{"id":15189,"date":"2020-10-02T17:28:57","date_gmt":"2020-10-02T17:28:57","guid":{"rendered":"https:\/\/cxglobals.com\/?p=15189"},"modified":"2020-10-02T18:59:41","modified_gmt":"2020-10-02T18:59:41","slug":"improving-the-effectiveness-of-ppc-advertising-for-b2b-companies","status":"publish","type":"post","link":"https:\/\/cxglobals.com\/improving-the-effectiveness-of-ppc-advertising-for-b2b-companies\/","title":{"rendered":"Improving the effectiveness of PPC advertising for B2B companies"},"content":{"rendered":"\n

For B2C companies, PPC is a lot more straightforward. For B2B companies, there’s a lot more to unpack.<\/p>\n\n\n\n

Because buying cycles for B2B companies tend to be longer, it’s not often that easy to get a “click” to turn into a “lead” on the first try. It’s also easy to start getting leads that aren’t really good leads that can eventually turn into sales because of misguided targeting.<\/p>\n\n\n\n

Here are a few things to consider when executing a PPC advertising campaign:<\/p>\n\n\n\n

Understand your customer<\/h3>\n\n\n\n

Your PPC ads will be directed to the customers you are trying to capture, so it is essential to have an excellent grasp of who they are and what they need. Demographics play a significant role in advertising, so you need to understand your customer’s age groups, device preferences, online tendencies, and current business challenges, and motivations, to name a few.<\/p>\n\n\n\n

The best way to approach this is to build buyer personas and customer journey maps. Buyer personas help you create a profile of the different customers who use your products\/services, and customer journey maps help you visualize and understand their purchasing lifecycles. These exercises aren’t only useful for PPC; they will give you valuable insight into your entire marketing approach. You’ll have a better grasp of who your ideal target is and what makes them click. This information will be useful for AdWord Search campaigns, display campaigns, Facebook campaigns, and LinkedIn campaigns.<\/p>\n\n\n\n

You can read HubSpot’s useful guide on building buyer personas here<\/a>.<\/p>\n\n\n\n

And you can find their guide for building customer journey maps here<\/a>.<\/p>\n\n\n\n

Understand your product or service<\/h3>\n\n\n\n

B2B PPC Campaigns are most effective when trying to sell something specific, rather than purely advertising a brand.<\/p>\n\n\n\n

You must have a clear idea about what product or service you are looking to market, and what challenge or challenges it resolves for your potential clients. One of the common mistakes companies make when starting PPC advertising is to be too general and broad in their messaging to aim to be as specific as possible with both their targeting and what they\u2019re offering.<\/p>\n\n\n\n

Your ads should also be designed to generate demand. This means that rather than just exposing your brand, they should try and educate your potential buyer on the challenges you are addressing and how you have the solution that they may or may not have been aware of before seeing the ad.<\/p>\n\n\n\n

If you are offering something similar to other products or services, search for an angle that sets you apart from the competition or find a unique aspect of your buyer’s challenges that you know how to address.<\/p>\n\n\n\n

It’s also essential to understand the entire buying process of what you are offering. Is it a long or short purchasing cycle? Is the person most likely to click on your ad also the person who makes purchasing decisions in the company? How long does it take for a potential customer to consider purchasing this product or service? For example, the buying process for a new SUV is significantly longer than the one for a new TV as it’s a considerably larger and riskier investment. The same goes for purchasing a life insurance plan for your workforce vs. getting new water dispensers for the office.<\/p>\n\n\n\n

Understand the process<\/h3>\n\n\n\n

When it comes to managing expectations and planning your moves, it’s critical to understand the PPC process. PPC is directly linked to online searches for keywords and keyword phrases. Who gets the top spot depends on several things, including:<\/p>\n\n\n\n