Do you really want more clicks?

In the world of pay per click advertising a large divide is appearing between B2B and B2C advertising strategy. B2B marketers are realizing that the same benchmarks that B2C pay per click advertisers strive for (higher click rates, lower cost per click, higher quality scores), is not always what spells success for the B2B marketer.

In the B2C world more traffic does translate into higher sales, so the cost associated with a higher click rate, optimizing of landing pages, and bidding on high traffic keywords can be justified. But, in the B2B world due to sales cycle, specific niche industry, and buying habits, the idea of higher clicks equals higher sales doesn’t ring as true. This is forcing the B2B pay-per-click advertiser to focus on the specific characteristics of the clicker, and what type of traffic they are buying.

This drive for quality becomes even more prevalent when industry keywords can reach upwards of $30.00 a click.  B2B marketers need to evaluate their strategy and make decision on the importance, of higher click rates, quality scores, and what the cost of driving more traffic would be.

Focusing on quality can increase the ROI of a Pay-Per-Click campaign significantly just by using the knowledge already known of the potential prospect and industry. By taking advantage of cheap long tail keywords, and industry slang terms B2B marketers can specifically target their prospect searches. Steering away from broad high traffic keywords, and properly deploy negative keywords, can help keep costs down for unwanted mainstream searchers. Ads can be geo-targeted to specific areas of high concentrations of prospects, and parsing the time of day and week that an ad runs can conserve impressions for peak search volume.

Another great way to qualify traffic before the click is ad copy. By using pre-qualifying ad copy, B2B marketers can precisely explain who should or shouldn’t be clicking on the ad.

For example:

K-12 Business Software

Manage your school district & COE
with SmarteHR and SmarteFinance

www.smartetools.com

This ad pre-qualifies the reader before the click, maximizing the quality of clicks.
Before you invest more money increasing your click thru rate, in an effort to increase conversions, think about the age old idea of quality over quantity, and ask yourself…do you really want more clicks.

Share this: