When it comes to PPC advertising, conversion is usually the ultimate goal. Whether you’re doing B2C or B2B PPC management, your job is to obtain leads through well-optimized landing pages. Anything else is wasted money on the campaign, and it can quickly be deemed unsuccessful.
How do you avoid this outcome? Most businesses focus on a few common goals for their PPC landing pages in lead generation for B2B. However, sometimes pay per click campaigns fail — and when they do, it’s important to figure out where you might have made a mistake. To help you understand the more excellent points of B2B PPC management, let’s have a closer look at some of the common goals and how to make those campaigns work:
One of the most common lead generation strategies is offering downloadable content in exchange for an email address. The download could be anything: ebooks, trials, whitepapers, case studies, etc. The primary objective is to have a lead magnet that the prospects will recognize as valuable enough for them to give you their email.
That’s often where businesses get it wrong. There could be a myriad of reasons why a lead magnet isn’t enticing prospects. For example, the information it offers might be readily accessible elsewhere, or you might have missed the mark with its topic. However, if that’s the case, you don’t have to get rid of the magnet — just don’t make it gated.
An email address is great, but tracking downloads to launch a remarketing campaign isn’t bad, either. It’s also a good option for all the engaged visitors your campaign attracts. Following them and adding them to a remarketing list will help you stay in front of them.
Getting a Sales Inquiry
Businesses prefer sales inquiries as leads, but many prospects aren’t quite ready for it after clicking on a pay per click ad for the first time. Long forms and poorly optimized CTAs only add to the struggle that this goal might present. This type of goal usually requires constant CTA and form tweaking before you can maximize it to a satisfactory level of conversions. Even then, PPC advertising is unlikely to give you a lead that you can convert into a paying customer after they’ve only seen your ad once.
One of the common ways of nurturing leads is guiding them into a funnel where you’ll repeatedly get your offer in front of them. Businesses often use webinars, seminars and demos for this purpose, with good results. However, even though sign-ups usually go great, prospects tend to forget about it, or something comes up, and they can’t attend. To avoid missing an opportunity to convert a prospect because of this, make sure to offer plenty of ways for them to consume the content later, at their leisure.
PPC advertising can provide excellent results for B2B organizations, especially when it comes to lead generation. However, there are many potential pitfalls to navigate around, and sometimes it can take months before you see the results of your campaign.
If you would like to speed up your pay per click ad process, don’t hesitate to contact me. I’d love to talk to you about your marketing strategy and help you in any way that I can.
Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.