a single source, nothing corroborates it

Start on search and own the comparison query

The first paid money in a business market goes on the queries where somebody is already shopping: bid on the market leader's brand name and on the alternatives searches around it, and land that traffic on a strong side by side comparison. Point every ad at the page built for its query rather than at one generic seller page. And never bid on terms describing a capability you do not ship: one company was paying up to fifteen dollars a click on integration queries for features that did not exist, estimated at hundreds of dollars a day.

The method

1. 01

   Bid on a market leader's brand name and on alternative queries for it, and send that traffic to a strong side by side comparison page.

2. 02

   Do not bid on search terms describing a capability you do not actually ship, because you pay for clicks that cannot convert.

3. 03

   Point each ad at the page built for that query rather than a single generic seller page.

What it returned

• $15

  Ads running on integration queries at up to $15 a click for features the product did not offer, estimated at hundreds of dollars a day lost.

Sources

• B2B SaaS Marketing - Getting started with paid acquisitionChris Frantz · chrisfrantz.com · Google Search – the best place to start · 2020-04-23
• Checking in on FastChris Frantz · chrisfrantz.com · Checking in on Fast · 2021-03-12