b2b ppc advertising

B2B PPC Advertising – Should You Hire an Agency?

By: Frank DePino | May 9, 2024

Wondering what PPC advertising is and whether you need an expert for this task? B2B PPC marketing is a method that allows B2B businesses to capture leads efficiently and fast.

This happens when your target audience searches for the words on a search engine related to your business and helps them notice your Google adverts.

If you want your product or service, they click the ad and visit your website. Since this advertising technique requires significant effort, time, and expertise, it’s better to hire professionals that can promote your business in the best possible way.

If you are still confused, then you need to read on. Here we have mentioned some basic aspects and concepts of B2B marketing that will help you make an informed decision. 

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What is PPC?

By using PPC for B2B, you can show short ads on a search engine to users and encourage them to visit your website. The best part is that you only pay when someone clicks on your ads. Also, a lighting fast auction system helps you know whether you show up on the search results or not.  

In fact, if your website is not organically ranking high for specific keywords through Search Engine Optimization (SEO), you can achieve more visibility by using the PPC technique. 

Why Should You Use PPC for B2B Advertising? 

You can smartly devise your sales and marketing strategies with PPC. This method allows you to reach companies that are looking for a business like yours. Another reason to opt for the PPC for B2B is that your advertising campaign will promote your business 24/7. 

Your team may stop working after 5 pm, but the ad will keep running, helping you earn valuable clicks. This will promote your services and products. 

B2B PPC advertising helps you create more effective and aggressive sales and marketing strategies. In other words, you will be able to connect with the business that is searching for your services and products. 

How Much do I Need to Spend?

The cost of a PPC campaign can vary greatly from business to business. An average medium or small-sized business spends around $9,000 to $10,000 on PPC. In other words, you have to pay around $108,000 to $ 120,000 for a year. 

You also need to know that the fees can vary depending on your requirements and the way your chosen experts work. Nevertheless, no matter how much you will pay, you will recoup the cost. 

Mediaboom shows the results achieved with a Google ADS campaign created for a B2B business

How to Create a Wildly Successful B2B PPC Campaign?

Perform Keyword Research

It is an essential part of B2B PPC advertising. Without keyword research, your business cannot develop an effective PPC optimization strategy. This is why investing some time researching high-value keywords in the industry is crucial to success. 

For keywords, you can opt for the following approaches.

  • Use keyword searching tools
  • Compile a list of valuable keywords
  • Determine which type of keywords your competitors are using
  • Look for keywords with keyword planner from Goggle Ads

When you are searching for the keywords, make sure to look for long-tail keywords. Simply put, find keywords that include at least more than two words. This is because long-tail keywords boost your chances to rank high in the list of ads. 

It also increases the possibility of reaching your prospective customers. The primary reason to use these types of keywords is that it cuts down the number of competitors, as more companies will be focusing on short-tail keywords.

Also, make sure to use keywords that have a higher search volume so that you can attract as many prospective clients as you can.

Structure Your Campaign

You also need to structure your B2B advertising campaign. Note that, in Google Ads, you will have an account hierarchy. If you fail to match it, your ads will most likely underperform. As a result, it will hurt the ROI of your B2B Google Ads campaign

The following is the account structure or hierarchy from bottom to top.

  • Keywords
  • Ad groups
  • Ad campaigns
  • Account

It’s important for the advertising team to develop ad campaigns with organized and relevant ad groups. For instance, if you want to sell your glass manufacturing machine to another business, you need to build a campaign.

This campaign can help you feature ad groups that target competitor, related, and branded search words

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Create Your Ad

When you have accumulated the information and keywords and decided what type of campaign you want to run, it is time to create your advert. Here are some tips for developing a catchy and impressive ad that can attract your target audience.

Write a Compelling Copy

To create an ad, you need to create a compelling copy that is easy to understand for your customers. It should not be boring and complex.

You also need to provide a message to your audience through impressive and straightforward text. Besides that, keeping the paragraphs short should also be your priority. 

When you create an ad, make sure to incorporate the following things:

  • Heading
  • Descriptions

Heading will help you divide the content into sections, which will improve readability, while short and simple descriptions will help you share your message with your audience.

Use Eye-Catching Imagery

Images are essential to grab the attention of internet users. By adding eye-catching and engaging images to your ad, you can motivate customers to click on your ad. However, choose a relevant image that can define the services and products your company provides.

Design a High-Converting Landing Page

A landing page is your website’s page where you send you users that click on your B2B PPC advertising. If you want your campaign to be successful, you need to create a landing page that represents the message you are promoting through your ad copy. 

Not to mention, your landing page also needs to be:

  • On-brand
  • Fast
  • Intuitive
  • Responsive

Launch Your Campaign and Optimize

When your Google ad and landing page are ready, you can go live. After this step, you need to monitor your performance so that you can make amendments for better results. For instance, you can experiment with different landing pages to know which works best for your campaign. 

Online advertising specialists are studying how to avoid common mistakes in B2B PPC campaigns

Common PPC Campaign Mistakes

Not Monitoring Campaigns

The most common problems are that people often avoid monitoring their campaigns. However, monitoring them will help you keep shelling out money on a campaign that is not helping you reach your goals.

Making Unrealistic Goals

If you think that your company will begin to earn great profits soon after the launch of your campaign, then you are wrong. Every type of marketing campaign like B2B PPC advertising takes time to boost your company’s profitability. You need to have realistic goals regarding what you can get by running a campaign for a few months. 

Trying Too Hard

If you try too hard to make your campaign work and add all possible keywords in your ad, then you may reach customers who don’t even want to purchase your product or service. 

This will only waste your money, as you will not get the results if irrelevant people click your ad. So, it’s better to add only relevant and targeted keywords that only your prospective customers would search. 

Should I Hire a B2B PPC Advertising Agency? 

Of course, you need to hire a skilled, qualified, and fully equipped team of experts that can help you create B2B PPC Advertising. From researching keywords to monitoring your campaign, it’s a challenging task for someone who has no background in marketing and advertising.

In fact, even if you have a little bit of knowledge about advertising methods, it will be hard for you to perform this task. 

This is because creating a PPC campaign is a lot trickier than running ads on social media platforms or other media.

So, if you want to get successful and attract a significant number of users to your website, you need to hire market experts like Mediaboom

We are industry leaders and have the knowledge and skills to build and manage digital advertising and marketing campaigns.

Our talented team knows the best ways to help you reach your prospective customers through strategic and impactful campaigns. 

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B2B PPC advertising is the best way to make your presence visible in front of your clients. The best part is that this marketing technique is affordable as well as beneficial for every type of business. So, if you are struggling to reach out to other businesses, this method is the best option for you.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals, building the most effective marketing and advertising solutions for its clients.


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