Is Search Engine Marketing still effective for B2B Lead Generation with rising CPCs?

All answers to this question.

Don't ignore Bing (Microsoft Advertising). For B2B, the CPCs are often 40-50% lower than Google, and the audience is predominantly professional users on work laptops. It's an easy win.

   Answered 2024-07-16 by Patrick Sullivan

• Patrick is right. We often find that our highest quality leads actually come from Bing for about half the cost. It’s a great way to balance out a high-cost Google campaign

     Commented 2024-07-17 by Natalie Fisher

Rising CPCs are a reality for everyone, so the key is to stop bidding on broad "high-volume" keywords and focus on "Long-Tail" phrases that indicate a specific pain point. Also, look at your "Quality Score." If you can improve your landing page relevance and ad copy, you’ll pay less for the same position. We recently moved 30% of our budget to "Remarketing Lists for Search Ads" (RLSA). This way, we only bid aggressively on those expensive keywords when we know the user has already visited our site before, which significantly lowers the CPA.

   Answered 2024-10-22 by Angela Simmons

Angela, that RLSA strategy is smart. Do you find that you need to create entirely different landing pages for those returning users, or do you just send them back to the same product page?

   Answered 2024-11-15 by Vincent Price

• Vincent, we definitely use different pages! For a first-time visitor, we offer a high-level whitepaper or ebook. For an RLSA visitor, we send them to a "Book a Demo" page or a direct comparison chart. Since they already know who we are, we can be much more direct with the "hard sell." This targeted approach has increased our demo conversion rate by 25% because we aren't asking them to do the same "introduction" dance twice. It’s all about mapping the ad to the user’s stage in the funnel.

     Commented 2024-11-20 by Angela Simmons