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C-Suite Does Its Own Research

October 13, 2009

Posted by: Kelly Kilpatrick in B2B

It is a common misconception that C-Suite executives typically delegate all of their research. In a recent study by Forbes Insights and Google, the majority of C-level executives surveyed not only do much of their own research, but conduct 6+ work related searches a day. Knowing that this group is actively seeking information online can help improve an advertisers ability to target them. Including search in your c-level targeted plan will put you in front of them as they’re seeking out this information. In fact, 53% of those surveyed said that they do click on paid search listings. When targeting through search, there are a few things you should keep in mind:

Offer Relevancy
You need to give them a reason to click through on your paid listing. It’s important to keep in mind that while most offer types will generally increase response, informational offers (white papers, e-books, case studies) will work best.

Ad Text Development
Sixty-three percent of C-level executives list “general search engines” as very important for locating business information needed for their job. It is important to not just focus on the keyword list itself, but also on the ads you’re displaying. Create customized ad copy that relates the keywords or keyword groups you’re using.

Tactical Integration
Search can be used in conjunction with other media tactics. By making your keywords tie back to your campaign message and using search in support, you’ll be there when C-level executives seek you out as a result of seeing your ads elsewhere.

As technology-friendly younger audiences advance into C-level executive positions, the online habits of this group will continue to evolve and change. It will likely generate another revolution in how to target this elusive group.