Business-to-business marketing doesn’t have to be hard. When you want to drive traffic to your website and generate qualified leads that convert, you need a solid B2B PPC strategy. Learn how to create an unbeatable B2B PPC strategy for maximum conversions through targeted keywords, knowing the audience, and continually evaluating for performance.
What is B2B PPC?
Business-to-business (B2B) pay-per-click (PPC) marketing is a digital advertising strategy that targets users with online ads. These online ads are commonly placed through Google Search Ads and Display Ads, but ads can also be placed on YouTube, LinkedIn, Meta (Facebook, Instagram, Threads), and even TikTok. PPC marketing provides a fast track to customers versus a situation where a potential customer might stumble upon your ad in an organic search.
For B2B PPC, the advertising business wants its ads to be seen by its prospective customers, which are other businesses. Think about companies that supply other businesses with services or products. When a user clicks on that ad, the advertising business is charged, and thus, they pay for each click.
How is B2B PPC Different From B2C PPC?
B2B and B2C refer to the audience (other businesses or consumers) that a business targets with sales and marketing efforts. When a business engages in online advertising like PPC, the ads target a specific audience.
B2C
B2C PPC ads will target consumers with a direct sales call to action. The desired result is that the consumer will make a purchase or subscribe. B2C marketing is typically more transactional with leads converting immediately to sales.
B2B
In B2B PPC marketing, the target user is other businesses. The language used may not be as direct as it would be with B2C. The desired action from the ad is to start a relationship, and the approach is less aggressive. The goal of B2B PPC is most often a meeting versus a sale. B2B marketing is more about building a relationship.
Why Your B2B PPC Strategy Matters
Every digital marketing campaign requires extensive thought to ensure success. You want to develop a plan, desired outcomes, and a way to evaluate its success. When it comes to your B2B PPC strategy, you want to be thoughtful and work with intention.
Brand Exposure
When your B2B PPC strategy is done right, it will result in excellent brand exposure. With PPC ads, your targeted audience will see your brand and recognize its products or services. A misstep could mean that your brand isn’t memorable; worse, it could be remembered unfavorably. PPC ads should be created and placed with careful thought.
Targeted Ads
B2B PCP strategy includes placing targeted ads that will meet the demographics of your ideal customer. It’s tricky because you have a much smaller audience to target in a huge sea of people browsing online.
Performance
When your B2B PPC strategy is done right, it will outperform competitors. Target the right keywords and audience with a perfectly designed ad, and you’ll have an unbeatable B2B PPC strategy that converts. This is why it’s important to have a thoughtful performance strategy.
Key Features of an Unbeatable B2B PPC Strategy
When planning your B2B PPC strategy, it’s best to keep these three features in mind: keywords, audience, and performance.
Keywords Matter
Thorough keyword research is paramount in a solid B2B PPC strategy. Semrush and Google Keyword Planner are both great tools to discover the keywords your audience is using. After all, the keywords you choose for your PPC ad will drive who sees your ad, and ultimately, how successfully that ad performs.
Know Your Audience
How can you expect to target an ad if you don’t know the audience? Understanding the key demographics along with your audience’s buying behavior and search intent is critical in creating a B2B PPC strategy that converts leads into customers. There’s no compromising on these details — you simply have to know your audience to create a strategy that converts well.
Performance Analysis and Adjustments
Search is always changing. While chasing the algorithm doesn’t always yield results, it is important to evaluate your results periodically. If your strategy isn’t working, you need to pivot your plan. A/B testing is an excellent way to determine what B2B PPC ad performs the best. A good strategy involves checking, adjusting, and perfecting as needed.
How The Creative Momentum Helps
The Creative Momentum helps businesses with websites and digital marketing strategies. With national recognition, our digital marketing agency consists of talented B2B marketing and website design experts, and a passion for our work, you can count on us for maximum conversions.
Full-Service Digital Marketing
Get a comprehensive strategy that takes into account all facets of your marketing. Why work against yourself when you can align each of your online marketing strategies? We provide unparalleled UI/UX designs, inbound marketing, and digital marketing like SEO and PPC that get results.
Your Partner
Our work ethic and mission drive us to be the best partner possible. Our customers trust our direction, knowing our guidance is backed by experience and industry expertise. We work with you to listen to your needs, vision, and expectations. We deliver with our work.
Expertise in B2B
B2B marketing is more complex than B2C strategies. With niche customers and multiple levels of decision-makers, B2B marketing requires a special skill set to attract, nurture, and ultimately establish a relationship with a customer. After all, relationships are everything in B2B marketing.
Need Help Building Your B2B PPC Strategy?
If you haven’t had any luck with your B2B PPC strategy or want to see if you can improve performance, it might be time to call the experts. With professionals in B2B PPC, we can evaluate your current strategy and identify areas of improvement. We have specific performance indicators that show if your ads are performing at their best.
For an unbeatable B2B PPC strategy for maximum conversions, we can help. Give us a call or fill out a form and let’s talk about your needs.