Paid Search for B2B: Advanced techniques
Following my first article, Paid Search for B2B: the basics, I wanted to share some advanced techniques which will allow you to maximise the performance of your paid search campaigns and deliver a world class user experience.
Campaigns with the primary aim to capture as many leads as possible to grow the sale pipeline, need to be part of any B2B paid search strategy. Collecting leads and more importantly qualified leads, requires specific search optimisation techniques, but also attention to the landing pages used. The common practice for landing pages is to use a short registration form where prospects fill out the essential information required: name, contact details, job title, industry, etc. In exchange for sharing personal data, you need to offer something relevant to share: industry whitepapers, webinars or an invitation to an event. The better-qualified leads you get, the more effective your lead follow up, and the higher the return on your campaigns will be.
Most clients search on mobile for products or services before making a final decision. Mobile campaigns need to focus on awareness, offering generic messaging as an introduction to your company. But also allowing calls directly from the ad through the use of the Click-to-Call extensions, which enable immediate contact with a call centre or account manager. The tracking of those calls can be done either from Google, through an internal system, or with a combination of both.
This method is about targeting clients according to the keywords they are searching for, but also according to their profiles (collected by cookies). This allows companies to propose a message specifically adapted to their audience. Retargeting campaigns are highly efficient, and typically will yield a conversion rate much higher than traditional campaigns.
Time parting is the process of delivering ads during specific times or and/or on specific days. It is especially relevant for B2B campaigns, as prospects are much more likely to be interested in your ads during office hours, while the ROI of a Paid Search campaign for B2B run outside office hours is likely to be quite low.
Finally, many B2B businesses are offering products or services specifically for local clients; therefore you can boost a campaigns performance by targeting specific areas like cities, airports or commercial areas. You can also adjust bids based on the locations targeted (e.g. high bids in Moscow vs low bids in rural parts of Russia).
What about you, do you have any other recommendations? Do not hesitate to share your own tips in the comments section about the best ways to succeed with Paid Search in the B2B sector.