image credit: Steve Rhodes
A lot of B2B advertisers ask us what a good click-through-rate is for their ads. In fact, about 30% of B2B marketers judge the performance of their ad campaigns by their click-through-rate. However, measuring whether the click-through-rate of your ad campaign is “good” or “bad” is complicated and sometimes impossible.
What causes high click-through-rates?
Let’s dissect what makes for a good click-through-rate: ad positioning, targeting & context, creative & copy, and ad format.
1) Ad positioning
This is the placement of the ad. On a website, banner ads are typically placed on the right side of the page.… Read the rest
I spoke with a marketer this week and he told me that he hated B2B display advertising with a passion. This type of advertising made him so angry that I could hear him bursting a spleen on the phone. I wanted to reach out and give my friend the biggest hug because no one deserves to feel that way about what essentially is the Internet Advertisers Money Making Machine! If you know how to test your B2B Advertising campaigns, you’ll create a money making machine for your company where no advertising channel will ever stress you out. Here are my three easy steps that I want to sum up from our upcoming White Paper: “How to run a Test Trial of New B2B Distribution Channels” by our CEO, Elizabeth Yin.… Read the rest
You’ve worked really hard to build your email list of potential customers and rabid fans of your business. Maybe you’ve even poured a lot of money into this to entice people to sign up for your list. Unfortunately, open rate declines are natural for email newsletters and email drip campaigns.
What?? My open rate has remained constant at 15%! How can this be?
We’ve analyzed TONS of emails from various companies overtime, and even the best email marketers or the most interesting email newsletter publishers have declining open rates. Here’s a plot of the email marketing of one company we worked with.… Read the rest
Marketing professionals are under immense pressure to generate volumes of qualified leads with marketing campaigns that are new and interesting enough to break through the massive amounts of noise, all while staying under budget. Certainly, this is no easy feat.
The evolution of lead generation
An effective lead generation strategy fully integrates relationship marketing. To be competitive today, smart companies must develop dedicated programs that increase demand. This is an ongoing process of engaging your entire market and developing relationships with your customers long before they are ready to buy. You need a team that recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.… Read the rest
image credit: Joe Lanman
I was chatting with my co-worker about what days of the week B2B marketers prefer to take out ad campaigns. He argued that most B2B marketers prefer to take out ads Monday – Wednesday. Afterall, enterprise software previously required high touch sales, and sales teams and decision makers don’t like to work the weekends. I argued that with the rise in Saas dominating the B2B market and growing at nearly 20% YOY, B2B companies are able to acquire customers with less high-touch sales. So, software users can start free trials right away without a credit card — even on the weekend.… Read the rest
The LaunchBit team wants to change the face of B2B Advertising this December! Therefore, starting today, December 2nd email advertising inventory on the line for our best B2B marketing prospects. If you are a B2B marketer with quality advertising creatives and killer offers, we are offering you the opportunity to gain access to our
$10,000 $8,000 giveaway of free B2B advertising. Here are three reasons and why you should take notice and apply for our giveaway today. Click the button below and see if you qualify.
1. Your competition just ran out of B2B Advertising budget
While speaking with B2B marketers in November, we heard that quite a few of them have run out of marketing budget for 2013 or have their entire remaining budget already assigned.… Read the rest
I discussed on Tuesday the importance of changing your ad creatives in order to get the best PPC prices. But, how many creatives is enough to test?
This is actually a huge hangup for most advertisers I meet. Most marketers are too busy managing tons of different activities — no one has time to come up with a lot of creatives only to test a channel briefly and then scrap it all together. Here are 2 rules for testing a range of creatives.
Image credit: Digitalmarketer.com
1) Use a handful of offers
It’s worth your while to come up with a handful of offers that you can use to test every new paid marketing channel.… Read the rest
The best b2b marketers do their lead generation piece-wise. They’ll set aside a testing period. Once their goals for their testing period are met, then they’ll move to the scale stage.
Image credit: Fahad Muhammad
Put time into testing
You’ll want to get a quantifiable response from any new paid marketing channel so that you can increase your budget (or not) in that channel. But, one of the concerns I hear most often from b2b marketers is what sort of quantifiable response should you expect or look for so that you know whether or not to increase your budget?
One of the biggest mistakes that marketers make during this testing phase is that they think ad creatives and landing pages are not important.… Read the rest
Last week, I wrote about how much budget you should test with when trying out a new ad channel. But, a number of new advertisers always ask me how much they should bid when testing a new channel.
image credit: bsabarnowl
A few thoughts on bidding:
Do the math
If you have a cost-per-lead (CPL) goal and have a general idea of your landing page’s conversion rate, then you’re in great shape. Let’s say that your CPL goal is $20. And, let’s say your landing page converts at 20% — meaning 20/100 people who come to your landing page sign up for your offer.… Read the rest