PPC advertising and social media marketing are two main channels of internet advertising that online marketing professionals use to convert traffic for B2C campaigns. However, the B2B market is a whole different environment with users exhibiting different search behaviours across both channels.
PPC Advertising: Paid Search
A recent report by Optify investigated the major online marketing trends among B2B professionals in 2012. The numbers analyzed for the study originated from over 62 million visits and 350,000 leads, providing a wealth of data that can be translated into valuable information relating to the performance of various internet marketing channels.
Developing successful online marketing campaigns can be a difficult endeavor for small & medium sized business working with a limited budget. However, it does not take an extensive understanding marketing theories and the intricacies of the internet marketing world to successfully launch an online business. Below are some helpful tips for new professionals getting their first taste of the e-commerce world.
1. Choose the right online advertising tools
A recent report from CPC strategy compared the performance of the recently revamped Google Shopping platform against Amazon’s Product Ads For small businesses, these forms of product PPC advertising provide new ways to increase exposure among a targeted audience that’s in a “ready to buy now” mode. The results of the study found that after Google Shopping made the transition to a more commercial model last year, it’s performance surged compared to Amazon’s paid advertising products in certain areas.
Round 1: Cost-Per-Click (CPC)
The study found that Google Shopping was able to drive 130% more traffic to advertisers than Amazon’s Product Ads. In fact, the transition for Google proved to be advantageous, as it was able to double the amount of traffic it sent to merchants compared to 2011. Additionally, the average Google Shopping CPC rounded out to $0.31, effectively costing marketing professionals 32.5% less per click in comparison to Amazon’s Product Ads. For merchants, this provides tremendous opportunities to push promotions for specific products via pay-per-click advertising.
According to research from Wordstream, Google generates over $100 million a day in paid search advertising. This should not come as a surprise to anyone because Google has established itself as the giant in the online marketing world, generating over 5.6 billion ad impressions per day through Google search and another 24.2 billion impressions per day through its display network.
237.9 million daily clicks on Google Ads