Most B2B search marketers spend the majority of their time analyzing conversion data within their PPC campaigns. They monitor and change their bids to make sure that their top converting keywords are funded adequately.
This method makes sense and is common among B2B marketers, but it may not be the most effective method. The best B2B marketers will also focus on optimizing their campaigns based on ROI and not just an immediate conversion. Explore more PPC management options.
Google Search Funnels
You will find important conversion information such as Search Funnels in the Reporting and Tools section of Adwords.
In general, search funnels provide insights into searcher (customer) behavior – over time. Funnels show you the keywords, ad groups and campaigns that assist in generating conversions.
Used correctly, these reports provide nuggets of information that help you manage bids and budgets more effectively, increase your overall ROI, and outsmart your competition.
Comprehending Searcher Behavior
One crucial element of B2B search marketing is understanding how your customers are searching especially when you sell complex services or products. It is common for business buyers to first research, then compare, then decide which to buy.
The Internet, search engines and your firm’s website play a critical role in a long-term, multi-channel sales process. To really understand customer behavior through the whole buying process, B2B firms should be utilizing search funnels.
If you’re new to search funnels, initially I recommend that you review these 3 reports:
1.Path Length
2.Time Lag
3.Assisted Conversions
How Many Clicks Does It Take?
Start by getting familiar with average path length. How many clicks are typically required before your prospect/customer converts online?
Searchers who are early in their buying process may not be ready to register for a white paper the first time they click on one of your PPC ads.
For example, you may find that the average prospect clicks on 3 ads before they are willing to “convert” and complete an online registration form.
How Much Time is Spent?
After that, take a look at the Time Lag Report. This analysis will give you an idea of how long it takes prospects to convert.
Quite a few consumer-focused campaigns call for inexpensive, impulsive purchase decisions. For these types of campaigns, paths are short and time-to-conversion is quick.
On the other hand, for complex, high consideration decisions, conversions commonly involve many impressions and clicks and could take weeks or months to finalize the decision. Get more information on PPC services.
What’s A Common Search Process?
After that, you should check out the Assisted Conversions Report. This report will give you an in depth look at what prospective customers are searching for before they convert.
If you notice there are many impressions and clicks before the user does what you want, you must learn more about what your customers are doing before they convert and put money into keywords that lead to conversions.
Review The Analysis At Least Once Each Month
Right now, assist data isn’t a part of AdWords at the keyword level. B2B marketers must be one step ahead by using Search Funnels, reviewing that data, and determining what they should do with campaigns based on the analysis.
You may not have the time to review these reports daily or weekly, but reviewing them at least once per month should give you some real insight into how your customers behave and how you should adjust your campaign.
Don’t Under-fund Enabling Keywords
Specifically, look for keywords that assist conversions, but do not necessarily convert themselves. By ignoring your search funnel analysis, you will end up under funding your these important key terms.
In addition to your top converting keywords, focusing on words and phrases that assist with conversions can differentiate your PPC strategy and provide a strategic advantage.
In many cases, these less obvious keywords command cheaper bids than popular top converters. Explore more PPC management options.
Look At The Big Picture
Nearly all B2B marketers focus on conversion activity presented in their PPC accounts. These days this is a benchmark, essential PPC optimization process.
