The US is home to more than 33 million small businesses, including business-to-business (B2B) and business-to-consumer (B2C) companies. If you run a small B2B business, you need to find ways to stand out from your competitors and reach your ideal customers. And a comprehensive PPC strategy can help.
How can you use PPC to make your small business more visible? To help you get started, our Orange County digital marketing agency explores four tips below.
Choose Your PPC Platforms with Care
You can use a wide range of PPC platforms to market your small B2B business, but you need to choose wisely to find the right one for your goals. Popular options include:
- Google Ads
- Meta Ads (formerly Facebook Ads)
- LinkedIn Ads
- TikTok Ads
Unless your budget is big enough to cover all of these and other major PPC platforms, consider your options carefully. Research your target audience to understand which platforms offer the best value.
Get Your Landing Pages Right
A compelling landing page encourages visitors to take the next step on their path to conversion. But that’s easier said than done.
The best B2B landing pages are designed with an understanding of what the ideal customer needs and how the business can give it to them. Key elements of a powerful landing page include:
- Engaging headlines that grab the prospect’s attention
- Concise copy that covers essential details of a product or service
- Social proof (e.g. reviews, testimonials) to boost credibility
- Calls-to-action (CTAs) that encourage prospects to take the next step
Prepare to Retarget Unconverted Visitors
No matter how good your ads are, not all prospects who click through to your site will stick around and convert.
Fortunately, good retargeting can bring prospects back to complete their conversion. You can personalize retargeting ads based on users’ past interactions with your business, making them more likely to convert.
Track Your Data and Analyze Your Progress
As you put your PPC campaigns into action, you need to monitor their performance to pinpoint where they’re going right and wrong. That means tracking metrics.
Here are some of the most important metrics for B2B businesses to track when launching PPC campaigns:
- Impressions: An “impression” occurs when a user views the ad, wherever it is on a page.
- Cost per click (CPC): CPC is calculated by dividing the overall cost of your clicks by the number of them generated.
- Click-through rate (CTR): CTR reveals how often users click on your ad when it’s presented to them.
- Conversion rate: If a user clicks on an ad, visits your site, and takes the right action (e.g. signs up for a service), that’s a conversion. Conversion rate shows the percentage of users who convert after clicking on an ad.
Building PPC campaigns that market your small B2B business in the most engaging and successful way can be a time-consuming, complex process. Make it easier —- leave it to the pros instead.
Our Orange County digital marketing agency can create bespoke PPC campaigns to help your small business stand out. Want to learn more? Speak to our PPC experts today!