Do you want to generate higher ROI and increased revenue from your B2B PPC campaigns?
PPC advertising can be a great way to bring exposure to your B2B marketing and advertise your products effectively to your target audience. But often it can take the right steps to achieve success in PPC advertising, especially if find that your leads are not useful and wasting your precious time and money. Hence the goal is to improve your PPC leads so that you can generate higher revenue and get better results for your marketing campaign.
Let’s look at some of the best techniques that can be used for this purpose through this informative article below:
1) Define your target audience and understand their needs
Most people using B2B campaigns are not well aware of their customers which leads to poor targeting through advertising methods. Even though there are plenty of features offered by PPC advertising, if you are not sure who your real customers are then you might be wasting your time and efforts in marketing. Create a buyer persona and get more information about them so that you can use targeted ads to entice your potential leads.
Gather additional information about your buyer persona so that you can target them across different platforms. Make sure to know specific interests or preferences of your buyers and find out what kind of products, companies or brands can have an influence on them. As more relevant people see your ads, there is a higher chance of converting these leads into your customers.
2) Set higher standards to get quality leads
As a B2B marketer, your top priority needs to be on increasing the quality of your leads by setting higher benchmarks to achieve your sales targets. You can also use a lead scoring system that can help in measuring and quantifying your targeting needs. With lead scoring, a numerical value is assigned to every lead based on the data collected through lead capture along with the actions taken by the leads. As the leads reach upto a specified level, they can be passed on to the sales team for further follow up.
3) Educate and create better awareness of your products
You might be great at your marketing efforts and advertise the best features of your products. But how well do your customers understand and know about your product, unless you provide them information. Educate your customers about the need to use your company’s products in the first place so that they become aware of the benefits of using your products. The key is to tell them why and how your offerings can be used by them and give them a tangible solution that can solve their issues.
Customer testimonials, blogs, webinars, how to videos are all good sources to educate your customers about your products and deliver the right information to them.
4) Set up proper tracking mechanisms
It’s essential that you are able to track other elements of your campaign, alongside conversion as this will help you to find out how the leads came in the first place and the keywords they used for reaching your site. The UTM Parameters and the ValueTrack Parameters can be useful as tags that be added to the landing pages and your URL’s. For example, Utm_source, utm_campaign, utm_matchtype, utm_term, utm_device, utm_medium.
Google Adwords provides you with some good options for setting up your campaign elements for better effectiveness and achieving some great results.
5) Reach out to business buyers
Sometimes, companies attract too many buyers who may not be qualified for their products or services. For instance, if your company is focused on business buyers and you are targeting students or older adults than clearly your B2B marketing is not focused on producing the right leads. Many companies value business email addresses than personal email ids. You can have more descriptive labels such as Business email or company email that can increase the number of business leads that can be generated through this process.
6) Use different approaches for setting up campaigns
Most companies rely on a single or a common approach of segmenting their ad groups based on their products or services. Instead, make sure to look out for unique ways to plan your campaign smartly by segmenting your offer into many different groups. It may be a good idea to segment based on their features, benefits, location, industry etc depending on the type of product or service that your company is offering. Use relevant keywords and ad copy along with customized landing pages for individual offers so that you can attract quality leads for your business and increase your conversion rates.
7) Identify the right target keywords
Keywords are the most important factors for determining the success of any paid advertising campaigns. Hence, it’s necessary to find out the most appropriate keywords that best describes your brand. Based on your campaign, you need to look for keyword ideas that are appropriate for every segment. It may be a good idea to use keyword research tools that can help you to find the right keywords. You also need to target keywords based on the intent of the user in mind. In short, the more targeted your campaigns are in terms of landing pages, keywords or ads, the better the quality of leads that you can expect from your PPC ad campaign.
Using long tail keywords may also be crucial to the success of your B2B marketing efforts so make sure to include them as well into your keyword list essentials.
8) Optimize your landing pages
Landing pages can have a huge impact on your lead generation efforts. But it’s important to remember that optimizing your landing pages alone cannot guarantee great results. You need to make sure that you are getting the right kind of leads who are filling out the details on the forms provided through your landing pages. Hence, it’s important to use the correct number of form fields. Create custom landing page for individual ads that can help in boosting your conversions and also provide an improved experience to your users.
9) Remove unwanted keywords
To attract high quality leads, it’s essential to target the right type of keywords, but there are other methods to filter out unnecessary keywords that may not be relevant to your brand. For example, if you find that you are getting irrelevant clicks on any of your ads, make sure to put those keywords alongside the negative keywords. This will inform the search engines not to display your ads for such keywords. If you find that some of your keywords are consistently giving poor results, then you may add them to your negative keyword list to stop getting traffic through such searches.
Instead, focus your efforts on those keywords that can provide better opportunities in terms of increased leads for your business.
10) Use targeted ad copy to attract leads
It’s important that your ad copy to tailored to target a relevant audience who may interested in buying your products or services. You can target businesses based on their size or a specific industry and sometimes it could be a good idea to mention the pricing as it helps you to filter out prospects who may not fit into your budget. You can also personalize your ad to target your buyers who are the best fit for your products or services.
Make sure to do A/B testing of your ads so that you can compare their performance against each other. Based on their results, you can decide which one has more potential to increase your conversions by way of high click through rates.
11) Make suitable adjustments based on the devices
You need to find out which of your devices mobile or tablet is able to create more opportunities and generate leads for your business to target them accordingly. If you find that one of the platforms is not performing well, then it’s time to stop that campaign on the specific device so that you can focus on the best platform that is converting better.
12) Use different types of advertising
It’s important to be think beyond the traditional search ads or video advertising to get the high quality leads for your B2B campaign. Make sure you are using all the advanced features of the advertising platform that you are using. For example, both Google Adwords and Facebook offer retargeting options which may be great to reach your visitors in a targeted manner. Remarketing is the best approach to entice visitors who have not shown readiness in purchasing in the first time. By using this option, you can help move your visitors upwards in the sales funnel.
Content remarketing is one of the best approaches that allows you to engage your leads by providing them offers. Most of the leads who want to associate with your offers are probably aware of your brand or products, which makes them high quality leads for your business. There are many PPC platforms that also offer features that match the audiences, including the Lookalike Audiences option available through Facebook.
13) Improve your bid on your ads
You need to make sure that you are bidding properly on your ads and not too low to produce low quality leads. It may be a good idea to increase your bids to the maximum for a while and test it out for about 2-3 weeks to see the results. In case you don’t notice much difference, it’s time to review your B2B PPC campaign strategy and make suitable improvements.
14) Prepare an ad schedule for your campaigns
Create an ad schedule to run your ad campaign to optimize your efforts in the right direction. For instance, you may be able to increase the number of days that your ad is running or cut them down depending on their performance. The opportunity data and ad schedule need to be integrated together so that you can assess the best days or hours that present the best opportunities for your sales. Based on the above results, you can make adjustments to your bids.
15) Use social media channels to reach your leads
Social media channels may be a great way to nurture your leads and target the prospects to convert them into customers. By starting conversations on these social networks, you can target leads based on their specific interests or preferences. You can also target prospects if they have shown any interest in buying your products or services. Social media activities are known to act as triggers for starting out conversations and building your email campaigns to generate targeted leads.
In the same way, email drip campaigns can significantly increase your conversions by boosting your audience engagement levels. You can send messages to your prospects and invite them to join an interesting webinar on their favorite topic. The click through rates through such targeted email campaigns can be quite good and lead to higher possibilities of conversions.
If you are struggling to get high quality leads for your business, then it may be a good idea to follow some of the strategies that we’ve discussed above to get better results for your B2B business. The starting point of any marketing campaign is to get the best insight about your customers and understand their specific needs and preferences. Also your lead conversion rate will depend upon many other factors, including the time, money and resources that you are willing to spend to get success in your PPC campaigns.
By making the right and smart business decisions, you can attract qualified leads for your company and generate higher ROI in return. Depending on the type of your business, it’s important to set your B2B PPC ad strategies and attract qualified leads.The bottomline is to always test different methods whether it is your landing pages or CTA is working well to give the best performance for your business.
Do you know of any other strategies to improve lead quality for B2B PPC campaigns? Share your thoughts and comments with us.
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