• Kevin James McAuley

    Hi David,
    Really enjoyed the article. I have experienced similar problems before in the B2B search space, especially trying to filter out the B2C intended search terms.What I like best is how you were able to turn the low price point of the competitors against them in the ad, great idea and something I will definitely try when promoting more premium products. 
    Thanks

  • Pat Grady

    Don’t mean to pimp, but how did you leave Ring Revenue out of the phone tracking folk?

  • http://www.rimmkaufman.com/ George Michie

    Great stuff, David.  Another good trick with long sales cycle leads involves using benchmarks for “early bird conversions.”  The notion is that if the average sale takes 12 months to close there will be some sort of distribution curve around that average.  You might be able to determine from historical data that 25% of eventual closes will happen within the first 4 months, so we can estimate the lead value as being 4 times observed sales after 4 months divided by the number of leads.  You can use the same trick in shorter sales cycle businesses, studying the 1 hour conversion rates to gauge the impact of a promotion or seasonal event, or whatever.

  • Trace Ronning

    Number 6 is interesting to me.
    Maybe this is just because I work for a company that does B2B business, and when doing PPC, we let our campaigns run 24/7 because we work anywhere in the world and one can buy it anytime, without speaking to someone. Since we handle an overwhelming majority of our customer service in the US, I wonder if that would cause a potential customer to refrain from signing up if they were in New Zealand and clicked on our ad during our evening hours.

  • marisafox

    Number 6 was interesting to me, too. I agree you shouldn’t make the assumption that all days & hours are equal, but that is true of all campaigns – B2C & B2B. If someone searching for what a company offers after business hours, why would he not be interested? If he wasn’t interested, he wouldn’t have searched.

    And number 9 is something I struggle with. If I am searching for a product or service an get to a page with a white paper instead of detailed info about that product, I’m a bit perplexed. I want info, a demo, a free trial – maybe secondary a white paper. But if I’m clicking on a paid search ad, it’s because I want more product info, not just a white paper. Just my opinion.

  • http://twitter.com/rodnitzky David Rodnitzky

    Thanks Kevin. Quality *can* trump price, if positioned correctly!

  • http://twitter.com/rodnitzky David Rodnitzky

    I’m not personally familiar with the product, it was non intended.

  • http://twitter.com/rodnitzky David Rodnitzky

    Great point George! This is particularly true for mid-market purchases I would think, where the volume of sales is relatively high. It would obviously be much more difficult for a high-end enterprise sales cycle where the number of total purchases on an annual basis would be in the single digits. Still, any sort of proxy you can infer early on – even if not an actual sale – gets you intelligence that can prevent a lot of wasted budget!

  • http://twitter.com/rodnitzky David Rodnitzky

    Hi Trace, I’m not 100% certain about this, but I’m pretty sure that when you day-part campaigns on Google, the day-parting is applied to all time zones. Hence, you could set your day-parting to 9-5 and the ads would show at 9am in New Zealand and then stop at 5pm.

    If this *isn’t* true, my advice would be to set up separate campaigns by time zone and day-part accordingly in each campaign.

  • http://twitter.com/rodnitzky David Rodnitzky

    Thanks for the comment Marisa. In regards to #6, I’ve clearly seen a decline in conversion rate during off-hours (or for B2C, off season). People still search for products/services during these times, but the percentage who end up buying is much lower. 

    For example, a person searching for “Christmas cards” in June is much less likely to buy these cards than someone who does this search in November. Hence, the bids should be reduced. The same seems to be true for B2B searches in off hours.

    Regarding #9, this always needs to be tested and it may turn out that different keywords merit different conversion funnels. In most cases, however, we find that a page with a ton of product info gets a high bounce rate and low conversion rate, whereas a page with an “offer” (which could include a demo or free trial, btw) gets much better engagement.

  • http://twitter.com/iashishPsingh Ashish Pratap Singh

    Great point George. Thanks for pointing out Buying “double entendre” keywords. Many professionals don’t know about such cases. It reminds me my very early days when I was making this kind of mistake.

  • http://www.facebook.com/sompura13 Master Sanket

    nice post thanks for this valuable information

  • Jeff Dinardo

    I’d love to track phone calls, tied to paid search. How do you do that, though, when offering thousands of items on your site? Meaning, when someone comes to our site looking for blue widgets, but then clicks to a secondary page after the landing page to refine their search, or perhaps because they’re interested in other links/pages/categories on my site, then if they purchased a red widget, wouldn’t that confuse my data? Or does call-tracking software handle this?

  • High Core

    Hi,

    I like this article, helped a lot. Thx 

  • Trace Ronning

    Good point. Also, it’s just smarter to make new campaigns for different geographic targets because their values and online behavior are going to differ.

  • Trace Ronning

    About #9, I think one of the smarter things I’ve seen is WordStream’s AdWords grader. Especially when your core product takes weeks to really register to the user as a good value (You can’t totally turn around a PPC campaign in one night, after all), it’s a great idea to give a potential customer instant gratification. Personally, I find that to be way more valuable than another white paper.