how b2b tech brands use paid media

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CONFIDENTIAL Copyright 2014 ROSETTA. This document is confidential and proprietary property. Please do not forward or release this document without prior consent from ROSETTA. PAID MEDIA BEST PRACTICES EVALUATING THE B2B TECHNOLOGY SECTOR APRIL 2014

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Page 1: How B2B Tech Brands Use Paid Media

   

CONFIDENTIAL Copyright 2014 ROSETTA. This document is confidential and proprietary property. Please do not forward or release this document without prior consent from ROSETTA.

PAID MEDIA BEST PRACTICES

EVALUATING THE B2B TECHNOLOGY SECTOR APRIL 2014

Page 2: How B2B Tech Brands Use Paid Media

   

We Reviewed Paid Media Programs for Top B2B Technology Brands Our analysis looked at several key areas of paid display and paid search programs to better understand how well the channels are being leveraged to drive engagement, including:

§  PPC keyword rank and coverage for some of the category leaders in hardware and software

§  The quality of keyword copy and integration between keywords and landing experiences

§  Opportunities for optimizing publisher and media partner strategies §  The effectiveness of banner ads and creative messaging

See a snapshot of our findings on the next few slides.

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Tim  Trus  Rosetta, Director of Search & Media Analysis completed in March 2014

Page 3: How B2B Tech Brands Use Paid Media

   

PAID MEDIA | PPC

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Page 4: How B2B Tech Brands Use Paid Media

   

Current Paid Search Landscape | Hardware While a number of companies are more aggressive with respect to rank, IBM and Dell fall into the ideal balance of rank and coverage

§  HP has an aggressive paid search strategy dominating the premium positions, though only holding 20% coverage on monitored terms §  The majority of companies hold less

than 30% coverage and an average rank greater than 4

§  IBM and Dell fall into the “ideal quadrant,” holding a competitive average rank and more than 50% coverage §  This maximizes the companies share of

voice (SOV), ensuring exposure and consistent brand presence

Source: Benchtools (March 2014), Keywords monitored : blade server, rack server, tower server, server infrastructure management, data center solutions, networking switches, cloud computing services, cloud computing solutions, data warehousing, storage area network 4

Non-brand Coverage & Rank March 2014

B2B Campaign – Google Desktop SEM: Average Coverage and Rank

0 10 20 30 40 50 60 70 80 90 100

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2

3

4

5

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7

8

9

10

RA

NK

HP.COM

DELL.COM

IBM.COM

ABMX.COM CISCO.COM

INTEL.COM EMC.COM

RACKSPACE.COM

COVERAGE %

HYVESOLUTIONS.COM

SERVERSDIRECT.COM

Rank – Keyword ranking on page (1-10)

Coverage – % of times ad shows in eligible searches

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Current Paid Search Landscape | Software Premium ad positions are extremely competitive, though few companies are holding more than 50% coverage on monitored keywords

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§  Competition within the top four ad positions is extremely competitive, though no company holds more than 25% coverage §  The majority of companies hold less

than 50% coverage, signaling an opportunity to increase share of voice (SOV) in the marketplace

§  HP and EMC fall into the “ideal quadrant,” holding a competitive average rank and more than 50% coverage §  This maximizes the companies SOV,

ensuring exposure and consistent brand presence

Source: Benchtools (March 2014), Keywords monitored : network management software, software defined networking, human capital management software, application lifecycle management, cloud management software, automation software, analytics software, big data software, software defined storage, networking software, crm solutions, supply chain management software

Non-brand Coverage & Rank March 2014

B2B Campaign – Google Desktop SEM: Average Coverage and Rank

0 10 20 30 40 50 60 70 80 90 100

1 2

3 4

5

6 7

8 9

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RAN

K

TINTRI.COM

HP.COM

EMC.COM

MICROSOFT.COM

IBM.COM

MINDTREE.COM

REDHAT.COM

NEXENTA.COM RIGHTSCALE.COM

CISCO.COM ORACLE.COM

COVERAGE %

Rank – Keyword ranking on page (1-10)

Coverage – % of times ad shows in eligible searches

Page 6: How B2B Tech Brands Use Paid Media

   

Ad Copy Analysis Ideal ad copy blends effective, differentiating messaging, a strong call to action (CTA) and use of ad extensions to provide the best user experience

Opportunities §  Adopt “always on” strategy to fully fund and own branded search terms and drive incremental traffic §  Include sitelinks and other applicable ad extensions to provide a deeper user experience and own

more real estate on the SERP §  Leverage Google Betas and Enhancements such as customer reviews or remarketing lists for

search ads to increase CTR and drive qualified visitors to the site

Strong  Ad  Copy   Opportunity  for  Refinement  

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Page 7: How B2B Tech Brands Use Paid Media

   

Landing Page Experience An ideal landing page leverages consistent, concise brand messaging and is conversion-focused to maximize the user experience and business impact

OPPORTUNITIES: §  Align ad copy and landing page messaging to provide a consistent user experience §  Landing page should have clear focus and be conversion-oriented §  Ensure text is concise and broken into bullets, avoiding large blocks of text

Strong  Landing  Page  Experience   Opportunity  for  Refinement  

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Page 8: How B2B Tech Brands Use Paid Media

   

PAID MEDIA | DISPLAY

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Page 9: How B2B Tech Brands Use Paid Media

   

Publisher & Media Strategies Dell utilizes a healthy portfolio of advertising networks and top portals, allowing for the opportunity to reach differentiated marketing segments

OPPORTUNITIES: §  Differentiate advertising networks and portals being used to reach a widespread audience §  Reach your target audience while also expanding into “like” audience customers through

the utilization of 3rd party data and smart prospecting tactics §  Consider aligning with “core endemic sites” of the desired audience (techcrunch or wired) to

leverage relevant content and brand association, and to market to individuals, not companies  

Compe;;ve  Landscape/Partnerships  

1 Facebook 2 Yahoo Sites 3 Google Sites 4 AOL, Inc. 5 Ziff Davis Tech 6 Gannett Sites 7 Curse 8 Turner Digital 9 United Online, Inc.

10 Microsoft Sites

11 CBS Interactive 12 Glam Media 13 IDG Network 14 Forbes Digital 15 WashingtonPost.com 16 Best Buy Sites 17 Fox News Digital Network 18 Deso-Tashan.com 19 Time Warner Cable, Inc. 20 eBay

9 Source: comScore AdMetrix, (Date Range: Feb ‘14); Site lists are not exhaustive

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OPPORTUNITIES: §  Highlight brand and product-specific differentiators within banner to communicate core

message and set brand apart from competitors §  Use consistent brand messaging across paid media channels (search and display) §  Leverage messaging to target users in the various stages of the conversion funnel §  Opportunity to focus on retargeting of site visitors to help close the purchase cycle  

Creative Messaging Strategies Utilize display advertising to focus on brand awareness and reach users at the top of the conversion funnel, while using display retargeting to re-engage with previous site visitors

Source: comScore /Moat.com 10

Page 11: How B2B Tech Brands Use Paid Media

   

Key Takeaways

While the specific strategies and goals of each company’s campaigns will vary, clear opportunities we observed for all B2B technology brands to improve paid media engagement are:

1.  Establish Goals – There need to be guidelines that help influence the blend of direct response and awareness efforts

2.  Test Everything – Your customers will tell you what they want; listen and then refine your approach from your targeted keywords and copy messaging, all the way to the site copy and CTAs

3.  Tactic Integration – Insight into plans and performance of other digital efforts (SEO, Social, Email) as well as offline (Direct Mail, Print) will allow for tactic alignment and an enhanced experience

You can find more digital media best practices on Slideshare.com/RosettaMktg and our blog, Currents.Rosetta.com.

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Page 12: How B2B Tech Brands Use Paid Media

   

About Rosetta

Rosetta is a customer engagement agency. We combine human insights, technology and next-generation storytelling to craft meaningful connections that drive tangible results. If you are interested in an analysis of how well you are talking to your customers across paid media or other channels, reach out at www.Rosetta.com/contact and we will get you in touch with our team.

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Page 13: How B2B Tech Brands Use Paid Media

   

Thank You

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