Are you struggling to generate B2B leads that are high quality for your marketing campaign? This guide will highlight several ways that you, as a B2B marketer, can effectively create a PPC campaign. In addition, I’ll help you understand why building an effective campaign is challenging and offer tips on optimizing your ad spend and securing more B2B leads.
The Challenges of Creating an Effective B2B Lead Generation Campaign
Wondering how to generate more leads for your B2B operation or why your current focus on organic lead generation isn’t working effectively as you anticipated? The answer may be more surface-level than you think.
According to a report released by TheNextWeb, zero-click Google searches are becoming more commonplace. In 2019, they accounted for nearly half of all Google searches.
What is a zero-click Google search? It’s an inquiry that ends without the internet user clicking on any links. Instead, they type in their query, hit search, and find the information they need directly on the first page.
These zero-click trends can impact your organic lead generation campaign indirectly. First, it means that users are unlikely to go beyond the first SERP more than ever.
For B2B, these worrisome trends present a challenging uphill climb. Unless you’re on the first page of the search engine results, you’re simply not going to get the leads you want or need.
That is where paid search ads come into the picture.
Because of zero-click searches’ rising popularity, paid search ads are your best bet for reeling in targeted search traffic from Google. These paid search ads appear right on the first page of the SERP. As a result, users won’t have to click anywhere to find your business’s information. However, creating an effective B2B PPC (pay-per-click) campaign comes with its own set of challenges, including:
Highly specific keywords
The intricacy of B2b services and products
A long sales cycle
The crossover between B2B and B2C keywords (some phrases may attract unintended audiences)
How to Generate B2B Leads
Even though getting your ads to the first page of Google’s SERP may seem impossible, you can improve your chances with the following:
1) Practice Adequate Keyword Selection
Do you ever tune someone out because what they’re talking about doesn’t relate to anything that interests you? We’ve all been there.
Even though it’s technological, the Google Ads interface incorporates and rewards this human desire for relevancy.
The keywords on your website pages need to be relevant to the user — and they need to appear relevant to Google. When a B2B marketer builds a keyword list related to their site’s content, Google Ads will reward their efforts. Creating ads centred on relevant, thoughtful keywords will result in increased visibility and lower CPCs.
There is no general rule of thumb on using a certain amount of keywords per campaign. However, if you sell a very niche product, like furniture scratch guards, you may want to focus on a small number of keywords.
If you feel you need to use many keywords, you might benefit from creating multiple ad groups. For example, imagine you own a computer hardware store. You may consider creating various ad groups based on:
This way, a potential lead won’t see results for computer keyboards when they initiated a search for monitors. But, at the same time, you’re still targeting the keywords you need to demonstrate relevance.
2) How to Choose the Right Keywords
One of the glorious things about the English language is the variety of words for objects. So, for example, we don’t only refer to shoes as shoes — we also call them sneakers, loafers, slippers, and pumps.
This variety presents some difficulties for B2B marketers. For example, how can you know which words to use and which ones to avoid?
After all, the internal language your company uses to describe your products or services isn’t necessarily the language your leads will use to look you up.
Your task is to identify all possible variations of your targeted terms. Then, create separate ad groups to guarantee your related ad copy lines up with the words you’ve paid to use.
Do you feel overwhelmed with all your keyword options? I recommend starting with the Google Keyword Planner, and you’ll be able to generate B2B leads in no time.
This planner lets you enter up to 10 base keywords. After your entries, you can view ideas for new keywords and see detailed statistics on past trends and cost estimates. Use this information to set your expectations and discover innovative keyword targeting opportunities.
3) Implement Match Types
Match types help marketers minimize clicks from irrelevant searchers by determining whether a query will trigger an ad. There are three different match types:
Broad Match: This is the default. It lets your ad appear for synonyms, misspellings, and variations of your target word. However, it can become quite expensive to implement the broad match type, so use it sparingly. A sub-section of the broad match type is the “modified broad match.” When you choose this option, your ad will only appear for searches with close variants of the words for which you’ve paid.
Phrase Match: These terms only appear when a lead searches for a specific phrase or a phrase’s variation. This match type helps minimize search volume and ensure your ad only appears for your preferred keywords.
Exact Match: This grants you complete control over when your ads show up in a search query. You may notice your search volume drop significantly, but searchers who view your ad will most likely convert.
Every marketer will experience varying success with different match types. As you figure out how to generate B2B leads, you’ll find works for you may not work for a competitor. Experiment to see what produces the most optimal results.
4) Consider Geotargeting, Ad Scheduling & Other Strategies
Are you looking for more ways to minimize throw-away clicks? Here are a few strategies to try:
Geotargeting: This gives B2B marketers the chance to target geographic locations, including zip code, state, and country.
Remarketing Lists for Search (RLSA): Funnel your ads onto the screens of people who’ve already viewed your site using RLSA.
Ad Scheduling: Does data show that your best clients are most active during specific times? Schedule your ads to run during those hours for optimal efficiency.
Smart Bidding: B2B campaigns prioritize conversions rather than clicks. So, you should use smart bidding strategies to drive up your conversions. Depending on your specific goals, you could focus on maximizing conversions or conversion value.
5) Optimize Your Landing Pages
Remember the revolutionary statistic about zero-click searches at the beginning of the article? Even though a whopping 50% of searches end with zero clicks, the other 50% do involve clicks.
If a user clicks on your landing page, they want informative and engaging content.
There’s no mould to follow for constructing the ideal landing page. Instead, the most innovative companies opt to test different landing page formats. Some have success with short-form content, while others need long-form. Some incorporate videos, while others keep graphics and animations to a minimum.
It’s essential to line up all your keywords and offerings with your landing page. Even if your customers don’t end up clicking on your ad, the ad still connects to the landing page. So, you should dedicate the necessary resources to perfecting your landing pages.
For more tips, please check out my Landing Page Optimisation Guide.
6) Set Aside Time for Planning
As with any marketing technique, you should establish clear goals beforehand. Also, track these goals. Without a measurable way to track your progress, all your hard work will be for nought.
To generate B2B leads, you’ll need to embrace change and experimentation. Not every campaign will go perfectly. You’ll need to make adjustments, create new ad groups, and experiment with different match types.
The Bottom Line
If you already have campaigns set up from past attempts, you may need to ditch them altogether. Instead, start fresh with these newly acquired guidelines in mind.
I hope these tips will help you generate B2B leads and grow your business!