PPC Campaigns in B2B Marketing

Marketing of your business offerings and letting the name in front of the prospects is the most important aspect, as in its absence all the endeavors are destined to fade into oblivion!

And for this purpose, three kinds of practices are put into action- Inbound Marketing, outbound marketing, and the PPC Campaigns.

While inbound focus on redirecting the prospects on their own through the touch points created via content, social media, and other similar practices, the outbound practices refer to marketing efforts that actively seek out potential customers, rather than waiting for them to come to the business.

Cold calling, Email Marketing, Shows & Events, Print advertisements, telemarketing, PPC ads are the most common forms of outbound practices.

But these days the PPC ad campaigns are gaining much more prominence for the several leading edges, which we will discuss after elaborating its whole system for the B2B businesses.?

What are PPC Campaigns?

PPC (Pay-Per-Click) is a digital advertising model in which advertisers pay each time a user clicks on one of their ads. PPC campaigns are a popular method of digital advertising, especially for businesses that want to drive traffic to their websites, increase conversions, or promote their products and services.

PPC campaigns typically involve bidding on specific keywords or phrases that are relevant to the advertiser's business, product or service. For example, a B2B company that offers financial consultancy might bid on keywords such as "Financial Consulting" or "financial advisor near me."

When a user searches for one of these keywords on a search engine like Google, the PPC ad will appear at the top of the search results page. If the user clicks on the ad, the advertiser will pay a predetermined amount for that click. The cost of each click depends on various factors, including the competitiveness of the keyword, the quality of the ad, and the advertiser's bid.

PPC campaigns can be highly targeted, which makes them a powerful tool for B2B businesses. Advertisers can target their ads based on various criteria, such as location, device, language, and even the time of day. This allows B2B businesses to reach potential customers who are most likely to be interested in their products or services.

Some Easier Examples

Let’s start with the FIFA World Cup 2022.

Data from the official FIFA website reveal that around 5 Billion People engaged with the world cup across various devices and platforms, and a Sports Illustrated report reveals that the final match of Argentina vs. France was viewed by around 1.5 billion people!

During these matches, the related search volume on Google went at its all-time high level in the last 25 years.

In a tweet, without revealing the exact figures, Mr. Pichai said, “Search recorded its highest ever traffic in 25 years during the final of #FIFAWorldCup, it was like the entire world was searching about one thing!”

And when Argentina won people started searching about Argentina’s team and the related merchandize as well.

Based on these search volumes the marketers can get the information what is being searched the most and what query holds relevance for their business and how those search queries can be leveraged for their business.

Let’s ponder on another real-life example from different domain.

Suppose there is a financial consulting firm, and its business developer is struggling with the lead generation and very low traffic at the website.

They aimed to generate 20 leads a week to meet their targets but they got stuck at 5! They were already running outbound marketing campaigns to reach out to their ideal prospects through LinkedIn, WhatsApp and other platforms but failed to achieve the goal; as it takes time, efforts and expensive b2b marketers and business development professionals.

Now to achieve this target of 20 leads a week, I suggested them to put some money in PPC campaigns and inbound marketing techniques like social media to gain leads fast.

This firm started to experience a spike in the number of leads after my suggestion!

PPC campaigns can work for the B2B industries if you have the right ppc strategy to target the right set of keywords and audience. This can also get really expensive for you based on your geographical location, ticket price of your services and some other factors.

To get more queries and visit to their landing pages, the business developer might think for the PPC campaigns. But for that they will have to deliberate whether there are enough search queries in the domain or not.

There is really a curiosity to check whether people are searching for the services or not, and here the Google Analytics comes for the rescue.

The detailed list, search volume, keyword bidding information- all information is provided, which is a boon to the B2B businesses.

With this information the plan of ad campaign will be finalized and made live.

PPC ads are highly targeted, and penetrate the prospects of B2B businesses.

Now let’s check how such PPC ads from Google come handy to the B2B marketers:

1.?Targeting:

Google Ads offers advanced targeting options, allowing B2B marketers to target specific industries, job titles, and company sizes. This ensures that ads are seen by the right people and increases the chances of generating quality leads.

2. Keyword selection:

Google Ads allows B2B marketers to select the most relevant keywords for their campaigns, ensuring that ads appear for relevant search queries. This increases the likelihood of generating clicks and conversions.

3.?Ad formats:

Google Ads offers a variety of ad formats, including text ads, display ads, and video ads. This allows B2B marketers to choose the format that works best for their target audience and marketing goals.

4.?Remarketing:

Google Ads also allows B2B marketers to target users who have already interacted with their website or ads. This can be a powerful tool for driving conversions and increasing ROI.

5.??Analytics:

Google Ads provides detailed analytics and reporting, allowing B2B marketers to track the performance of their campaigns and make data-driven decisions about optimization.

In a nutshell, Google Ads offers a range of tools and features that can be highly effective for B2B marketers looking to run successful PPC campaigns.

As our focus is towards the B2B businesses, so now let’s also check why the PPC campaigns are great for those endeavoring in B2B domain:

1.?Targeted Advertising:

Google Ads allows B2B businesses to target their ads to specific audiences based on factors such as demographics, location, interests, and search terms. This helps businesses reach potential customers who are most likely to be interested in their products or services.

2.?Cost-Effective:

?PPC ads on Google can be cost-effective as businesses only pay when someone clicks on their ad. This helps businesses avoid wasting their marketing budget on people who are not interested in their offerings.

3.?Lead Generation:

Google Ads can be an effective way for B2B businesses to generate leads. By including a clear call-to-action in their ads, businesses can encourage potential customers to provide their contact information in exchange for more information or a special offer.

4.?Increased Brand Awareness:

Even if someone does not click on a B2B business's PPC ad, the ad can still increase brand awareness. When someone sees a business's ad multiple times, it can help create brand recognition and increase the likelihood that they will consider the business in the future.

5.?Measurable Results:

Google Ads provides detailed analytics that allow B2B businesses to track their ad performance and measure their return on investment (ROI). This helps businesses understand what is working well and make data-driven decisions to improve their ads and campaigns.

With these points and dissections in mind, the B2B marketers can fruitfully leverage the PPC campaigns to their advantage.

But it is always advisable to consult an expert first before putting any money on PPC Campaigns or Paid Ads.