PPC campaigns changed dramatically over the past few years. From crude text ads on the side of Google search to more native, image-friendly ads available today.
Some of the biggest changes have come behind the scenes. Where it used to be that pay-per-click (PPC) was largely the domain of consumer companies, a number of B2B PPC campaigns have proven that this is a productive method for lead generation.
To help you, we want to review some of the top B2B PPC lead generation strategies for your business.
How does UTM tracking work?
UTM codes track specific campaign parameters of your Google AdWords campaign. They are added to the end of your landing page URL.
To create a UTM for your next campaign, you can use Google’s URL builder.
For example, if you want to know the source of your traffic, you can use the UTM code utm_source. Conversely, if you want to know which campaign generated results you would use utm_campaign.
Different UTM tracking codes help you understand different parts of your campaign.
Like we discussed in 23 Amazing PPC tools, you can use tools like Google Keyword Planner or Ubersuggest to find the highest converting keywords for your campaign.
For example, if you sell business consulting services you may want to use separate ads for those who need your accounting services and those who could use your human resources management services.
While they both deal with business, they have very specific pain points. If you write copy that is for both, it will sound robotic. Instead, speak to people as human beings in your PPC ads, not as an advertising audience. That way they can experience how you care about their challenges in your ad copy.
Your Quality Score measures how many people click your ad, how long they stay on your website, as well as tracking other metrics to determine the quality of your ads. The higher your Quality Score, the less pay you on Google AdWords.
Therefore, your company needs to make sure your business has a few essential components to any landing page
Understanding these 4 elements allow you the ability to test the key components of your campaign.
One thing to keep in mind. You will want to test early and often throughout your campaign. You should also test specific elements one at a time to determine which elements impact the success of your ad the most.
PPC campaigns have tremendous potential. While they may seem simple, and plug-in-play they do require work to set up and maintain. Therefore, you need to make sure you have the right system in place to generate leads for your business.
If you want to improve the results of your B2B PPC campaign to generate more leads for your business, set up a free consultation with Shout to learn how we can help you.