March 2009
Beginner to intermediate
224 pages
4h 21m
English
Content preview from The Truth About Pay-Per-Click Search Advertising
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Truth 50. Keywords are not enough for B2B marketing
One of the greatest challenges with business-to-business (B2B) search marketing campaigns is that many keywords aren’t pure B2B. In fact, the keyword lists used by many B2B marketers are appropriate for attracting both businesses and consumer searchers. And the ambiguous search results resulting from these lists pose challenges for marketers and searchers alike.
These keywords also create problems for search engines, because they’re in the business of providing quality search results. If a searcher types “tempered glass” or “switching power supply,” the engines can’t know if the searcher wants business- or consumer-oriented information. Of course, most B2B marketers don’t sell directly ...
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