PPC for B2B eCommerce Companies

PPC and paid search can be a great way to generate leads fast and build your business through online channels.

Consider this:

The average B2C eCommerce sale is around $75-$120. Even when you factor the possibility of repeat customers, you still typically total under $250.

The average Customer Lifetime Value (CLV) in a B2B setting is $20,000-$200,000! You do the math!

A successful PPC strategy for B2B eCommerce companies can mean hundreds of thousands of dollars a year in added revenue and be a catalyst for growth.

At their core, B2B and B2C are the same. They both have campaigns, keywords, audiences, and so on. However, if you’re a B2B company operating in a niche industry, Pay-Per-Click (PPC) advertising presents unique hurdles companies in the B2C landscape aren’t faced with. Longer sales cycles, lower search volume keywords, and high competition makes performing PPC for B2B eCommerce companies particularly challenging

What Is PPC And How Can It Help B2B eCommerce Brands?

Pay Per Click ads can appear on several different platforms including:

• Search Engine Results Pages (SERPs)
• Social media sites
• Web pages

…and more.

The name PPC comes from the payment structure of the advertisement, in which advertisers pay a portion of a budget to an advertising platform each time an ad is clicked by a website visitor. It’s one of the most popular forms of Internet advertising because businesses can have their ads shown at the top of search engine results and social media platforms right away. Other common strategies, such as SEO, can take months or even years to start taking full effect.

1. Run A/B Testing Campaigns Frequently!

Marketing and advertising are part art, part science. You need to make data-driven decisions, but ultimately the only proof is in the results you get. The wonderful thing about PPC marketing is how many variables you can A/B test.

A/B testing is particularly important for B2B eCommerce brands because your potential clients are more selective. They don’t make decisions the same way B2C customers do, so finding a message that works takes tinkering.

• Test the same message on different platforms T
• est different messages on the same platform
• Adjust the audience demographic

…and so much more. On the creative side, you can see what results you get from A/B testing:

• Headlines
• Body Copy
• Visual Elements
• Landing pages

…and more. When you are trying to figure out what works best, only change one aspect of your ad at a time. This will let you trace the impact of your decision-making. When multiple variable change, you lose track of cause and effect.

2. Select The Right Bidding Strategy For Your B2B PPC Ads

PPC bidding strategies let you choose different goals for your advertisements. B2B brands can benefit from this because they can make sure they are using their ad budget to meet their exact needs.

Here are a few bidding strategy options for your PPC campaign:

• Conversion based strategies:  These strategies include Cost Per Acquisition (CPA) strategies maximize your campaign’s devotion toward getting conversions.
• Impression-based strategies, meanwhile, are excellent for awareness. If your goal is to increase brand awareness, you want to use this strategy, often referred to as (vCPM).
• Click-based strategies: This is a more hands-on approach in which tools are used to maximize as many clicks as possible.

Overall, you want to make sure you know what the goal of your campaign is. Track this because, believe it or not, some campaigns run for so long that people forget which metric marks its success. For example, if you run an exposure oriented campaign, don’t look at the final results and say “hey! It didn’t get any leads.” Remember the goal you had in mind at the start.

3. Optimize Your PPC Ads for Mobile Devices

Half of all web traffic, according to data studies, comes from mobile devices. Make sure that if someone clicks on your advertisement on a mobile device, they land on a page that looks great on a handheld screen.

4. Boost Your B2B PPC Conversions Via Google Ads Campaign Extensions

Advertising extensions are pieces of information that can be used to improve your ad’s performance. Often, examples include;

• Phone numbers
• Reviews
• Sitelink connections

…and more. Anything that will make your advertisement more engaging falls under this category. Imagine what information you would need to see to take action immediately, and remove all obstacles to that for your browsers.

5. Use Remarketing to Recapture Lost Conversions

B2B clients take their time to make decisions about which brands should become their partners. That means remarketing, or showing new materials to people who have already visited your website once, can be such an effective strategy. Studies show that remarketing tends to be way more effective than trying to turn a brand new prospect into a client.

6. Outsource PPC Marketing To Digital Experts: Never Stop Improving

Optimizing your PPC campaigns is a work of constant maintenance. Outsourcing your efforts makes sure you have a full team devoted to this work at all times. We will make sure you’re up to date with the best strategies, fresh creative materials, and more all while letting you focus on your business.