The Right Approach: Building Great B2B Accounts - Michael Knight - Hero Conference 2014

The Right Approach: Building Great B2B AccountsHero Conference 2014

Michael Knight@MichaelAKnight

Paid Search SpecialistAnvil Media, Inc.

AnvilMediaInc.com

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B2B Account Strategies Agenda

503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.

- Search Campaigns- Display- B2B Remarketing- B2B Social- Resources

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Search CampaignsThe Targeted Approach


4 503.595.6050 // www.anvilmediainc.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.

Search StructureAccount:

Inverters4Business

Campaign:Inverters

Ad Group:Power inverters>Broad

Ad Group:PV Inverters>Broad

Ad Group:Power Inverter>Exact

Ad Group: PV Inverters>Exact

Campaign:Inverter Models

Ad Group:PV-2500> Broad

Ad Group:PV-2500>Exact

Campaign:Brand

Ad Group:Inverters4Business>Broad

Ad Group:Inverters4Businesss>Exact

Structuring1. Break out into products/services themes2. Broad & exact ad groups Separated for control


Keyword Strategy

Keywords1. Use Modified Broad for testing2. Use Exact Terms as Lead Drivers3. Incorporate All Exact Terms as

negatives in Broad groups


Ad Group and Keyword Themes

Themes1. Be Specific to your audience 2. Include specific models and products 3. Keep ad groups small and targeted

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B2B Display CampaignsTargeting The Right Audience


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Display StrategiesUse a layered approach to nationwide display advertising. Show ads to relevant users, and then becoming increasingly more targeted with advanced techniques to drive them towards a conversion.

503.595.6050 // www.anvilmedia.com // © 2014 - All information in this document is copyright protected and the property of Anvil Media, Inc.

Retargeting

Behavioral Targeting

Site & Contextual Targeting

Powerful technique to drive conversions

Contextual targeting on thousands of sites & categories (geo-targeted)

Unlimited possibilities with behavioral and psychographic data


Target StrategiesTopics/Interest Targeting:- Will only target display website visitors who are on

specific topic or interest targeted websites

- By only using 2 targeting options it helps limit the overall reach

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Contextual Targeting


Contextual Targeting1. Place ads on topically relevant sites2. Use Topics/Sites Targeting B2B

Ex: CEOs, CFOs, business types, job types…


Display Conversion Tracking

View Through Conversions1. Re-engage users who research before converting2. Use view-through conversions for ad attribution3. Short 1 week view-through window

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Remarketing CampaignsRe-engaging the Researcher


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Site Remarketing


Visitor came to relevant page

but did not convert

Visitors are shown custom ads directing them back to

the site

We Create Digital Strategies to Fit Your Goals.Learn More About How Anvil Can Help Your Business!AnvilMediaInc.com

Use Remarketing tags to segment visitors and use customized messaging based on pages viewed.Example: a visitor landing on the About page of the site should receive a different value proposition than a visitor who lands on a page about company culture.

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RLSA


RLSA1. Target visitors who are still searching for your products with search ads2. Allows bid adjustments based on on-site activities 3. Send relevant ad text based on user behavior

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Social CampaignsDecision Makers at Home



Social Advertising

Specific Demographics1. Target influencers at top companies in the world2. Ability to reach professionals across all verticals3. Target by specific title and seniority 4. Target all members of a group


Social Advertising

Other Targeting1. Company Size2. Industry3. Including/excluding company employees


ResourcesPaid Search Campaign Strategyhttp://www.anvilmediainc.com/2014/04/02/paid-search-campaign-strategy/

Improving AdWords ROI in 7 Stepshttp://www.anvilmediainc.com/2014/01/16/improving-adwords-roi-with-search-terms-report/

Anvil Media Digital Marketing Resourceshttp://www.anvilmediainc.com/about/digital-marketing-resources/

http://www.anvilmediainc.com/2014/04/02/paid-search-campaign-strategy/




http://www.anvilmediainc.com/2014/01/16/improving-adwords-roi-with-search-terms-report/




http://www.anvilmediainc.com/about/digital-marketing-resources/



Questions?@Michael A Knight

Paid Search Specialist@AnvilMedia

michael@anvilmediacom

https://twitter.com/michaelaknight

https://plus.google.com/+MichaelAKnight/posts

http://www.linkedin.com/in/michaelaknight