Why use paid search in B2B marketing?

Paid search can be a smart way for B2B organizations to bolster their online marketing. In fact, it has become an increasingly popular way for companies to optimize lead generation. Compared to 2013, marketers increased spending on paid search by 26 percent in 2014, and there's reason to believe that this number will rise in 2015 (1).

One of the big ways that paid campaigns can benefit organizations is by being a complementary strategy for search engine optimization (2). Especially when a business isn't getting the SEO results it's looking for, paid search, such as pay-per-click ads, can increase the number of impressions and potentially give landing page traffic a boost. The combination of organic and paid search can be a powerful partnership.

At the same time, call tracking reveals that a significant amount of inbound phone leads come from paid search. For instance, 61 percent of third-quarter paid search conversions for Ifbyphone were phone calls (1). Another roughly 40 percent of total paid search conversions resulted in completed Web forms. Accordingly, paid search can be an effective way for companies to accurately attribute leads and conversions, which makes it easier to develop higher-performing campaigns in the future.

1 "Why You Need Paid Search Conversion Tracking For Online And Offline Sources"
2 "5 Key Reasons Why Paid Search Should Be Part of Your Inbound Strategy"

Sheila Kloefkorn (1029 Posts)

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.