Blog / Dynamic B2B Lead Generation with Google Search (Part 2)

Dynamic B2B Lead Generation with Google Search (Part 2)

January 13, 2015

Video Transcription

Hi, this John Murphy from Blue Bell Marketing and this is part 2 of our 3 part video series about B2B lead generation using Google search advertising. In this video I will discuss the costs associated with Google search advertising.

So let’s dive right in and take a look at an example of B2B search data generated through Google AdWords. For those of you who don’t know, Google AdWords is used to place paid search advertising on Google search results. Ok, I have an account with Google AdWords and I have logged in and jumped to the Keyword Tools page. For the purpose of this exercise, I am going to choose the first option: “Search for new keyword and Ad Group ideas". Now let’s use the same business to business keyword phrase that we used in video 1, and I will type in the phrase “Fiberglass pipe”.

Now I am going to click on Get ideas button….Now let’s click on the very first result….As you can see these results tell us the approximate volume of users searching monthly for those keywords and the approximate cost to purchase those keywords. Now let me walk you through the results.

For example, the keyword phrase “fiberglass pipe insulation” gets 1,300 searches per month, competition is high for this keyword and the suggested cost per click is $1.24. The Cost Per Click is what it will cost you when someone clicks on your ad. When you set up a Google AdWords campaign you will choose multiple keywords based on your products or services.

Ok, here’s a question I often hear: How much will I pay per week (or month) for Google Adwords?

Your advertising spend can be set up by using a daily budget goal. Let me show you a very simple example of how this works. Let’s say ABC Company sets up a Google AdWords account. They set up a maximum daily ad budget of $5.00. They then run their campaign for 31 days. By setting up a maximum daily ad budget of $5.00 their monthly spend should not exceed $155.00 (or $5.00 times 31 days). What they actually spend could look something like this: They bid on their keywords and set a maximum cost per click of $1.24. Their ad is clicked on 100 times during the month So ABC Company ends up spending $124.00 per month since they are only paying for clicks. AND since they set up a maximum daily budget of $5.00 they know they won’t spend more than $155.00.

One footnote, the Cost per Click rate is based on supply and demand. So the CPC rate is a variable that will change by keyword. So if a keyword phrase is very competitive, you will pay a higher cost per click than your other keywords.

So this concludes part 2 of our 3 part video series. In part 3, I will discuss how you can reach a specific geographic target using Google search advertising. If you liked this video please give it a Thumbs Up rating. Again, this is John Murphy with Blue Bell Marketing and enjoy your day.

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John Murphy

by John Murphy
Principal
Blue Bell Marketing

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