PPC advertising is a powerful tool to boost your sales and marketing strategies. Unlike traditional marketing, PPC advertisements target consumers when looking for what you have to offer. It’s a more inbound marketing approach focusing on relevancy and ease of use. When consumers search for a product or service that meets their needs, your ad will be right in front of them.
PPC (pay-per-click) advertising is an excellent option for B2B marketers who want to target potential customers based on specific search criteria. With PPC, you can find relevant users more quickly and focus your marketing dollars on people who are actually interested in what you have to offer. Let’s face it: B2B buyers are not usually looking for new products or services when they conduct searches on Google, Yahoo, Bing, or another search engine. As a result, the process of attracting their attention can be somewhat challenging. However, with the right keywords and PPC ads, it’s possible to reach exactly the sort of prospects you want to attract. For this post we have put together some valuable tips on how to create successful PPC ads for your B2B sales process.
Adding valuable information to your ad copy
Adding valuable information to your ad text can help you reach the right audience. It can help you prequalify your prospects and avoid wasting your time and money on people who don’t need your product or service. For example, you can mention price points to disqualify people just looking for a cheap tool or service. Adding specifics to your ad copy can help you sell your product, including details such as how many people have purchased it, how many times it’s been used, and how much it costs. Also, you can include social proof, such as sitelinks, to demonstrate your credibility with prospects.
Using analytics to optimize your campaign
Data analytics are an essential component of any B2B marketing campaign. It helps marketers understand the behavior of their audience and implement effective tactics. While different brands have different reasons for using data analytics, the common theme is to increase the ROI of their marketing campaigns. For example, 38% of companies use data analytics to improve customer experience. In comparison, 26% say their main goal is increasing revenue per deal.
Analyzing data helps B2B marketers understand the problems and challenges faced by their prospects. For example, they can determine which marketing channels bring in the most leads. Knowing how their audience behaves at different touch points allows them to tweak their campaigns accordingly. It can also help them improve their websites.
You can start by identifying short-term campaign goals. These goals can include how many prospects agreed to have a sales conversation with you. Once you’ve identified the short-term campaign goals, you can start measuring performance and creating a new marketing funnel. To create an accurate baseline, start with two or four weeks of campaign data.
The right analytics tools can help you gather top-of-funnel metrics such as unique visitors, time on page, and page views. For example, you can use Google Analytics to track customer behavior by analyzing data and generating heatmaps. You can also use video recordings to understand how your visitors interact with your web pages.
Choosing the right PPC agency
Before choosing the right PPC agency for your B2B sales campaign, it is crucial to understand your needs. For example, your agency should be able to provide creative design. This means that they should be able to create banners that capture your potential customer’s attention. In addition, the agency should also be able to provide promoted content assets such as LinkedIn Sponsored posts or YouTube ads. Finally, they should understand your expectations in terms of ROI and the lifetime value of new customers.
A good PPC agency should be able to help you decide which keywords and ad types are best for your campaign. They should be able to respond to emails and quickly turn around requested changes. They should also be able to send you reports on your campaign’s progress. Also, choose an agency with experience in various PPC platforms, such as Google search ads, display ads, and social media ads. Finally, choose an agency that offers flexibility since a PPC campaign can take months to produce results.
The right PPC agency for B2B sales can help you get more leads. First, it is important to understand the PPC agency’s pricing model and what constitutes a “lead.” Many agencies charge by the amount of money spent on ad campaigns, and a bigger budget means more work.
Once you find a suitable PPC agency, staying in contact with them is crucial. Long-term relationships result in more historical data and more refined ads. So, while working with an agency requires a certain amount of upfront work on your part, it pays off in the long run.
Bidding on keywords
When bidding on keywords for B2B sales, it’s essential to consider your audience. B2B companies often have different target audiences depending on their size and industry. For example, some companies work exclusively with enterprise-level companies, while others work with small businesses. You can create ad copy that appeals to that specific group by thinking about your audience.
First, determine the competitiveness of your keywords. The higher the competition, the higher the cost-per-click (CPC). Keywords with low competition will help you create a profitable PPC campaign. B2B marketers who sell obscure products and services may benefit from low competition. At the same time, those who target general keywords may find it more challenging.
When bidding on keywords for B2B sales, make sure you select keywords that are relevant to your product. Complex products and services have fewer relevant keywords. In addition, try to limit your ads to business hours. For example, suppose your company sells legal advice. In that case, you might not want to bid for legal services on the weekends, as these customers are more likely to search for a competitor.
The best keywords for B2B sales match your website’s content and the searcher’s intent. Keyword traffic with unclear intent is wasted effort, and the visitor may bounce from your site. Conversely, a high bounce rate indicates that your keyword research is lacking and may lead to higher bounce rates.
Using Google’s predefined audiences
As a B2B business, you will likely want to use PPC advertising to build brand awareness, drive lead generation, and close sales. While SEO can do wonders for your website, it takes time and money to rank well in search engines, and PPC ads can produce 50% higher conversion rates than SEO.
PPC advertising campaigns are more effective when targeted toward specific target audiences. For example, targeting SMBs will help you cut down on unqualified clicks. Also, a third-party audience targeting tool can make it easier to create compelling ad copy.
In addition to audience targeting, you should also optimize your landing pages. When your landing pages don’t speak to your target audience, you’ll be wasting ad spend and your Quality Score. In addition, creating a unique and optimized landing page will improve conversion rates.
Another way to target your PPC ads is to use Google’s predefined audiences. These audiences are based on the interests and habits of your website visitors. By using these audiences, you can target businesses that share similar interests. This way, you can create more targeted ads and drive more revenue.
While traditional search campaigns are the most popular PPC ads, they can be tricky for B2B companies. Using keyword research can help you determine if your audience is looking for what you’re offering. It can also help you better understand the buying process.
In addition to using Google’s predefined audiences, you can use LinkedIn to target the right people. LinkedIn is a gold mine for recruiters and B2B brands, and its job title targeting capabilities can rival those of Google Ads.
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