Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
MarketingSherpa Email Summit 2015 - SAVE $700 - VIP PRICING ENDS THURSDAY
Jan 04, 2011
Article

New Chart: PPC performance tactics for the B2B marketer

SUMMARY: We wanted to learn more about the PPC tactics B2B marketers were using and why. We asked more than 900 B2B marketers what SEO tactics they used, which were the most effective, and which required the greatest level of effort. Results are analyzed in this week’s chart.
By Jen Doyle, Senior Research Analyst

Highly effective PPC tactics are most commonly used

View Chart Online
Click here to see a larger, printable version of this chart

In general, the more effective PPC tactics -- indicated by the positioning of the spheres along the Y axis -- are also the most commonly used tactics, as indicated by the sphere size.

The one exception is the creation of highly targeted ad groups. Creating these ad groups can have a positive impact on PPC campaigns in a number of areas, including improved clickthrough and conversion rates and improved quality scores.

An improvement in quality score will ultimately lead to ads being shown in higher positions at a generally lower cost-per-click. Since this tactic was rated as the most effective for PPC, it should also be the most commonly used. But because it was rated second in level of effort required, it is not the most commonly used tactic.

A/B testing of ad copy has been rated as a highly effective tactic, and the most commonly used in part because of the low level of effort required in its execution. With PPC, headlines, ad text and destination URLs can be efficiently tested for continual improvements in clickthrough rates, conversion rates and ultimately campaign ROI.

For additional research data and insights about B2B marketing, download and read the free Executive Summary from MarketingSherpa’s 2011 B2B Marketing Benchmark Report.

Useful links related to this chart

Sign up for your complimentary Chart of the Week and B2B newsletters

Register for the free MarketingExperiments Web Clinic: Optimizing PPC Ads: How to leverage the full potential of 130 characters by clarifying the value proposition

Chart: How is PPC Perceived at Budget Time?

Members Library -- New Sherpa Research: PPC Marketing Benchmarks for 2011



See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve your marketing

Join our thousands of weekly Case Study readers. Enter your email address below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions