Pay Per Click remains one of the fastest and most targeted ways to generate website conversions. Whether it’s Adwords or Bing, PPC enables a business to test new markets and scale in a way that few channels can.
A powerful PPC marketing strategy is essential for your B2B company as it can bring a range of benefits to your organisation.
The single most important element of any PPC campaign is being clear on the Cost Per Acquisition you are willing to spend. This should represent the figure at which the transaction should cease to be profitable. So, for example, if the lifetime profit value of a B2B customer is £20,000 and your conversion rate for leads is 5%, then you shouldn’t be willing to spend any more than £1,000 to generate that lead (initially a lot less). This model enables businesses to scale rapidly whilst retaining control of financials. relationships could be among the most transformative initiatives your brand ever engages in.
Although it might sound obvious, the best PPC campaigns start with a list of focused, relevant keywords that match regularly with search enquiries. For B2B organisations, these might be a little more technical than B2C counterparts as the person researching might be more informed. However, it’s still important to cover all bases and to remember that people might be at both ends of the purchasing funnel. Picking out judicious keywords, phrases and broader comments that highlight what your B2B business offers and what sectors you work in is vital.
One common misconception B2B companies have is that their advertising needs to be ‘corporate’. If you use the word ‘boring’ instead, would you be as keen? Sadly, this same attitude tends to pervade within PPC campaigns for B2B Companies. Although there is a need to be professional, the most eye-catching adverts are often those that shy away from the traditional search or display campaigns. PPC marketing also can include video, shopping and app-network campaigns and all of these can be effective for B2B companies.
Jargon? Complex schematics? Technical details? Whilst these all might be great for a whitepaper or a product landing page, they are the death of many B2B pay per click campaigns. Users will have varying levels of awareness about your products or services, so the important thing is to hook them in from the start, assert your field expertise and finally convince them to click on your advert.
Getting a click on your advert is great. It shows you’ve picked out the right keywords and piqued someone’s interest enough for them to take action. But it’s all for nothing if you aren’t getting tangible data, enquiries or conversions! High clickthrough rates and clicks should mean consistent levels of enquiries but it usually doesn’t work that. In these cases, it’s the landing page which is lacking.
B2B organisations are often always about continuous improvement. This is the same approach you should apply to your PPC campaigns. They are data-rich and reveal a lot about your customer’s interests in your products and services. Frequently reviewing click-through rates, click ratios, cost per engagement and ROI is essential to maximise the performance of your campaign. Above all, PPC marketing can serve as a benchmark for your B2B organisation in terms of how well you are doing and what you need to do to reach the next level.
Frequently Asked Questions about our PPC Services
PPC advertising is an online advertising model where advertisers pay a fee each time their ad is clicked by a user. It’s a way to buy visits to your website rather than organically earning those visits. PPC ads can appear on search engines, social media platforms, and various websites, and they are a key component of online marketing campaigns.
Unlike traditional advertising where you pay for ad placement regardless of its effectiveness, PPC advertising charges you only when a user clicks on your ad and visits your website. This makes it a performance-based advertising model, as you pay for actual engagement rather than just exposure.
PPC ads can appear in different places depending on the platform you’re using:
Keyword selection is crucial for PPC success. Start by researching relevant keywords that your target audience might use when searching for products or services like yours. Utilise keyword research tools to identify high-volume, low-competition keywords. Also, consider long-tail keywords that can capture more specific user intent. Test different keywords and refine your selection based on performance data.
Quality Score is a metric used by platforms like Google Ads to measure the quality and relevance of your ads, keywords, and landing pages. It influences your ad’s position on the search results page and the cost-per-click you pay. A higher Quality Score often leads to better ad placements at lower costs. To improve your Quality Score, focus on creating relevant, well-structured ads and optimising landing pages for a seamless user experience.
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