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Website Visitor Conversion in a B2B Environment

Last month I had the good fortune of becoming ‘certified’ in Landing Page Optimization through MarketingExperiments out of Jacksonville Beach Florida. Several times a year, their team brings a hundred or so marketers through the 2-day workshop. The material is similar to that of their free Wednesday web clinics but in a much more intense, and hands-on workshop environment.

After attending the workshop I felt a renewed sense of purpose as a search engine marketer towards challenging my clients to focus on and improve their conversion rates, I wanted to provide some of the highlights in my next few columns. Conversion defined

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Are Your B2B Paid Search Campaigns Trying To Serve Two Masters?

One of the best pieces of advice I ever got from a seasoned Google AdWords mentor was to “not try and serve two masters within a single campaign.” If your campaigns are like most, they have a fixed budget and are ROI driven. In this situation, we are constantly trying to ratchet down the cost per lead while still using up the budget to get as many leads as possible. But beware! At some point you can almost be guaranteed that you’ll be requested to “fill up the pipe” by ramping up volume (and spend) for the short term. Unfortunately, trying to jockey between the two is a recipe for long-term frustration and compromised results.

This may seem trivial to many, especially at the outset of a campaign when everything is new, shiny, and exciting. But as I and my clients have learned, as a campaign matures — and you are looking to improve upon current and past results — that lingering question once again rears its head. ROI or volume? It’s very hard to run disciplined, scientific campaign tests and optimizations if that question isn’t clearly answered and adhered to.

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