Paid Search for B2B: the basics
Nowadays, the Internet has become the primary source of information for many B2B buyers searching for business solutions. According to the IDM B2B Barometer of July 2014, page 10, B2B marketing budgets are currently at an all-time high, with 52% of a typical budget being spent on digital in 2014, making Search one of the primary channels in terms of marketing spend.
Paid Search offers B2B marketers the ability to capture leads fast, and in a cost-effective way. However, getting good results from a PPC campaign require some expertise that B2B marketers might not have, and a greater level of campaign management in order to be successful. In this article, we’ll look in more details at the best Paid Search practices to reinforce your B2B marketing strategy.
Maintaining a good coherence between the keywords, the ads and the business
Keywords in a PPC campaign, are the equivalent of the demographic selections in a direct marketing list. It is essential to target keywords directly relevant to the business, which are not too generic.
Showcase the main competitive advantages of the business
Focus on the Unique Selling Points of the company; the things that really make you stand out. It can be the value of the product, the reputation of the company, or the free delivery offered. These should be featured in the ads, but also in the AdWords extensions (like Sitelinks, callouts, 3rd party reviews etc.).
Create different campaigns for different match types, devices, and keywords
It is important to use a coherent distribution between exact, broad and phrase match. At the start, we recommend investing more in exact match, and to create separate campaigns for each match for more clarity. It is also essential to create different campaigns for mobile users and desktop users, as they both follow a different customer journey so the messages need to be adapted. Finally, make sure you make a clear distinction between your brand campaigns and your non-brand generic campaigns, which have very different aims, as discussed in my previous article around branded and non-branded keywords.
Measure and track properly
It is imperative to be able to have an efficient tracking system in place, especially with the longer sales cycles in B2B transactions. Measuring the success of your campaigns is essential in order to optimise spend and maximise ROI.
What about you, do you have any tips or advice to share in order to be successful while performing Paid Search for B2B? Do not hesitate to share your experiences in the comments.