A B2B marketer needs to adopt a marketing strategy distinct from that of the B2C marketer. In order to generate qualified leads for B2B companies, you need to perform a certain set of B2B techniques which are quite different from that of B2C. You cannot put the same hat on both B2C and B2B businesses.
PPC (Pay per click) is a very simple concept. The advertiser pays the publishers or different search engines every single time his/her advertisement gets clicked. Publishers usually charge a particular amount against every click whereas search engines require brands to bid for the most related keywords or phrases so that their ad can appear when a potential customer conducts a search for that particular or relative keyword.
If you haven’t been utilizing the full potential of PPC for your B2B Company to generate qualified leads then I’d recommend you to incorporate a consideration for that into your marketing strategy. 54% of B2B companies are currently generating leads by running PPC campaigns. PPC campaigns ensure better results in a short time span without spending a whole fortune on advertising. Don’t worry if you’re new to this. We’ll steer you into the right direction through this article.
Set up UTM Parameters:
Is your business generating new qualified leads every day? Do you know where are you acquiring those leads from? How will you distinguish the leads generated in order to see if they are from PPC, SEO or social media? To know the sources of the traffic, you must set up UTM parameters.
Just because you observed a hike in traffic, doesn’t necessarily mean it’s coming from your PPC campaigns. It is possible you’re wasting your money on keywords that are bringing you no benefit. 63% of marketers admitted generating potential traffic and leads is the most challenging task for them. Well, setting up UTM parameters can help you track the results better.
The question is how can we set UTM parameters? The idea is simple. We have to create custom URLs for all the running campaigns. If PPC ads are intended to run on multiple websites, customized URLs will be generated through Google Analytics – this will help in monitoring which source is generating most of the traffic for the business. Furthermore, you can add the keywords (you’re paying for) into the form for each campaign. Once you fill the form out with relevant information, a customized URL is generated. The best thing about setting up UTM parameters is that it makes tracking and result measuring a less daunting task.
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Implement Segmentation on Your PPC Campaigns:
Segmenting your PPC campaigns is significantly important for B2B retailers. It provides you a great benefit over your competitor. But how? It’s possible you and your competitor might be running paid campaigns over similar keywords. Segmentation would allow you to identify the keywords which work better at a particular time of the week, month or year. You certainly want to be aware of such keywords and would want to change the bid value in accordance with the potential benefit.
For example: Assume you are a clothing manufacturer, and sell your product to other brands which sell your product in the market with their brand name. The common search term you’ll think relative to your PPC Ad campaign would be “Women’s Clothing”. Creating a single ad group for women clothing ads certainly won’t perform too well. Because there are several different categories within Women’s clothing. Like blouses, pants, shorts, etc. So segmenting your campaign to identify high volume keywords for each category would be a better practice in order to yield better results.
You can change your bid based on the best performing keywords for your product/service. This way you won’t be wasting money on keywords that are not driving qualified leads towards your platform.
Schedule the ads according to their performance:
AdWords allows marketers to schedule their keywords through it’s ad scheduling feature. It even allows you to control the schedule of the running ad campaigns. You must be wondering why is scheduling important? Well, for a B2C e-commerce site you can run ads for 24 hours because shoppers can search for the product anytime, from anywhere. But this is not the case with B2B companies. It is unlikely that a potential customer will be looking for your product or service on Saturday night. So make sure to run your ads during the business hours of your target market. Keeping your business open 24/7 is just a waste of funds.
Search the most relevant keywords for your business:
By now you must have formed a fair idea of keyword bidding and campaign segmentation. You’d have realized the importance of relevant keywords for your PPC Ad campaign. Ensuring a keyword is relevant to your business is highly important. Google helps you in finding the most relevant keywords best suitable for your campaigns.
Create Customized Landing pages:
Pay-per-click advertising also has its own downsides. This is certainly not to discourage you. Rather to tell you must be aware when someone clicks on your ad, you pay for it whether or not that particular customer is converted. That is why PPC campaigns call for smart and economical customer acquisition strategies.
In order to gain great ROI and benefit from the PPC campaigns, you need to create customized landing pages. Landing pages with a simple design, and with customized UTM parameters integrated into them. The best way to make sure your landing pages are good enough for optimal results is A/B testing.
I hope the article has fuelled you with enough information to understand the basics of PPC and how it can benefit the growth of B2B companies. Leave your queries and feedback in the comment section.
Tanzeel R is an SEO Specialist with a diverse experience in the field of digital marketing particularly at the organic end. He is also an active tech enthusiast with a will to absorb and convey acquired knowledge to the world. In his leisure time, he enjoys indulging himself in a variety of exquisite cuisines for the sake of earthly fulfilment.