In this presentation I gave at Hero Conference 2015 in London, I discuss the importance of keeping the person in mind in your B2B Google Adwords & Bing Ads accounts by identifying the person revealing intent in keywords, breaking bad landing page addictions, and getting the right ad to the right person at the right time with remarketing ideas.

1. Kirk Williams | @PPCKirk
Owner & Minion | ZATO
How to Lose Your B2B PPC Account

2. MINNEAPOLIS, MN > WISCONSIN > LOUISVILLE, KY > MONTANA
(Montana, also known as the business center of corporate America)
@PPCKirk

3. @PPCKirk
Walking across Montana diagonally = 795 mi (1,279 km)

4. @PPCKirk
Walking from London to Liezen, Austria = 790 mi (1,271 km)

5. @PPCKirk

6. @PPCKirk

7. @PPCKirk

8. @PPCKirk
PPCKirk
(follow me for #B2BPPC tips
to RT during the presentation)
Tuesdays, 5PM in the UK
Twitter = Flippin’ Awesome

9. Integrated Marketing
SAAS
———————
Fortune 5oo Companies
Heavy Equipment
Manufacturer
———————
Potential Dealers
What do all B2B Businesses Have in Common?
Small E-commerce
B2B Parts Supplier
———————
SMB Owners
@PPCKirk

10. Integrated Marketing
SAAS
———————
Fortune 5oo Companies
Heavy Equipment
Manufacturer
———————
Potential Dealers
What do all B2B Businesses Have in Common?
Small E-commerce
B2B Parts Supplier
———————
SMB Owners
THEY ARE ALL STILL ADVERTISING TO PEOPLE.
@PPCKirk

11. We’ll lose our #B2BPPC accounts if we forget
there is a real, living human being on the other
side of that ad. #HeroConf
“
”
RT @PPCKirk
@PPCKirk

12. Bryan Kramer
There is no more
B2B or B2C:
It’s Human to
Human, #H2H.
B2B PPC
one key way we endanger our B2BPPC Accounts…
@PPCKirk

13. Objection: But What About Multiple Decision Makers?
“the decision making group” now involves at least five people
in the typical B2B purchase.*
*Scott Gillum, President of Gyro Advertising writing about the book: The Challenge Customer
@PPCKirk

14. win the moment!
Objection: But What About Multiple Decision Makers?
“the decision making group” now involves at least five people
in the typical B2B purchase.*
*Scott Gillum, President of Gyro Advertising writing about the book: The Challenge Customer
@PPCKirk

15. My Goal:
to brainstorm ideas
that will make our
AdWords/Bing Ads
accounts more people-
centric.
@PPCKirk

16. My Goal:
to brainstorm ideas
that will make our
AdWords/Bing Ads
accounts more people-
centric.
@PPCKirk

17. My Goal:
to brainstorm ideas that
will make our
AdWords/Bing Ads
accounts more people-
centric.
@PPCKirk

18. Adwords is Not Dead in B2B PPC
Facebook AdsTwitter Ads
Email Marketing
Mobile App
Networks
@PPCKirk

19. Don’t get so distracted by new things in #B2BPPC
that you stop learning @adwords. Ads, KWs, &
Landing Pages are still relevant. #HeroConf
“
”
RT @PPCKirk
@PPCKirk
—————————

20. 3 Key Areas of B2B PPC
we must remember we are advertising to people in these key areas.
What are b2b people
interested in?
Keywords
@PPCKirk

21. 3 Key Areas of B2B PPC
we must remember we are advertising to people in these key areas.
What are b2b people
interested in?
Keywords
How can we build truly great
b2b landing pages with the
person in mind
Landing Pages
@PPCKirk

22. 3 Key Areas of B2B PPC
we must remember we are advertising to people in these key areas.
How can we get the
right message to the
right person at
the right time?
Remarketing
What are b2b people
interested in?
Keywords
How can we build truly great
b2b landing pages with the
person in mind
Landing Pages
@PPCKirk

23. b2b keywords
what are people interested in?
@PPCKirk

24. @PPCKirk
The reason keywords
are still relevant in
#B2BPPC is because
they reveal intent.
#HeroConf
“
”
RT @PPCKirk

25. 3 Ideas for improving our
B2B keyword targeting. Idea #1: Think like
your customer
@PPCKirk

26. 3 Ideas for improving our
B2B keyword targeting. Idea #1: Think like
your customer
ask: “what does my customer
call my product/service?”
@PPCKirk

27. Think Like Your Customers
a story..
@PPCKirk

28. In #B2BPPC, the “right” name for your product/service is
what your converting customer calls it. #HeroConf
“
”—————————
RT @PPCKirk
@PPCKirk

29. How Do We Learn What Our Customers
Are (actually) Searching For
@PPCKirk

30. Search Query
Report
Competition
Customer
Surveys/Forms
Forums /
Review Sites
How Do We Learn What Our Customers
Are (actually) Searching For
think outside the box
@PPCKirk

31. Idea #2: Use SQR
to Seek Out
Keyword Modifiers
or Variations.
How can we improve our
B2B keyword targeting?
@PPCKirk

32. Find the Modifiers
Go past the 20,000 phrases
@PPCKirk

33. Find the Modifiers
Go past the 20,000 phrases
problems
@PPCKirk

34. Identify & Filter the KW Modifier in the Query
@PPCKirk

35. Take Action On Keyword Modifiers
don’t just sit there, do something
Take Action!
Pull Out Modifier
Into Ad Group
Use Traffic Sculpting
@PPCKirk

36. What is Traffic Sculpting?
PPCHero Post: Negative Keywords: Stop (Only) Excluding, Start Directing
image source: http://media.npr.org/assets/img/2012/12/23/tony_lepore_wide-c0e7dcd63969bb82b4c7ed82338336523b429fae-s900-c85.jpg
@PPCKirk

37. Generic Queries
Show the Right Ad to the Right Person
[windows 10]
[best operating system
for small business]
@PPCKirk

38. Generic Queries
Modifier Queries (e.g., “problems”)
Show the Right Ad to the Right Person
[windows 10]
[best operating system
for small business]
[windows 10 problems]
[how to fix windows 10
problems]
@PPCKirk

39. Generic Queries
Modifier Queries (e.g., “problems”)
Show the Right Ad to the Right Person
[windows 10]
[best operating system
for small business]
[windows 10 problems]
[how to fix windows 10
problems]
@PPCKirk

40. Take Action On Keyword Modifiers
don’t just sit there, do something
Take Action!
Pull Out Modifier
Into Ad Group
Traffic Sculpting
Create “problem”
focused ads
and/or landing pages!
Win Back
the Conversation
@PPCKirk

41. Brainlabs Query Script on SELand
why do it manually when you can do it auto-magically?
@PPCKirk

42. How can we make our B2B Keyword
Targeting people-centric?
Idea #3: Make Negative Keywords Lists Your New Favorite.
@PPCKirk

43. • 200+ Negative Keywords to Exclude for B2B – KO Marketing
• 400+ Negative Keywords to Exclude for PPC – Engine Ready
@PPCKirk

44. Section 1 Summary: B2B Keywords
exploit the person-revealing intent found in keywords
Think Like Your
Customer
Find Modifiers in SQR Use Negative Lists
@PPCKirk

45. b2b landing pages
how can we build truly great b2b
landing pages with people in mind?
@PPCKirk

46. Melissa Mackey:
#ppcmoses
B2B Superstar
@mel66
@mel66
http://gyro.com
@PPCKirk

47. Melissa Mackey:
#ppcmoses
B2B Superstar
@mel66
“B2B landing pages may
be the most neglected
aspect of B2B PPC.”
@mel66
http://gyro.com
@PPCKirk

48. B2B Landing Pages like this still exist (9/21/15)
@PPCKirk

49. B2B Landing Pages like this still exist (9/21/15)
I feel
like her.
@PPCKirk

50. We build bad #B2BPPC landing pages when we
simply perpetuate bad templates, bad ideas, & bad
practices. #HeroConf
“
”
—————————
RT @PPCKirk
Why is this so hard?
@PPCKirk

51. Don’t let your addictions kill you (or your account).
———————
3 Ideas to Break
our Addiction
to Bad B2B
Landing Page
Practices
@PPCKirk

52. don’t ask for marriage on your first date.
Idea #1: Stop collecting unnecessary information
SHORTEN YOUR FORMS
@PPCKirk

53. Or
WHHHHYYYYY do we need 27 form fields??
you’re a person, which would YOU rather fill out…
@PPCKirk

54. Identify your form threshold
“Landing Page form
threshold is the minimum
agreed upon set of
information requirements
that still produce an
acceptable conversion
rate.”
@PPCKirk

55. Break the #B2BPPC mold and stop collecting
personal information you don’t need to collect.
Shorten Your Forms! #HeroConf
“
”—————————
RT @PPCKirk
Join me in form-shortening
@PPCKirk

56. Idea #2: Kill the Whitepaper.
The whitepaper is dead. Give it a proper burial and move on.
@PPCKirk

57. Idea #2: Kill the Whitepaper.
The whitepaper is dead. Give it a proper burial and move on.
@PPCKirk

58. The generic informational whitepaper needs to die in
#B2BPPC. Instead offer something your visitor will
find *personally* valuable. #HeroConf
“
”
—————————
RT @PPCKirk
Join me in killing the whitepaper
@PPCKirk

59. Free Trial Free Account Analysis
Club Pricing (Ecom)
6 ideas for shifting our thinking from “generic” offering,
to “personally valuable” offering.
Free Conf Videos
Free Product Samples
@PPCKirk
Free Consultation

60. Idea #3: Ditch the Landing Page
@PPCKirk

61. Give Call-Only Campaigns a Try
or don’t, I could care less. ¯_(ツ)_/¯
There is disagreement
on their success!
but be warned…
@PPCKirk

62. Give Call-Only Campaigns a Try
or don’t, I could care less. ¯_(ツ)_/¯
Experiment for yourself with Call-Only Campaigns!
OR, begin by trying Call-Only Ads in existing ad groups.
There is disagreement
on their success!
but be warned…
@PPCKirk

63. Section 2 Summary: B2B Landing Pages
break your addiction to bad b2b landing page practices.
Shorten Your Forms Offer Something
Personally Valuable
Try Collecting
Only Calls
CALL
US
@PPCKirk

64. b2b remarketing
how can we get the right message to
the right person at the right time?
@PPCKirk

65. B2B – LOOOOOONNGER Sales Cycle
@PPCKirk

66. 4 Ideas for Making AdWords
Remarketing Work for B2B
B2B – LOOOOOONNGER Sales Cycle
@PPCKirk

67. Search – Up to 180 Days Display – Up to 540 Days
Idea #1: Set Membership Duration to Mimic Your Sales Cycle
@PPCKirk

68. 360 days
60 days
180 days
90 days
30 days
Search – Up to 180 Days Display – Up to 540 Days
Idea #1: Set Membership Duration to Mimic Your Sales Cycle
@PPCKirk

69. do you really want to be this kid??
———————
treat your converted visitors like people… GIVE THEM SOME ROOM
Idea #2: Exclude Conversions
From Remarketing Campaigns
@PPCKirk

70. do you really want to be this kid??
———————
“go away… and never, come back!”
———————
treat your converted visitors like people… GIVE THEM SOME ROOM
Idea #2: Exclude Conversions
From Remarketing Campaigns
@PPCKirk

71. Industrial 3D Printers
LEAD GEN
GOAL: Sell 3D Printers
to Companies
MICRO: Track Spec
Sheet Downloads
REMARKET to Spec
Sheet List.
CSE Feed Program
LEAD GENWE 3D WE CSE
GOAL: Get Monthly
Subscribers for Feed
Management
MICRO: Track Free
Demo Users
REMARKET to Free
Demo List.
Auto Tool Store
ECOMMERCE
GOAL: Sell Tools to
Mechanics
@PPCKirk
Idea #3: Identify Micro-Converting Visitors &
Remarket To Them

72. E-commerce micro-conversion
remarketing lists…
@PPCKirk
There’s… too many of them!

73. Cart/Checkout
Abandonment
Product Tab
Info Clicks
Converted
Customers
Email Lists(!)
Product Video
Views
Create Google Analytics events for key product interactions
and get to work building lists!
%
@PPCKirk

74. Idea #4: Use Remarketing for Search Lists
what’s happier than Search or Remarketing??? Search AND Remarketing.
@PPCKirk

75. Bid on those top CPC terms you
couldn’t afford previously!
“In RLSA, your list
IS your filter!”
Susan Wenograd
GO CRAZY WITH
BROAD MATCH
@PPCKirk
2 Tricks for B2B RLSA

76. Bid on those top CPC terms you
couldn’t afford previously!
EXPERIMENT:
STEP 1: Duplicate Search
Campaigns as RLSA campaigns.
STEP 2: Exclude RLSA list to
Search Campaigns to keep
returning/new traffic separate.
“In RLSA, your list
IS your filter!”
EXCLUDE RETURNING
LISTS FROM SEARCH
Susan Wenograd
GO CRAZY WITH
BROAD MATCH
@PPCKirk
2 Tricks for B2B RLSA

77. Section 3 Summary: B2B Remarketing
get to the right person with the right message at the right time.
Membership Duration Exclude
Converting Visits
Remarket to
Micro-Converters
WE 3D
WE CSE
Use RLSA
@PPCKirk

78. Remarketing
Keywords
Landing
Pages
@PPCKirk
So after all that… how can we keep our B2B Accounts?
by remembering to focus on people, specifically in these 3 areas:

79. Questions? Ideas? Insults?
THANK YOU!!!
——————————————————————————————————————
@PPCKirk
@PPCKirk
Article Repository:
bit.ly/b2b-ppc