A successful PPC campaign begins with a strategy and end-goal in mind. There are a ton of different goals a paid search marketing campaign can help you achieve. As B2B businesses move more and more online, all 3 of these goals and strategies will have roles in the B2B online purchase journey.

The 3 most essential PPC goals that require strategies include:

• Brand Awareness
• New Leads + Traffic
• Increased Sales

These 3 goals align with the basic purchase journey funnel: awareness, consideration, and conversion. Each of these summarized popular strategies should be used as a starting point and customized further via your market analysis and personas.

Additionally, in B2B you will need to make sure you’re using the right attribution method for goal tracking. I highly recommend using the position-based attribution option because the purchasing journey is longer in the B2B and Industrial market. This attribution gives the most credit to the first and last touchpoints that contributed to the conversion.

Brand Awareness

Use display campaigns to maximize exposure of your brand. These are very affordable. Target demographics reflective of your target market. Exposure values impressions and clicks most, allowing you to maximize your brand’s reach quickly.

New Leads + Traffic

Use a combination of paid search and display campaigns to bring in the most traffic that aligns closely with your services or products. This will allow you to be more targeted and focus on searches you want to show up for.

Increased Sales

Use a combination of paid search and shopping to maximize your goal completions. Focus on users’ searches closest to conversion. Using these forms of paid search marketing will get you showing right in the last portion of the user’s purchase journey.

In Summary

These are all great places to start and should be customized and developed depending on your goals. Brand Awareness, New Leads and Traffic, Increased Sales, or Conversions are all things that B2B businesses will need to bring online.To learn more about the PPC services we offer, contact us today!