For a B2B marketing professional, lead generation techniques like search engine marketing (SEM) are essential for driving search-engine traffic to a website. However, recent reports show marketing professionals have gone off track with their pay-per-click (PPC) efforts.
According to Optify's recent B2B Marketing Athlete Survey, 57 percent of respondents spent no time on PPC in the first three quarters of 2012, and only 4 percent spent more than 15 hours per week. In addition, 35 percent of people noted that they have limited knowledge in PPC. This trend contributes directly to the 8.6 percent decline in the share of sites with paid search traffic seen over the last six months.
In some cases, businesses shy away from PPC and SEM because in order to execute a campaign well, companies need experts on hand. According to Webmarketing123, about 36 percent of B2B marketers say they have no PPC programs in place, and another 20 percent of respondents indicate that they use agencies to manage paid advertising efforts.
While fewer businesses are engaging in PPC in 2012, it's important to realize the decline in usage is not due to ineffective results, but more to do with lack of expertise in the practice. Therefore, companies that want to drive leads to their web pages should partner with KEO Marketing, a B2B marketing Phoenix agency, because it has the resources to build successful PPC campaigns. Make sure PPC and SEM are a part of the marketing mix – the efforts can generate favorable returns on investment.