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Creating a B2B and B2C overlap strategy
How should you structure paid search accounts when your targets include both businesses and consumers? Columnist Justin Freid discusses how to develop an 'overlap strategy.'
B2B and B2C search marketing efforts are two different animals. From keyword development to prequalifying searchers through ad text, distinct strategies need to be developed for each audience.
In some cases, businesses have a need to market to both consumers and businesses. For example, the PC/laptop industry makes a significant amount of money from sales directly to the consumers but also generates a significant amount of revenue working with companies who supply their workforce with computers.
Segmenting keywords by audience
In cases where a business is pushing both B2B and B2C search marketing efforts, an “overlap strategy” needs to be developed. The overlap strategy outlines the rules of engagement for keyword segmentation between the two marketing efforts. For each keyword, one audience-focused effort will receive priority or ownership, depending on the audience to whom it is most relevant.
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