So you’ve taken Google AdWords, Yahoo Search Marketing and Microsoft AdCenter as far as you want to take them. Where do you turn next? What other pay-per-click (PPC) advertising program can you use? Which other search engine marketing platform can you take advantage of to drive incremental sales volume for your business? If you are primarily a business to business (B2B) company, then you certainly should take a look at the Pay Per Click program that Business.com is offering.
Here at JumpFly, we’ve been a bit hesitant to use Business.com because of some poor results in the past, coupled with the fact that they didn’t have their own simple-to-use conversion tracking system. I’m happy to report that situation has now changed on both fronts. I am currently working with a client who is now advertising on Business.com and we are seeing both a good volume of traffic as well as good quality traffic. Conversions are coming in on a daily basis, with a cost per conversion very similar to the results we are seeing from Google. All in all, it’s working well and we will definitely continue utilizing their PPC program. Their new conversion tracking is just as easy to implement as Google’s — just copy the code they provide and paste into the appropriate “thanks for your order” or “thanks for contacting us” confirmation page. That’s it. Then you’re off to the races.
Another feature that I absolutely love about Business.com’s PPC program is the way they have structured their ads. You can use up to 60 characters in title and 150 keywords in the description. Sure, short is sweet, but sometimes you really do want those extra words in there to really punch up your message. Another cool feature is the ability to use their Multilink functionality. You can use these other links to drive traffic deeper into your site. For example, let’s say you are a printing company and you are bidding on the keyword “printing company”. You can use the main link in the ad to drive traffic to your home page, but your ad can also display a sublink to your magazine printing page, your brochure printing page, and to your postcard printing page. That way, one ad can possibly drive traffic to five different pages on your site depending on the needs of your new potential customer. It is very cool.
If interested in learning more, contact a professional PPC management firm to assist you.