Because costs per click in B2B search campaigns can often be extremely high when companies are competing for the same keywords, B2B advertising has its fair share of challenges. Add in the fact that B2B sales cycles are often long and complex (meaning advertisers may not see ROI for weeks or months), and it’s clear that B2B SEO today requires a considerable amount of effort.
Here are the five most common “failures” we see in B2B Ads campaigns:
Not using the correct keywords
The most obvious keywords to target in any B2B campaign costa rica email list 619628 contact leads are those with the highest search volumes and above-average cost per click, especially in competitive niches. However, these highly sought-after keywords aren’t always the most effective in the long run.
When starting a new B2B paid search campaign, it’s impossible to tell which keywords will ultimately convert to the best results, generating the lowest cost per conversion.
Therefore, in the early stages, campaigns should contain a mix of higher search volume/cost terms and mium and long tail terms, i.e. those with a lower search volume and lower cost per click.
Not understanding how much you can afford to pay to acquire a customer
B2B clicks can be very expensive, but — depending on the product category and the cost of your solution — a high cost per click can actually be a bargain compar to the potential revenue generat by a new customer. The key to determining at what point an expensive click becomes too expensive is to understand a few key data points.
If you’re optimizing your campaign bas simply on cost per guide for salespeople: 21 tips to take off in sales conversion (cost per acquisition) or, even worse, cost per click, you’ll never know whether or not your campaign is actually profitable. However, many B2B companies don’t take the time to compute these numbers, or even basic funnel metrics. However, these types of data points allow for much more inform and intelligent bidding decisions compar to the simple CPA numbers that many advertisers use.
Thinking that paying little is synonymous with a successful campaign
A low cost per lead (CPA) from a search campaign sounds great on paper, but as anyone who runs a B2B search campaign knows, not all search leads are qualifi. Some will be, well: junk.
The true measure of any B2B search campaign is its ability to usa b2b list generate qualifi leads—leads that ultimately convert into opportunities and revenue—at the lowest possible cost per lead. It’s virtually impossible to eliminate unqualifi leads entirely, but there are several steps an advertiser can take to ruce the percentage of wast clicks.