In our last B2B segment we discussed B2C vs B2B Search Engine Optimization and how these differences impact a company digital marketing strategy. As part two of this series, we’ll be shedding light on the various aspects of B2B paid search advertising. From campaign setup to conversion tracking, B2B pay per click strategies are unique compared to a more common B2C strategy and your paid search marketing agency should know how to navigate and set up a PPC campaign for these differences.
Although paid search advertising is used more in a business to consumer market, we have seen positive increases from business to business PPC efforts. B2B PPC ads engage the target customer throughout the buying cycle and help your enterprise dominate search engine results pages for top search queries during the prolonged research and consideration phases.
While a B2B company will use a different PPC advertising strategy and may pay higher cost-per-click rates than a B2C business, many times B2B companies will also see a significantly higher return on paid search advertising investments. A solid B2B PPC lead can result in the purchase of a product or service priced in the range of $25,000 to over $100,000 versus an average B2C consumer who might purchase a $20 to $50 item by clicking a paid search ad. However, there are ways to set up a B2B PPC campaign to ensure you get the most ROI from your advertising budget.
From keywords to landing pages there are certain differences that need to be kept in mind while setting up and running B2B vs B2C paid search campaigns. We’ll discuss each of these aspects throughout this article; however, it’s important to remember that the main goal of B2B PPC advertising is not to generate a sale but rather ensure your company’s products or services are present and considered during the extended B2B purchase cycle and a lead inquiry is generated. Be sure to check that your PPC advertising agency is following all of these techniques for B2B PPC advertising to ensure the most ROI for your business:
While Pay Per Click campaigns for B2C are typically set up with brand name and generic product or service keywords, B2B PPC campaigns require significantly more research into the variations of keywords and phrases that your organization’s target audience uses. From industry-specific jargon to long-tail keywords used during different stages of the buying cycle, it’s important that your ad is populating for all of these keyword variations.
For instance, a consumer will most likely search “emergency ac repair” whereas a business may search “commercial HVAC for office buildings”. While one company may provide both services, they would want to set up two distinctly different campaigns and website landing pages that target the different types of keywords used by consumers versus businesses.
B2B paid search ad text should focus on your company’s unique selling points. Make sure your ads incorporate points that make your product or service stand out from the competition or build up your company as a unique provider or industry leader. From the value of the product to the 5-Star rating of your company, featuring these items in the ad text, site links, and callout extensions will make you stand out in the search results.
Ensure that your B2B pay per click agency is creating one-of-a-kind ad copy by looking at the words customers use when describing your brand. These should be incorporated with geographical locations, calls to action, brand headlines, and keyword variations into your ads. Any expert B2B PPC agency will also turn to the down-funnel metrics in analytics like revenue per impression, revenue per conversion and revenue per ad group to determine ad copy that is generating the most ROI for your business and use this data to craft better ad copy, determine the offers that prospects are looking for and focus your landing page content. The agency should always use variations of your ad copy and test these frequently to see which are getting the most clicks and conversions and continually refine the ad copy based on this data.
A typical B2C company can keep their ads running at all hours of the day because individual consumers are likely to continue their shopping into the evening and late hours of the night. When starting B2B pay per click advertising campaigns, it’s important to run ads during business hours. Searchers with the highest intent to purchase your product or service will be most active during business hours; therefore, having ads run after normal business hours or on the weekends is a waste of money.
Make sure your agency is using ad scheduling and bid modifications to increase or decrease bids for certain days of the week and times during those days. For instance, if you notice that more companies are searching for your services on Monday mornings, the campaign can be set up with bid adjustments to raise the maximum cost per click during that time to ensure you show up ahead of your competition. Having the agency set these adjustments will more effectively use your budget and help you save money on paid search B2B advertising in the long run.
Likewise, ensure your agency is making bid adjustments on a desktop versus mobile device basis. Most business-to-business searches occur on desktops while your target customer is at work. By using bid modifiers you’ll only pay for ads that appear at the right time and on the right device. For example, increasing the bid adjustment for searches done on desktops from 8 am to 6 pm will increase the likelihood that your ad is being seen by a corporate audience that is currently researching and considering your product or service in the office. All B2B industries are not created equal when it comes to the best times and best devices to make bid adjustments so it is important that your agency test and optimize your paid search ads accordingly.
Once a potential client clicks on your ad, it is imperative that they reach a page on your website that is relevant and grabs their attention with a clear call to action. In our previous B2B blog post about SEO strategy, we discussed how to design a page that will drive conversions with relative content and clear submission forms for any leads. Be sure to discuss the landing page for PPC ads with your agency as this will directly affect the number of leads and conversions that are obtained through paid search marketing. Designing a fast-loading page that engages the prospect will help to lower your Cost Per Click, making your ads more effective.
In B2B PPC advertising, having a relationship with clients and establishing brand authority quickly is important when attracting new leads. B2B PPC advertising is a powerful digital marketing tool because it allows companies to engage with potential clients throughout the prolonged sales journey. Plus, showing up at the top of the Paid Ad search results for all stages of the buying funnel and building awareness of your brand along the way creates the perception of industry leadership. This helps your business get included in the buyer’s final list of companies for consideration and assists in generating more online conversions.
While lead generation and increased sales are the eventual goals of any B2B pay per click campaign it is important to keep in mind that search traffic and conversions will be lower in volume than a typical B2C one. Therefore, we must acknowledge the value of each action and engagement point, and target the most valuable stages of the buying cycle. Work with your agency to identify the most valuable stages to determine when it’s best to increase the CPC of a campaign or vary the ad content for prospects researching available solutions versus those who are aware of your brand and interested in a special offer or promotion.
Remarketing campaigns are a great way to reach and stay in the mind of potential clients who have already visited your site and convert prospects who are still researching the competition. These campaigns are based on the pages on your website prospects have already visited, and target individuals who are familiar with your brand but are still actively researching you and your competitors. Since B2B purchases are generally larger, conversions from remarketing campaigns may not happen right away. However, through specialized messaging, you can reach and persuade individuals who are likely further down the buying funnel and closer to converting to navigate back to your site. Be sure to talk to your agency about implementing these remarketing ads in your paid search strategy for maximum results from paid search advertising.
To achieve the highest ROI from your paid search campaign it is important to work with a skilled PPC agency to set up your B2B PPC campaign with the right ad copy, bid strategy, and landing pages for the best conversion rates. While conversions may not happen right away, it is important not to cut Pay Per Click from your online marketing strategy if you do not see immediate results in the first couple of months. Instead, follow-up with site visitors through remarketing campaigns and try to be at the top of the search results at every stage of the buying cycle.
Using PPC can be a great tool to establish your company as an industry leader and is a great return on investment if set-up properly. At Get YOU Found we help businesses develop a leading B2B pay per click strategy, manage Google AdWords campaigns and optimize paid search marketing efforts. If you’re ready to increase the number of leads and the return on your B2B PPC advertising investment contact Get YOU Found today!