Considerations to create a successful B2B PPC Strategy

Digital

Although B2B and B2C advertisers use the same marketing channels, the challenges they face are different.

Written By

Thomas Coughlan

Posted On

11 Nov 2019

The tactics you use for B2C PPC campaigns might not be as effective for B2B PPC campaigns and vice versa. By adjusting both your marketing and channel-specific strategies, you are able to overcome these challenges.

Setting Goals

The goals you set for a B2B campaign will be different to a B2C campaign. The B2B sales cycle is more complex than a B2C campaign, which needs to be taken into account when setting realistic goals. The B2B sales cycle can last months or even years, compared to just a few days for B2C, as the goal for them is to predominantly sell their products. Whereas for B2B, there are extra considerations such as costs being a lot higher, purchases including lengthy contracts as well as multiple decision-makers who need to agree on the purchase.

Tracking Conversions

Tracking conversions for PPC campaigns is slightly different to the usual B2C, but it can be done. B2B advertisers should also look at tracking leads, whether that is users that enter at the top of the sales funnel or sales-qualified leads. Once you have decided what to track, you can then feed back the lead quality into Google Ads which will allow you to adjust bids to target high-quality leads in both manual and automated bidding. It’s important to track conversions throughout the whole sales cycle so that you can see how potential customers make their way through the sales funnel. You may find that there is a campaign that receives a high number of initial leads, however, they do not generate any sales. You can then use this data to optimise your B2B campaigns. 

Lower search volume

It’s important to know that the audience for B2B businesses is a lot smaller than most B2C businesses. There are a lot more people who are searching for products in a shop compared to marketing directors looking for a marketing agency, for example. This means that B2B search queries will normally receive lower search volumes. However, in highly competitive industries, the cost-per-click (CPC) can also be very high despite the lesser traffic due to the competition.

Purchase motivation

The motivation behind a B2B purchase is more intricate than a B2C purchase which is usually emotive. Not only is the buyer thinking about their own motivations, but they also have to take the company’s motivation into account as well. As mentioned earlier, there are a number of decision-makers involved in the process. All of these will also have their own motivations. When creating ad copy, it’s important to take into account both emotional and rational motivations. Including product features, benefits, social proof and company credibility are easy to identify with.

Landing page optimisation

Landing pages are usually a neglected part of B2B PPC. PPC advertisers look to create campaigns with the best keywords, ad copy and targeting but this is no good if they are leading to a poor landing page. Ensure the landing page answers the search query that has led the user to your site. Include call to actions (CTAs) to encourage them to do what you want them to do when they are on the page – whether that is filling out a form, requesting a quote or calling your business. Remove distractions that will stop them from completing these CTAs and also tell them the benefits that they will get from completing the action. 

Taking these considerations into account will help you to create a successful B2B PPC strategy which will bring in high-quality leads.

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