Pay-per-click (PPC) advertising can be highly effective for B2B companies looking to generate leads and increase brand awareness. However, not all targets are created equal when it comes to PPC. Choosing the right keywords and audiences to target with your B2B PPC campaigns is crucial for success. Here are some tips on how to identify the best B2B targets for PPC:
Research Your Ideal Customer Profile
First, get clear on who your best customers are. Look at existing high-value customers and identify common attributes like job title, industry, company size, interests, pain points, etc. Build a detailed ideal customer profile to inform your targeting.
Analyze Your Website Traffic and Conversion Data
Review analytics for your site to see which terms and topics are driving visits and conversions. The pages and content performing best can provide insight into audiences to target. See which queries bring high-quality traffic.
Use Keyword Research Tools
Leverage PPC keyword research tools like Google Ads Keyword Planner and SEMrush to find high-volume, relevant keywords for your products/services. Look for specific, long-tail keywords with good traffic but low competition. Avoid vague, high-funnel terms.
Target by Job Title and Seniority
For B2B, target key roles like “CTO”, “marketing manager”, “sales director” rather than just “engineer” or “marketer”. Similarly, seniority modifiers like “VP” and “Director” can further pinpoint decision-makers.
Focus on High-Intent Terms
Target buyers actively searching for solutions. Identify commercial research terms, industry terminology, and keywords around pain points. Monitor search query trends too.
Refine Based on Account-Based Variables
Use account-based targeting options to serve ads to people at specific companies you want to reach. Target by company name, industry, employee size, etc.
Test and Iterate
Set up A/B tests for different audiences, keywords, and creative. Collect data on what resonates best with your targets. Continuously refine your PPC campaigns to increase relevance.
Using these tips can help significantly improve your B2B PPC performance by putting your ads in front of those most likely to convert. Take the time to understand your prime customers and align your targeting strategy accordingly. With the right targeting, you can generate quality leads efficiently.