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5 Challenges B2B Marketers Must Overcome to Make PPC Advertising Work

Marketing has always been a tricky business, but in this hyper competitive, internet focused landscape it has become a minefield.

If you’re spending on a pay per click (PPC) campaign, you want to know that the hard work and money you’re putting in will pay you back.

You want to be one of those success stories – not the guy saying you’ve spent thousands on PPC campaigns but only just scrape back the investment.

These are the main challenges you’re likely to find impeding your way to a successful PPC campaign.


1.     Driving Traffic

Getting traffic to your site is the primary goal of pretty much every marketer. From this, so the theory goes, comes clicks, leads and conversions.

But getting that traffic is the first step and maybe the hardest.

Unless you’ve got a lot of money to throw at a marketing department, you’re probably working with organic SEO, some printed medium or press advertising or maybe buying some leads.

The holy grail is perhaps to be ahead of the curve: Offer something that your competitors aren’t.

But what is this?

In a word: content. Useful blog posts, articles on niche subjects in your industry, free downloads of ebooks, how to’s, etc etc. But there is now so much content out there it a cluttered marketplace.

The answer: offer high quality content that answers a specific question thoroughly.

According to research by Hubspot, video and social media posts are how consumers now find their information and resources.

2.     Getting the Right Leads

When you’re spending all that money on PPC campaigns, you want to know that it is reaching the right people.

The decision makers and the money guys who can action the use of your service or product.

If you don’t already have research into your customer’s decision journey, or journey map then this is an exercise that will be very worthwhile before you start spending.

Work out who it is you are targeting, what they need or want and what steps it takes for them to go from identifying need through to actual purchase.

At some point on this journey, you want to present yourself as THE BEST option.

How you hook them in and at what stage on the journey is something for your company to work out, but so long as you have identified who, what and when, you will have a solid advantage.

If you already have all this information then it should be relatively simple to craft content or keywords to engage with these customers.

3.     Where to Advertise

Perhaps three years ago the answer to this was simple: Google.

Do your keyword research and run a Google Adwords campaign and (in theory) watch the cash come rolling in. Now, it’s a bit more complicated.

Facebook is fast becoming one of the key ways to reach consumers, both B2B and B2C, with affordable PPC campaigns that can target regions or people with specific interests or even work industries.

It’s not just Facebook and Google now.

Pinterest, Instagram, YouTube and Bing all have their benefits and can be great drivers of success – it depends largely on your product, your budget and your target audience which one you use.

So as you look at a successful PPC campaign, consider spreading your options amongst at least a few of the other sites to really make it work.


4.     Tracking ROI

If you’re putting money into an advertising campaign you’ll want to know that you’re getting a solid return on investment.

What this entails is keeping tabs on the keywords that work and dropping the ones that don’t.

Why have thousands of clicks on a search term if no one goes on to buy or sign up through it?

Having specific landing pages for certain keyword campaigns is useful to see how a campaign is working.

Monitoring your campaign on a daily basis, changing what isn’t working and using historically successful keywords will ensure greater success.


5.     Mobile and Digital Assistants

As more of us browse via our smart devices it has become essential to have a mobile optimized website.

If you don’t, then go back to the drawing board and make sure you have one before you spend a single penny on a PPC campaign.

Assuming you do have a mobile optimized site, you’ll also need to consider the popularity of Siri, Google Assistant, Alexa and Cortana.

These digital assistants are changing the way people search online and, to a degree, the way search works.

In most cases you’re answering a question or solving a problem, which brings us back to content.

Even if you’re selling a piece of equipment, you are providing a solution, therefore make sure that somewhere on your site you are answering questions related to this product.

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