25 Jul '12, 9pm

10 Common Mistakes In B2B Paid Search

10 Common Mistakes In B2B Paid Search

B2B SEM often feels like the ugly step-sister of B2C SEM, mainly because the budgets for most B2B campaigns are so much smaller than consumer campaigns. The ‘sexy’ side of B2B SEM, however, is in the potential ROI that a company can get out of a great paid search campaign. Imagine a company that has an average order value (AOV) of $1,000,000 – if that company spends $20,000/month and gets only two sales a year as a result of their SEM spend, that’s an incredible return on ad spend (ROAS) of 833%. Try getting that sort of return in B2C marketing! It's not easy getting buyers through this funnel. Despite lower budgets, B2B SEM is often a lot harder than B2C SEM, primarily because its goals are more considered purchases from savvier buyers. As a result, I often see larger and more frequent mistakes in B2B SEM than in B2C. Here are a few of the most common mistakes found in B2...

Full article: http://searchengineland.com/10-common-mistakes-in-b2b-pai...

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