Business-to-business (B2B) marketing has many facets. And a given company may employ just one or many of them. The challenge for PPC programs is determining where they fit (if at all) in the various B2B go-to-market strategies.
What is PPC for B2B?
First, let’s cover what PPC means in our context. Yes, it is pay-per-click, but beyond that, PPC used to be nearly synonymous with paid search engine advertising. While still including search, it encompasses so much more. Some platforms are not technically PPC, yet most have a PPC component. But, even with a CPM channel, ROAS-based advertising and tracking are helping bring PPC and CPM under the umbrella of the cost per lead or cost per sale metric.
One benefit of starting with a PPC model (even with CPM channels) is that we start with a “cost-per-action” mindset. While CPMs are great up funnel, when we try to maximize ROAS, the more actions we can drive, even a basic click, the further we are down the path of the value of the advertising.
PPC advertisements management has the perspective of driving measurable value from the ad spend at any funnel stage.
Role of B2B PPC Advertising
The goal of advertising in B2B can vary among industries and even between companies within an industry. Yes, ultimately, it is to make money. However, how advertising can impact the prospect is, to a large extent, determined by the sales cycle.
Direct-to-Sale
Perhaps the easiest to measure, direct-to-sale, is what it sounds like. From the advertising engagement, the prospect is to make a purchase, usually through e-commerce. These tend to be low-involvement purchases or product-lead strategies. The sales are usually e-commerce but can also be PO-based.
Lead Generation
Many B2B advertising programs are developed to drive leads a sales team follows up on. A lead-quality feedback loop is important to assess the value of the various PPC lead channels. While qualitative input from the salespeople is important, quantitative input is essential.
Many companies employ CRMs with marketing automation tools. These allow each lead and lead value to be tracked and then fed back for media optimization. As a result of direct media optimization, the more efficient programs allow the sales teams to spend more time on likely leads and less on low-quality leads.
Sales Support
Perhaps the more difficult way to attach value is a sales strategy involving support in pre- and post-contact. The intent is to ensure prospects can easily access product and service information during the buying process.
Phases of B2B PPC Implementation
As an agency, we work with B2B clients across the strategy spectrum. The key to our success lies in our communication with the clients’ senior management, ensuring that everyone understands the role the PPC program has in supporting the sales process. This best plays out in phases.
Initial conversations: getting alignment
With this understanding, we set the target metrics and developed a plan to achieve them. As part of this process, we ensure that everyone is in agreement. Once we align the first stage, we start the program.
Launching the PPC Program: confirming metrics
In the initial stage of the program, metrics are validated, and the feedback loop is verified. During this phase, assumptions are tested, reporting is confirmed, and the sales team is consulted to ensure all aspects are as they should be.
Any needed adjustments are made to the program or the tracking and reporting.
Ongoing PPC optimization
Once the tracking and metrics are confirmed, the PPC management team will begin optimizing the program. Depending on the program objectives, this stage may start immediately or require a longer period to start seeing actionable data.
B2B PPC optimization is an ongoing process. Over time, the competitive landscape may alter, prospects may change, or industry dynamics can force small or even large adjustments to the PPC program. Additionally, Google’s algorithms may also change. The PPC programs must continually be monitored and optimized.