Search Engine Marketing – The Return On Investment Of AdWords Spending For B2B Businesses

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What is the return on investment for B2B companies when they spend on advertising on the Google AdWords Search Network?

Discover, Bizible examined 1H16 data from 120 B2B companies across six industries. Researchers obtained a wide range of information from each business, including monthly lead count, AdWords lead count, revenue, marketing spend, AdWords spend, and expected future revenue.

The share of leads generated by AdWords and the final impact on revenue vary considerably from industry to industry, analysis find.

For the marketing agencies reviewed, AdWords spend is responsible for just over 20% of all leads and just under 10% of all revenue, on average.

For B2B financial services companies, AdWords is responsible for over 30% of leads and revenue.

The average return on investment of marketing agencies on AdWords for purchases 30 days after spend is just over 200%; for software vendors, it is closer to 100%

The projected ROI, which takes into account the expected impact on revenue from AdWords spend beyond 30 days, rises to over 300% for marketing agencies and over 200% for software vendors.

About the research: The report was based on 1H16 data from 120 B2B companies in six industries.

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