Google Adwords, Bing/Yahoo, Baidu, Naver, Yandex
We have taken over many campaigns that are not focused on increasing sales and leads. And if you are targeting countries where Google, Bing and Yahoo have little market share, we can manage your campaign on the local search engines as well.
- Baidu in China
- Yandex in Russia
- Yahoo/Google in Japan
- Naver in Korea
These are the major search engines. In some of the countries, there are additional important players.
PPC Case Studies
A hi-tech B2B company sold to big companies throughout the world. After a couple of years, we were told to stop advertising in Japan – we had sold to every potential client in this important market. A couple of years is not a long time as the sales cycle is very long. We then had more resources to focus on other markets.
A hotel owner called us to manage his internet marketing campaign. At first, I tried to explain that the hotel was too small to justify engaging us. However, the owner was insistent and as it turned out, he was smarter than me.
Since it was a small hotel in a major city, we knew that there would be a positive ROI on niche keywords. Our PPC campaign focused on high-converting keywords. In five months the hotel occupancy went from 50% to 85%!
Flushed with this success, we agreed to take on another small hotel—a boutique hotel in a European capital. After a couple of years, the hotel added another wing—more than doubling the number of rooms. You can’t get a better testimonial than that.
Translating PPC Campaigns
Your campaigns can be translated into the appropriate languages where this is needed. In some countries there are many languages to be addressed:
- Japan has a sizable Korean speaking population
- USA has a significant Spanish speaking population
- Ukraine has many Russian speakers
There are many more countries that have mixed populations that have to be considered, depending on your industry and business goals.
We will make sure the keywords you use in different countries reflect the local usage.
Remarketing refers to following people who have visited your website as they visit different sites on the Internet, to display your advertisements there.
Different cultures react to remarketing campaigns differently. We will adjust your campaigns’ remarketing frequency accordingly.
In many cases we recommend a comparison chart. Many companies are reluctant to do this but you must realize that your potential clients may prepare a comparison chart for their own use. Wouldn’t you prefer that they use yours?
The purchasing office will be most interested in the price. Providing price information is one of the most difficult things for companies to do for various reasons. One of our clients who was initially reluctant to do this agreed to my proposal for a test.
On the product page we listed 5 items for more information – one of them was for pricing. We tested to see which links most people clicked on. Guess what? Most of the people clicked on the pricing link.
That didn’t mean that my client could provide exact pricing for their service on the Internet. However, they realized this was an important topic that couldn’t be ignored. So they published a range of prices along with a list of different aspects which influence the final pricing.
Another item that all members of the purchasing cycle are interested in is what we call trust factors on a website. They want to know that you are a reputable company which can be trusted to deliver the product on time, with features that work as promised.
For expensive long-lasting products, they also want to know about trusting you to service the product over the years to come. Trust factors must be added onto the website to convince them there is little or no risk in buying from you.
B2B Web Analytics
Data that is not statistically significant
The biggest Analytics mistake we see is making decisions based on data that is not statistically significant. This is particularly widespread in B2B analytics because many times there just isn’t enough data.
However, sometimes you have to make decisions even when there is not enough data. In these cases it sometimes help to use conversion proxies such as time on site or page views. You have to be careful with this as there are sometimes other reasons causing increased page views per session.
Tracking Conversions to Distributor Websites
One of the most important mistakes we see is that companies fail to track traffic from their website to their distributors. They complain that there are not enough online conversions. But they don’t realize that many potential clients click on the email and website links to their distributors.
They use this false information to move their budget from the online channel to offline. This is just one example of how mistakes in web analytics can have a big impact on a company’s profits.
How Important is Bounce Rate in B2B?
The most common mistake we see is looking at the bounce rate in B2B campaigns. Many B2B companies have very expensive products with a good margin. However, their keywords may overlap with other companies or institutions. This may result in a lot of irrelevant traffic of people coming to the website looking for general information or something else. But who cares? A high margin, expensive item B2B product can have a campaign with a high bounce rate but still increase profits significantly.
By receiving the correct Web Analytics you will be able to make better business decisions. Don’t underestimate the importance of this step.
Read about additional mistakes B2B marketers make.