Be strategic with campaigns and ad groups
Another key strategy is to use the various stages of the buying funnel as a guide to understanding which keywords to use and following the same approach for landing pages. Build your campaigns and ad groups around the research stage through the purchase stage. This will give you clarity in terms of research campaigns / ad groups, consideration campaigns / ad groups, and conversion campaigns / ad groups.
Manage your campaigns
Always manage your campaigns to remain effective and grow your customer base. Make sure to continuously analyze the performance of your Google ads and your Adwords account by making the following adjustments to your campaigns: -
To expand the reach of your pay-per-click campaigns, add keywords that are relevant to your domain.
Adding non-converting terms, such as negative keywords, will improve the relevance of your campaign and reduce wasted spend.
A great tip is to divide your ad groups into smaller, more relevant ad groups, which will give you more targeted ad copy and landing pages. Not only that, this strategy will also improve your CTR (Click-Through-Rate) and your quality score.
Review and remove those expensive, underperforming keywords if necessary.
Don't make the mistake of sending all your traffic to the same page. Increase your conversion rates by modifying content and calls-to-action and aligning them with individual search queries.
Work on your ad copy and landing pages
Whether it's for lead generation or immediate sales, your ad copy plays an important role for your PPC campaigns. Therefore, it is equally important to create attractive ad copy that your target buyer cannot miss. Remember to keep your campaign specific, include social proof, position yourself as a trusted source of information, and give examples of credibility.
While creating your landing page, you should create one that is based on your ad text. For example, users need to reach the relevant page by clicking on your ad.
If your ad offers a free trial of the products or services, make sure you keep that promise when users decide to click on it.
Make sure to test your campaign before it goes live. Plus, make sure your landing page is fast, intuitive, branded, and responsive too.
Evaluation
Keep track of your progress continuously using Google Analytics or another analytics software package. Since the B2B sales cycle period is three to six months, it is very important that you closely monitor your visitors and keep adding information, because they will come back. Another helpful tip is remarketing in an effort to stay in front of your prospects consistently.
In conclusion
Unlike the on-the-ground nature of the B2C marketing landscape, PPC marketing for B2B requires a long-term view, but is highly effective and generates an amazing return on your investments. As long as you have a well-designed and seamless PPC campaign, the views you get will be worth more than what you pay for them.