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network It's not uncommon for B2B companies to feel frustrated with the Google search network. Their marketing teams have been running Search Network campaigns for a while, but they've seen little return on their investment. And so they conclude that as an ad network, the Search Network just doesn't work for them. I can't immediately dismiss the idea that the Search Network isn't suitable for some B2B companies (more on that later). But at the same time, we've run enough B2B campaigns on the Search Network that we don't give up so easily. If your marketing team is struggling to get good (or even decent) search results, there are a few things you should check and explore before abandoning your campaigns. Sometimes the solution is easier than you think. 1. The Landing Page
Creep Problem Within tech companies, there's a saying: feature creep is a great way to kill new products and projects. And the same kind of logic applies to landing page forms. As a PPC agency, our clients actively engage with our PPC landing pages. We know this because our emails are often forwarded and/or copied to seven or more people and jewelry retouching service departments. And inevitably, everyone on that email list has their own ideas about what data to collect from prospects. As a result, the number of fields on these landing pages tends to increase. A form that started with “name” and “email address” expands to include fields such as “title”, “city”, “zip code”, “industry” and more. Before you know it, the form takes five minutes
complete. My team member, Chelsea Tryon, recently ran into this problem. One of his clients was seeing a significant drop in leads generated by PPC. Upon inspection, she discovered that the customer landing page form had grown significantly. She recommended that the client remove all unnecessary fields. They did this without a problem, as they found that most of the data was not being used. And once they tightened up the form, the number of potential customers shot up again, surpassing what they had been before. 2. Where did you put this phone number? Sometimes a campaign course correction is as simple as fixing your phone number. I know that sounds too simplistic. But you'll be amazed at how the small, yet critical components get overlooked when everyone thinks of the big picture. This happened recently with one of our B2B clients. I was trying to persuade the client to add website call
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發表於 2022-7-20 16:28:04