| I've ran ads before (via Google AdWords), we had a few motivations: - Name recognition. We don't need people to click, we just need them to associate our brand with their need. - Sales leads. They have a need, we have a product, it wasn't a massive sales boost in B2B, but it paid for itself. - Push competitor's ads down. Diminish their brand recognition/leads/etc. - Advertise on competitor's search results, show us as a legitimate competitor in the consumer's mind. The ultimate goal is that people in the industry say "we've heard of you." Very targeted adverts are a great way of doing that along with social engineering and attending inter-industry events. It might sound crazy, but it was better for us overall if people didn't click. We got more value out of passive advertising than active click-throughs. It is just like waving your hands around and saying "we exist!" |