#PPC4B2B
emagine webinarB2B Online Advertising:What’s Hot and What’s Not
Presented By:
Leah Yount
Digital Marketing Strategist & PPC Specialist
#PPC4B2B
Emily Ahlbum Leah YountMarketing Manager B2B PPC Specialist
@EmilyAhlbum @emagineLeah
Meet The Team!
#PPC4B2B
Why We Advertise Online
Build awareness
Influence consideration Drive action
#PPC4B2B
B2B Self-Service Platforms
http://clients.emagineusa.com/allego/round4/
#PPC4B2B
Exceptional Targeting
Native advertisingAudience mindset
LI Sponsored Updates Win
#PPC4B2B
Sponsored Updates: Best Practices
Targeting:
Tips:Content:
Job title or company list (up to 100)Audience size: 60k – 200k 1,000 min.
Direct sponsored updates
2-4 pieces of unique content / month
Webinars, whitepapers, case studies
Does this asset help me professionally? Include short link in the update
Custom text and image icon
#PPC4B2B
Endless placement options
Drives action vs. awarenessSocial is B2C focused
Remarketing not Retargeting
#PPC4B2B
Google Remarketing: Best Practices
Targeting:
Tips:Content:
Display, RLSA, YouTubeAudience size: 1,000+
Test RLSAStrong offer or CTACreative Image ads, messaging and landing pages
Smart lists, similar audiences
Low Max CPC
Create product specific lists
#PPC4B2B
Cheap – avg. $.20 view
Influences considerationVideo is impactful
YouTube is HOT
#PPC4B2B
YouTube: Best Practices
Targeting:
Tips:Content:
Keywords, remarketing, interests, or demographics
Short videos – 2 min. maxVideos uploaded to YouTube
Send people to a landing page or YouTube channel
Use CTA overlay
Entertain your audience
In-Market and Affinity audiences
#PPC4B2B
Better reach
Drives actionBetter features
Adwords is still King
#PPC4B2B
Google Search Ads: Best Practices
Targeting:
Tips:
Phrase and broad modifier keywords
A/B Test ad copy using experiments
Call conversion tracking
Any keyword w/ organic rank higher than 5
#PPC4B2B
What’s hot?
#PPC4B2B
Questions?