Tapping the B2B Audience via Search

by Dan Blank on August 24, 2006

Earlier this month, the Search Engine Strategies conference looked at search advertising for B2B companies. Some findings:

“…remember the importance of basic marketing strategies like including keywords in the headline of the ad, coupling ad groups with relevant landing pages, highlighting product benefits rather than features and constant testing of ad variations.”

One company did not throw caution to the wind with their strategy. Jon Lisbin, Chief Strategist of Point It! Inc. says:

“…to develop a SEM campaign that continually tested more than 80 ad themes with optimized landing pages centered on various offer types in order to achieve specific sales force goals. Lisbin went on to explain how potential sales leads were targeted by what phase of the purchasing process they were in.”

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