Keyword Search Advertising and Content Marketing for B2B Lead Generation

The Task: Develop Google keyword search (pay-per-click) advertising programs tied to your company’s downloadable and opt-in content to generate new sales leads.

Benefits to You: Economically test, execute, measure, and manage pay-per-click campaigns to determine the effectiveness of keyword search advertising for your company’s lead generation and content-based marketing programs.

Most product inquiries made by your prospects begin today with a keyword search—and that's why paid Google AdWords keyword search, or pay-per-click (PPC) advertising, can play such an important role in attracting new prospects to your lead generation and ongoing prospect-to-customer conversion programs.

Using paid search, you can use your company's relevant, problem-solving content—in the form of reports, white papers, videos, fact sheets and other information—to attract new potential customers who are actively searching for products, or looking to solve a problem that can be solved by your company's product.

However, paid search doesn't work for every company in B2B, and this is why smart marketing, sales, and product management professionals need to know both if—and how—they can make paid search an effective part of their outbound lead generation program.

This BMI training module reduces your costs and risks when testing the viability of keyword search for your company, providing you with the proven techniques that will allow you to both develop and carefully test content and PPC programs to determine response, and scale your test to maximize results—without letting your PPC costs get out of control in your marketing budget.

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In this module, you will learn how to:

You can also buy this module as part of our special Content Marketing Bundle, which includes two additional BMI modules covering content marketing for prospect-to-customer lead conversion and marketing automation, to provide critically important project-ready training for your B2B content marketing and lead conversion programs.

Check the Course Module Overview at right for detail on topics covered in this module . . .

Next: How Can I Use It? (Click Tab Above)

This module gives you the comprehensive, step-by-step training you need to plan, develop, and execute effective keyword search content marketing projects, to:

This module gives you the project-ready training you need to tackle the complex and challenging process of developing your own Google AdWords paid keyword search and related content marketing programs. Whether or not you have any prior experience in keyword search or content marketing, this module takes you step-by-step through the entire process of planning, testing, creating, executing, measuring, troubleshooting, and adapting Google AdWords programs to generate leads for your B2B marketing program.

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Includes printed workbook, module review .PDF, and online skill-builder, review, and examination.

To Review Course Module Topics, Click Tabs at Right . . .