SMX Advanced 2016: My Presentation

Yesterday, I presented at SMX Advanced on Conversion Rates and the Laws of Diminishing Astonishment. It was a great panel, and I’m excited to share my deck with my readers. Enjoy!

Related Posts:

5 Challenges for PPC Lead Generation In 2016

In 2015, I wrote a post detailing 5 challenges for PPC lead generation. Lead generation in PPC, especially in Google, continues to be a struggle for many B2B advertisers. Here’s why the reasons outlined in my 2015 post are still true this year.

Nothing is sold.

Google loves to talk about all the great ways to sell products via AdWords. You can set up a shopping feed, which has been enhanced recently; you can use mobile ads to direct shoppers to your local store, and you can even track store visits to measure foot traffic from PPC ads.

All of this is great for ecommerce advertisers – and useless for most B2B advertisers who use PPC. Lead generation advertisers don’t sell products through a shopping cart or a brick-and-mortar storefront. These advertisers are national or even international companies who, at best, have a local sales force that calls on businesses. No one is going to buy a $1,000,000 enterprise software package through an online shopping cart with a credit card. So none of these lovely features apply to B2B.

Lead generation advertisers can’t use Shopping feeds.

As mentioned above, Shopping is a non-event for B2B. And in February, Google removed all the ads in the right rail, relegating them to the top and bottom of the SERPs. The only thing that appears in the right rail now is shopping ads. Lead generation advertisers can’t use shopping. So we’re locked out of that prime real estate.

Landing pages can be a challenge.

Yes, even in the 2016 world of PPC, lead generation landing pages can be a challenge. Testing landing pages is an even bigger challenge.

Lately, Google has been pushing dynamic features like dynamic search ads and dynamic sitelinks. These features are a big timesaver for ecommerce advertisers who are selling hundreds of products – I wish we’d had them when I was doing in-house ecommerce PPC!

But for lead generation advertisers, dynamic ads and extensions are a nightmare. Frequently, we have a few specific pages we want to send search visitors to, and they’re often built on a CMS like Marketo or Eloqua. The main client site usually isn’t optimized for lead gen, so we don’t want to send people there. We don’t want Google crawling the site and creating dynamic stuff out of it. So we don’t use dynamic search ads, and we opt out of dynamic sitelinks.

Only initial responses are visible in the PPC accounts.

This is generally still true and is still a problem. It’s very difficult to mash together CRM data and initial conversion data and optimize based on it. Even phone call conversion data, if you’re using 3rd party call tracking, is hard to match up with PPC data, unless you’re using a bid management platform like Acquisio.

That said, there are a few companies out there who’ve created CRM integration with AdWords. And AdWords just launched a Salesforce import of AdWords data – one of the first innovations strictly for PPC lead generation that I can remember.

PPC tools and features are often at odds with lead generation.

A while ago, I wrote a post titled 3 Signs That Google Hates B2B Advertisers. It’s still true, and Julie Friedman Bacchini did a good job of outlining how Google ignored B2B in their recent set of announcements.

I’m thrilled with the fact that we will be able to bid separately for tablets again. Tablets perform universally badly for lead generation. And expanded text ads will be a boon to lead generation advertisers. Just this week, I struggled with describing B2B services, many of which use long words, in only 70 characters.

All that said, I’m particularly frustrated by the focus on local and mobile. I get that mobile is huge and can’t be ignored. Even our B2B clients see a lot of mobile traffic. But voice search continues to pose problems. And none of our clients have physical locations that customers can visit. People aren’t searching for “enterprise software sellers near me.” All the focus on “near me” is, frankly, annoying.

I still hold out hope that Google will finally show some love to PPC lead generation advertisers. But I’m not holding my breath.

What do you think? Will Google ever consider lead gen? Or will they continue to focus on pizza parlors? Share in the comments!

Related Posts:

Voice Search and PPC Relevance: A Match Made in Hell

Voice search has come on strong in the past year or so. Bing Ads has been ahead of the pack on voice search, predicting a year ago that it would be big. Purna Virji of Bing Ads talked a lot about voice search in her recent Reddit AMA, as well.

I’ve definitely noticed more obvious voice queries in our clients’ search query reports lately. The much-ballyhooed “near me” searches are showing up in droves in several client accounts. We’re also seeing really long search queries, with 15-20 words not uncommon. Queries that start with “give me the number for” or “can I get the name of” or “what’s the company on First and Main” are prevalent, as well.

Voice search is obviously cool and efficient for the user. It’s so easy to say “OK Google” and start asking a question in natural language. Cars nowadays are equipped with Bluetooth connectivity to mobile phones, giving drivers the opportunity to perform voice searches without taking their eyes off the road. My teenagers almost never type a search query into their phones – they either use OK Google or Siri. It’s the stuff of Star Trek: “Computer! Identify that flying object!”

As search marketers, though, voice search is wreaking a bit of havoc. The search engines, despite their outward support of voice search, seem to have trouble handling lengthy voice queries. Our clients’ ads have shown on some highly irrelevant queries that are obviously voice searches.

The challenge is multiplied if you’re using call-only ads. Call-only ads are great in that they display a nice big “Call” button:

Call Extensions Mobile

But when call-only ads show on irrelevant voice searches, they tend to generate unqualified phone calls – wasting client call center resources on top of wasted click costs.

Another issue is that the engine’s negative keyword functionality hasn’t kept up with voice search. Negative keywords don’t work when the negative term appears more than 10 words into a search query. So if you have “free” as a negative keyword, and someone voice-searches “what’s the name of the company on fifth and main that offers free haircuts to kids,” your ad will still show – even if you’re not offering free haircuts. This is becoming a bigger and bigger problem for our clients.

Another huge issue is close variants. Close variants have always been a problem, but with voice search, we’re seeing even bigger challenges.

Take the example of “company” vs. “companies.” In theory, search queries with either word should perform the same. A search for “business phone company” should perform the same as “business phone companies.”

The problem is, with voice search, the two are very different. Let’s look at an example.

Consider these two queries:

what’s the name of the business phone company on 5th avenue
business phone companies that can help my small business

The first query is clearly someone who is looking for a specific business. They just can’t remember its name. If you’re that business, you’re in luck. If you’re not, you’re going to get a lot of clicks and/or phone calls from people looking for a competitor! Not cool.

The second query is clearly from a user who is looking for a business phone company. If you’re that advertiser, this is exactly the prospect you want. It’s an obvious lead-generation question that should convert well.

And yet, if you’re bidding on “business phone companies,” your ad will serve for both queries, because of close variants.

I’ve become increasingly frustrated with this as time goes on. There’s no way to keep your ad from showing on irrelevant searches, and the irrelevant searches are becoming more frequent due to voice search – leading to worsening ROI from paid search.

We can only hope that the engines will reconsider their stand on close variants and give us the option to choose to include them once again. Otherwise, I can envision paid search quickly becoming too expensive with too low an ROI for many advertisers.

What do you think? Is voice search helping your PPC performance, or hurting it? Share in the comments!

Related Posts:

3 Ways We Failed at Digital Advertising

In many ways, advertising makes the world go round. We help businesses sell products. We make users aware of new things that they may need or want. And we try to keep it fun and relevant while we’re doing it.

The digital age has brought a revolution of sorts to the advertising world. With digital advertising, the high costs, long lead times, and lack of results that were common in traditional media became a thing of the past. Instead of local businesses cutting expensive TV spots or buying newspaper ads, they’re now using search and display to promote their products and services.

Digital is less expensive than traditional media. It offers a nimbleness and immediacy that’s unmatched in the advertising world. It’s measurable down to minute details.

And yet, we’ve found ways to fail at digital advertising.

Like anything else, there is a right way and a wrong way to advertise. Here are 3 ways we’ve failed at digital advertising.

Poor landing pages.

Landing pages aren’t advertising per se. You can have the best landing page in the world, but like the tree falling in the woods, a great landing page makes no sound if no one is there to hear (or see) it. Advertising is needed to drive visitors to your landing pages. And poor landing pages, sadly, are still common, even in 2016.

Sure, it takes more effort up front to create great landing pages. But it’s worth it in the end. You wouldn’t spend a bunch of money creating and buying TV ads, only to have people show up at your dirty, cluttered store – and you shouldn’t spend money on digital advertising until your “virtual” store is in shape.

Use landing page best practices to avoid this common digital advertising failure.

Failing to understand the mobile mindset.

There’s no doubt that mobile devices have changed our lives. What was once the stuff of Star Trek writers’ imaginations is now in the palm of each and every one of our hands. I’m sure few of us can imagine life without our mobile devices now.

Each of the past 5 years has been declared “the year of mobile,” and yet it’s taken digital advertisers far too long to catch up. I still see websites that aren’t mobile optimized, forcing PPC advertisers to shut off mobile altogether – thereby missing out on a huge chunk of potential traffic and conversions.

And the ads we’re showing on mobile are terrible. The user experience is beyond painful.

Case in point: an eConsultancy article this week that asks, Has CNN created the worst ever mobile ad experience?

It may not be the worst ever, but CNN has definitely failed at mobile digital advertising – as have a lot of other advertisers. In our greed to capture as many leads, subscriptions, and dollars as possible, we’ve forgotten that there is an actual user on the other side of the mobile phone who just wants to read your content without having to tap a tiny “X” in the top of the screen to get your crappy ads to go away.

Stop the madness.

Bombarding users with untargeted remarketing.

I still remember when I first heard about remarketing, at an SES conference about 10 years ago. I was blown away by the fact that we could actually target previous visitors of our website with specific ads that were different for each user. What a game-changer!

Remarketing has definitely changed the game for digital advertising. It’s enabled us to have the frequency advertisers enjoyed with the repetition found in traditional media like TV and radio – and the added bonus of targeting that the traditional media lack.

And yet, so many advertisers fail at remarketing by doing it wrong.

Remarketing isn’t stalking. If you’re aware that ads are following you around the web, the advertiser has failed at digital advertising.

If you’re using remarketing – and you should be – I implore you to put some effort into targeting your audiences and ads. I’m going to be speaking about remarketing at SMX Advanced in a few weeks, so if you’re coming to that great conference, I hope you’ll attend my session. Come introduce yourself!

Digital advertising is great. It’s provided me with a wonderful and fulfilling career. I hope we can stop failing at it.

What are some ways you’ve seen advertisers fail at digital advertising? Share in the comments!

Editor’s Note: eConsultancy posted a follow-up article to the CNN post on June 15, 2016. It’s an interesting read.

Related Posts:

How To Pick The Best PPC Ad

In a recent thread on Reddit, a user asked how to pick the best PPC ad from an ad copy test. The user mentioned two ads, one that had 6 conversions and another that had 4. They asked which ad they should roll out with.

If you’ve read my blog for any length of time, I hope your answer would be “none of them.” Ads with single-digit conversions usually do not have enough data to determine a true winner.

Most of the commenters pointed this out, but there were enough responses suggesting that the user guess at a winner that I decided I need to write yet another post on ad copy testing. Here’s a guide for how to pick the best PPC ad.

Ad Testing Overview

About a year ago, I wrote a comprehensive post on ad copy testing. This should be your starting point for setting up and evaluating PPC ad copy tests.

Give It Enough Time

Tempting as it may be to decide on a winning ad early on, it’s a mistake. Even very high volume accounts should accumulate at least a week’s worth of data before deciding on a winner. And definitely don’t declare a winner because one ad had 6 conversions and the other had 4. While PPC provides a lot of immediate data, ad testing is too important to let a few days determine your results.

Test Smart

There are so many things you can test in PPC: titles, descriptions, calls to action, display URLs, landing pages….. it’s tempting to test a whole bunch of them at once. Resist the temptation. Just because you can test something doesn’t mean you should.

Don’t Run Too Many Ads at Once

I see this with nearly every account we inherit: ad groups with as many as 10-12 ad variations running at the same time. Rarely does that make sense, even in large, high volume accounts. It just takes too long to determine a winner – and meanwhile, you’re spending money on losing ads. Too many ads can definitely ruin ad copy testing.

Use My Ultimate Cheat Sheet

My Ultimate Cheat Sheet on PPC Ad Copy is a handy reference when setting up PPC ad copy tests. Use it to make sure you’re setting up quality tests.

Read The AdAlysis Blog

I’ve made no secret of my love for the AdAlysis tool. It’s saved me countless hours in evaluating ad copy tests. The AdAlysis blog is a treasure trove of articles on smart ad copy testing. Give it a read and subscribe today.

What are your favorite tips for choosing winning ads? Share in the comments!

Related Posts:

10 Years of Beyond The Paid

10 years ago this month, I tried a little experiment. Blogging about search was becoming all the rage. Industry movers and shakers were all starting up their own blogs. So I decided to set one up for myself as an experiment.

Back then, there was no WordPress. There were a few paid blog platforms (Movable Type, anyone?), but really the only free game out there was Blogger. So that’s where I started.

I came up with Beyond the Paid as a play on Jim Gaffigan’s Beyond the Pale comedy album, which had just come out. He’s hilarious, by the way – go check him out if you’ve never heard his standup. Anyway, I thought it’d be a fun name for a PPC blog. Little did I know that a few years later, I’d end up creating an LLC for myself with the same name!

I took a look back over the last 10 years’ worth of posts. Here are some momentous occasions from the past 10 years in search, or at least in my life in search.


It’s amazing to think that in 2006, I’d already been doing PPC for 4 years. Looking back on my posts from that year, you’d hardly recognize we’re talking about the same job. Topics included MSN, which exists now as Bing; click fraud, which still happens, but isn’t the big to-do it was back in 2006; and Danny Sullivan leaving Search Engine Watch. How many PPC pros today even know that Danny started SEW? This was HUGE news at the time, with everyone wondering what would happen to SES and the SEW site.


The pay per click version of Adwords had been around for 5 years in 2007, and nefarious advertisers figured out that they could make a lot of money gaming the system. Garbitrage, the practice of creating crappy Adsense domains and then running Adwords to send traffic to them and make money, was rampant. I wrote about garbitrage in May of 2007. Note in that post that I also mention the beta of Google’s placement report. It’s hard to imagine search without that now, but it was new and exciting in 2007.

2007 was a momentous year for me personally, too. My twins turned 10, I won a trip to the very first SMX Advanced, and in October, I left the in-house world to work for an agency. 9 years later, I still miss my MagazineLine colleagues (many of whom are still there), but I’ve been thankful for the opportunities the agency world has given me.


The huge news of 2008 was the Microsoft-Yahoo deal. Prior to 2008, PPC pros had 3 major search engines to deal with: Google, Yahoo, and Bing. Adwords was then, as it is today, the market leader; Yahoo was second, and Microsoft was a distant third. But Yahoo’s search platform, Panama, was awful. It lacked an offline editor, was slow, and just painful to use. MSN adCenter, as it was called at the time, wasn’t much better, but Microsoft was actively innovating, much like they still are today.

I was happy when the deal was announced. I found it interesting in 2014 when Yahoo decided to re-enter the fray with Gemini – but not interesting enough to actually try it.


The search engine Bing officially launched in 2009. It was announced at Microsoft’s Search Summit, a sort of predecessor to Bing Ads Next. I was lucky to be in attendance, and the Bing hype was real.

Not to be outdone, Adwords continued its frenetic pace of change. In 2009, they updated their policy to no longer permit multiple display URLs in a single ad group. This wasn’t something I’d done on a large scale, so it didn’t affect me, but I know plenty of advertisers had a lot of restructuring to do.

2009 also marked my very first speaking engagement, at SES Chicago. I’d been attending SES since 2003, and blogging since 2006, and yet somehow had it in my head that no one wanted to hear what I had to say. I owe a debt of gratitude to Kevin Newman, then my editor at Search Engine Watch, for pushing me to pitch to speak. Speaking at search conferences is one of the best parts of my job – I love sharing and teaching others about PPC.


2010 marked the official demise of Yahoo Search Marketing, which had been brewing since 2008. While there were aspects of YSM I missed, it made it easier to deal with only 2 PPC engines rather than 3.

Modified broad match made its debut in 2010 – can you believe it’s been 6 years? Finally, we had our “old” broad match back – MBM works the way broad match used to in the early days of Adwords, before close variants ever became a thing. It’s hard to imagine life without MBM now.

Adwords also launched Segments in 2010. Data that used to require running a report, or data that wasn’t available at all, became visible right in the UI. Segments is a feature I use regularly to diagnose trends and issues in accounts.


I only have one milestone for 2011, and it’s a huge one: Google’s SSL change, aka the beginning of Not Provided. While this change didn’t have a big impact on PPC, it changed the whole game for SEO. I’m still not a fan.


In January 2012, I started at my current company, gyro. I can’t believe I’ve been here 4 years! I’m eternally grateful for all the opportunities I’ve had in my career.

I also finally moved my blog to WordPress in September of 2012. After 6 years on Blogger and being frustrated with its lack of flexibility, I took the plunge and have never looked back. If you’re thinking about starting a blog, WordPress is the way to go.

Finally, in 2012 I wrote one of the most popular posts on the blog, about Adwords DIY. The post was in response to a New York Times article about a guy who was trying to run PPC on his own for his business, and failing at it. The post generated a lot of discussion, with the conclusion being that PPC had really gotten too complicated for most small business owners. Funny to think that I started in PPC as a sort of DIY side project!


2013 was all about Google. The biggest news of the year by far was Enhanced Campaigns. We’ve all gotten used to Enhanced Campaigns by now, but there are still little things that frustrate me to this day. Maybe the upcoming Adwords redesign will solve some of the issues. I’m not holding my breath.

I also noticed a big decline in service levels from Google around 2013. Long gone were the days of the Google Fridge and lava lamps, but we’d still had a semi-regular Adwords rep – until 2013 when they moved to the quarterly model. I’m still bitter about the poor Adwords support, by the way.


I got lucky in 2014, writing 2 of the most popular posts on this blog. The first was 26 Free Tools for PPC, which also ran on Search Engine Watch. This was a crowdsourced post from PPCChat, and I’m ever grateful for my friends there who are always a source of ideas and inspiration.

I also wrote a post on how not to do remarketing – which ended up being the most-commented post ever on my blog. Suffice it to say, there are a lot of different opinions on how to properly remarket to people.


Ah, 2015. The year of the infamous Call Only Ads. A year later, we’re still getting terrible performance from call only ads. I hate when Google takes a good thing and turns it into a bad thing.

Google created yet more fun with the launch of the new Adwords Editor. I’ve gotten used to it, but I still don’t love it. Alas, Bing Ads is working on a new Editor that mirrors Google’s, so I guess I’m stuck with it.

On a personal note, my twins graduated high school in 2015. They were starting kindergarten when I started doing Adwords. It’s crazy how fast time has flown by, especially when I’m doing a job I love. Now if time could slow down with the kids just a bit…


We’re not even halfway through the year, and I can’t even imagine what’s in store these next few months in PPC. Already we’ve lost right hand side ads and have seen “wider” search results. We know Google is revamping Adwords. Bing continues to innovate and is rolling out with Bing Ads Editor for Mac later this year. It’ll be fun to see what happens next!

So, here’s to the next 10 years on this blog. If they’re anything like the first 10, I’m in for a wild ride.

Related Posts:

Lead Generation On Steroids: Using Audience Targeting For Max Impact

Pay per click advertising (PPC) is known for being highly targetable and trackable. And yet, with click costs continuing to rise, reaching the right audience in paid search and paid social is more important than ever – posing a challenge for many advertisers. For B2B advertisers using PPC for lead generation, it’s more important than ever to understand how to reach a B2B audience and meet lead generation goals at an acceptable cost.

PPC for B2B lead generation poses different challenges from B2C ecommerce. In lead generation, nothing is sold online. Instead, advertisers are using PPC to drive leads, which will then be nurtured and ultimately passed on to salespeople for follow up. The time from lead to sale varies by industry, but can take as long as 6 months to a year.

Reaching the right audience can also be a challenge. Searchers don’t self-identify as business decision makers looking for solutions. Many search queries are ambiguous, and could come from either a business or a consumer. For example, a search for “Windows software” could come from an individual looking to purchase Windows for their home PC, or from a business with 1,000 laptops needing the software.

In addition, B2B keywords are often much more competitive and expensive than B2C keywords. CPCs of $20-30 are common, with $50-$100 not unheard of.

Businesses, therefore, need to be laser-focused with PPC targeting. That’s why audience targeting is so important for lead generation.

Why Audience Targeting?

Audience targeting really started with paid social. In the early days of paid social, ads on social platforms like Facebook and LinkedIn were targeted by audience. The challenge with social PPC in the early days was that it lacked intent. We knew we were targeting the right people, but we didn’t know if they were in the market for our product.

Search PPC, on the other hand, offered clear intent – but no idea who was doing the searching.

Google began to change the game in 2010 when they launched remarketing: a way to target people via the Google Display Network who’d previously visited your site. While remarketing is more targeted than regular Google Display ads, it still lacks the intent of search.

Then, two years ago, Google changed the game with the launch of Remarketing Lists for Search Ads (RLSA). RLSA combines the power of audience targeting with the power of search intent. Advertisers can serve one search ad to users who’ve never visited their website and another to users who have.

We’ll go into more detail on RLSA later in the post.

How Paid Search Works Well

Paid search has been so successful for a reason. Search is a deliberate activity. People don’t hang out on search engines all day – they go there with a specific task or question in mind. They’re telling us what they need, and as advertisers it’s our job to answer. With search, unlike social, the users tell us what they are looking for.

Many searches are highly commercial in nature. Consider this Google Suggest example:

sample google search
If a user searches for “where can I buy,” they’re ready to purchase. If you’re Cards Against Humanity, the post office, a dry ice vendor, or a drone seller, wouldn’t you want a targeted ad for your product to appear on these searches?

This is the sweet spot for paid search: the ability to use keywords to serve ads at the precise moment a user raises their hand. It’s why so many advertisers love paid search.

Gaps In Paid Search

Ecommerce PPC is fairly straightforward – the advertiser’s job is simply to answer the “where can I buy” question. But for lead generation, many search queries aren’t clear.

Consider the “Windows software” example from earlier. Here’s what the search engine results page looks like for that query:

ambiguous query
The search engine result has everything but the kitchen sink. There are ads for programmers: Microsoft Azure and Nektra. There are shopping results that are clearly geared toward consumers buying one instance of Windows. And there are ads from Softmart and Office Depot that clearly are geared to B2B.

It’s easy to see the challenge for both users and advertisers on an ambiguous query like “Windows software.” Users have to wade through ads that may not be intended for them. And advertisers have to compete with other advertisers who are targeting a totally different audience.

How Paid Social Works Well

Paid social is, in many ways, the opposite of paid search. We know exactly who the user is: their age, where they live and work, their job title, their interests, and so much more. We tell social channels everything about ourselves, and most of that info can be used to target ads. The audience picture is clear.

And people hang out on social media all day, even B2B buyers. Facebook, Twitter, LinkedIn, Instagram, and other social engines are online gathering places for friends and business associates. Search engines are like a gas station – a place you go for a specific task, and leave as soon as the task is complete. Social media is more like the bar Cheers, where all your friends hang out and everybody knows your name. You hang out for a long time and come back frequently.

There’s no audience ambiguity in paid social, so it’s easy to target a B2B audience. Let’s say you sell software, and want to target design engineers. Targeting on Facebook is easy:

FB Audience

LinkedIn targeting is easy too:

LI audience
It’s easy to see how specific advertisers can get with paid social targeting.

Gaps In Paid Social

The challenges with paid social are the opposite of paid search. It’s great to know exactly who the users are. But as an advertiser, you don’t know their intent, or if they’re even in the market for your product. The lack of intent can lead to frustration for advertisers who may get lots of traffic on their paid social ads, but few conversions.

So what’s an advertiser to do? Are we relegated to choosing between dealing with audience ambiguity in search, or lack of intent in social?

This is where custom audiences come in.

Audience-Based Marketing With Customer Match and Custom Audiences

Wouldn’t it be great to combine the power of audience targeting with the power of search? Wouldn’t it be great to narrow down a paid social audience to previous customers or people who’ve interacted with your website before?

Both of these tactics are possible, thanks to audience-based marketing.

Audience-based marketing is exactly what it sounds like: targeting a specific audience with your marketing. Layering audiences onto paid search and paid social helps target the right people and drive ROI.

About 3 years ago, Facebook launched Custom Audiences, a feature that allows advertisers to create a Facebook audience from phone numbers, email addresses, or Facebook user IDs. Custom audiences were a boon for B2B advertisers for whom Facebook’s traditional targeting options left them wanting. Instead of trying to guess about their audience’s interests, B2B advertisers could now upload a list of prospect emails or phone numbers, and use that as their audience.

Twitter soon followed suit with Tailored Audiences, which allows advertisers to create lists based on Twitter handles, email addresses, web visitors (via a website tag), or mobile app users. One of the best ways for B2B advertisers to find success on Twitter is to target users in their field. Many businesses and business influencers are heavy Twitter users, and advertisers can target these users and their followers.

Here’s an example of potential targets for an advertiser in the food manufacturing industry:

twitter audience
For expanded reach, advertisers can choose the “also target users like your followers” option.

What about search? In 2015, Google launched Custom Audiences, a feature that allows advertisers to upload a list of emails to use as an audience for remarketing or RLSA. Custom audiences solve the problem of ambiguous searches by only serving ads to a known audience: existing customers, for example, or a list of sales prospects who’ve signed up for your emails. Custom audiences will take B2B search marketing to the next level.

Which Option Is Right For My Business?

Your individual business goals will help you determine which tactics are right for you. Does your audience tend to hang out on social media like Facebook or Twitter? Or do they eschew social media and stick to search?

The size of your audience is also a factor. Most search and social engines require a minimum audience of 1,000 users, so if you don’t have that many email addresses on file, you won’t be able to take advantage of custom audiences or customer match. If that’s the case, you may want to try other tactics to start building your email list so you can use customer match in the future.

Cost is also a factor in determining what will be most effective. CPCs for B2B keywords on Google and Bing are often in the $20-30+ range. Can you afford to pay $30 for every click?

Social CPCs are much lower, but even within paid social, CPCs vary across engines. While LinkedIn is known for reaching a B2B audience, CPCs there are in the $7-8 range – and they’re even higher if you want to target C-level executives. Remember, conversion rates on paid social are often significantly lower than on paid search (unless you’re using custom audiences), so you may find worse ROI from LinkedIn than from paid search.

CPCs on Facebook and Twitter are lower, in the $1-2 range. Depending on your audience and your business goals, Facebook and Twitter can drive a high volume of qualified traffic.

As with all things paid search, testing and measuring is critical. Try various channels and tactics and measure like crazy to find the pockets that are working for your business.

In Summary

There are more targeting options for B2B lead generation advertisers than ever before. With careful planning and the use of tactics like custom audiences and customer match, B2B advertisers can find laser-focused lead generation from paid search and paid social.

Editor’s Note: This post originally appeared on the Acquisio Blog on April 5, 2016.

Related Posts:

How to Solve the 3 Biggest PPC Problems

Even the best PPC managers run into problems from time to time. But PPC problems aren’t really problems if you know how to solve them.

High Traffic, Low Conversions

Novice PPC managers and new advertisers will inevitably have a campaign or ad group that drives a lot of traffic, but few to no conversions. Remember, rarely will generating clicks be your goal – the goal is to drive conversion actions on your website.

But novice PPC managers will often fall into the trap of believing the search engines: focusing on high CTR and traffic. The default setting for search campaigns in both Google and Bing is “optimize for clicks,” rewarding the ads with the highest CTR.

Forget all that. Focus on your goal, which is driving conversions. If you have a campaign or ad group with high traffic and low conversions, first look at traffic by keyword. Is one keyword driving the bulk of non-converting clicks? If so, pause it right away. Did you accidentally use broad match when you meant to use exact match, or mistakenly add a keyword like “keyword”? (Don’t ask how I know this.)

Maybe you have an ad that isn’t performing – likely because it’s making a promise that’s not delivered on the landing page. Pause that ad.

Or maybe your landing page isn’t performing well. This is probably the most common reason I see for high traffic and low conversion rates – terrible landing pages. Take a long hard look at your landing pages and your website. You may even want to pause your PPC campaigns until you can fix the issues on your website.

Don’t forget to check and make sure your ads are driving to the right page, and that the page and any associated conversion tracking is working. It’s not unusual to find broken landing pages or tracking codes.

Low Quality Scores

Quality score is one of the most misunderstood metrics in terms of its importance. While I don’t believe you should optimize for quality score as one of your key KPIs, you shouldn’t ignore it either.

If you have a lot of low quality score keywords in your account, you have a problem. The problem may be as simple as being in an industry that has traditionally low quality scores  – a lot of B2B advertisers fall into this category. But if you’re an ecommerce advertiser, or you’re seeing low quality scores on brand terms, you have a problem.

Use the ad diagnostic tool to see where the problem lies. Is it your landing pages, CTR, relevance, or a combination of all three? The ad diagnostic tool will give you a starting point.

Then set about fixing the issues. If you have low quality score keywords that aren’t generating much traffic, or aren’t converting, just pause them. If they’re super relevant, or if they’re converting, consider moving them to their own ad group. Write very specific ad copy that includes the keyword. Use the very best landing page. Often these steps will boost quality score.

If your landing page is the problem, you can use Bing Ads Intelligence to help diagnose the issue.

Poor Landing Pages

This relates to the first two PPC problems – can you sense a theme here? Landing pages are often a huge issue, and yet are the last thing PPC pros focus on sometimes.

If your landing pages are poor, you’ll have trouble getting good ROI. Fixing your landing pages is a must. As mentioned earlier, you may have to pause your PPC campaigns temporarily while you fix your landing pages and website.

Look critically at all elements of the page. Does the page try to do too much? Is it cluttered, with no area of focus? Does it lack a headline and clear call to action? Try putting something in the cart and checking out. Are all the steps logical? Are there any barriers to conversion? Features like email signup interstitials and other popups are popular, and yet can distract a user from actually buying from you. Remove these from your landing pages, or wait to serve them until after the person has checked out.

With a little sleuthing, you can solve the biggest PPC problems. How do you solve tricky PPC problems? Share in the comments!

Related Posts:

Top 21 Women In Search Marketing to Follow on Twitter

It seems like every week someone comes out with “top” lists of people to follow on Twitter. I’ve seen top digital marketers and the smartest women on Twitter, but I haven’t seen a list of women search marketers that featured PPC pros.

With that, here are the top 21 women in search marketing to follow on Twitter.

Annie Cushing. Annie tweets about SEO, site audits, and super awesome Excel hacks.

Arianne Donoghue. Arianne is a UK-based PPC expert, smart and fun.

Christi Olson. Christi works for Bing Ads; tweets great live coverage of conferences and other PPC stuff.

Ginny Marvin. Ginny is the PPC writer for Search Engine Land. Follow her for the latest PPC news.

Pauline Jakober. Pauline runs the Group Twenty Seven agency and tweets a lot about B2B PPC.

Amy Hoffman Bishop. Amy works for Clix Marketing and has been around the PPC scene for a while. She tells it like it is.

Jennifer Slegg. Jen owns JenSense and is the founder and editor of The SEM Post. Find SEO and PPC news on her feed.

Katie Tonkin. Katie works for PointIt and has become a strong voice in the PPC community over the past few years.

Lisa Sanner. Lisa also works for PointIt, as the VP of Search Marketing. Follow Lisa for strategic PPC advice and tips on dealing with clients.

Maddie Cary. Maddie rounds out the PointIt troika. She tweets about PPC with a Beyonce twist.

Ann Handley. Ann is a content marketing and testing wizard.

Merry Morud. Merry works at aimClear and tweets about paid social. She can answer all your tough paid social questions.

Michelle Morgan. Michelle works for Clix Marketing and is a frequent poster to PPCChat.

Julie Friedman Bacchini.  Julie doesn’t pull any punches. She shares PPC knowledge and excellent blog posts on Twitter.

Meg Geddes. Meg’s been online longer than many PPC pros have been alive. Her Twitter feed is a mix of PPC, SEO, and sarcasm.

Kim Thomas. Kim shares lots of great PPC knowledge and conference coverage.

Purna Virji. Purna works for Bing Ads. She’s ever-positive and helpful on Twitter.

Kristine Schachinger. Kristine is an SEO who’s not afraid to call out bad practices.

Susan Wenograd. Susan shares a healthy mix of ecommerce, analytics, and other killer PPC tips.

Susan Waldes. Susan is president of Five Mill Inc. She tweets about PPC strategy, analytics, and more.

Mona Elesseily. Mona doesn’t tweet often, but when she does, you’d best listen. One of the long-time voices in the PPC industry.

I hope you’ve found some new people to follow on Twitter on this list! Did I miss anyone deserving? Share in the comments!

Related Posts:

Why SMB Retailers Don’t Do Search

Retail, or online shopping, is an integral part of Google and Bing’s success in PPC. Amazon and eBay are probably the best-known and most ever-present retailers in PPC, but countless others are selling millions of dollars of products via PPC every day. I got my start in search doing in-house PPC for an ecommerce site.

Despite all the activity by huge online retailers, a study released by BIA Kelsey shows that SMB retailers “only spend about $700 annually on paid search.”

$700 annually is nothing in the search world. Why aren’t these SMBs taking advantage of PPC, one of the most effective direct marketing channels out there?

Retail search is hard.

A few years ago, PPC was less complicated. You picked keywords, wrote ad copy, set your bids, and you were off and running. Nowadays, there is more competition in paid search, and limited inventory. There are only so many impressions for “Nike running shoes,” and hundreds of retailers selling them. It takes time, attention, and know-how to be successful in retail PPC.

Website optimization has gone to the next level, too. Tools like Unbounce and Optimizely have made it easy and inexpensive for even novice website owners to run multivariate tests. Ecommerce tools like Magento and Shopify have streamlined the back end of ecommerce, including shopping cart software. While these tools have made some tasks easier, they’ve also leveled the playing field – making small businesses that don’t use these tools look unprofessional.

And anyone who’s ever tried to set up a Google Shopping feed can tell you that feed setup alone is enough to make even seasoned PPC pros give up. Google Shopping is a powerful tool for ecommerce vendors, but it requires different skills and optimization tactics than traditional keyword PPC. It’s nearly impossible for a small mom-and-pop store owner to master both Shopping and keyword search, and SMBs can’t afford to hire agencies to do this for them.

Retail search is time-consuming to manage.

Let’s take 2 examples. If you’re a small hair salon with a website, chances are you have one conversion: booking an appointment. You might bid on keywords that describe the various services you offer in the salon, but those will stay relatively static over time, and the goal is to drive appointments. PPC for this type of small business is straightforward.

Now, let’s say you’re a small women’s clothing retailer. Even though you only sell to women, you probably have multiple items available for sale. And each item comes in different sizes, styles, and colors. You don’t just have women’s sweaters: you have women’s cotton cardigans in sizes 2-16 and a variety of colors; women’s crewneck wool sweaters in sizes 2-18 in navy, gray, and green; women’s cashmere sleeveless sweaters in sizes 2-16 in 5 colors, etc. You probably also sell pants, skirts, blouses, blazers, shoes, and accessories – each in a variety of styles, colors, and sizes. It’s easy to see how running PPC for even a focused small business like this would quickly become a full-time job.

So what do small retailers do for marketing? According to the study, most SMBs in the retail space spend their money on social media.

Social Seems Easier

If you’re a small retailer, you may have an hour a day to spend on marketing (and that’s if you’re lucky). What are you going to do with that hour? Are you going to do keyword research, write ad copy, review bids, set up a shopping feed, look at search query reports, and create reporting dashboards? Or are you going to write a few Facebook posts and schedule them for publication?

Social media, especially Facebook, feels familiar to most people these days. Even our grandparents are on Facebook. For retailers, it’s easy to talk about a product or promotion, add a link, and call it a day – after all, you’re probably in Facebook anyway checking your personal feed. What better way to tell people about your business than by posting photos and links on Facebook?

Even Facebook Ads seem easier than search PPC – and SMB retailers spend 11.2% of their budget on Facebook ads, compared to 2.7% on paid search.

Facebook ads can be targeted locally. While search ads can, too, search ads feel more complicated. And Facebook ads can be targeted by interest. The small women’s clothing retailer in our earlier example can easily run Facebook ads targeting women ages 25-45, within a 20 mile radius of their store, who like fashion, are professionals, etc. For Facebook ads, you just describe your target customer and set that as targeting. No keywords, bids, or other “hard” stuff to worry about.

Still, less than 30% of SMB retailers are using Facebook ads. Most of them are just doing organic Facebook posts. And who sees those? Current customers and a few of their friends, maybe?

SMB Retailers Focused on Current Customers

According to the study, “retail SMBs are more invested in customer lists than SMBs in other verticals”. Marketing to current customers, especially in retail consumable goods, is smart. It’s easier to woo a returning customer than to acquire a new one. SMB retailers are also using mobile marketing such as mobile coupons and text messages.

It’s great to see that SMBs are taking advantage of mobile marketing, and paying attention to current customers. Many larger businesses could learn from them.

But there needs to be a balance between marketing to current customers and acquiring the customers in the first place. Search is probably one of the most efficient ways to attract new customers – but only if you know what you’re doing. The knowledge gap is why most retailers don’t use search.

Editor’s Note: This post originally appeared on The SEM Post on July 16, 2015.

Related Posts: