Pay Per Click (PPC) is a great resource that can help boost profits dramatically. However, it can also siphon huge sums of money out of your business if not done properly. Running PPC ads that appeal directly to your client base is a critical element in any effective PPC campaign. Obtaining B2B leads using PPC requires effectively implementing and strategizing a PPC campaign with a well-thought-out conversion path.
1. Using Targeted Keywords
Keywords are the terms that Internet users type into their search engines in order to find the information they want. The best keywords for your PPC ads are the ones that are related to your services or products. For example, if you’re an auto repair software company, you should use keywords like “best repair shop software”, or something similar.
When starting a PPC campaign, it is best to create a list of keywords you want to rank for. Remember to keep the keywords specific and industry related. The more specific the keyword phrases, the cheaper the PPC cost. With a more specific keyword there will likely be less PPC competition, thus reducing the cost. This also will improve the quality of your leads coming from PPC, as the people clicking them are more targeted.
2. Grab Their Attention
Once you have your keywords carefully picked out, it is time to create a title that will grab your clients' attention. The title should be less than 70 characters long, include the target keyword, and grab your audience's attention. If the title length is over 70 characters, it gets cut off by Google. Try to keep it short.
Headlines are the cover of your book and, yes, people are judging it. The headline needs to be relevant and important to the reader. To draw the reader in, try including phrases like "free consultation", "free quotes", or "rated #1 in the industry" (assuming those things are all true, of course).
Once the reader is on the page, make sure there is relevant and educational information for them. Without this, your leads will slip away and find a competitor who will give them this information. In B2B especially, this is critical because customers typically require a lot of educating before they are ready to buy.
3. Use a Call to Action
Calls to action (CTAs) are a great way to get your customers to do something. The CTA should be related to your page content and be a logical next step for the lead to take. Just be careful of the wording. A clunky CTA like, “Download our eBook on what auto repair software is” won't be as effective as "Call Us Now to Get Our Auto Repair Software." The CTA is your greatest tool when the customer is ready to buy.
4. The Draw Back
PPC campaigns are an excellent way to get new customers to find you. It does come at a price though. When you stop paying Google, the leads also stop. Just like when you stop paying rent, you’re out on the curb. Writing excellent content, improving your website, and creating videos or eBooks are all assets your business can reuse as often as you want.
PPC is a great tool and absolutely has the potential to increase profits. It can be difficult and overwhelming at first, but with practice it will become easier. For help setting up your PPC campaign, schedule your digital marketing audit today. One of our digital marketing specialists will go through your entire website with you, review the strengths and weaknesses of your marketing plan, and help you get a better handle on your market!