How to Attract More B2B Customers With Pay-per-Click
Struggling to get more B2B customers? You’re not using your PPC strategy to its fullest potential. Here’s the secret behind pay-per-click strategies that work.
Adwords is a phenomenal way to draw in new business, even if your market is a specific niche of B2B customers. According to the Google Economic Impact Report, businesses typically reap a $2 return for every $1 spent on Adwords campaigns.
However, these results don’t come from a “set it and leave it” approach. You have to do your research, create an attractive campaign, and know how to leverage the tools Adwords offers.
If you’re new to Pay-Per-Click advertising, this can seem like a daunting task. Don’t worry. We’ll help you skip the learning curve by teaching you the tricks our Adwords gurus learned through training and experience.
What is Pay-Per-Click?
Before we get started, you have to have a basic understanding of Pay-Per-Click advertising or PPC. This popular form of digital marketing is similar to traditional ads or listings, except you don’t pay a flat fee. Instead, you pay a small fee every time a consumer clicks on your ad.
Simple, right? In concept, it is. There is a lot that goes into determining the cost of those clicks, including keyword volume and competition. For example, let’s say you’re an HVAC company setting up an ad for $50 annual maintenance calls.
You create a campaign in Adwords using the keyword “Florida AC Maintenance”, which we’ll say averages $2 per click. If your ad is clicked on 20 times, it will cost you $40. If out of those 20 clicks, your business reaps 2 maintenance calls totaling $100, you’ve earned a net profit of $60.
Unlike traditional ads, PPC campaigns are evolutionary. You can monitor and adjust your advertisements based on which ads and keywords are performing best. This, along with the wealth of insights Adwords provides, makes it a popular advertising platform.
How to Convert More B2B Customers
So how do you optimize your campaign? Especially when you’re trying to attract a very specific consumer like companies who target B2B customers.
The answer isn’t as complex as you may think. Because Google Adwords connects to queries made by the search engine’s users, you simply have to provide yourself as the answer or solution your future customers are using Google to find. All it takes is a keen understanding of your target consumer and knowing your way around Adwords’ extremely useful advertising tools.
Below are several tips to help you accomplish this.
Understand Your Target Audience
Before you even begin to draft your campaign, you need to understand what your B2B customer wants or needs. Unless your business is just starting out, you should already have a general idea of your B2B consumer.
What do they value about your product or service?
What challenges do they face that your product or service resolves?
What sets your product or service apart from the competition and makes you more attractive to them?
Really explore the answer to these questions. The individuals engaging with your campaign are doing so because your ad offers the answer or solution to a specific query typed into Google’s search bar.
Don’t be subtle. Make what you offer clear and concise while highlighting why you’re the best option compared to your competition.
Choose Your Keywords Wisely
Keywords are the foundation of your campaign. They determine which queries your ads appear on.
You have two types of keywords in Adwords campaigns: keywords and negative keywords. Both are important to establishing relevance.
A great place to start is with Google’s Keyword Planner. This online tool is free to use and can help you identify ideal keywords based on:
- Keyword Volume: How often the keyword is used in the search engine
- Keyword Trends: How keywords are trending in search volume over time
- Bid Estimates: How much a specific keyword costs
You can also take your research further by researching what keywords your competition is using. There are tools like Keyword Spy that can give you a glimpse into your competition’s strategy and compete using the same keywords.
The key is to find keywords with a high volume but not an overwhelming competition. You also want to think like a user and consider the context of the keywords. Make sure the intention aligns with your ad’s offering.
What About Negative Keywords?
In spite of the name, negative keywords are a good thing. These are the “anti-key terms,” allowing you to weed out irrelevant keywords. As your campaign runs, it will acquire new keywords so it’s important to monitor your campaign.
Review how keywords are performing and whether or not new keywords are relevant. Keywords that aren’t performing well can be added to your negative keyword list. This eliminates them from your campaign so you no longer show up for those search queries.
Make It a Point to Ace Your Quality Score
Every Adwords campaign has a Quality Score. This rating is an additional evaluation tool that helps you understand how well your campaign’s ads are performing.
It evaluates your:
- Your ads’ clickthrough rate
- The relevance of your ads’ text to your keywords
- Your campaign’s historical performance
- How relevant your landing page is to your ad message
- The quality of your landing page
It pays to maintain a high-Quality Score. Low-Quality Scores will lead to your ad being shown below its competition and less often.
Optimize Your Call-to-Action and Landing Page
Your landing page is just as important as your ad text and its call-to-action. Think of it like the final message convincing users who click on your ad to follow through with the desired action.
You want to make it attractive, quick to load, and easy to take action. Don’t hide your call-to-action at the bottom page or make it difficult to find. Your landing page should be mobile responsive and load quickly.
If there is additional information needed to help convert your B2B customers, make it readily available and easy to read. All actions should lead to conversion and all copy and media should provide a convincing message in support of this action.
Ready to Create a Killer Pay-Per-Click Campaign?
Your business has an entire market at its fingertips waiting to be tapped into. Are you ready to reach them?
Let the experts at Mojo Media help you capture your target B2B customers. It starts with a conversation. Contact us today and let’s talk about your business goals.
We’ll help you evaluate what it will take to bring your goals to fruition, as well as provide you with a free quote for the services it will take to make it happen.
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