PPC for B2B
Click and connect – B2B PPC campaigns that start conversations and drive conversions
Your customer acquisition goals and processes as a B2B business are not the same as those of a B2C business. So a PPC strategy that’s designed for B2C businesses won’t work for you.
Compared to B2C, B2B buyers face more stakeholders and decision-makers, larger volumes of products, drawn-out procurement processes, technical language and umpteen other challenges. This makes sales with B2B PPC much more complex.
That’s why you need a specialist B2B PPC agency like Fluid Commerce to develop and manage your paid search and social campaigns. It can be the difference between positive ROI or an expensive experiment.
Contact us to discuss your PPC for B2B needs
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PPC advertising for B2B businesses - getting it right
Our proven approach has been developed specifically to deliver results for B2B businesses, not an adaptation of a consumer strategy.
B2B deals will never be sealed in one click. PPC is a useful tool for reaching new audiences, keeping your brand front of mind and building the credibility and relationships that will ultimately lead to contracts and sales. Here’s how we get PPC advertising for B2B businesses right.
Target the right audiences
The target audience for your B2B PPC campaigns will be businesses, not individuals, but Google and Microsoft Ads can make it difficult to ensure your ads are seen by the right groups.
We use data-driven hyper-segmented audience lists to overcome this challenge and reach the audiences who are most likely to buy from your brand.
Keep CPCs in check
B2B pay-per-click advertising has a reputation for competition and high costs per click. Managed poorly, CPCs can quickly drain budgets and kill campaigns before they bear fruit.
Long tail keyword research and testing, along with thorough negative keyword management are just a couple of the techniques we use to maximise the value of B2B PPC ads.
Push the right products
Which products should you promote to get the best return on clicks? Our tailored approach will focus on ensuring your bestsellers are promoted, reducing spend on under-performing lines and testing alternative products to find new winners.
Determine (and prioritise) the most effective channels
Attribution – recognising which element of your digital marketing strategy ultimately converted the lead to a sale – can be especially difficult with PPC campaigns for B2B brands.
The B2B sales cycle typically involves a greater number of interactions with your brand and several people within the prospect business. With our keen eyes on the data, you’ll know where to direct your PPC ad spend to attract prospects at every stage of your sales funnel.
Partner with an award-winning PPC for B2B ad agency
We combine the power of AI and automation with human-driven insights and analysis to deliver highly-targeted campaigns that engage and convert.
As part of our proven B2B PPC process, we:
- Dive deep into your business – to understand your business model, product range, USPs, competitors and challenges
- Create a profile for your audience – to get a clear picture of how and where prospective customers search for your products
- Define a value proposition that will set you apart and resonate with your audience
- Build a structure to boost the visibility of popular and profitable products and minimise wasted spend
- Provide support with new product or range launches, where appropriate – including gathering market insights and identifying opportunities.
"Working with Fluid is a very easy and simple process. I would (and have) recommended Fluid to others due to their fantastic service and communication."
Freddie Dalton
Group E-commerce Strategy & Performance Specialist | Cablecraft
PPC success stories
Want an experienced PPC partner by your side?
Book a free discovery call
- Discover how Fluid Commerce can give your business the advantage
- Share your digital objectives and pain points
- Learn more about our approach and expertise
- Discuss timeframes and budgets