Report: AdWords’ Contribution to Revenue Highest for Financial and Business Services

As marketers look to generate more opportunities from the use of AdWords, research shows that some B2B industries are performing better than others.

The “2016 AdWords Industry Benchmarks Report” from Bizible has discovered that AdWords’ contribution to revenue is highest in the financial services (34 percent) and business services (27 percent) industries.

Further, the average ROI from AdWords (including projected revenue) between December 2015 and May 2016 was 364 percent for the financial services sector. AdWords projected to yield a 332 percent ROI for business services marketers in this same time frame.

When taking a closer look at the data, we find that the financial services industry also enjoys the lowest cost per opportunity while marketers from business services post a higher cost per opportunity compared to other industries. The authors of the report say this difference “may be due to larger enterprise deal sizes, which require more marketing and sales investment in order to engage and nurture prospects.”

B2B Marketers Feel the Pressure to Generate Leads

B2B marketers are constantly feeling pressured to generate more leads, according to recent research. A survey conducted by B2B Marketing and The Telemarketing Company has found that the majority of marketers (59 percent) feel “significantly” pressured to generate leads by upper management.

Additionally, tools such as marketing automation are not necessarily helping achieve objectives. Approximately 53 percent of B2B marketers claim that marketing automation, specifically, is decreasing the quality of leads.

“It’s clear that an over-reliance on technology will lead to poor data sets and an ineffective sales effort,” said Jess Pike, editor of B2B Marketing.