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​​B2B PPC Agency

Pay-Per-Click (PPC) advertising can be a crucial and effective digital marketing channel for any business-to-business (B2B) company. It allows businesses to showcase their services and products to the relevant audience who submit keyword-relevant queries into search engines such as Bing and Google.

B2B PPC Agency

Benefits and Disadvantages of PPC

PPC allows you to show short specific ads that motivate search engine users to visit your site.  If done correctly, PPC for B2B can bring excellent results but its success is dependent on informed and careful bidding for ad placements. Developing a successful B2B PPC strategy depends on expertise in keyword research, keyword organization, and optimized landing pages.  

A very effective form of search engine marketing (SEM), PPC advertisers publish ads on platforms such as Google and pay for each click that is made on your ad. A properly developed PPC strategy can bring many major benefits such as generating quality leads or traffic to your site, improving brand awareness, increasing your company’s Return on Investment (ROI), and more. Here is more on how PPC can benefit B2B business owners:

Lead Generation

B2B business owners are always looking for more quality leads, especially for those offering services and products for a niche audience. These high-quality leads are important as the sales cycle for B2B companies are much longer. To ensure the continuous growth of B2B businesses, the websites must be designed in a way to facilitate a steady flow of new prospects to the sales funnel.  

Additionally, PPC allows for speedy traffic generation. Many B2B business owners understand the frustration of having to deal with the time and effort it takes for search engine optimization (SEO) to produce results. Comparatively, PPC advertising works instantaneously to produce results as soon as the ad has gone live by speeding up traffic and positioning, allowing you to extend out to potential customers beyond your usual reach.   

With PPC advertising, you will be able to bring in high quality relevant leads via organic search. By using ads that are focused on the best keywords, you will be able to match a user’s search queries and direct them to your website where they are likely to share their contact information to learn more about the service or product they are interested in. As PPC ads bring in more quality leads, it has the potential to increase conversion rates.

Target Audience

Having a specific target audience allows you to cater your PPC ads to individuals who are most likely to use your services or buy your products. When it comes to customizing your ads for your target audience, you should take into account the demographic variables such as age range, gender, education level, geographic location, languages, and more. For B2B companies, the ability to include and exclude the exact audience you want enables your PPC ads to perform better as they are exposed to the right group of people. In turn, this increases your click-through-rates (CTR) and conversion rates which has the potential to improve your ad budget’s ROI. Additionally, engaging the right target audience prevents you from wasting valuable resources serving ads to those that are irrelevant. 

Budget Control

PPC ad campaigns are perfect for B2B business owners who want to keep control over their marketing budget. The name “PPC” itself literally means you only pay per click, meaning that you are paying only when there is guaranteed website traffic.  With PPC ads, the price you pay is dependent on the cost of the keywords you bid on for your ads. Keywords that have a higher search volume are more in demand, making them more expensive as more B2B businesses are competing for it. Therefore, if your B2B company has a niche service or product, it is recommended to find a keyword that is more specific to your business as it allows you to narrow down your target audience and reduce costs when bidding on keywords, a win-win situation!

Performance Tracking

One of the main advantages of PPC for B2B is the ability to track your own performance. By running PPC advertising via Google Ads, PPC management becomes easier as you gain access to some of the best performance tracking tools available. All that is required is to combine the Google Ads tool with Google Analytics and you will be able to choose the metrics you want to use to keep an eye on your paid search performance and access data such as conversions, clicks, and other statistics. This allows you to make smart business decisions based on data.  PPC Campaigns also allow you to track how well your ads are doing. You can run two different ads together to see which one performs better and depending on your preference, you can also discontinue an ad in favor of the one that converts better.

Business Goals

PPC campaigns can be set up to target your B2B business goals be it to build brand awareness, enhancing customer relationships, growing your market share, etcetera. When it comes to personalized business goals, PPC offers advantages as specific keywords can be used to increase market share, display ads helps to build brand awareness, and data from your clients’ insights helps to improve customer experience.

Ad Placement

With a PPC campaign, your ads appear above organic rankings. This means that your website appears first on the search engine result page, above websites that rank using SEO. This allows your target audience to notice you first before scrolling down to see websites that rank using SEO. 

Although PPC campaigns have many benefits, it also has some disadvantages that can be easily overcome with the help of the right PPC agency. 

Cost

PPC campaigns cost money every time someone clicks on your ads. This means that without a budget, your traffic stops as well. In a competitive industry, a PPC ad can easily become costly. However, this can be avoided with PPC experts who do an in-depth keyword research to bid on niche keywords that not only helps you save on cost, but also narrows down your target audience to bring you higher quality leads. For an idea of how much PPC costs, the highest average cost-per-click (CPC) in Google Ads is in the insurance industry at $18.57 per click while the cheapest is in the electronics industry at 77 cents per click.

Profit Margin

Some argue about how PPC campaigns only bring in short-term wins and will eventually result in lower profit margins due to its “pay to play” system. This means that your customer acquisition costs get higher without an increase in the prices of your services and products. If PPC is done right as often seen with an experienced PPC agency, many B2B business owners find that PPC campaigns are worth it as Google Ads drive $8 for every $1 spent.

Stale Ads

Some PPC ads tend to become stale and are easily passed over by the target audience. This is due to poor ad optimisation and copy that has similar wording to competitors. This issue is easily overcome with an expert PPC advertising agency that regularly maintains and optimizes your PPC ad campaigns. 

Benefits and Disadvantages of PPC

PPC allows you to show short specific ads that motivate search engine users to visit your site.  If done correctly, PPC for B2B can bring excellent results but its success is dependent on informed and careful bidding for ad placements. Developing a successful B2B PPC strategy depends on expertise in keyword research, keyword organization, and optimized landing pages.  

Benefits of PPC for B2B

A very effective form of search engine marketing (SEM), PPC advertisers publish ads on platforms such as Google and pay for each click that is made on your ad. A properly developed PPC strategy can bring many major benefits such as generating quality leads or traffic to your site, improving brand awareness, increasing your company’s Return on Investment (ROI), and more. Here is more on how PPC can benefit B2B business owners:

Lead Generation

B2B business owners are always looking for more quality leads, especially for those offering services and products for a niche audience. These high-quality leads are important as the sales cycle for B2B companies are much longer. To ensure the continuous growth of B2B businesses, the websites must be designed in a way to facilitate a steady flow of new prospects to the sales funnel.  

Additionally, PPC allows for speedy traffic generation. Many B2B business owners understand the frustration of having to deal with the time and effort it takes for search engine optimization (SEO) to produce results. Comparatively, PPC advertising works instantaneously to produce results as soon as the ad has gone live by speeding up traffic and positioning, allowing you to extend out to potential customers beyond your usual reach.   

With PPC advertising, you will be able to bring in high quality relevant leads via organic search. By using ads that are focused on the best keywords, you will be able to match a user’s search queries and direct them to your website where they are likely to share their contact information to learn more about the service or product they are interested in. As PPC ads bring in more quality leads, it has the potential to increase conversion rates.

Target Audience

Having a specific target audience allows you to cater your PPC ads to individuals who are most likely to use your services or buy your products. When it comes to customizing your ads for your target audience, you should take into account the demographic variables such as age range, gender, education level, geographic location, languages, and more. For B2B companies, the ability to include and exclude the exact audience you want enables your PPC ads to perform better as they are exposed to the right group of people. In turn, this increases your click-through-rates (CTR) and conversion rates which has the potential to improve your ad budget’s ROI. Additionally, engaging the right target audience prevents you from wasting valuable resources serving ads to those that are irrelevant. 

Budget Control

PPC ad campaigns are perfect for B2B business owners who want to keep control over their marketing budget. The name “PPC” itself literally means you only pay per click, meaning that you are paying only when there is guaranteed website traffic.  With PPC ads, the price you pay is dependent on the cost of the keywords you bid on for your ads. Keywords that have a higher search volume are more in demand, making them more expensive as more B2B businesses are competing for it. Therefore, if your B2B company has a niche service or product, it is recommended to find a keyword that is more specific to your business as it allows you to narrow down your target audience and reduce costs when bidding on keywords, a win-win situation!

Performance Tracking

One of the main advantages of PPC for B2B is the ability to track your own performance. By running PPC advertising via Google Ads, PPC management becomes easier as you gain access to some of the best performance tracking tools available. All that is required is to combine the Google Ads tool with Google Analytics and you will be able to choose the metrics you want to use to keep an eye on your paid search performance and access data such as conversions, clicks, and other statistics. This allows you to make smart business decisions based on data.  PPC Campaigns also allow you to track how well your ads are doing. You can run two different ads together to see which one performs better and depending on your preference, you can also discontinue an ad in favor of the one that converts better.

Business Goals

PPC campaigns can be set up to target your B2B business goals be it to build brand awareness, enhancing customer relationships, growing your market share, etcetera. When it comes to personalized business goals, PPC offers advantages as specific keywords can be used to increase market share, display ads helps to build brand awareness, and data from your clients’ insights helps to improve customer experience.

Ad Placement

With a PPC campaign, your ads appear above organic rankings. This means that your website appears first on the search engine result page, above websites that rank using SEO. This allows your target audience to notice you first before scrolling down to see websites that rank using SEO. 

Disadvantages of PPC

Although PPC campaigns have many benefits, it also has some disadvantages that can be easily overcome with the help of the right PPC agency. 

Cost

PPC campaigns cost money every time someone clicks on your ads. This means that without a budget, your traffic stops as well. In a competitive industry, a PPC ad can easily become costly. However, this can be avoided with PPC experts who do an in-depth keyword research to bid on niche keywords that not only helps you save on cost, but also narrows down your target audience to bring you higher quality leads. For an idea of how much PPC costs, the highest average cost-per-click (CPC) in Google Ads is in the insurance industry at $18.57 per click while the cheapest is in the electronics industry at 77 cents per click.

Profit Margin

Some argue about how PPC campaigns only bring in short-term wins and will eventually result in lower profit margins due to its “pay to play” system. This means that your customer acquisition costs get higher without an increase in the prices of your services and products. If PPC is done right as often seen with an experienced PPC agency, many B2B business owners find that PPC campaigns are worth it as Google Ads drive $8 for every $1 spent.

Stale Ads

Some PPC ads tend to become stale and are easily passed over by the target audience. This is due to poor ad optimisation and copy that has similar wording to competitors. This issue is easily overcome with an expert PPC advertising agency that regularly maintains and optimizes your PPC ad campaigns. 

What is SEO?

SEO is a strategy that enhances your website visibility to help it rank and gain organic traffic from search engines such as Google, Bing, Yahoo, and more. Investing in SEO means you are increasing the chances for your target audience to find you when they search for keywords that are related to your service or product. While it is a great strategy, it is easier said than done as the search engine considers several factors to place a webpage. Today, most SEO strategies revolve around Google as it currently holds 92.47% of the search engine market share. 

Advantages Of SEO
  • Cheaper In the Long Run

    Websites that use SEO can cost significant time and money to start seeing results. However, once you can create content that ranks and drives traffic to your site through SEO, visitors who click on your link come at zero cost.
  • Targeting Different Funnel Stages

    It should come as no surprise that your target audience are at different levels of the sales funnel. With some just starting to understand your brand, others are near the end of the funnel, ready to become paying customers. With SEO, different content types such as guides and blog posts can be used to meet audiences at different stages of the sales funnel. 
Disadvantages Of SEO
  • SEO Takes Time & No Guarantee

    It is extremely unlikely to enjoy immediate results from SEO especially if your website or domain is new as Google ranks websites in a way where it can take weeks to months to establish your site, causing you to lose out on any potential leads and conversions. Besides that, after weeks to months, there is no guarantee that your site would rank on the first page of the search engine results page. 
  • Search Engine Algorithms

    Search engines, especially Google, change their algorithms regularly. This means that you will continuously need to update your B2B marketing strategy and optimize your website. Regular optimization allows your pages to continue to rank and should include refreshing old articles and removing broken, old, and expired links. 
  • Skills and Expertise

    Many B2B business owners opt to hire a professional and this can cost as much if not more than PPC ad campaigns. If you are not hiring a professional, it can become overwhelming and time consuming to delve into SEO on top of running a business. 

B2B SEO Vs PPC – Which One Is Better?

Both SEO and PPC are great strategies for driving traffic and leads for B2B companies. After understanding the pros and cons of each, you can now tell that some situations require SEO while others do better with PPC. If you are a B2B business owner with a low marketing budget and want to create content that reaches your target audience at varying stages of your conversion funnel without needing quick results, SEO is a great option. 

Comparatively, if you need quick results, want to promote a time sensitive service or product, and want to direct your target audience to a landing page, PPC campaigns are your best bet. With PPC agency services costing between $250 to $5,000 per month, many B2B business owners tend to opt for PPC campaigns as the time and money they would spend on SEO is similar to what would be spent when hiring a PPC agency to manage their ad campaigns.

Additionally, PPC ads produce instant results and guarantee your ad placement. Remember that you can also opt to combine both SEO and PPC strategies to get the best of both worlds.

Why Choose DDM Generation As Your B2B PPC Agency?

PPC ad campaigns are a great way for B2B businesses to generate leads, gain traffic, and increase brand awareness but it has to be done right to maximize its potential and to keep costs low while ensuring a high ROI. While setting up a PPC campaign may seem simple enough, optimizing it to reach your business goals requires experience and skill, resulting in many business owners turning to PPC agencies to manage their campaigns. A PPC agency is a company that specializes in setting up, managing, and optimizing PPC campaigns across various channels such as on Google or social media platforms.

At DDM Generation, we specialize in Google Ads campaigns as they dominate 83.09% of the search engine market share in the USA. We manage your campaigns by regularly monitoring and optimizing them to ensure you are getting the highest ROI possible for your ad spend. Powered by data, we help you gain insight into your market and competitors to enable you to make important business decisions while you focus on reaching your company’s key performance indicators (KPIs). Here are some ways we benefit you as a B2B business owner:

  • Business Goals

    We understand that each company has individual business goals. Our team at DDM Generation understands that and will be tailoring your Google Ads campaigns in a way that suits your business objectives. Although we optimize accounts as much as possible, we stay focused on the number of conversions and lead generation.  

    Our regular monitoring and optimizing of your paid ads also ensures that you are getting the best possible ROI. With a commitment to transparency, you will know where your money is going and how it is generating growth. We provide consistent easy-to-read reports and insights of your marketing campaigns.
  • Expert Team

    As a smart business owner, it makes sense to want to invest in PPC services from an agency that has the experience, skills, and abilities. At DDM Generation, our team has years of experience and the necessary expertise in setting up, managing, and optimizing PPC campaigns to help you attract qualified leads and make your campaign a success. 

    Designing a perfect ad copy is easier said than done, but with our team that consists of different specialists, each of whom brings their own skill set and perspectives to ensure your business growth, we will be able to create custom ads built to attract, engage, and convert your target audience.

    We also understand that PPC marketing services for a B2B audience is very different from PPC for a B2C consumer base. This means we know all about the marketing strategies that work specifically for your organization ranging from the business leaders you want to each, B2B purchasing lifestyle, and the type of channels your target audience visits.
  • Resources

    Since our agency specializes in PPC marketing, we have access to valuable marketing resources and tools to make your paid search campaigns a success. This means you do not have to pay for these resources separately. Combined with our in-depth knowledge of the industry, partnering with DDM Generation means that you are gaining access to both experts and tools that guarantee your PPC campaign results. Powered by data, our commitment to PPC marketing for B2B companies means we stay up to date on the search engine marketing landscape, allowing B2B business owners to stay ahead of new features or algorithm trends and enabling you to adapt to any changes in the market as they emerge.
PPC for B2B can easily become overwhelming. With a team of experts backed by years of experience, DDM Generation is uniquely qualified to handle your PPC campaigns. If you are looking to take your B2B PPC marketing efforts to the next level, we are capable of offering the services and support you need to make your paid campaigns a success.
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