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Paid Search and Display

How to Optimize PPC Campaigns for a B2B Marketing Strategy


Published on Nov 9, 2018

Business to Business paid media campaigns are a bit different from optimizing for consumers. For consumers the campaign mostly focuses on making it appealing and entertaining. To design a campaign for B2B, we need to consider lot of other things, to produce positive results it requires a solid foundation in paid media efforts, and then optimizing it from multiple angles.

For a successful B2B campaign, here are some things:

Build a Marketing Strategy:

Marketing strategy involves making a detailed plan that establishes the budget for the campaign, reasonable deadline and the goals you to seek to achieve with the budget and the time. Review of the campaign and determining the effectiveness of the campaign can be ascertained based on the time and funds spent on it.

Understand User Intent:

Many of the visitors to the website may come for research purpose only. They may be looking for information and are in the initial stage of their plan and hence cannot be treated as potential customers. Search queries including words such as “reviews� and “how to� tend to be associated with users that are in the beginning stages of their research. These users will more than likely not be ready to fill out the form on your website, but instead just read the information that is available about your business offerings. Website can cater to such visitors by giving more details of your company and market the product better in addition to providing the information that these visitors are seeking.

When looking at keywords, you will also need to consider if a phrase would be entered by a consumer versus an individual searching for a business need. Eliminating keywords including phrases such as “at home� will get you started. Based on the industry that you are in, you can focus on specific jargon that only business professionals in your line of business would be searching.

Ad Copy:

There will still be some consumers that will break through your business to business keywords list purely because everyone has different ways of searching for products and services. To add another filter for focusing on businesses, the ad copy will need to be tweaked to help make it clear that your product or service is geared towards companies, not consumers. Incorporating ad copy such as “Serving business since…� and “Transform Your Business� are friendly ways to help avoid consumers from clicking on your ads.

Branch out:

It is recommended that your advertising campaign uses as many channels as possible. Online campaign does yield results however it also could get diluted as your competitors may start using the same keywords, which in turn drives up your cost per conversion. A truly successful marketing strategy is one that incorporates multiple advertising avenues.

Advertising on social platforms continues to perform better and better for businesses as new business to business targeting options are added. LinkedIn is a great place to start due to having a large amount of data available for all of the business professionals that are active on the website. Advertising within Facebook can also do well as they continue to add more targeting options that can prove to become handy for finding specific business professionals.


Visitors who have previously been converted can be targeted with remarketing strategies. Targeting all the users for all the products and services may not yield favourable results. Keep the customer informed about the product or related products that they had considered or purchased earlier. This way you cater to the specific need of the customer.

Using different keywords and/or phrases in your remarketing has to be done as you are now targeting users who have previously been to your site. If you have a professional video for your company, then that can be used for video remarketing while the user is on YouTube.

Link to Google Analytics:

Configuring your Google Analytics and Google Adwords accounts to be linked to each other should be part of the Adwords setup process. This is mainly because there is invaluable data available within analytics that can give you further insights to your campaigns. For example, even if you aren't getting conversions right away because you have a longer sales cycle, by looking at the site metrics it can let you know if you are headed in the right direction. You are able to see items like if people are staying on the site and looking at multiple pages or are they bouncing right away because that isn't what they are looking for?

For all of your advertising outside of Google Adwords, there are UTM parameters that you can append to your URLs. This will allow you to separate out the different traffic sources and campaigns within analytics so that you are able to see the performance of each of them.

Check lead quality:

You will get leads from your paid campaigns however it is necessary to review and check how many of these qualified leads are. An analysis of your sales will show how effective your paid campaign has been when compared with the time and money you had invested in the campaign.

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