Discover a variety of B2B digital marketing strategies you can use to reach and resonate with your audience. Here we are trying to reveal the great paid marketing channels which, would be more effective to generate sales qualified leads for the B2B companies.

Channels would like to focus most on paid advertisements?

For B2B organizations, we would suggest to below listed very specific paid channels which will help to deliver great results and better ROI:

•  Google Search Campaigns – Aggressive approach along with 500+ keywords
• Google Display and Retargeting campaigns – Run for specific services pages.
• AdRoll/RollNext Retargeting campaigns – Resource page to engage the audience.
• Linkedin Lead Gen Form Campaigns – To generate more leads.

Budget Allocation based on channels

• Google Search – 60% of Total Budget
• Google Display and Retargeting – 20% of Total Budget
• Linked in – 10%of Total Budget
• Ad Roll – 10% of Total Budget

Effective Channels and why?

Google Search Campaigns – would be recommended to generate more qualified leads for the B2B companies, because this is the inbound marketing process where you don’t need to ask strangers to sell your services and products. They will search and find you. Also, this will require less budget to execute campaigns because only you have to pay if someone shows interest in your products and services.

Optimum utilization of the allocated budgets?

STRATEGY TO LAUNCH ADWORDS SEARCH CAMPAIGNS

Google AdWords is a powerful tool in online marketing. We can run incredibly complex highly-targeted, low cost, high conversion campaigns. Before we break out into a sweat, start with a bit of planning. Here are some important questions which I would like to ask you before launching a PPC/Google AdWords campaign.

Top Questions towards Objective?	Technical Side Elements?
Who’s my target market and audience?	Goals: Phone calls, inquiry, downloads, or Registration on site
What we offer?	Research: Keywords, competitive, and audience
Target Geography?	Landing Pages: Proper message, H1, H2, CTAs, and Form
What the Budget we have?	Ad Groups: Related Keywords into Ad Groups
Target Demography?	Ad Copies: Relevant, Unique, Proven Ads
Campaign Objective? Branding or Lead Generation	Conversions: Track conversions leads, registration, signups
Campaign Type? Search/Display/Discovery/Remarketing/Native	Analytics: AdWords and Analytics Integration to track deep insights, tracking codes, GTM etc.

PPC CAMPAIGN SET-UP – STRUCTURE/SAMPLE

Accounts	Campaigns	AdGroups	Keywords	Ad Copies	Landing Pages
1	10	50	500	250	5

 (Note: This is just the sample for reference purpose only)

PROCESS TO OPTIMUM UTILIZATION OF THE ALLOCATED BUDGETS

1. Location Targeting: to show ads only relevant geography
2. Ad Extensions: like Site link, callout, call extensions, Location, Message extensions to give more reasons to click.
3. DKI: Dynamic Keywords insertion based on searches to make it more relevant
4. Ad Scheduling: Optimize time for running ads, time slot selection, day and time, and hours to run.
5. Device Bid Optimization: Mobile, tablet and desktop bid adjustment 10-20%
6. Quality Score: Refine Keywords, corrections in ad copies, making changes on landing pages to make it more relevant and maintain the quality score from 7 – 8 out of 10.
7. Ad position: Maintain top position by increasing the bid rate and opting Imp. Share optimization process to get 70 to 80% showing time.
8. Bid Strategy: Automate bidding process to make it available 24×7
9. Keyword Match Types: Choose correct match type of keywords BMM, Exact match, Phrase match, and Broad match based on the performance of keywords.
10. Landing Page Optimization: Proper messaging and content flow, CTA at the proper place, Heading and supporting line along with paragraph to make the message clear.

CAC or lead acquisition cost across different channels?

Cost per Lead/CPA is something which will depend on the campaign to campaign and industry to industry, for B2B CPA will be higher than B2C CPAs, but as per my experience, it will be $150 to $200 for any B2B campaigns. This can also be optimized further to reduce acquisition costs.

Monitor and optimize your campaigns?

Optimization Process

• Change History – Would like to explore the changes History of the campaigns to understand the workflow and objective.
• Conversion setup – I will check the conversion codes on landing pages for leads, calls, and registrations.
• Negative keywords match type – Would like to navigate the list of negative keywords which has been populated in the sheet and refine them.
• CPL– I would like to check the current CPL and conversions rate and based on this data will make some adjustments.
• Bidding Strategy – Double check the bidding strategy whether it is manual or automatic, Also check keywords bid cost, Avg. CPC and ensure it’s not showing limited by budget in keywords level.
• Targeting locations and demography– Need to check the targeting section where location, budget, and scheduling are fine.
• Keywords match Types – Need to ensure we used BMM (Broad match modifier) combination of keywords to make it more relevant and only show the ads when all the keywords match.
• Scheduling and Adjustments– Will check Day, Time, and Hours based performance and make changes as per best performance.
• Device Targeting – Will make device bid adjustments based on leads flow.
• Extensions – Only use extensions that are required, like site link, callout, and location extensions… based on business.
• Ad copies / DKI – Will use Dynamic keywords insertion method to make ads more relevant for users’ search queries and their locations.
• Adwords scripts for Large Accounts – Adwords scripts can be used to manage MCC accounts and for quick changes across the campaigns.

Remarketing strategy?

Close to 97% of people who visit our site for the first time leave without buying anything. Retargeting keeps our brand in front of these window shoppers and gets them back to our site.

Here are my approach to build the audience list to retarget them:

Google display retargeting – To use Google Display Network retargeting, need to create a remarketing list in Google Ads and build strong website visits and cookies to show them the benefits of our great products to re-engage them.

Facebook retargeting ads – Will create a custom audience based on user actions and behavior like app activity, website traffic, and engagement level. Target custom audiences only.

Remarketing Lists for Search Ads (RLSA) – When remarketing lists for search ads, we will use 2 basic bidding strategies:

• Optimize bids for existing keywords on our remarketing lists.
• Bid on keywords we don’t normally target just for recent visitors or those that recently converted on your site.

Linked in Retargeting – Will use Matched Audiences and create an audience. We can choose to retarget by website, video ads, Lead Gen Forms. We will build an audience list with the help of LinkedIn Insight Tag can be used to help track conversions, retarget, and get real-time insights.

Onsite Retargeting by OptinMonster – A MonsterChain is a set of linked campaigns where the display rules affect what visitors see next based on their previous interaction with a campaign.

So, we could show all visitors an offer, but then show a follow-up offer only to those visitors who ignored the first offer. Then, add an exit-intent offer for a last attempt to win over the visitors who ignore the first 2 offers.

Google campaigns Focus

For B2B, recommended campaign type:

• Google Search Campaigns – To generate more qualified leads.
• Ad Roll Retargeting Campaigns – To re-engage visitors for whitepapers, success stories, and rich content & informative blogs.
• Linked in Lead Gen from Campaigns – To secure more MQLs (Marketing qualified leads) with the help of a quick submission form.

All the above strategies will help, B2B organizations to target SMBs and will give an idea for the budget allocation for each channel. Let me know your thoughts and comments below.