Jul 14, 2022
In Education Forum
I said it! For example, if you are a new technology company and your keywords on the search network are priced at more than $100 per click, and you are competing against mega brands, you may need to adopt a different and more creative approach. One such approach might be to start with the Google Display Network (GDN) and use its ultra-specific targeting and cheaper clicks. Maybe combine the Google Display Network with a compelling video on your site that explains who you are and what you do. All of this will help you boost your online presence. And over time, your brand traffic will grow, and so will your remarketing lists. Then you can dip your toes into the search network, but limit your keywords to brand terms and long-tail search terms that are unique to your business and offerings. A change of mentality underlies this alternative strategy. Instead of asking "What are jewelry retouching service our customers looking for?" you ask, "Who is our target customer?" and "What specific questions do they ask about our solutions?" And you use the answers to guide your strategy. Don't give up too soon It's easy to conclude that the search network isn't working for your B2B business when you're not getting the results you want. But that doesn't mean you and your marketing team should give up. Sometimes small changes can make a big difference. Sometimes you can justify a bigger PPC outlay with lucrative returns. And if nothing else works, it's time to get creative. The opinions expressed in this article are those of the guest author and not necessarily of Search Engine Land. Staff authors are listed here.