Trends Report

B2B Marketers Fail At Paid Search

When Most Purchases Start With A Search — This Is Something You'll Want To Be Good At

October 25th, 2018
MC
Meredith Cain
With contributors:
Caroline Robertson , David Novitzky , Christine Turley

Summary

If you are a B2B company, you are likely failing at search or at least have a lot room for improvement. This is a problem, considering most B2B purchases start with an online search. Forrester applied its search marketing review methodology to more than 100 paid search ads in five industries across B2B: technology, insurance, financial services, manufacturing, and healthcare. The majority of the ads we reviewed failed, and all industries have substantial room for improvement. This report helps B2B marketers better understand how to improve their paid search efforts.

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