How To Make Paid Search Work For B2B Marketing

High CPC.

Low search volume.

unqualified lead.

B2B marketers face endless challenges when trying to generate results from paid search.

Learn how to make paid search work to drive better B2B leads.

Pre-qualify users with ad copy

One problem facing many B2B search campaigns is that keywords alone do not fully portray the intent of the user.

For example, a managed IT service provider may want to target strictly enterprise-level organizations, but not every qualified prospect will include the word “enterprise” in their search query.

You can target more general keywords like “managed IT services” to cast a wider net while encouraging the right people to click through.

However, then the ad copy may specify “Enterprise Managed IT Services”.

If you only serve businesses with more than a certain number of employees, you can mention it directly in ads or include it in callout extensions.

For example, “For businesses with 100+ employees.”

In addition, including pricing in your copy can be an effective way to discourage clicks from people who can’t afford your services.

For example, “starting at $500/month” will help deter searchers who aren’t willing or able to spend at least $500 per month.

layer on the audience

Even when the intent of the keywords can be vague, audience targeting can help you zero in on the people you want to reach through your ads.

It’s usually best to use a combination of first-party and third-party audiences in campaigns.

First-party audiences require your own data.

You can upload prospect lists using Customer Match to target individuals who have expressed an initial interest in your business after choosing a newsletter, downloading a whitepaper, or participating in a webinar.

An added benefit of these audiences can be creating similar audiences which you can also take on campaigns to reach people with crossover characteristics.

apart from this, Create a Remarketing Audience from website visitors, and don’t forget to take these to campaigns, even if just as an overview.

with manual biddingYou can bid on these people to be more competitive for search queries from people who have already shown interest in your business when set to Overview Only.

As with automated bidding, leveling these audiences indicates Google’s intent. It shows that you consider these people important to reach the bidding signals.

Third-party audiences include many options from Google and Microsoft, with a B2B-oriented in-market audience allowing for the most accurate.

In-market audiences have shown through search and browsing behavior that they are making direct purchases for a specific product or service.

IT companies can target the Enterprise Software and Network Systems and Services segments.

B2B accounting firms can target the business financial services segment.

Restaurant supply stores can target businesses and industrial products > food service equipment.

There are countless other options available to zero in on audiences directly related to the many B2B niches.

You can also overlay LinkedIn Audiences specifically for Microsoft advertising for additional B2B layers.

Specifically, use industry targeting to reach people in the specific areas you’re trying to visit.

Find keywords related to real problems

B2B marketers can be notorious for targeting only highly specific technical keywords related to their product.

However, the problems that a product faces, people may not even know that the product exists.

For example, a client I worked with worked with the provided board meeting software.

Only a small subset of people are directly searching for keywords like “board meeting software”.

However, many more people are searching for keywords such as “how to improve board meetings” or “how to share board meeting minutes,” – all questions that the software in question can solve.

use tools like google keyword planner, answer the publicAnd also asked Use your ads to identify the questions people are asking and to show how your products or services provide solutions.

Also, keep an eye on your own search terms report to identify keywords that you can bring to ad groups with more optimized ad copy.

Don’t forget the landing page

Landing pages are important for any niche and for any campaign, but especially for B2B campaigns, there are several things you should keep in mind.

Ideally, you’ve used ad copy to keep the wrong people from clicking through, but you should continue that theme with your landing page copy.

Use your copy to hint at the correct business size, job role and potential budget of your ideal clients.

Additionally, form setup can be important to balance qualified people against unnecessarily withholding contacts from submitting the form.

Include enough form fields to ensure that people are serious about giving you their contact information, as well as to let you check their company details without asking for unnecessary information.

For example, the job title and company name might be a reasonable question, but do you really need to specify the city and state to download the whitepaper?

Asking for phone numbers for top-of-funnel offers can also be a turnoff, as many people don’t like to receive phone calls out of the blue when they’re just in the initial research stage.

Also, include trust signs with logos and quotes from other businesses that use your company.

B2B buyers want to see that similar businesses have trusted your services.

Optimize for the right conversion actions

As advertising platforms push advertisers toward using automated bidding in campaigns, it’s more important than ever to get accurate conversion data into the platform.

Also, keep in mind that you’re optimizing for the conversion actions that are best related to finding qualified leads.

For high funnel campaigns, you can choose conversion actions such as asset downloads or webinar signups to optimize for higher volume demands.

However, for lower-funnel campaigns, you can focus more on demo requests, test signups and sales inquiries and should choose them as conversion actions for the campaigns.

Additionally, sending back offline conversion data via Salesforce integration or offline conversion import can provide additional prompts for customizing qualified leads.

Finally, attaching values ​​to specific conversions (even if only rough price indicators based on your data) and optimizing conversion value can help Google achieve low-profit, high-funnel conversions versus high-profit lower-funnels. Conversion can help differentiate.

Put B2B PPC to the Test!

If you have doubts about paid search for B2B, or if you’ve struggled to streamline campaigns for your company, perhaps it’s time for another attempt at optimizing for success.

Think about real customer problems Consider keywords and ad copy termsAdd audience layers to zero in on the right prospects, keep your landing page focused on the proper persona, and ensure a perfect conversion tracking setup.

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Featured image: Golden Sikorka/Shutterstock

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