This week’s chat was hosted by Julie Friedman Bacchini and the topic was “B2B PPC in 2022”. It was a very lively discussion, as B2B is often ignored or overlooked when it comes to ad platforms’ focus…
Read the full chat recap here.
Listen to the podcast recap here.
(Podcasts are also available on iTunes and Google).
Some tweet highlights
One of the onboarding questions I always ask is what are the industry sites. Making a custom audience from those is just great. And the more niche the better. #ppcchat
— Steve Hammer (@armondhammer) June 7, 2022
A4: The creative matters and understanding where your audience is viewing the material.
In social where you interrupt their social scrolling, you want to have a very different feel/message.
Good audiences also matter.#PPCChat
— Lawrence Chasse (@lchasse) June 7, 2022
A5 Where do I begin? Lack of search query visibility. Terrible match rates for DMP/uploaded audiences. Poor query matching/relevance. Forced RSAs (a compliance nightmare for some clients). Automated extensions (also a compliance issue). PMax. #ppcchat
— Melissa L Mackey (@beyondthepaid) June 7, 2022
A5: where do I even begin? platforms, low-vol is ignored, regionalization is usually required and platforms aren’t built for it.
Ultimately, business leaders are people. Treat them like a key target audience, and not some weird species. #ppcchat— It rhymes with eyes. 🇨🇦 🏝️🌲🌴🌊 (@JuliaVyse) June 7, 2022
A5: Google’s offline conversion import (OCI) only takes conversion value updates for 60 days. I know lots of B2B that has a sale cycle longer than 60 days. Other platforms have similar issue.
Machine learning isn’t built right now to handle long sales cycles.#ppcchat
— Robert Brady (@robert_brady) June 7, 2022