b2b ppc

B2B PPC: The Ultimate Guide

Did you know that more than 70% of buyers in the business-to-business space use search engines when researching their next purchase?

A pay-per-click campaign is a quick and relatively easy way to not only reach this wealth of potential buyers, but also convert them into qualified leads.

In this guide, we will cover the basic steps in creating and launching a PPC B2B paid advertising campaign.

Let’s jump in!

Find & Use High-Value Keywords for Your B2B PPC Campaign

The core of PPC for B2B lies in effective keyword research. Without strong keyword research, you can’t build a strong PPC optimization strategy for your company. It’s critical to invest some time in researching high-value keywords in your industry.

There are a few ways to approach your research:

  • Keyword research tools.
  • Look into what keywords your competition are targeting.
  • Create a list of keywords in-house.
  • Use Google Ads’s Keyword Planner.

As you begin to create your B2B keyword list, bear in mind that there are four different keyword types:

  • Generic keywords are anything related to your product or service.
  • Branded keywords are related to your company name.
  • Competitor keywords mimic branded keywords but include your competitors’ names.
  • Related keywords are related to any of the previous three.

Use B2B PPC Best Practices to Structure Your Campaign

Following B2B PPC best practices is essential when structuring your PPC ad campaign. Google Ads uses an account hierarchy, and if you don’t match it it can cause your ads to underperform, damaging the ROI of your strategy.

The account hierarchy is:

  1. Account
  2. Ad campaigns
  3. Ad groups
  4. Keywords

It is of critical importance that your team create ad campaigns with relevant, organized groups. Each campaign can then feature ad groups that are able to target each of the keyword types.

Craft Great Ad Copy with Strong Visuals

One of the key elements of PPC advertising is compelling ad copy. Since these advertisements are relatively small, great copy is necessary to grab people’s attention. Overlooked ads can result in higher ad costs, fewer impressions, and withdrawn support from the decision-makers at your business.

PPC ads usually need only two things: a headline and a description. Of course, it you’re creating a display ad, you’ll need to collaborate with a graphic designer to create a strong image to go with your copy.

Write Attention Grabbing Ad Copy with These Tips:

  • Focus on the benefits of your product or service, not the features.
  • Highlight promotions.
  • Include a strong call-to-action to tell your audience what to do next.
  • Personalize the copy to a particular target audience’s needs, wants, and pain points.
  • Add credibility with testimonials to build trust.

Keep in mind, your ad copy will need to meet the character limits imposed by Google.

Design Landing Pages for Your Campaign

Designing your landing pages goes hand-in-hand with developing your ad copy. A landing page is where your users go when they click on your PPC ad. In order for your B2B PPC campaign to succeed, you’ll need relevant landing pages that build off the copy in your ads.

But relevancy isn’t the only metric for an effective landing page. It must also be:

  • Fast.
  • Intuitive.
  • On-brand.
  • Responsive.

Launch Your B2B PPC Campaign & Measure Your Results

Now that your B2B PPC strategy is ready, you’re free to launch the campaign!

But your work doesn’t end there. Once you’ve launched, it’s time to monitor performance, so you can make changes and constantly improve.

You may want to experiment with different ad copy. Or compare the performance of two different landing pages. You might even play with segmenting your target audience.

That said, before you decide to make any changes make sure you have enough data to support the decision. This may be one of the most critical B2B PPC best practices, especially when remarketing campaigns that feature small, specific audiences.

For the best path to success, check in on your campaign at least every week.

Are you looking for a partner to help your B2B company reach its goals in the PPC world? Book your free call with Asset Digital Communications today and start seeing success!