There’s no question that online advertising is an extremely powerful way to drive new leads, reach more customers and increase revenue for your business, but only when done effectively. Unlike our B2C counterparts who have smaller purchasing cycles and larger audiences to reach, B2B PPC is a whole different monster. With so many platforms and targeting options to leverage your online advertising efforts, it’s often difficult to figure out which ones are best suited for B2B’s.
LinkedIn Sponsored Updates
When it comes to social media advertising, it can be hard not to sponsor every update on every network you have a presence on. Unfortunately, while this may be a successful tactic for the B2C world, B2B online advertisers have a better chance where the other B2B professionals are.
It’s been reported by DemandBase that 61% of B2B buyers stated LinkedIn as having the biggest impact during their researching decision. This proves that LinkedIn is a great place to sponsor your content updates such as white papers, webinars and case studies to help build that awareness and influence your prospects consideration when researching different options.
Tips for Sponsored Updates:
- Before posting, always ask yourself “does this asset help professionally?”
- Customized text and imagery to cater to your targeted users
- Keep link short and sweet.
Google Remarketing
As mentioned above, social media is very successful as a B2C advertising platform. While there is room for us B2B’s in the social advertising sphere, it differs from platform to platform, tactic to tactic. So as B2C’s have tried to master retargeting to encourage their buyers to complete a sale, B2B PPC pros know that remarketing is where the money is at.
With the endless placement options across the Google Display Network, Google remarketing helps to drive action from a user, rather than create awareness. As B2B online advertisers customize their search ads using remarketing lists for those who have previously visited your site, they can also tailor the bids and ads to those visitors as they continue to search through Google.
Tips for Google Remarketing:
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- Test your Remarketing List for Search Ads
- Create smart lists, similar audiences
- Use a strong, compelling offer and CTA
- Creative, tailored image ads, messaging and landing pages.
YouTube
With the rise of interactive content and the impact it has provided to the marketing world, B2B advertisers can leverage the low-cost of YouTube advertising to help influence consideration for prospects who are still undecided. By either directly uploading a video to your YouTube channel or directing a user to it through a landing page, YouTube allows you to target in a variety of ways, whether it’s through a keyword, remarketing campaign, user interest or demographic. Remember, because our B2B audience is smaller than a B2C, the more targeted you can get, the better.
Tips for YouTube Advertising:
- Keep your videos short – 2 minutes max.
- Use a strong CTA overlay
- Keep your videos entertaining, yet still educational.
Google Search Ads
Google AdWords is still King in the world of online advertising. Compared to similar search engines such as Bing!, Google Search Ads provide far more reach, better features and drives more action. In order to get the most out of your Google Search Ads, follow these tips:
Tips for Google Search Ads:
- Test, test, test! A/B testing is your friend and should be utilized during experiments.
- Utilize Call Converting Tracking to gain better insights on where users contacted you from.
Online advertising can provide numerous benefits for your B2B company, but make sure you’re using the right platforms to get the best bang for your buck!
B2B PPC: The Best Platforms for Online Advertising Success
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