Using PPC/Adwords in a B2B environment

Getting the most out of pay per click advertising in the B2B realm B2B environments are far more complex, both on and offline than other advertising environments, and this complexity carries over to online advertising. Generally, the B2B environment has a longer sales cycle as well as a convoluted purchasing process; one that is typically done in a manner which means that the decision to buy often does not lie with an individual who may be exposed to your advert while searching, but any number of people (who many have never seen your advert or even of heard of you). The actual purchasing process within larger organisations, no matter how modern and streamlined, rarely lend themselves to a paperless checkout/purchasing process. This is something that we will be revisiting here in the coming weeks. A B2B PPC campaign could see a huge amount of clicks on a given keyword; and in fact, these clicks may even convert to sales. However, as we know, clicks and conversions alone do not make the process profitable – in retrospect they could make for a huge expense. In order to profit through PPC advertising, you will have to develop and implement a model specific to your company from the very start. And depending on your exact business model, it is important to tailor the campaign towards predefined, concise goals that sit alongside and complement the overall model. Knowing the acceptable price per acquisition is often the best starting point, and drilling down to acquisition by specific channel can provide you with even further insight. B2B models often assert a fairly high cost per...