b2b leadscon 2014 - converting on social

Converting on Social

Janet Driscoll Miller President and CEO

Marketing Mojo

@janetdmiller

“Social Media Management Software” Enterprise level product:

12 months/$100,000 commitment

But WHO searches using this term?

@janetdmiller

• “Ham-Fisted Bidders” are bidding on ego and not on the results the advertising brings

• The more expensive the B2B offering, the higher the bid

• Competition is high for a limited B2B audience

“RAID Data Recovery” $64 CPC

“business VOIP solutions $51 CPC

“managed hosting providers” $49 CPC

“data room services” $41 CPC

“VPS Dedicated Server” $32 CPC

“managed services provider” $31 CPC

“merchant account providers” $28 CPC

“medical billing software” $27

“best conference call service” $25 CPC

“domain names registry” $24 CPC

“online backup software” $24 CPC

“server monitoring software” $24 CPC

“managed IT services” $23 CPC

“CRM Software Programs” $22 CPC

“business credit card” $19 CPC

“business bank account” $15 CPC Search Engine Marketing Roundup

@janetdmiller

• The growth of “low search volume” keywords in AdWords is exponential

• The keyword “Long Tail” only exists when Google lets it

• They are happy to “broad match” overly broad keywords at high CPCs

@janetdmiller

@janetdmiller

@janetdmiller

@janetdmiller

The paid search/LinkedIn benefit

Source: Marin Software, April 2014

@janetdmiller

The paid search/LinkedIn benefit

Source: Marin Software, April 2014

@janetdmiller

0 50 100 150 200 250 300 350 400

Search Ads Alone

Search and Social Ads

Leads

@janetdmiller

Search Ads Alone Search and Social Ads

Cost per Lead

@janetdmiller

Search Ads Alone Search and Social Ads

Cost

@janetdmiller

1178% (pipeline) (revenue)

ROI 281%

@janetdmiller

JANET DRISCOLL MILLER President and CEO

Marketing Mojo

jmiller@marketing-mojo.com

@janetdmiller +JanetDriscollMiller