B2B products have long sales cycles and buyer journeys as compared to B2C campaigns. The fact that B2B markets are smaller and their products expensive makes it more complicated to execute and manage a successful paid search strategy.
However, if done right, paid search campaigns can go a long way in positively impacting your business by not only generating more traffic to your website but increasing your revenue, too. To ensure the success of your paid search strategies, here are a few tips that will take your B2B a notch higher.
1. Don’t Overlook Bing Ads
Google is undoubtedly the predominant search engine used by most people, which is why most businesses train their focus on it when carrying out digital marketing. However, Bing is also a force to reckon with that can significantly enhance the success of your paid search strategy. With over 135 million unique searchers and reaching 63 million searchers that aren’t covered by Google, Bing provides a potential avenue to reach a broader target audience and substantially improve the success of your B2B.
While Google covers a wide range of audiences–a majority being young people–the Bing demographic presents a more valuable audience. The Bing network is mostly made up of 30-year old and above who are well educated and with half of the network earning a household income of at least $75000. Bing Ads are also more cost-effective as competition both is low since most advertisers prefer Google. Since the cost per conversion is low, you can realize results from your paid search strategy without spending much.
2. Consider Audience Targeting
Audience targeting involves segmenting your audience into groups as opposed to focusing solely on the keywords they use when doing searches. You can do this by considering various factors such as age, interests, and income; and then making unique ad copies for these groups. With audience targeting, your ads are tailored to match the needs of a specific segment of your customer base. This ensures that you get relevant messages across to the right people.
Combine keyword targeting with the audience targeting better results. By modifying your bids for specific audiences, you can evaluate the success of your paid search strategies by qualifying your audiences before they even access your site. This allows you to identify potential conversion opportunities and therefore target quality traffic that will lead to sales.
3. Optimize Conversion Rates
While ads may generate a lot of leads and drive traffic to your website, not every person that visits your site will make a purchase. You want to ensure that as long as you are increasing your traffic, you are also converting most of it. One way to improve your conversion rates is by providing pleasant user experience. Conduct regular A/B tests on your website’s elements and improve them.
You want your visitors to convert, which means your landing page should be impeccable, and your call to action useful to get them to buy. If you have been using images, you may decide to switch to videos and see how it plays out. Also, you should ensure that your website is mobile-friendly for a better user experience. Optimizing your conversion rates can be as simple as changing your CTA or redesigning your landing page for specific ads.
Tracking and attribution is a great way to boost your B2B success through performance evaluation. It enables you to identify where your sales are coming from by grouping leads and customers to specific campaigns. If you are using different types of content, you may need various methods and techniques for handling the different types of data. The most important thing is getting as much useful information as possible, ranging from leads to conversion rates.
When you attribute your sales to specific campaigns, you can modify your account based on the strategies that give the best result in terms of lead generation and conversions. You can effectively track your paid search strategies with AdWords, although you may not tell how much revenue you generated.
5. Create Compelling Ad Copies and Utilize Ad Scheduling
For your B2B paid search strategy to work, you need to ensure that your message is delivered in the right manner to the right audience. Crafting a precise ad copy tells your audience what you need them to know and the value you offer. The ad copy should also contain a clear CTA that conveys urgency without being too bossy.
Weekdays and business hours are the best times to schedule ads if you are looking to realize high click-through rates and conversions. Ad scheduling allows you to push your bids during productive hours when chances of conversions are high.
By implementing the above tips, you can get the most out of your paid search campaigns and get value for your money.