B2B and B2C companies have started to look more like each other in recent years. As a result of this mirroring process, the marketing strategies they use have also come closer.
B2B brands often rely on traditional B2C tactics, such as social media engagement and pay-per-click advertising (PPC).
Due to the highly sophisticated targeting options available through ad platforms like Google and Facebook, PPC advertising has become a powerful way to generate leads for B2B companies. In fact, PPC ads have become one of the main sources of high-quality leads for these companies in recent years.
However, not all main generation PPC campaigns are created the same way. To obtain qualified leads, advertisers need to understand the key principles of obtaining B2B leads through PPC, six of which are described in this article.
- be specific with keywords
The most successful PPC campaigns are based on an excellent keyword strategy. Keywords are the backbone of PPC campaigns; determine almost everything: which search queries an ad returns, which terms prevent ads from showing, which direction to take with the ad text, which landing page to convert to.
When using PPC to improve the quality of leads generated for a B2B organization, keywords are essential to reach the right audience. The two main categories of keywords are short tail and long tail.
Short-tail keywords (commonly used terms containing one or two words) usually generate a lot of traffic; however, due to their broad nature, they reveal much less the intention of the user. For example, if someone is looking for “CRM software”, they can try to find out what CRM software is, what solutions are available, public opinion, or whatever.
To generate more qualified leads, B2B companies must target more specific keywords that match the researcher’s intention. This is where long-tail keywords come into play.
Long-tail keywords (specific phrases made up of three or more words) are best suited for marketers because they tend to reach people later in the sales journey. Potential customers can search for “Small Business CRM Pricing”, which probably indicates that they are much closer to buying. Therefore, the best option is to use long-tail keywords when generating leads through PPC ads.
- Refine your search types
Match types also play an important role in determining the quality of an advantage. When you use different types of keywords to optimize your campaigns, precise and phrase matching gives advertisers more control. On the other hand, keywords with broad results attract more leads, but with less quality.
To avoid inappropriate matchmaking strategies, promoters should use one of two approaches:
- Limit your use of the broad match.
- Be diligent in analyzing search queries and implementing negative keywords.
While neither approach is perfect, advertisers can adjust and optimize their campaigns overtime to reach their ideal buyers. However, depending on the company’s experimentation capacity, it may be advisable to hire a qualified advertising team to assist in the optimization process, saving money in the long run.
- Link to targeted landing pages
For PPC ads that aim to generate qualified leads for B2B brands, the landing page is an important part of success. To generate landing pages that increase conversion rates, your destinations focus on obtaining email addresses and contact information, rather than selling the final product.
This is because the research phase for B2B customers is much longer than that of their B2C colleagues. B2B buyers generally seek a long-term relationship with a company; therefore, they want to make sure they are making the right decision.
To do this, B2B customers are likely to want to know more about the company and its offerings, visit a free trial, or speak to a sales representative. It also creates streamlined landing pages that allow your visitors to fill out contact forms quickly and easily to learn more.
- Create acceptable contact forms
A guaranteed way to scare shop windows and viewers is to ask them for more information.
If marketers discover that their landing pages and contact forms are receiving too many low-quality prompts, it is a good idea to increase the information requested on the contact form. For example, if you are using Facebook lead ads to reach potential customers, you may want to increase the number of questions you ask or increase the specificity of the articles.
When you are with a potential buyer, consider information that is important to the sales team, such as…
- Annual recipe
- Number of employees
- Business objectives
- Pain points
Pay attention not only to the number but also to the type of data collected. There is a significant difference between, for example, requesting an email address and requesting a business email address. To ensure the quality of the leads generated, request the exact information that the company needs when engaging with potential buyers.
- Make a clear and attractive copy
Ad text can be the difference between a customer clicking or skipping a promotion.
For B2B PPC ad text:
- Be specific: make a detailed copy of what you are offering.
- Excellent value: shows how a product or service solves the consumer’s problem and benefits their situation.
- Show credibility: did the product win awards? Is it a “best seller”? Identify the distinctive elements that give credit to the company and its offers.
You need to keep your target audience in mind and speak in the voice or tone of the end customer. Companies that offer a text that matches the type of target audience will end up producing more qualified leads than companies that don’t.
- Distribute different types of ads
It can certainly be useful to post text ads through Google and video ads on Facebook, but the most important thing to create different types of ads is to use the most advanced features of each platform.
Retargeting is a powerful way to generate revenue for B2C brands, but B2B companies can also use retargeting to deepen potential buyers in the sales funnel.
For example, if a visitor reads a blog post on the company’s website that indicates the value of one of its products or services, the person may be placed in a redesign campaign based on the download of a white paper or schedule. A connection to a sales representative.
When customers participate in a redesign campaign, leads tend to be of higher quality, as these people are more familiar with the brand and clearly interested in what it has to offer.