The optimal process to test the impact of search marketing on an industrial B2B business is to invest in a paid search campaign, also known as pay-per-click advertising. When implemented correctly, paid search is the fastest way to determine if search marketing is an effective method to promote your business.
Benefits of PPC
During a paid search campaign, the advertiser benefits in the following ways:
Validate that search engines are a destination for their target market.
Gain the ability to view actual pay-per-click keyword queries to understand how and what the target market is searching for. Specifically, advertisers see what the user types into the Google search box. This is important on a number of levels.
One, because 15% of search queries have never been done before.
Gaining visibility to pay-per-click keyword queries can inform your messaging and content marketing strategy. Building a customer-centric message and value proposition can become a reality if you know what prospective customers are typing into the Google Search Box.
Ensure you have website content to support relevant queries.
Lead generation. Within a 90-day period, advertisers should begin to see leads generated through their pay-per-click campaign. The leads may or may not result in business but the campaign should be representative of the potential opportunity available through search engine marketing and if search marketing should be an integral part of your marketing strategy and budget.
Pay-Per-Click Advertising is the best entry point to a customer relationship for those companies interested in testing the waters of search engine marketing. My technology partner has a PPC client retention rate that exceeds 90% proving the vast majority of clients that start pay-per-click continue because they find tremendous value in the lead generation and analytics provided to them. In a number of instances, I have witnessed pay-per-click engagements expand into a broader digital strategy that has changed the sales trajectory of several client relationships.