Pay-per-Click (PPC) advertising is believed to be the most effective strategy when it comes to lead generation for B2B companies. PPC allows to display specific ads to search engine users and you pay only when someone clicks on the advert.
What is the difference between B2B and B2C Pay-per-Click campaign?
PPC marketing campaigns for B2C businesses are typically set up with generic product or service keywords as well as brand name keywords. On the other hand, B2B PPC campaigns demand considerably more research into the variations of phrases and keywords that your company’s audience uses.
PPC can help you generate high-quality leads, but only if your PPC ads campaign is properly set up.
Here are some tips to help you to succeed:
- Pay due attention to landing pages
Landing pages are critical for refining and improving visitor interaction and, as a result, increasing conversion rates. Make sure you get the most out of your PPC ad investment – you’ve already paid for the click, and now the landing page is helping to make it worthwhile.
- Understand the B2B sales funnel
The B2B sales funnel shows the process of capturing leads and moving them through various stages of interaction until they make a purchase or exit the funnel. A successful B2B marketing strategy relies heavily on the sales funnel. Understanding your B2B sales funnel will help you get the most out of Google Ads by writing ad copy that is both enticing and encouraging.
- Watch out for negative keywords
To avoid blowing up your marketing budget you need to tell Google about your business, products, and services. Setting the right negative keywords is the key task at this stage.
- Track conversion types
Conversion tracking is a useful feature available through your Google Ads account. It enables you to determine the overall and per-ad group effectiveness of your advertisement. Downloads, sales, lead generation, phone calls, and other important actions that occur after a customer interacts with your paid advertising can all be tracked. You can use Google Analytics to keep track of the bounce rate and search volume.
- Create a unique lead generation content
You must create lead generation content for your digital marketing efforts to be successful. This is the type of content that will draw prospects to your company and pique their interest. You can ensure the effectiveness of your lead generation content in a variety of ways. Make sure your CTA stands out, run A/B tests on a regular basis, prioritize quality over quantity, monitor competitors etc.
- Research your target audience
Before you can launch your paid advertising campaign, you must first understand your target audience. This will undoubtedly help if you have already created buyer personas. If you haven’t already, you’ll need to collaborate with key stakeholders to create a picture of your ideal buyer. Consider their goals, challenges, pain points, channels they use, industries they work in, and purchasing methods.
The Stages of a Successful PPC Campaign
There are several steps to follow while creating a successful PPC campaign.
- Keyword research
To find high-value keywords for your campaign, conduct keyword research. You can use keyword research tools, investigate what the competition is targeting, and create your own list of internal keywords. The Google Ads Keyword Planner is also a useful tool.
- Structure the campaign using best practices
When structuring your PPC efforts, ensure that your team adheres to best practices. Google Ads will have an account hierarchy. If you don’t match this, your ads may underperform, lowering your ROI. The hierarchy is as follows, from top to bottom: Account, Ad Campaigns, Ad Groups, and Keywords.
- Create ad copy
Your ad copy should be compelling, unique, eye-catching, and engaging. Use a headline that is both relevant and impactful to grab people’s attention. Make sure your description is informative and compelling enough to entice people to click.
- Pay attention to your landing pages
Users will arrive at your website after clicking on your advertisement. If you don’t want people to click the back button, make your landing page responsive, on-brand, user-friendly, fast, and filled with compelling content. Conversions should also be prioritized.
- Start the campaign and keep monitoring its progress.
You are now ready to go live! Make sure to track your campaign. You can use this data to fine-tune your strategy for major search engines like Google. You can try and compare different landing page designs or ad copy styles, for example.