Special Report: Search Engine Marketing
Consider bidding to push your site higher up on the list when it’s the right time, she continues. For instance, if you sell chocolates or flowers, bid high enough to push your listing to the top in the weeks leading up to Valentine’s Day.
While you must take into account how high up you want your listing to appear when placing your bids, you also should set bid limits. Says Fischer, if you know that $0.50 per keyword is what you’re willing to pay, set that as a maximum amount. “You also can set a daily budget,” he says. “Based on your keywords and cost-per-click, we have an idea of how much traffic you’ll get.”
Challenges and Rewards of B-to-B SEM
In comparison to consumer catalogers, search engine marketing (SEM) for business-to-business (b-to-b) mailers requires a considerably more technical approach. But the rewards for effectively tackling those technical challenges can be worthwhile.
“B-to-b catalogers need to understand that SEM is not just a matter of managing SEM traffic around a shopping cart,” cautions Kevin Lee, CEO of New York-based search engine campaign management firm Did-it.com. “You have more customer disconnects [with b-to-b SEM].
“For instance, an engineer may do online research for a particular product looking at specifications for, say, a router. Then the engineer may tell a purchasing agent to go to the site and buy the product. So you have one person doing the research, and another giving the purchase order,” Lee recounts. Following are some ways you can better use SEM for b-to-b marketing:
1. To track the effectiveness of SEM campaigns, Lee says, b-to-b catalogers should use a customer relationship management system to match individual buyers to their companies. “You need some sort of sales tracking system to close the loop and understand what’s working,” he says.