Pay-Per-Click (PPC) Marketing For B2B Organisations

Pay-Per-click (PPC) marketing for B2B organisations

Pay-per-click (PPC) marketing is a form of Search Engine Marketing (SEM) that is great for boosting traffic, driving sales and raising awareness for your business. When it comes to PPC for B2B organisations, more and more companies are getting on board thanks to its high ROI and almost instantaneous results. 

PPC marketing involves paying close attention to a number of key areas, some of which are outlined below.

PPC benefits

The benefits of PPC marketing for B2B organisations

The very first thing you’ll want to know before launching a PPC campaign for your B2B organisation is why you should get involved. After all, SEO is free and does the same thing, right? 

Well, to a certain extent, yes, but SEO is a much longer-term strategy that can take months or even years to deliver results, whereas PPC advertising can put your business at the top of the Search Engine results almost immediately, making it a great short term solution for those looking for a boost while their SEO strategy gets started.

Along with the above, there are several other benefits that PPC marketing can bring for your business, including: 

  • Increased brand awareness
  • Increased sales
  • Increased reach
  • Controlled campaigns
  • Trackable results
  • High ROI

Defining your audience

When choosing who you want your PPC campaigns to target, it’s best to get really specific, this way you can ensure your ads are shown only to the most relevant people, thus improving your click-through rate (CTR). When defining your target audience you should include everything from their interests and preferences to their habits and goals. 

Once you’ve clearly defined your target audience, you can then move on to selecting targeting options for each campaign. Some of Google’s targeting options include:

  • Affinity audiences
  • Custom audiences
  • Similar audiences
  • In-market audiences
  • Customer match
Choosing keywords PPC

Choosing the right keywords

When it comes to creating a successful PPC campaign for your business, keywords are essential. They are what indicate exactly when your ad should be shown, so can make or break your campaigns. The most successful campaigns are those which use keywords that are relevant to your target audience as this is what will engage them and really drive those clicks.

Choosing the right keywords won’t just benefit your user-related metrics, it can have an impact on your financial gains, too. The more effective your keywords, the higher your conversions, which in turn will mean your quality score will improve. And yes, you guessed it, the better your quality score, the more your ad will appear and the lower your CPC (cost per click) will become.

When selecting your keywords there are several factors you should consider, including:

  • Buyer personas: think about what they are searching for and how they might do that
  • Use of keyword tools to validate and refine your findings
  • The change in search intent from broad to specific phrases
  • Keyword match types
  • Negative keywords

Selecting the right campaign type

PPC advertising offers a range of different campaign types, each with its own benefits and uses. When choosing your campaign type, it’s fundamental to keep your goals in mind to select the most relevant to your business - it’s all about putting yourself in the best position to achieve your objectives. 

Some examples of PPC campaign types include:

  • Search campaigns: great for driving traffic, encouraging leads and boosting sales.
  • Display campaigns: a good way to increase your reach and brand awareness.
  • Social media campaigns: a powerful way to increase your brand awareness, boost traffic and generate new leads.
  • Remarketing campaigns: great for reducing loss and increasing conversions.
business analysis

Monitoring your campaigns

As with any aspect of B2B marketing, the most effective PPC campaigns are those which are continuously monitored and evolved. This is essential for identifying underperforming areas which need to be addressed as well as making informed decisions on how much and where your budget should be invested. 

Some of the key metrics you should consider include:

  • Clicks
  • Relative CTR (click-through rate)
  • CTR
  • CPC
  • CPA (cost per acquisition)
  • Quality score
  • Conversion rate

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