Paul Mosenson, founder of marketing, digital marketing NuSpark based Philadelphia and lead generation companies, has written a new e-book in lead generation for B2B companies, referred to as A strategic Guide to Pay-Per-Click Search Engine Marketing with Google Adwords. This book is the first of its kind to be married and lead generation funnel optimization with search engine advertising metrics best practices.
"Almost all search marketing books out there concentrate on the approach to e-commerce because it is easier to measure online sales and conversions with paid search," said Mosenson. "Because my company focus on lead generation for companies that sell complex products, measuring conversions and ROI with pay-per-click is much more complicated. Normally, the conversion is identified as sending emails on the Web form in exchange for webinar registration, content, or the trial/demo for free. However, this "leads" are not leading at all, but just the name. They must be eligible to continue in the channel.
Complications such as described above is because lead qualification methods along the channel, until the resolution of sales met at the bottom. From click to sale, there can be months follow-up activities through the sales call and kept the lead content. Fortunately, marketing automation system and the Google Adwords platform has Salesforce.com interface, so that sales and revenue opportunities can be bound to the source of the initial contact, including your pay-per-click search engine. These platforms are covered in the eBook.
Another highlight of the e-book is an extensive examples of processes click to sale, and the effect on revenue and ROI when items such as quality score and landing page conversions improved architecture. "Only by making minor modifications to the campaign landing page search and call-to-action, increasing sales opportunities can be significant," said Mosenson.
Many of the fundamentals covered in the e-book, but the basics they are equipped with a deep strategy to optimize lead generation. Discussed are the strategies to the setting, the selection of keywords (and how to conduct searches varies throughout the buying cycle), bidding strategies, strategies, and ad text measurement with analytics.