PPC Tactics for B2B: Some Best Practices

In case you are working for digital marketing, seldom do you encounter PPC B2B (Pay per Click campaigns for Business to Business).

As per most marketers, PPC is usually a B2C field either for generation of leads or direct sales. Your work as a marketer of PPC in the space of customers is like expectations. You will operate search ads (paid) for the sake of your service or product which attracts customers to the landing page, potentially getting these to convert. The B2C PPC has a shorter sales cycle.

Differences between B2B AND B2C Conversion Funnels

There are differences in addressing a consumer audience and an audience of business persons. Here are the major differences:

  • Multiple makers of decisions

B2B customers have multiple stakeholders, a lengthy process of approval and need to deal with legal department, which is not so with B2C.  This needs special consideration with PPC services India.

  • Longer sales cycles

Multiple stakeholders mean a sales cycle which is much longer. As per one study, the average sales cycle of B2B is around 84 days. This means your business customers will take months to convert.

  • Requirement for MMP across funnel

Because of the above factors, it is vital to have messages which are relevant for proper audience at various stages of funnel. Thus you need Multiple Messaging Points through the sales funnel.

B2B Tactics for PPC

Here are some useful tactics to use quickly to direct B2B clients through the cycle of sales and inspire them to convert:

  • Campaigns for branded keywords

Though not obvious, branded keywords happen to be essential for B2B PPC middle funnel. To be specific, after potential customers gain awareness of you, they are likely to be conducting research before purchase. They will be comparing price points and features as regards you and competitors. They may be searching for either brand with your name repeatedly or your brand and non-brand terms.

  • AdWords attribution

According to Google, the sole attribution you require is attribution which is driven by data. This uses the algorithms for machine learning of publisher to calculate with accuracy and assigning of partial ‘credit’ to various touch-points in the funnel.

At the same time, there are other high volume needs- 600 conversions and 15,000 clicks in previous month. In case of business which doesn’t touch this limit, alternatives like time-decay or position based attribution makes more sense.

Attribution which is position based devotes 40% of credit as per a conversion towards top of funnel; 40% is credited towards the bottom. The left over 20% goes to the middle of the funnel. This weighs heavily bottom funnel and top funnel interactions.

Model of attribution of time decay devotes credit to several to many touch points in the conversion path weighing heavily in most recent touch-points.

Attribution model applies very much to B2B spaces that are highly competitive, wherein initial leads may be not important while closely won deals may be paramount.

  • YouTube Bumpers and Video Ads

Videos are worth thousands of images or text content. But you must be moderate about your expectations for videos to be the channel for driving final conversions.

All the same, YouTube videos help spread much awareness and maintain your brand at the top of your mind for prospects of mid-funnel in a highly cost-effective mode.

These are some of the best practices of PPC tactics for B2B.

 

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Author: Sandeepa

I am an avid reader and my passion is to read and write articles. I try to hone up my skills with writing more and more articles and blogs for Digital marketing update.

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