To begin, make sure that your PPC campaigns are following the B2B pay per click marketing basics. For example:
• Focus your ad groups around a theme
• Don’t mix multiple concepts together into the same group. If you have more than one concept in a group, split them out.
• Use targeted landing pages for each ad group
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For tips, see Marketo’s eBook, Building Effective Landing Pages.
The other thing you need to get started is the right pay per click tool chest. Make sure you are using some sort of conversion tracking. You should also want to invest in some pay per click software tools to help with bidding, keyword management and discovery, and landing page creation.
Also, consider turning off the Content Network (Google AdSense), especially if you are budget constrained. Many B2B marketer get poor quality traffic from the Content Network, yet the clicks from the Content Network can use up 80% or more of their budget. For some companies, the instant results from turning it off and letting the budget go to Google Search are dramatic. If you believe you should use the Content Network, I recommend creating a separate campaign for it. This lets you manage how much of your budget goes to it, and lets you write ads that are better suited for people who are browsing rather than searching.
Next, you should manage your PPC spending with bids, not budget. Using the AdWords budget control to manage spending can result in fewer clicks and higher cost per click, since the way that AdWords ensures you don’t exceed your budget is by limiting the number of times your ad is displayed (which limits clicks).
Many others have shared useful tips for optimizing pay per click campaigns. Here are some favorites:
• Seven Habits Of Highly Effective Pay-Per-Click Advertisers
• How to Lower Your AdWords Minimum Bid
• 5 Tips For Stagnant PPC Ad Groups
• Things You Shouldn’t Care About in PPC
Routines to optimize B2B Pay Per Click in four hours a week
The routine breaks the week into 2 two-hour blocks, one focused on finding and improving your winners, the other on optimizing your poorly performing ad groups. It’s up to you whether you spread each block across two days or do both at the same time.
Block One — Improve The Winners (2 hours)
Begin by finding the areas where you are doing well. Although not necessarily obvious, you can usually drive a bigger improvement in your overall results by putting more into your top performers than by spending time tweaking your poor performers.
Take a look at the performance statistics for one of your campaigns, and sort the results by descending number of Conversions. (For B2B advertisers, I recommend using the last 30 days of data, unless you have very high volumes.) These are the ad groups that are really driving your business. For each of these hot ad groups, here are some ways you can add more fuel to the fire.
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