Introduction to B2B PPC Marketing
B2B PPC Marketing is an offshoot of PPC (pay-per-click) marketing. It caters to business who aim to have other businesses as clients. This might all seem intuitive, but these are important distinctions to make!
Why? B2B clients have very different campaign dynamics from more traditional PPC set ups. With B2B PPC, marketers are using every PPC tool to limit the audience to business clients.
PPC’s primary appeal is always touted as its ability to give you access to a sea of enquiries and searches. B2B PPC aims for another pole of PPC’s strength instead: its ability to be very targeted.
With all this in mind, how can you work out a B2B PPC strategy that works for you?
Choosing the Perfect B2B PPC Agency
With this technical aspect of B2B PPC marketing, it is important to get a reliable B2B PPC agency on side. How do you know what sort of B2B agency suits you? Here’s a few things they should be able to do for you:
- Targeted PPC marketing. You want an agency with a data-driven approach, eager to analyse your campaign. In preparing, always ask how they intend to narrow your audience.
- Efficient spend. An agency that prioritises sticking to your budget and limiting potential overspend.
- Transparent reporting. B2B PPC is generally much more targeted and involved than regular PPC. A good B2B PPC agency should be accountable to you, providing regular reports and data.
The benefits of a good B2B PPC agency are obvious. Outsourcing the serious, involved and technical aspects of marketing will let you focus on your business. But when choosing an agency, you need to carefully weigh their offer. You’re entering a partnership that could last for years!
Now you know what to look for in an agency. What does the work involved in crafting a B2B marketing strategy look like?
Curious how we can help you grow your B2B business? Find out more here!
Develop a Rock-Solid B2B Marketing Strategy
We’ve already stressed that targeting is absolutely key to a B2B marketing strategy. But why?
A well-targeted B2B PPC campaign helps you avoid overspend. Throwing up a range of similar bids on very general keywords is going to get you a high impression, high spend mess. PPC marketers will combine good keyword management – filtering out through negative keyword lists and bids – with good budgeting.
This will both benefit your outreach, getting you to businesses curious about your service, and your conversion rate. Efficiency is the watchword with good PPC: enquiries guaranteed. But you are paying for every single click your ads generate, so your watchword should be relevancy.
Leverage PPC for Optimal Lead Generation
Search engine marketing (SEM) plugs your business into a stream of people searching for it. PPC’s key benefit is that it generates relevant enquiries from people interested in converting.
But with B2B PPC marketing, it’s critical that you conduct your campaign carefully. A B2B PPC agency can help you limit spend and construct the highly targeted, technical campaign you need for optimal lead generation.