Have you decided to innovate your products or services since the Coronavirus outbreak? If so, is your new objective to generate leads for them? Or to build awareness? Then one of the fastest ways to achieve this is through a PPC strategy. This approach is especially useful when a business wants to see results quickly.
In this article, we will outline aspects related to PPC for B2B lead generation, such as:
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What is PPC?
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Benefits of using PPC
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Tactics to increase lead generation through PPC
What Is PPC or Pay-Per-Click?
Pay-per-click (PPC) is a form of paid advertising where the advertiser pays for each click on their website or application. The most well-known PPC advertising network is Google AdWords. Here, advertisers bid on specific keywords that have the potential to drive traffic to their website.
The advantage of this strategy is that you pay only when users click on your link. For example, 10,000 people may see your ad, but if only 1,000 click on it, you pay only for those 1,000 visits. This makes PPC an efficient way to manage your budget during a crisis while investing in effective digital marketing strategies.
Benefits of Using PPC for B2B Lead Generation
With the intense competition in the online environment, PPC can increase conversion rates and lead generation. Additional benefits include:
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Immediate keyword rankings and traffic to your website or app
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Direct contribution to business goals, such as building awareness, educating your market, or increasing sales
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Access to valuable data about prospects, including which pages attract them most and which generate the strongest financial results
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Easy tracking and measurement of results, as Google AdWords provides detailed reports for each campaign
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The ability to combine PPC with other marketing channels to improve conversions
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Fast and continuous results over time
Tactics to Increase Your Lead Generation Through PPC
1. Build Action-Driven Landing Pages
Prospects may click on your ads, but your landing pages are what convince them that your services or products meet their needs. Before launching your campaign, invest time and resources in creating customer-centric landing pages. This means:
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Clearly identifying the pain point you are solving
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Using compelling images or, even better, well-crafted videos
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Highlighting the top benefits clients will gain by working with you
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Offering a demo, discount, or free resource to educate them further
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Including a clear call-to-action with a strong visual contrast
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Avoiding overcrowded pages by using white space, bullet points, headlines, and emphasized keywords
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Adding a form or another clear way for prospects to contact your business
2. Test and Retest for Best Results
A/B testing compares two versions of a webpage to determine which performs better. After preparing both versions, split your audience in half. One group sees the first version, and the other sees the second. Once data shows which performs better, refine the winning version and test again.
For example, test one version with a product image and another with a video explanation. Then evaluate the results.
Important: When testing, modify only one variable at a time to accurately measure changes in conversion rates. This allows you to determine which headlines, images, calls-to-action, or wording generate the desired action.
3. Use Keywords That Convert
This is where PPC specialists add real value. A business must understand its audience and how they search for information. Start with a set of keywords based on search volume and available budget.
Over time, as data accumulates, refine the list. Some keywords may be removed, while new ones may be added. The key is to identify keywords that generate qualified leads for your business in the current context. For example, you may incorporate keywords that reference both your services and the existing crisis.
4. Ensure Content Matches Keywords
The keywords selected in Google AdWords must align with the content on your landing page. Google’s algorithms match user search intent with relevant content. If you invest in PPC for B2B lead generation, make sure your landing pages clearly deliver what your ads promise.
5. Include Retargeting in Your Strategy
Retargeting complements your PPC strategy. Prospects may not be ready to buy immediately or may forget about your offer. After visiting your landing page, they can receive follow-up ads on platforms such as Facebook or other websites.
This approach reminds prospects of your solution and reinforces your value proposition. Retargeting is especially important during periods of increased online activity, such as during a pandemic. To remain effective, your PPC strategy must continuously adapt to changing conditions.
Final Thoughts
PPC generates leads and improves brand awareness. When combined with other marketing strategies, it becomes a powerful tool for maintaining revenue, even during a crisis.
If you find it challenging to adapt and refine your strategies for growth, get in touch with us. Together, we can implement a PPC strategy that delivers measurable value to your business.
