According to MarketingSherpa’s new Search Benchmark Guide, consumer marketers have dramatically slowed their PPC keyword growth over the past 12 months. However, B-to-B marketers are going in the opposite direction.
Should you be? Here’s a Case Study of a real-life B-to-B lead generation marketer who changed bidding tactics *and* tested landing page changes.
Here’s their story, including CPA and conversion rate result charts:
Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers’ House) in 2006. In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009. He currently serves as CEO at Quru and has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.
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