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Today’s progressive technology space is more and more discovering the B2B companies’ benefits of well-run PPC strategies. The tools which are available today in Google Ads allow you not only to attract leads, but also support potential buyers at every step of their exciting journey through your online resource.
Usually B2B companies put off implementing PPC strategies until the last minute because the cost per click (CPC) is too high, because in some specific areas, especially in the high-tech industry, the cost of competitive keywords can really discourage any desire to engage with PPC strategies. But this is not a reason to give up, because today we will look at five basic tips that will allow you to work successfully with your target audience using modern search platforms.
#1 – Detailed demographic data
Use detailed demographics at the ad group or campaign level in Google Ads. At this level of settings, the search engine reaches a larger audience, allows you to divide it into separate groups depending on the size of the business and the field of work, even if it is an educational or medical field. In this section, you can do both detailed targeting for a specific audience and reach an audience outside the selected targeting criteria. You can also add search audiences to the Observations section to study how they interact with your ad campaigns and then add them to the Targeting category.
#2 – Narrowing the target audience and expanding keyword relevance
Switching the audience from the Observation category to the Targeting category narrows the target audience, but it leads to better qualification. At this stage, you should use specific keywords with broad relevance. It’s worth remembering that everyone searches differently, so you shouldn’t get too carried away with broad matching, for example, by specifying keywords like “tech news.” Typically, most conversions come from keywords for high-intent searches, and expanding relevance will allow you to further benefit users by collecting even more data about them. In digital marketing, there is a problem when the positioning of a product is fundamentally different from how the user searches for it.
#3 – Don’t ignore other search platforms
As you know, competition in Google Ads often reaches its maximum, so other platforms can become a “gold mine” for some businesses not only in terms of PPC costs but also in terms of interesting features. For example, Microsoft Ads allows you to target company profiles on LinkedIn and offers many filters to select your audience.
#4 – Video advertising as a powerful marketing tool
The days when the cost per click (CPC) reached $50 are gone, and promotion was only available to brands with unlimited budgets. Nowadays, tech companies are happy to use video promotion as an effective tool for attracting a relevant audience. Thanks to the ability to target by Detailed Demographics and User Segments, targeting has become even more precise, and a $20 budget for testing YouTube ads will definitely increase brand awareness. Don’t forget that video advertising is not meant to generate conversions – its main task is to build brand awareness, and only remarketing can bring immediate conversions in the long run. Cheap audience testing for $10-20 opens up unlimited scope for media remarketing in the future.
You can select users for separate lists for remarketing based on the following parameters
- an audience that watches certain videos;
- watching a certain percentage of videos;
- subscribe to a specific channel;
- visit the channel’s page;
- likes and shares a link to a video.
The combination of display and video ads allows you to fill effectively the top of the funnel with qualified users and then increase your bids for these segments to get precise conversions.
#5 – Create accurate marketing materials
Very often in this area, marketers come to a dead end of interest, because they create the same advertising message for different target audiences. If you have the opportunity to create a creative appeal that targets the “pain points” of a potential customer, why not take advantage of it? The main recommendation is to offer the user a solution to their problems. It’s worth remembering that, for example, a company’s Product Manager and CMO have different problems, so the offers for each of them should be different. For example, if you are addressing a software engineer who is already using your product, you should offer him something new that can make his work easier. On the other hand, when creating marketing material for a CEO of a company who is not interested in using your product every day, you should simply remind him that this product/service works, you are a thought leader in this area, etc. and wait for a conversion in the future.
Effective PPC strategy
In a competitive environment with the decline in the efficiency of marketing strategies, budgets are the first to suffer, so it’s worth implementing and testing innovative methods of finding and attracting ideal users. Marketers should use alternative services to Google Ads, such as Microsoft Ads, Quora, or even Reddit. The tips above allow a wide range of companies far beyond the tech industry to achieve efficiency in PPC marketing leaving high CPCs in the past.
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