How to Make PPC Work for You and catch Demand

While PPC advertising is not always essential, it’s difficult to imagine a company that doesn’t use it. Whether B2B, B2C, SaaS, or Ecommerce, PPC remains a key tactic across industries, although strategies vary.

This reliance is natural, as PPC is a foundational tool for driving awareness, much like project management tools are for project managers. However, the ongoing debate around PPC often raises questions like: Is it still relevant? Is it right for my business? Should I invest in PPC or focus on other tactics?

The short answer: yes, PPC is worth the investment, but it must align with your business’s current stage and needs.

This article focuses on B2B paid search, sharing best practices for different business stages. However, keep in mind that the success of any marketing tactic depends on context. The ideas below may be useful, but each situation is unique, and marketers should apply their own judgment.

Why B2B PPC is Different

The first and most crucial thing to understand is that B2B companies search for solutions differently from B2C companies. While this isn’t always the case, B2B businesses often need to capture existing demand within smaller, more niche markets. This means the PPC strategy for B2B must differ significantly from B2C.

Another important distinction is that B2B companies are typically focused on ROI. Every marketing tactic needs to demonstrate why it’s the most effective way to drive value for the business.

To fully understand how to maximize paid search, it’s important to grasp the three primary keyword match types:

Broad Match – The most flexible option. Your ad will be shown for a broad range of similar keywords, many of which may not be directly relevant to your offering.

Phrase Match – A middle ground. Your ad will be shown for keywords that closely match the meaning of your targeted terms, even if one or two words are changed.

Exact Match – The most precise option. Your ad will be triggered only by searches that match the exact keywords you’ve selected.

I recently listened to the Demand Decoded podcast (highly recommended, you will find link at the bottom), and found myself aligned with their insights. Google often recommends using broad match keywords because they allow advertisers to access a wider range of terms, resulting in more impressions and cheaper clicks. Additionally, Google’s AI-driven algorithms improve by analyzing data from broad match keywords.

However, Google doesn’t know your business. In many cases, broad match is suitable but not for B2B. As mentioned earlier, B2B marketing often revolves around capturing existing demand. A key performance metric for B2B is CAC, and with broad match, you may end up spending money on irrelevant keywords, ultimately inflating your CAC.

Phrase match is a solid, safe approach for many businesses, especially startups and smaller companies with less complex products and a lower CAC threshold. It allows you to cast a wide enough net to find potential customers, while still staying within a reasonable range of relevant search terms.

For mid-market and enterprise companies, however, phrase match may not offer the level of precision required. By this stage, companies typically have a well defined Ideal ICP, and exact match becomes a more strategic option for capturing customers who are searching for very specific solutions.

Exact match has evolved and is now a powerful tool for identifying high-intent searches. Don’t worry about losing traffic what you’ll likely lose are clicks from users who were never going to convert anyway.

Avoid Cannibalizing Organic Traffic

One common mistake marketers make is running PPC campaigns that cannibalize organic traffic. It’s understandable many companies run brand campaigns (targeting their own brand name) in two situations:

1. When the company is new and hasn’t yet gained SEO traction.
2. To prevent competitors from bidding on their brand name.

While it’s important to run brand campaigns for the second reason, these campaigns don’t require a large budget. Over time, most brand-related conversions should come from organic search results. If you’re still paying heavily for brand keywords after your SEO is working well, you’re essentially paying for conversions that would have come through organically for free.

The solution? Keep your brand campaigns budget low—just enough to protect your brand from competitors and rely on SEO for the majority of brand-related traffic.

Optimize Ad Timing and Targeting

Another technical aspect that’s often overlooked is the timing and targeting of your ads. Many companies run their ads 24/7, but this may not be the best strategy in B2B. For example, if you don’t have weekend support or a system for immediate calendar bookings, running ads on weekends could frustrate potential customers who have to wait days for a response.

Additionally, monitor where your traffic is coming from. If most of your clicks are from mobile devices, adjust your ads to maximize mobile visibility. If desktop ads perform better, focus your efforts there.

Conclusion

Thst is all for today, to quily sum it up: In the fast-paced world of B2B marketing, PPC remains a valuable tool for driving demand and achieving business objectives. By understanding the nuances of B2B search behavior, choosing the right keyword match types, and implementing thoughtful strategies, marketers can successfully target their ideal customers and drive meaningful results.

If you have any thoughts or comments on the article, feel free to write to me at [email protected] or on Linkedin.

LInk to the Demand DEcoded podcast mentioned: https://open.spotify.com/episode/2wgPl8rADsYJfqApBv4QC3?si=99ec115cd71645a5