网络营销:B2B企业如何做好内容广告

///网络营销:B2B企业如何做好内容广告
目前内容广告最受欢迎的形式是按点击付费(简称为PPC 或CPC)。B2B(企业对企业)的广告目的与B2C(企业对消费者)的广告目的有很大不同。B2C广告通常试图说服人们采取购买的行动,而企业对企业的广告目的是得到采购商的购买意向和联系信息。
 
通常,B2B企业在广告中提供可下载的白皮书,产品手册或免费的试用软件获得销售线索,然后由具体的销售人员跟进,达成最终的销售目的。
 
现在我们以一个销售软件的公司为事例说明一个B2B企业如何通过广告改进他们的业务流程。

广告内容:广告文字需要解决网站访客的关注点,从该网站的内容,我们已经做了在广告下面,突出企业经理人的恐惧-他们正在赔钱却不知情。专案提供了一个免费的,简单的方法来平息恐惧-下载一个免费的白皮书。

关键字定:记住,在内容运动,你不是招标个别关键词;关键字工作总结(并结合专案小组的广告文字) ,以直接的内容匹配算法,以广告张贴于适当/相关网站。这里的一个重要的一点,涉及到什么样的内容,广告,无论是企业对消费者或企业对企业:关键字内容专案小组,应是有关场所的消防安全情况,你想你的广告出现,而不是(多) ,你的产品/服务。

这可能是一个困难的概念来把握,尤其是由有经验的搜索广告客户。在搜索的PPC运动中,广告商试图预测(申办) ,所有的搜索条件,也有可能被利用,有人追求自己的产品/服务。在内容,广告,关键词要工作,以界定种站点和页面凡广告应该出现。

因此,在搜索广告,这个关键字清单将是适当的一个广告活动,试图吸引销售线索,为企业流程再造的软件:

业务流程再造
BPR的软件
业务流程软件
业务流程再造软件
业务工作流程
业务工作流程软件
业务流程改进
虽然这可能是一个很好的名单,以预见的搜索字词使用的潜在客户,这是一个坏的名单为内容的广告,因为它没有确定网站的页面上的广告应该出现的。

同时,请记住:内容算法(界定)的尝试,以配合您的专案小组的"主旋律" ,以有限的,已知的名单上的主题或类别。你还可以下载名单这里。

Google的分类列表显示了几种可能的类别,为我们的广告,但其中特别是, "生意" ,包括一个子类, "管理和企业运营中, "其中有一个判类所谓的"业务流程" 。因此,有可能关键字名单是:

商务
管理
行动
过程
流程
工作流程
-小型企业
-办公室
-事件
-培训
这份名单将确保广告出现在页面是看企业管理者感兴趣的行动,过程和工作流程。同样重要的是,我们已经用负面关键词,试图能维持小康的广告页与内容有关的小型企业和不太战略议题,如活动和培训。

我刚才提到这个虚构的公司要针对制造公司。为了把目标对准经常出没的地点,由上级主管的这些公司,我们将通过构建一个单独的内容,专案小组略有不同,广告和关键字清单:

产业
制造业
商务
管理
行动
过程
流程
工作流程
-小型企业
-办公室
-事件
-培训
这个专案小组,充分利用了一个事实,即Google确定了一个明确的类的所谓"产业" ,并分类别所谓的"制造业" 。

我又要回到几个星期一个新的专栏,与丰富的意见,衡量和优化的表现内容的广告。未来的专栏文章将讨论就业专项斗争中,非文本内容的广告(如横幅和视频) ,按次付费的行动运动,以及更多。我们将下滑,甚至我们的脚趾到Google的新的AdWords控制的离线广告-印刷,音响,电视。

http://searchenginewatch.com/showPage.html?page=3627890

B2B marketing is tough. B2B search marketing? Not for the faint of heart.

The most challenging form of B2B marketing? Without a question: content advertising.

Last week, I provided an example of a content campaign ad group (ads and keyword lists) that demonstrated the "best practices" involving B2C — direct-to-consumer — advertising. This week I’ll provide tactics for the B2B space — your own golden compass for learning how to succeed in content advertising.

The goal of B2B PPC (define) advertising is usually different from a B2C advertiser’s objectives. While B2C advertisers usually try to persuade people to buy , B2B advertisers often attempt to convince site visitors to take a step forward in the buying process — usually by submitting a Web form with the potential customer’s contact information.

Frequently, B2B advertisers motivate potential customers by offering downloadable whitepapers or free software trials. Submitted leads then enter the sales pipeline, and human salespeople start a process of 1:1 correspondence that will hopefully culminate in a sale.

With this in mind, let’s look at an example B2B content campaign ad group. This one involves a fictitious company that sells software for business process re-engineering, aimed at medium- to large-sized businesses. They have particular domain expertise in manufacturing, so we’ll set up a separate content ad group for that.

Ad copy: Keeping in mind the ad text needs to distract the site visitor’s attention from the site’s content, which we’ve done in the ad below by highlighting a business manager’s fear — that they’re losing money without knowing it. The ad offers a free, easy way to quell the fear — download a free white paper.

Are You Losing Millions?
Find Out in "Top Ten Business
Process Mistakes." Free Download!
www.BPR-Pros.com

Keyword set: Remember, in content campaigns, you’re not bidding on individual keywords; the keywords work in aggregate (and in combination with the ad group’s ad text) to direct the content matching algorithms to place ads on appropriate/relevant sites. And here’s an important point that pertains to any kind of content advertising, whether B2C or B2B: the keywords in a content ad group should be about the sites where you want your ad to appear, not (as much) about your product/service.

This may be a difficult concept to grasp, especially by experienced search advertisers. In search PPC campaigns, the advertiser tries to anticipate (and bid on) all of the search terms that might be used by someone seeking their product/service. In content advertising, the keywords should work to define the kinds of sites and pages where the ads should appear.

So in search advertising, this keyword list would be appropriate for an ad campaign attempting to attract sales leads for business process reengineering software:

  • BPR
  • BPR software
  • business process software
  • business process reengineering software
  • business workflow
  • business workflow software
  • business process improvement

While that may be a good list to anticipate search terms used by potential customers, it’s a bad list for content advertising, since it doesn’t identify site pages where ads should appear.

Also, remember: the content algorithms (define) try to match your ad group’s "theme" to a finite, known list of themes or categories. You can download the list here.

The Google category list shows several possible categories for our ads, but one in particular, "business," includes a sub-category, "management and corporate operations," which has a sub-sub-category called "business process." So a likely keyword list is:

  • business
  • management
  • operations
  • process
  • processes
  • workflow
  • -small business
  • -office
  • -events
  • -training

This list will ensure ads show up on pages that are read by corporate managers interested in operations, process and workflow. Equally important, we’ve used negative keywords to try to keep ads off pages with content related to small business and less-strategic topics, such as events and training.

I mentioned earlier that this fictional company wants to target manufacturing companies. In order to target sites frequented by upper-level managers of these companies, we’ll construct a separate content ad group with a slightly different ad and keyword list:

Are You Losing Millions?
Top Ten Manufacturing Business
Process Mistakes. Free Download!
www.BPR-Pros.com

  • industries
  • manufacturing
  • business
  • management
  • operations
  • process
  • processes
  • workflow
  • -small business
  • -office
  • -events
  • -training

This ad group capitalizes on the fact that Google has defined an explicit category called "industries" and a sub-category called "manufacturing."

I’ll be back in a few weeks with a new column with meaty advice on measuring and optimizing the performance of content advertising. Future columns will deal with placement targeted campaigns, non-text content ads (e.g. banners and video), pay-per-action campaigns, and more. We’ll even dip our toes into Google’s new AdWords-controlled offline advertising — print, audio, and TV.

In the meantime, I’ll be a guest blogger on the Search Engine Watch blog. See you there.

I hope your holidays are restful — you’re going to need a lot of stamina to keep up with content advertising in 2008!