B2B PPC Tactics: Six Ways to Bring in Higher-Quality Leads

MarketingProfs 15 Oct 2020 02:00

B2B and B2C companies have come to more closely resemble one another in the past several years. As a result of that mirroring process, the marketing strategies they use have also grown closer together.

B2B brands are more often relying on traditionally B2C tactics, such as social media engagement and pay-per-click (PPC) advertising.

Because of the highly refined targeting options available through ad platforms, including Google and Facebook, PPC ads have become a powerful means of lead generation for B2B businesses. In fact, PPC advertising has become one of the primary sources of quality leads for such businesses in recent years.

However, not all lead generation PPC campaigns are created equal. To successfully pull in qualified leads, advertisers must understand the key principles of earning B2B leads via PPC—six of which are outlined in this article.

1. Be specific with keywords

Most successful PPC campaigns are predicated on a great keyword strategy. Keywords are the backbone of PPC campaigns; they determine just about everything—what searches surface an ad, which terms block ads from showing, what direction to take with ad copy, which landing page to link to.

Although neither approach is perfect, advertisers can adjust and optimize campaigns over time to zero in on their ideal buyers. However, depending on the company's ability to experiment, it might be wise to procure a skilled paid advertising team to aid in the optimization process, which will save money in the long run.

Pay attention to not only the amount but also the type of data collected. There is a considerable difference between asking for an email address and asking for a work email address, for example. To ensure the quality of leads generated, ask for the exact information the company wants to have when following up with potential buyers.

You must keep the target audience in mind and speak in the voice or tone of the end-customer. Companies that feature copy aligning with the type of person targeted will end up generating a greater number of qualified leads than those that don't.

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