7. 7#1: Be Global
■ AdWords provides global reach at a low cost
■ Select countries from the Traffic Estimator Tool
based on search volume (demand)
■ Split campaigns per country, have 1 for each
high demand country and a Rest of World for
low demand countries
■ Translate your website (or just landing page)
and your campaign keyword & text ads
8. 8#2: Be Everywhere
■ Use Remarketing to brainwash your potential
customers with your presence everywhere
■ People who have completed a form or
browsed around heavily on your web site are
HOT leads, other visitors are just passive leads
■ Bid aggressively on HOT leads for 30 days,
then reduce bids
■ Use frequency cap (up to 6 per day) so you
don’t annoy people
9. 9
#3: Be Specialized in
Search
■ Use a long list of targeted keywords in the
Search Network, have text ads that match
them.
■ You will have lower volume of searches but
higher relevance in your leads
■ Always bid for your brand name
10. 10#4: Be Clever in Search
■ Use Search Remarketing. A new feature.
■ Bid higher for keywords searched by past
visitors
■ Bid for certain generic keywords only when
searched by past visitors ( &προφιλ προφιλ
μ )αλου ινίου
■ Exclude people who have visited & bounced
11. 11
#5: Use the power of
Display
■ Target people who don’t know they need you!
■ Use Contextual Targeting to appear in websites
that talk about a related topic
■ Appear in blogs, forums, industry news sites
■ Place a banner with a compelling call to action
■ Offer a reward in return (industry solution e-
book, free trial etc)
12. 12
#6: Track your Leads like
a Pro
■ Integrate your website form with your CRM, so
that you know which leads are more valuable
■ Track your phone calls, so that you track the full
effect of your campaigns (different phone per
campaign or keyword in some cases)
■ Measure Pre Sale KPIs: Cost per Lead, Cost
per Valuable Lead, Cost per Meeting, Cost per
Proposal
13. 13#7: Give it love & time
■ B2B sales cycles are long processes, give your
campaign adequate time
■ Don’t wait too long! Evaluate your pre sale KPIs
on a weekly or monthly basis.
■ Adapt your offering if pre sale KPIs show low
response