PPC advertising is important for brands who want to increase brand awareness or promote specific offers because it increases the odds that your site will show up at the top of searches for the keywords you’re targeting.
If you’re doing PPC on Google Ads, you can use extensions with your ads to get more real estate to promote your products and services.
We all know that paid traffic is the best and the quickest way to generate leads. But the problem is that PPC campaigns for B2B differ from PPC for B2C. Key similarity being, that SERP is cluttered with too much information and you need to find a way to attract attention. Just because you are dealing with B2B doesn’t mean you should be highly sophisticated. Remember that your product/service ultimately ends being useful to a human being.
The B2B campaigns pose a different set of challenges from B2C campaigns and these challenges are reflected in the marketing and advertising strategy. Although there are a lot of similarities between the two when it comes to executing the campaigns.
This complete PPC guide for B2B lead generation will teach you exactly how to develop and execute your strategy for maximum lead generation which is implemented by top PPC marketing agencies.
If your business is acts as a B2B operation exclusively or as a blend of B2B and B2C, you can use PPC campaigns to scale lead generation.
In fact, Most of the B2B companies say paid search campaigns generate leads for their businesses: B2B companies that are using display advertising. But PPC campaigns can add up quickly. It’s important to make sure you’re getting the best results for your money.
Retargeting ads is to take you back someone of your product or brand as they keep up browsing the internet, whether they're on social media, their favorite news site or researching your competitors.
Retargeting worked from utilizing “cookies”, a small piece of data stored by the Web browser that remembers users who visited your advertisement or webpage. This Marketing method can then use this cookie data to provide out ads to the users again. By showing these targeted ads to users that have shown an interest in your brand, you increase brand awareness and often total conversions.
A call to action is anything designed to get an immediate response or encourage an immediate sale. Most often, the term refers to the words or phrases marketers use in ads, on web pages, or in sales scripts compelling an audience to take a specific action. Your CTA should move visitors further along your customer journey map. When used for lead generation, CTAs typically prompt potential leads to provide their contact information in exchange for a lead magnet or gated offer (be it a guide, eBook, webinar, or free tool).
Creating CTAs with a high click-through rate (CTR) isn't rocket science, but it is a practice that requires testing to get right. Fortunately for you, I'm going to share a few essential CTA best practices you can apply to any business' website.
Make Your CTA Action & Benefit Oriented
Keep Your Message Consistent
Stand Out From the Crowd!
Location, Location, Location
Always Be Testing
They all have a call-to-action button, and Post-click landing page cannot exist without. No CTA button means any way to convert. And if you’re not taking the time to create an effective one (e.g. using a generic CTA like “Submit”), you might as well throw in the towel right now.
Landing Page is simple to attempt but difficult to perfect. Pouring all your creative energy into crafting a superb landing page, only to watch your hard-earned visitors leave without signing up, can be pretty demoralizing.
Let's take a look at some simple conversion rate tips we've found that can help you create better landing pages and boost your conversions.
Set one goal and eliminate distraction
Grab visitors' attention with your headline
Use imagery that reflects your offer
Solve a pain point with your lead magnet
Make your body copy enticing
Keep forms as simple as possible
Build trust with visitors
Create a killer call-to-action
Keep up with your marketing funnel
Measure your results and make improvements
Turn your blog into a lead generating machine by adding gated content. Gated content is any content that your visitors can access only after providing their contact information.
Look at your website analytics to find high-value content. Then, use a lead generation tool to effectively lock those content so only visitors who provide their contact information can get to it.
You can tease visitors with a preview of the content, but keep the full-length article locked. With some lead generation software, you can even lock down your content after a visitor has looked at a certain number of articles.
The “trick” of using your blog or content for lead generation is that you attract visitors with your content, but then get them to trade their contact information somehow. Gated content is a great way to do that.
Lead magnets are similar to gated content. A lead magnet is a marketing tool that generates leads by offering a long-form resource or free tool in exchange for a potential lead’s contact information. Lead magnets can be just about anything but tending to be something downloadable.
You’ll probably do best using a mix of gated content and lead magnets, but this is really dependent upon your audience. More and more, potential leads want companies to just give them the content they want, without asking them to opt-in for other things.
Your brand should be on social media. Yes, regardless of your industry. Social media is a cheap, easy way to increase brand awareness, build a community around your brand, and drive more traffic to your site.
We recommend starting by creating at least a Face book page and LinkedIn business page for your business. From there, you’ll want to do some research into your target audience to find out where they hang out online. If most of your audience uses Instagram, your brand needs to be there, too.
Most social media platforms even include tools that will help you create ad campaigns on the platform along with robust audience targeting capabilities.