Delivered

2 1.213 1.544 1.755 1.87

6 2.077 2.128 2.14

Unlimited 3.71

Ads are almost never

served to their full

impression cap!

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Set Your Impression Cap to Unlimited

Let’s Recap

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Paid Search

Remarketing

Facebook Ads

How to Make PPC Easy:Scale Your Agency & Do Your Job Faster with WordStream

App Theater Demo

2:30pm at the App Theater Drawing for iPad mini Meet WordStream Founder Larry Kim

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Who is @drunkppcgirl?

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@erinsagin

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Q&A