Campaign Optimization
Placing your company and offers in front of an active business buyer audience is easy with Business.com. Follow these top tips to get the best B2B search marketing ROI from your Business.com pay-per-click advertising campaign.
Improve Your PPC Ad Copy
Relevant ad copy that speaks to your target audience is a vital part of your PPC campaign. Make sure your ad copy clearly and concisely describes the benefits of your product, service and/or company.
- Think like your ideal buyer – what do they want to see in your ad to know you have a great solution for them?
- Include promotions, special offers and pricing in your ad to help distinguish you from your competitors.
- Use our unique multi-link feature to drive traffic to key transactional areas of your site such as whitepaper download forms, lead forms, event registrations or others.
- Include keywords in your ad title and description to help users easily identify what you offer
Track PPC Conversions
Accurately tracking PPC campaign performance is crucial in maximizing your search marketing ROI.
- Use our free Business.com Conversion Tracking to see the true ROI from your Business.com PPC campaigns – data not available from Google Analytics or other popular web analytics tools. It is simple to set-up and use, taking just a few minutes to implement.
- If you don't choose to use Business.com Conversion Tracking, you need to be aware of the capabilities and shortfalls of your conversion tracking tool. To learn more about the gaps of some of the most popular conversion tracking tools, download our whitepaper Unlocking the B2B Web Analytics "Black Box".
- Monitor the performance of your search campaigns based on your conversion metrics. Identify key areas for improvement and optimize as needed.
Select Categories & Keywords
Business.com PPC campaigns work differently than PPC campaigns you may run on general search engines: instead of adding keywords, you simply select the most appropriate Business.com categories for your product or service and keywords are already assigned to those categories. This is an essential point to understand to get the best Business.com ROI.
- Always make sure to select your Business.com categories first. Each category has an associated list of "category keywords" which attract the highest volume of relevant traffic to the category.
- You may add additional keywords, or remove existing category keywords, as necessary for even more precise audience targeting.
- When adding keywords, choose descriptive keywords that are relevant to your product or service and use multiple-word keywords. One word keywords tend to be too general and may result in irrelevant clicks.
Increase Business Buyer Traffic
Driving qualified traffic to your site is key in achieving search marketing ROI goals from PPC advertising.
- Increase your keyword cost-per-click (CPC) to help achieve your optimal page placement. The top three ad positions on the Business.com page receive the most exposure on the Business.com site and across the Business.com Network.
- Carefully plan and monitor your monthly cap to ensure your ad campaigns remain visible to prospects throughout the month. Once your cap is reached, your PPC ads will be removed from the Business.com site and Network
Looking for tips on how to create and manage business directory listings to drive more traffic to your site? Take a look at our Directory Submission Vitals & Checklists for advice on how to evaluate an internet directory and to effectively manage your directory submissions.
