In B2B, a larger client can be far more valuable in terms of revenue and profits (so you need to be able to determine the value of a particular lead or have the ability to trace where a certain valuable client came from). A business buyer often needs to issue a purchase order and is not able to purchase using your shopping cart. Also, business people don't remember where they came from, they are too busy trying to get their job done (so simply asking people when they call how they found you is usually useless). Plus, your salespeople are not going to want to ask people where they came from.
Ironically, the very speed and freedom with which information flows on the internet presents another challenge for advertisers. Most search engines distribute ads on many different sites. Users typically have no way of knowing where the ad really originated. Ad newtworks sometimes advertise on other search engines and get organic traffic. Thus, it's very likely that a user could have done a search on a larger search engine, then, clicked through to another site and found your ad.
Ultimately, proper tracking can both lower expenditures and increase profits. It's vital to know where your good leads are coming from. You need to be able to track the number of leads that you are getting and determine their value. If you know exactly which keywords on which search engines are bringing you the most conversions, you can shift your budget to maximize your results. Despite the challenges, it is vital for B2B advertisers to have a comprehensive tracking solution.
Action Steps
The best contacts and resources to help you get it done
Determine what types of conversions you need to track
A conversion can be any of following:1. phone call
2. shopping cart sale
3. request for quote
4. free samples
5. emails
6. live chats
6. newsletters
I recommend: For articles and information on search engine marketing I recommend Search Engine Land, ClickZ, and WebProNews.
Find a tracking solution that fits your budget
If you spend more than 5K a month on pay per click adverting you should definitely purchase a comprehensive tracking solution that tracks all online and offline conversions. If you have a small budget, I would recommend placing a discount code in your ad copy to track phone calls and then use Google's free conversion tracking software to track your online conversions. You can use Google's software to track your other pay-per-click campaigns on Yahoo, MSN, and Business.com, as well.I recommend: Clickpath is my favorite tracking software. They offer a comprehensive solution that tracks phone calls, shopping cart sales, and other types of conversions all the way down to the keyword level starting at around only $400 per month. There is another great guide on Work.com called Guide to Google Conversion Tracking if you need some help with the free stuff.
Tips & Tactics
Helpful advice for making the most of this Guide
- Always conduct some testing to make sure your tracking system works. You may even want to order your own products via your online shopping cart.
- If you are not getting the results you want on certain keywords, do a comparison study with your competitors and consider why certain products aren't converting for you.
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