Recent years have witnessed several changes in online advertising networks with plenty of new functions and changes to existing functions. You can’t rely on the exact same Pay-per-click (PPC) strategy that you were using in the previous year, or you won’t be visible to your target audience. It is an effective tactic that uses consumer behavioral data and tracking metrics to make next-step decisions with monetary spending. That is why you need an effective PPC optimization strategy for your business. After all, your digital presence determines the success of your business in the modern world.
Here are 5 such essential components of your PPC strategy that will help you thrive in the B2B market:
Identify High-Value Keywords for Your Campaign
Keyword research is an essential component of PPC for B2B. It is estimated that nearly 40% of all U.S. online search queries contained two keywords, while three-word search terms accounted for 22.74% of searches. So, you need to carefully select your specific set of keywords. When you begin keyword research, you can also try to approach it in different ways:
- You can try using keyword research tools
- You can look for the exact keywords that your competitors target
- You can compile a list of keywords in-house
Structure Your PPC Campaign According to Best Practices
There is a reason why the top businesses follow the best practices for structuring their B2B paid advertising campaigns – they ensure optimal digital presence. One such practice is to deploy an account hierarchy or structure that works from top to bottom:
- Account
- Ad campaigns
- Ad groups
- Keywords
So, for instance, if you are promoting your account software, your team will have to build an ad campaign first. It will then feature ad groups that target related, competitor, and branded search terms.
Prepare an Ad Copy and Build Your Ad Creatives
Your ad copy is the first thing that people will actually look at. If it isn’t compelling, it may result in higher ad costs, fewer impressions (or views), and less support from your company’s decision-makers. So, while drafting your ad copy for PPC, remember to create compelling headlines and descriptions. Here are some tips:
- Highlight the benefits of your products or services for users, not the features
- Emphasize any sales, promotions, or discounts on your products or services
- Include a definitive call-to-action (CTA) to help users take the next step
- Focus on personalizing the copy to suit your specific audience’s needs, wants, or pain-points
- Use credibility statements or social proof (such as testimonials) to build trust
Create Relevant Landing Pages
A landing page that builds off your ad copy is one of the best ways to ensure that the PPC strategy for your B2B business succeeds. An optimized, well-designed landing page may actually turn a click into a lead. Apart from delivering on your ad copy, the landing page should be:
- Fast
- Intuitive
- On-brand
- Responsive
It will enhance your digital marketing presence and generate more leads.
Regularly Monitor Your Campaign Results
Your team needs to constantly monitor the performance of your PPC campaign and make changes to improve your results. It will help you figure out what is working for your target audience. For instance, you can experiment with different ad copy to see how it performs.
If you are in the B2B market, you have to focus on these five components for your PPC campaign. If your current campaign is performing “just fine”, you may be losing out on a strategy or function that can reap huge rewards. So, try these five strategies and see how they can improve your overall digital presence.
