B2B purchasing journeys begin with research and for decision makers, influencers and end users, that research begins on search engines. Increasing your search engine visibility on search engines like Google by paying for ads is called search engine advertising. Often advertisers pay per click (PPC), so search advertising can also be referred to as PPC advertising. This, however, is incorrect as the PPC model can apply to other ad channels such as social and display.
At FullerFunnels we know that doing search engine marketing for a B2B product is a lot different from targeting a B2C audience. The terms we target, our calls to action and how we compete all vary. Search advertising can be a great way of filling the top of your marketing funnel, however, if executed badly, search engine advertising can become very costly. Here are our tips for successful B2B search engine advertising.
Six tips for successful B2B search engine advertising
- Never target single words. B2B buyers will have complex searches, leverage this to your advantage. Use keyword research tools to help you.
- Have a valuable asset to promote. B2B buyers are not going to make a purchasing decision as soon as they visit your site. Equally, you are paying per click so need something to show for it. Find the ideal medium for giving value to your audience and generating a lead.
- Target different parts of the buying journey. You need to engage prospects at the start of their journey differently to a prospect who is looking for vendors. Target your keywords, calls to action, assets, ads and pages to the intent of the searcher.
- Use tailored landing pages. The closer a landing page can match the intent of the searcher the more likely they will be to convert. Don’t leave your visitor to flap around wondering what to do next.
- Search advertising on Google is done on a pay per click model. The amount you pay per click depends on your quality score, not just competition. Optimise your quality score by having focused keyword groupings, targeted ads and tailored landing pages.
- Measure what’s working. If you need help, consider our marketing analytics service.
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