Comments on: Understanding Keyword Intent In The B2B Purchase Cycle http://www.jessekanclerz.com/blog/2010/02/understanding-keyword-intent-in-the-b2b-purchase-cycle/ Marketing advice for running your business. Tue, 07 Feb 2012 00:27:07 -0600 http://wordpress.org/?v=2.8.6 hourly 1 By: internet marketing marketing http://www.jessekanclerz.com/blog/2010/02/understanding-keyword-intent-in-the-b2b-purchase-cycle/cpage/1/#comment-38595 internet marketing marketing Sat, 27 Aug 2011 20:17:05 +0000 http://www.jessekanclerz.com/blog/2010/02/understanding-keyword-intent-in-the-b2b-purchase-cycle/#comment-38595 Your blog is just not only helpful but also incredibly artistic too. There usually are extremely couple of individuals who can write not simple posts that creatively. Maintain the great posting !! Your blog is just not only helpful but also incredibly artistic too. There usually are extremely couple of individuals who can write not simple posts that creatively. Maintain the great posting !!

]]> By: sudoredigital http://www.jessekanclerz.com/blog/2010/02/understanding-keyword-intent-in-the-b2b-purchase-cycle/cpage/1/#comment-37342 sudoredigital Wed, 27 Jul 2011 21:22:04 +0000 http://www.jessekanclerz.com/blog/2010/02/understanding-keyword-intent-in-the-b2b-purchase-cycle/#comment-37342 B2B - Business-to-Business, companies that sell to other companies, opposed to B2C, companies that sell to consumers. Hope that helps 'meralyn'? Thought I'd response to your question, as I saw it at the end of this insightful article, and response to it. B2B – Business-to-Business, companies that sell to other companies, opposed to B2C, companies that sell to consumers. Hope that helps ‘meralyn’?

Thought I’d response to your question, as I saw it at the end of this insightful article, and response to it.

]]> By: meralyn http://www.jessekanclerz.com/blog/2010/02/understanding-keyword-intent-in-the-b2b-purchase-cycle/cpage/1/#comment-35652 meralyn Tue, 14 Jun 2011 08:00:00 +0000 http://www.jessekanclerz.com/blog/2010/02/understanding-keyword-intent-in-the-b2b-purchase-cycle/#comment-35652 i really dont understand wht B2B is, and Im still confused even if this aricle enlighten me a bit i really dont understand wht B2B is, and Im still confused even if this aricle enlighten me a bit

]]> By: Alan Mitchell http://www.jessekanclerz.com/blog/2010/02/understanding-keyword-intent-in-the-b2b-purchase-cycle/cpage/1/#comment-26010 Alan Mitchell Mon, 22 Feb 2010 01:34:45 +0000 http://www.jessekanclerz.com/blog/2010/02/understanding-keyword-intent-in-the-b2b-purchase-cycle/#comment-26010 Hi Jesse, You're completely right. Because paid search is so accountable and trackable, it's all too easy to only focus on highly-converting brand terms, and ignore keywords which target searchers earlier at the earlier awareness/consideration stages of the buying cycle, mainly because they don't convert as well. However, since b2b products & services generally have a larger consideration cycle than b2c products, mainly because of multiple touch points from different people within a business (marketing manager, HR consultant, director 1, director 2 etc), it is important to consider metrics other than conversions for b2b paid search. I recently wrote an article about going beyond the click to understand what visitors are doing when they visit the site through PPC http://www.alanmitchell.com.au/techniques/intelligent-analytics-for-intelligent-adwords-management/ . Engagement metrics such as page views, time on site, bounce rate and returning visits become more important than conversions when assessing b2b performance, especially for keywords earlier in the buying cycle. Excellent point about creating tailored landing pages targeted to visitors at different stages in the buying cycle. Since you can be relatively sure which stage of the buying cycle visitors to each page are (through your PPC targeting), analysis of landing page outcomes become all the more insightful. Cheers, Alan Hi Jesse,

You’re completely right. Because paid search is so accountable and trackable, it’s all too easy to only focus on highly-converting brand terms, and ignore keywords which target searchers earlier at the earlier awareness/consideration stages of the buying cycle, mainly because they don’t convert as well.

However, since b2b products & services generally have a larger consideration cycle than b2c products, mainly because of multiple touch points from different people within a business (marketing manager, HR consultant, director 1, director 2 etc), it is important to consider metrics other than conversions for b2b paid search.

I recently wrote an article about going beyond the click to understand what visitors are doing when they visit the site through PPC http://www.alanmitchell.com.au/techniques/intelligent-analytics-for-intelligent-adwords-management/ . Engagement metrics such as page views, time on site, bounce rate and returning visits become more important than conversions when assessing b2b performance, especially for keywords earlier in the buying cycle.

Excellent point about creating tailored landing pages targeted to visitors at different stages in the buying cycle. Since you can be relatively sure which stage of the buying cycle visitors to each page are (through your PPC targeting), analysis of landing page outcomes become all the more insightful.

Cheers,
Alan

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