Why do Some B2B and B2C marketers struggle with PPC?

In a recent Design Insite study of 1000 unique paid ads on Google targeting B2B and B2C terms only 10% used campaign specific microsites or landing pages to deliver relevant information.

Landing Page Mismatch

In most cases it was discovered that keywords used in the PPC ads were well researched and aligned to the target market but not the landing pages themselves. PPC ads work best when they guide searchers to a dedicated tightly focused landing page rather than pre-existing pages that vaguely match the search criteria.

Poor or no call to action

Because ads were directing visitors to pre-existing pages they failed to deliver a specific call to action germane to the search query. Customized landing pages and microsites separate from your current site can help maximize click through's and improve conversions.

Ads and landing pages need to be consistent

It takes time to build landing pages, split test ad variations and develop an effective call to action. This is a real problem for B2B marketers with a portfolio of several hundred or even thousands of keywords. The task quickly becomes overwhelming, shortcuts are taken and as a result landing pages fail to convert as well as they could.

So what's the solution

This is the time to consider outsourcing the management of your PPC to a specialist. This will maximize the benefits of the PPC campaign and release manpower and resources the can be employed more profitably elsewhere within your organization.

The skills necessary to create a PPC campaign share many aspects of organic SEO such as copywriting, a/b split testing, developing an effective call to action and maximizing click-through and conversions. This makes for a simple transition from PPC to organic results which can reduce marketing costs and increase ROI once the perfect page is realized.

Take the first step towards generating more sales and maximizing profit by requesting a free Internet Marketing quote or talk us directly on +34 69 347 5142