Imagine for a second that instead of promoting your business online you were dedicating your limited resources to more traditional print advertising in B2B print journals. You would probably be prepared to spend thousands of dollars for ad creative, production and thousands more on the actual ad buy.
I, for one, doubt you’d buy this advertising and just forget about it and never ask your sales team if prospects were referencing the ad (I also really really hope – you’d point visitors in the print ad to a very specific, dedicated landing page on your website). For sure, if the ad didn’t perform the ad buy probably wouldn’t continue.
Luckily, online advertising with Pay-Per-Click is much less risky, more targeted and the results easily tracked than any traditional media counterpart. Blocks of hyper-targeted traffic can be purchased by B2B companies at reasonable rates – not to mention the positive brand impression that can be created by being very visible in the search engine results.
However, from my chair, here at Wakefly I see a major downside for many PPC campaigns managed internally. Because the investment is so low in PPC marketing to buy the above mentioned traffic blocks, these campaigns tend not to grab much of the limited attention of marketing and sales managers. Afterall, the thinking goes, the budget is only $500 per month. “Maybe my online advertising will work, maybe it won’t….but I’m only spending $500,” seems to be a common sentiment. Thus, these campaigns fall by the wayside and aren’t adequately tracked.
If you don’t have a traffic mechanism in place, Google Analytics is a great, free tracking program that syncs cleanly and easily with Google Adwords.
The bottom line, however, is that if you don’t track your campaigns they just won’t work. Even a PPC campaign with a small budget requires regular adjustments, a steady diet of landing page improvements and a close reading of your analytical data. Even if your traffic isn’t converting online, you should always know:
- The qualitative difference between organic visitors and paid visitors. If your paid visitors are looking at as many pages and staying on site as long as your non-branded organic visitors, you’re on the right track.
- You know which keywords in your paid campaigns are attracting the most attention and are referring the best visitors.
Even with a small budget, a campaign that is tracked and monitored regularly can be a very powerful asset for B2B companies looking for inexpensive ways to get more qualified visitors onto your website.