An examination of search engine marketing (SEM) on lead generation: A case study of a B2B service provider in Port Harcourt.
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Background of the study:
Search engine marketing (SEM) is a crucial digital strategy for B2B service providers aiming to generate high-quality leads. In Port Harcourt, B2B companies are increasingly leveraging paid search campaigns, keyword optimization, and targeted ad placements to attract potential clients and drive conversions. This study explores how SEM tactics contribute to lead generation by examining metrics such as click-through rates, conversion rates, and cost per lead (Chinwe, 2023; Ibrahim, 2024). The research emphasizes the importance of aligning SEM strategies with buyer intent, ensuring that ad content and landing pages are optimized for conversion. It also discusses the challenges of managing SEM budgets and competing for high-value keywords in a competitive market. By analyzing campaign performance data and consumer feedback, this study aims to provide actionable insights into the effectiveness of SEM for lead generation in the B2B sector.
Statement of the problem:
B2B service providers in Port Harcourt encounter challenges in efficiently generating leads through SEM due to intense competition and fluctuating ad costs. Despite significant investments in SEM, many firms struggle to achieve high conversion rates and obtain cost-effective leads. This study addresses these challenges by evaluating the factors that drive SEM success and identifying potential improvements in campaign strategies (Chinwe, 2023).
Objectives of the study:
To evaluate the impact of SEM on lead generation.
To identify challenges in executing effective SEM campaigns in the B2B context.
To recommend strategies for optimizing SEM efforts for better lead conversion.
Research questions:
How does SEM influence lead generation for B2B service providers?
What are the main challenges affecting SEM performance?
What strategies can improve the efficiency of SEM campaigns?
Significance of the study:
This study is significant as it provides B2B service providers with insights into optimizing SEM strategies for more effective lead generation. The findings will help companies in Port Harcourt refine their digital marketing efforts, reduce acquisition costs, and enhance overall campaign performance (Chinwe, 2023; Ibrahim, 2024).
Scope and limitations of the study:
This study is limited to evaluating SEM strategies for a B2B service provider in Port Harcourt.
Definitions of terms:
Search engine marketing (SEM): A digital marketing strategy involving paid search advertising.
Lead generation: The process of attracting and converting potential customers.
B2B service provider: A company offering services to other businesses.
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