Targeting particular customer types is of course one of the essential marketing skills and targeting B2B is perhaps one of the trickiest.
In fact using pay per click campaigns to target B2B customers is notoriously tricky with many companies spending ridiculous amounts of money for the sum total of zero sales.
So is it worth doing PPC advertising to target B2B customers?
Short answer: Yes.
If you do it right. This is how to succeed with your B2B PPC campaign.
Below I’m sharing some major points with you that you should always keep in mind when running your PPC or Adword Campaign specifically for B2B leads or sales.
1. Find Your Target
Like any good advertising campaign, success is all in your preparation and the most important method is to define your target market or customer.
Are you targeting the CEO of the company in question, the supplies buyer or the marketing department?
Define precisely who you are targeting within your business niche, right down to their position within the company if possible. You’ll want decision makers who are looking for solutions which you can provide.
Ask yourself, what are they looking for? What problems do they have on a daily basis? Why would they need you to solve the problem for them?
Read industry specific forums, Linkedin groups and if possible speak directly to your existing clients and ask them questions about your service.
Which brings us to the next point…
2. Identify Problems and Solutions
Your product or service is no doubt a solution to a problem.
Ask yourself how your product is going to help your customer, why they would choose you over a competitor and what is your unique selling point?
A good way to see how others see you is to ask your current customers to provide some feedback forms.
Let them know in advance that you are conducting a bit of research and that you’d appreciate if they completed the forms (online or paper is fine).
Then, sit down with your marketing department and management and identify what you need to know.
Ask your customers what they think of your service, how they found you, what solutions you provide for them, why they choose you as a service provider.
Ask open questions so that your customers provide more in depth answers.
As mentioned earlier, checking specialist forums, Linkedin groups and even Facebook groups can help you to understand what people are looking for in your sector.
3. Give Them Something
Of course, you are selling your product or service and you want to get as many paying customers as possible from a PPC campaign.
However, one way to entice people is to offer something for free.
It might be a downloadable ebook or workbook, a free trial or an introductory offer.
This may not necessarily apply to every industry sector; but often if you are trying to make your way into a market or establish yourself as a major player then having the confidence to give your potential customers a little something will reap rewards.
This is also a great way of getting leads who you may be able to convert to full customers further down the line.
4. Choose Your Keywords Wisely
A PPC campaign is all about the keywords you choose and this is where companies waste money. Remember, you are paying – PER CLICK.
So, extraneous keywords may cause un-necessary clicks which will cost you money which you may not benefit from.
Your keywords are THE most important factor so from your analysis you should be able to see what are the best options.
Look at past advertising campaigns to see what works for you. Look at your competitors and try and work out what they are paying for.
Use tools like Semrush, Moz, Keywords Everywhere, Google Adwords and Wordtracker to work out which are the under targeted keywords.
What is key here is not targeting the words with the most volume (these will cost you the most); but the words and phrases which you think would lead to the most interested parties clicking your link – and then using the service.
You might not get this right first time, but the joy of PPC campaigns is that you can chop and change as you need.
Which brings us to the next point.
5. Track and Monitor
From the moment you start your PPC campaign you will be spending money.
Keep an eye on what is working, have a plan B and be prepared to stop and reconsider if things aren’t going to plan.
One way to track success is to make specific pages on your site which are landing pages for your PPC campaign.
The pages will have a unique URL so you can track which is getting links, if there are any conversions, downloads or whatever you are looking for customers to do.
If you don’t have specific landing pages, no problem, you will still be able to see the engagement and results.
There are no hard and fast rules for success in PPC marketing (no matter what people tell you) so if you seem to be spending a lot of money for nothing, stop.
Go back to the drawing board and start again.