You’re investing money into PPC campaigns and your ad spend is returning a lot of leads for your B2B company. Yet, there’s something just not right. Despite all of these new leads, you’re not seeing much of a change to your bottom line.
PPC marketing can help you generate valuable leads that grow your bottom line. However, you need to pay particular attention to the quality of the leads you’re bringing in. If you’re bringing in leads that aren’t evolving into customers or profitable opportunities, then there is an issue with your campaigns and targeting.
In other words, you’re hauling in junk leads when you want to be finding golden opportunities. How do you fix it? This discussion will teach you how to improve the quality of your B2B PPC leads.
Clearly Define Your Customer
There are plenty of settings and small campaign details you can adjust to get your targeting more precise. However, all of that is phooey if your customer profile is flawed from the beginning. This can be a major problem that doesn’t just negatively affect your PPC leads, but all of your marketing leads!
How do you know that your customer targeting is right? Your data will tell you. It can also be wise to develop a buyer persona. This looks at the basic demographics of your target audience, but also their interests, background, organizational goals, industry challenges, fears, risks, favorite websites etc.
By looking at these different angles, you can devise a more complete picture of the target customer. Then, use their challenges, fears and other components to target keywords specific to these traits or find display ad locations that cater to their interests.
Make Your Product Or Solution Approachable
The product or solution that your B2B company provides may seem straightforward and easy to you, but it may not be to all of your customers. Jargon, acronyms and confusing keywords can detract from people’s ability to understand your product. If they can’t understand the benefits that your product provides, then they are going to be unable to understand why they need the solution at all.
If you only focus on the end results of your products, then you won’t be able to engage audiences that need to be educated on the concepts and details behind how the product works and why it is helpful for potential leads.
For example, if your company offers custom HR solutions, terms like human capital management, applicant flow log, organizational agility and many others are common in the field, but may be foreign to your clients.
Explaining your products in simple terms and educating potential users on any complex concepts ahead of time. This protects you from leads that will download your materials only to find out that your solution doesn’t fit what their company needs.
Understand How Funnel Stage Affects Marketing
Part of knowing when you need to educate customers and when they are ready to hear about the end results hinges on your ability to identify each individual’s position in your marketing funnel. Leads at the start of your marketing funnel are keen on learning about your products and what they bring to the table, whereas those towards the end of the funnel have made up their mind and are looking for a great offer to seal the deal.
It’s all about targeting the right audience segments with the right type of bait. If you aren’t optimizing your campaigns and ad groups based on funnel stage, then you’re using the same bait and trying to attract an entire ocean! It just doesn’t work. If you want to develop quality leads, you need to target keywords and strategies that mesh with each stage.
For example, display ads are great for stimulating brand awareness at the beginning of the funnel. Promoting educational materials that help explain complicated concepts or highlight prospects’ pains helps them move into the consideration stage. Then, discussing specific features and offers helps leads decide between your solution and competing options. Finally, they head towards becoming a customer.
Persistence Is Key
Any good B2B marketer knows that leads can easily get cold-feet if you don’t keep the pressure up and stay persistent. Remarketing is the key to maintaining interest and keeping your products at the top of their list of considerations.
It may take multiple visits and interactions before a lead feels comfortable enough to make a final sales decision. Remarketing is a great way to revitalize a lead’s interest and encourage them to make another visit to your site.
How does remarketing work? By including tracking tags on your landing pages and other resources, you can follow your leads even after they’ve left your site. By positioning marketing messages in front of their eyes across the Internet, you achieve this goal of remaining persistent and encouraging return visits and interactions.
Building Landing Pages And Forms For Quality Over Quantity
Landing pages designed for lead generation are integral parts of your B2B PPC marketing. The goal for many B2B marketers is to generate leads through PPC campaigns, which is why placing forms on these pages is very common. The problem is that many lead generation forms are built for quality over quantity.
There are plenty of marketing experts that will tell you that you should make it as easy as possible for your potential customers to convert. It’s not bad advice, but it can hurt the quality of your leads. If you make lead generation forms that only ask for a name and an email address, it makes submitting the form easier, but it means your landing pages are designed for quantity, not quality.
See what happens when you add some additional fields to your lead forms. Will you see fewer conversions? Absolutely. Is this a bad thing? Not necessarily. The people that are willing to take the time to fill out a longer form are more invested in your solutions and products, which means they are higher quality leads and more likely to become your newest customer.
Developing tighter, higher-quality leads through PPC requires careful strategizing. You should have a clear vision of your target customers and be able to identify where they are in your sales funnel. Then, align these interests, motivations and feelings with keywords and display ad placements.
Here is very vital to understand what roas (Best bidding strategy) is.
And, remember that driving quality leads can require you to slow down the flow of your prospects pipeline. When it comes to developing leads with real interest and intent, less is often more.