Subhash owned an office supply store and was looking at new ways to reach out to businesses. Due to the pandemic in 2020, he had already gone digital to create inbound leads via online marketing efforts. However, the cold calling and organic posts were not working for him anymore. So, he wanted to figure out surefire ways to reach out to new clients. That’s when he came across PPC ads. It was the fastest way possible to rise above the organic results.
PPC ads provided Subhash with low-cost and high-impact advertising options, especially during the coronavirus pandemic. After positive results, he was keen to explore new B2B PPC strategies for his business in the upcoming year. To get help from an expert, he visited Vajra Global’s digital marketing agency.
When we met Subhash, we informed him about the latest changes with Google- an updated search query report, new ad extensions, and new audience targeting, to name a few. We explained to him that these changes forced advertisers to adjust their SEM strategies and tactics to maintain or increase their ROI.
And based on our experience and knowledge, we suggested that he should try these B2B PPC strategies for his business in 2021.
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Diversify SEM campaigns
Due to high competition in the B2B space, brands need to differentiate themselves to get their target audience’s attention. B2B advertisers are investing in different campaign types like discovery campaigns. It provides a higher CTR than display and more efficient CPL than search. Once you launch discovery campaigns, let them run for a couple of weeks without making changes. This is because the bidding algorithm is learning during that period, and it is analysing the fluctuations in all metrics. Based on the data, you can prioritise the audiences that are performing well.
- Use Google’s call recording feature
With complex or sensitive products, it wasn’t easy to convert visitors online. So advertisers would use Google’s call ads or call extensions feature to get them to call. But then, they have no idea of what was said or what happened next. Were they good leads? Would they lead to sales? These questions would come to their mind. So, to overcome them, they would opt for third-party call tracking systems. But, it became a task to learn, setup, and manage. That’s why Google provided a call recording option. By using this, advertisers could listen to these calls while staying within the Google ecosystem. Having this option is a boon to competitive industries paying money for keywords.
- Use remarketing and customer match strategy
Remarketing strategically positions your ads in front of people who have previously visited or interacted with your website. You can do this when they browse Google or its partner websites. Remarketing is the best way to increase your brand awareness or remind those audiences to make a purchase. On the other hand, customer match lets you use your existing customer list to reach people across networks, including search, display, and YouTube.
- Explore Dynamic Search Ads
Dynamic Search Ads (DSA) use your website content to target ads. They fill in gaps in your keyword-based campaigns. You get to choose the web pages and landing pages that Google will use to generate dynamic search ads. Please make sure they are content-rich and consistent.
Dynamic Search Ad campaigns became popular after the changes Google made to the search query report in September 2020. Now that the information consists of only terms that many users searched for, they drive traffic and generate leads. This report can help reveal gaps in keyword coverage.
For lead generation accounts, create separate campaigns for Dynamic Search Ads to control the budget. Start by targeting your SEM landing pages so you can have some control over queries and headlines.
- Create effective Bumper Ads
Bumper Ads are six-second video ads that can’t be skipped, creating an impact. You need to use them in clusters and make them very narrow in focus. They take a bit of work, but if you already have some video assets at your disposal, this one is worth a try.
- Invest in YouTube Ads
During the pandemic, online video ads have become very important for B2B marketers. As per eMarketer, 64% of B2B buyers have increased their use of online video, and 51% have increased their use of search. So, in 2021, we expect B2B advertisers to increase their investment in YouTube ads and launch video campaigns to generate brand awareness and generate leads.
- Personalise paid search messaging
B2B buyers are looking for new solutions as they accelerate purchases in 2020. A new trend in 2021 will be B2B companies highlighting features, functionality, customer support services, product training, and implementation support to attract and engage B2B buyers. These ads are more customer-centric and relevant.
Considering all of the above points, it’s clear that B2B PPC strategies in 2021 will not be like years prior. Primarily, businesses will have to focus on capturing the attention of every individual involved in the B2B buying process and move them through the sales funnel to conversion.
To excel in 2021, try something new in PPC. If you need help, then contact us. As a SaaS Marketing Agency, we craft smart solutions to boost sales by strategizing to increase lead generation, close and retain more customers.
