How to Specifically Target B2B Customers with Pay Per Click Advertising

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.

Best Practices for Effective Mobile PPC Campaigns for B2B

Running a PPC campaign is bread and butter for most businesses these days, with many companies spending a large segment of their advertising budget on everything from social media to search engines. With many business users using the internet via smart devices or tablets, being able to target specific devices is becoming more crucial to a successful (and cost effective) PPC campaign.


Think about it, in your daily business how many times do you run a search from your phone or tablet and how many on desktop/laptop? If you’re like more than 50% of the searching population, you’ll probably be running the bulk of your searches from your phone. This includes more and more business users.


In fact with the amount business owners (digital nomads and dropshippers for example) who work from coffee shops, airport terminals and co-working spaces, the amount of mobile searches is only going to rise.


Optimising a business PPC campaign for mobile search is becoming more of a key strategy. Thankfully, it’s relatively straightforward (although it does require a bit of tweaking to be really effective).


Who Would Benefit From Mobile PPC Campaigns?

If your business relies on offering services to businesses on a 24 hour basis, for example technical support; or if you’re providing a global service then targeting mobile is absolutely key to a successful advertising campaign.


Being constrained by opening hours and a physical shopfront is no longer how business works. People work longer hours, weekends and in different time zones – so if you’re looking to make sure your business is at forefront of the ongoing digital revolution then getting up to speed with mobile PPC campaigns is essential.


What Do I Need To Effectively Target Mobile PPC?

First things first, your site will need to be mobile optimised. If yours isn’t then make this a priority. You’ll need to make sure your mobile site is:


  • Easy to read on any sized screen (in 2017 people still use iPhone 4’s remember!).
  • No funny fonts or small type. It has to be readable on all screens with minimal zooming/pinching.
  • No flash animation. Flash doesn’t work on Android or iPhone so if you’re still using it, get rid of it!
  • Less is more on your homescreen. Make it obvious what your business is with the least amount of blurb – people have short attention spans remember!
  • Having an easy to navigate site is essential. Make your menus and drop-downs easy to find and click on. Be careful of overlapping text and menu options which can be distracting and off putting.
  • Make your contact details easy to find and read. Make sure all links to emails and phone numbers are correct and working. This is probably the most important aspect as people will be trying to contact you directly from their phone. If links don’t work, they’ll just move on to someone they can contact…


If you can get all of this right, straight off the bat, then you’ll have an advantage over probably 75% of mobile websites.


Setting Up Your Mobile PPC Campaign

So your site is perfectly optimised for mobile, you’ve done your keyword research and set aside your budget? So you’re ready to go, right?




Choosing your keywords and cost per click isn’t so radically different to desktop PPC. However, bear in mind that the digital assistants such as Siri, Google Assistant and Alexa are becoming much more popular – as such the style of search is changing slightly. What does this mean?


People search for answers to questions. What, where, when, how? Answer questions to common issues in your industry. For example, ‘How much does accounting software cost?’ or even ‘Where can I find a reliable software developer?’.




Location is also a massive factor. You can target specific areas in mobile search, so if someone searches for, ‘Where can I find a good shop fitter near me?’ make sure you run a good chance of showing up top in the searches.


Equally, for global searches you can target specific territories, so if a business manager in Australia asks ‘Where can I find a mobile PPC campaign manager?’, you could still show up.


Target Business Terms


You’ll also want to discount retail or casual searchers from clicking on your ad. After all, why pay for a click when there is a zero chance of conversion. Make it clear you are targeting business with your mobile ad. Use phrases like ‘Grow your business’ or ‘Solutions for business…’ (obviously specific to your industry) in your mobile ad.


Call To Action


Offer a call to or promise of action within your ad. For example; contact us today for effective business IT solutions. Or, fast and effective mobile PPC solutions guaranteed. Once again people have short attention spans, especially on mobile, so grab their attention as much as possible.


And once you’ve grabbed their attention, make it easy for them to get hold of you. Offer a ‘call’ button, or if you prefer an ‘email’ button, within the ad for maximum effect.


Mobile Landing Pages


A very effective way to ensure conversion is to have mobile landing pages which are optimised for your ad campaign. As people click through, they will be presented with a simplified version of your site and easy options for contacting you and buying your service. This can cut out the clutter of the main site, although they can obviously click through to it if they want to know more.


Although this can be an additional expense it does offer a greater chance for conversions to real sales and means you have to tweak your main site less for mobile.


The golden rule for mobile landing pages? Keep. It. Simple.


The Rules Of B2B Mobile PPC


The game is still evolving with mobile PPC campaigns, the same as with desktop search. Google does positively discriminate against sites which are mobile optimised, so having a mobile optimised site can only help in the long run. However, the rules change frequently so if you’re looking to get ahead in mobile PPC you’ll need to keep your finger on the pulse (or hire someone who does).


In a nutshell, the rules of mobile PPC can be summarised as:


  • Keep it simple with regards to sales blurb. Be clear and concise and make it easy to get hold of you.
  • Make it obvious what you do. If you’re targeting business, say this loud and clear.
  • Check your mobile site and make sure it works flawlessly. Check it on different devices and do this regularly.
  • Be available – meaning; optimise yourself for location and ensure contact details are correct and working.


If nothing else, these four simple rules will mean that your B2B mobile PPC campaign should be a success.