Not only is it cost-effective but also one of the quickest ways to reach your potential buyers. At its core, pay-per-click advertising for B2B is much like a B2C one. Instead of you waiting around to be found, your target market hunts for you with the help of keywords in search engines.
Today, modern B2B buyers have high expectations and much like any consumer out there, they too expect information to be easily available at their fingertips.
With the right pay-per-click strategies, you can forget about the laborious tasks of cold-callings, follow-ups, and trade shows that might not always generate positive results
In this post, we’ll discuss the key strategies you can leverage to make the most out of your campaigns:
Due to the audience number being relatively smaller for B2B market in comparison to that of B2C, the volume of keyword search is lower as well. Before you move forward with your PPC ad campaign, there will be a few things to consider:-
Know that PPC marketing is an investment in the future. That's because the sales cycle is generally longer in B2B, which means your ROI will often come months down the road.
Get ready to provide a lot of buyer-oriented information. Make the most out of the case studies and whitepapers which you have in stock. When it comes to long-term contracts, expensive purchases or possible on-going relationships, buyers tend to do a lot more of comparison shopping.
While designing your PPC campaigns such as key words, landing pages, ad copy etc, keep in mind that your target buyer could be anyone from various departments at a company – it could be the company accountant, someone from the IT, it may be the end user or the CEO.
Hence, you have got to keep these characteristics in mind in order to drive results on your PPC ad campaigns.
Albeit time-consuming and taxing, researching on keywords is an integral part of your PPC campaign. Without the relevant high-value keyword search, your company won’t have the right PPC optimization strategy. Make sure to analyze which keywords your competitors target; look into the high-value terms in order to assess your competitor’s B2B Google Ads strategy. Also compile a list of keywords in-house. Look for keyword types that are:-
Another key strategy is to use the various stages of the purchase funnel as a guide to understand what keywords to use and follow the same method for landing pages as well. Build your campaigns and ad groups around the research stage all the way down to the purchase stage. This will give you clarity in terms of research campaign/ad groups, consideration campaign/ad groups, and conversion campaign/ad groups.
Always manage your campaigns in order to continue being effective and grow your customer base. Make sure to continuously analyze the performance of your Google ads and your Adwords account by making the following adjustments to your campaigns:-
Whether it's for lead generation or immediate sales, your ad copy plays an important function for your PPC campaigns. So it’s equally important to come up with compelling ad copy that your target buyer can’t overlook. Remember to keep your campaign specific, include social proof, position yourself as a trusted source of information and give credibility examples.
While building your landing page, you need to make one that builds off the ad copy. For instance, users should arrive on the relevant page by clicking your ad.