tips to increase enterprise-level leads through B2B Search

B2B marketing professionals voice similar concerns about paid search.

These are just a handful of the problems that keep marketers awake at night.

It can be difficult to target the right customer. This can result in a waste of budget and high costs per qualified lead.

Paid search is more laborious than LinkedIn targeting, which allows you to choose company size and job title.

These are the best practices for running enterprise PPC campaigns to B2B brands.

1. Make sure you have the right content

Large companies have a different mindset than small businesses. Different needs and concerns require different messaging.

Enterprise companies are very concerned about security protocols and need social proof. They must be able to trust other brands and know that you have the security protocols to protect their data.

Trust is built by focusing on your operational uptime, customer support and other aspects. When decision-makers have many options, it is crucial to build trust with the buying group.

Larger customers often equal larger budgets. They will shop for the product or service that provides the best experience for their employees or customers.

Large companies tend to have longer sales cycles and more decision-makers within their buying committees. This cycle demands more touchpoints and relevant information for users.

Sometimes members of the buying committee enter the buying process late. They need to be brought up quickly.

To keep the deal moving and avoid any delays, it is essential that content be available for all departments (including finance, procurement, IT, and other).

Advertising copy should address customer pain points, and speak directly to the target audience. Take this example:

Your search keywords should be used to create landing pages that are relevant to you and your key persona. You might consider creating landing pages that are specific to certain job functions or company sizes.

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Terms.

2. Keywords can be used to differentiate audiences

Searchers at enterprise level won’t always be able to identify the company size of their search results. Bidding on enterprise-intent keywords or mid-market keywords can prove to be very beneficial (e.g. “Enterprise Software” and “Tools for Large Companies”).

Consider adding the negative keyword “small business” to your website in order to eliminate any budget waste.

Consider what keywords your buyer may be looking for in addition to the ones you have already searched.

Another option is to capture the right audience through competitive conquest.

Bidding on keywords of competitors with large companies can help you capture traffic to your site or gain brand recognition through the SERP.

3. Combine offline conversion tracking and value-based bidding

Offline conversion tracking is ideal for all B2B Google Ads accounts. It allows you to optimize your bidding on back-end leads and not just website conversions.

Google won’t tell Google about conversion values. Google will still treat every lead equally and offer equal bids to them. You can tell Google that you want it to optimize for larger companies using OCT.

First, dynamic values can be used with OCT. A larger company should have a higher value in CRM. The algorithm will prioritize leads with the highest value when used in conjunction with a value-based bidding strategy such as maximize conversion price or the tROAS.

Consider creating separate conversion actions for each stage of a funnel by market segment if OCT is not able to provide dynamic value. This is how it might look:

The manual upload for OCT was used in the above example. Knowing that the goal of the campaign is to generate more enterprise-sized leads, each lead has been marked as either an enterprise or SMB.

SMB MQLs have a value $10 while enterprise MQLs receive a $50 value. This allows the algorithm to prioritize enterprise MQLs.

4. Use first-party data

Your data is more valuable than any third-party option and is therefore the most valuable information you can use in digital advertising.

Use first-party data to make conversion value rules and value-based bidding more effective.

According to Google

Conversion value rules enable you to add additional value information to your account that isn’t already reflected (for instance, different margins or lifetime value considerations), and optimize in real-time to those values.

You can upload a list of potential customers or prospects within your target market to help you determine a bidding adjustment. The more extensive your list, the better.

Third-party data can also be used to set conversion value rules. These can be done via campaign settings under “value Rules”. You can increase the value of leads who live in a specific region or are located in a particular market for products/services.

Microsoft Ads allows you to increase your bidding on certain company names, industries, or job functions in your search campaigns.

This is useful if you have an ABM strategy, and a list specific companies that you want to target.

Microsoft will make bid adjustments for automated bidding strategies. Manual bid adjustments are only possible with manual bidding strategies.

5. Take a look at the bigger picture

Leads don’t always mean everything. Sometimes, it is enough to just know that your ads are being clicked by the right people.

KPIs other than leads and cost per sale can help you determine if the needle’s moving, especially if there are longer sales cycles or larger buying committees.

Clearbit or LinkedIn demographics can help you determine who is visiting your site through ads.

Your LinkedIn ads account can be used to build an audience by using specific URL parameters. URLs can contain “google” or “paidsearch”.

You can use the LinkedIn Website Demographics to gain insights into the job titles, job functions, and other information of the companies that have interacted using your ads.

Clearbit, a tool that integrates with Google Analytics, allows you to identify companies, industries, and job titles who visited your website. Clearbit data can be used to build audiences and then push them to Google Ads for targeted advertising.

You might consider building an audience of companies within your target range, and then launching a display or video campaign to them. These audiences can be used to create conversion value rules that increase bids.

Better PPC ads can reach your ideal B2B audience

Sometimes B2B search advertising is more difficult than B2C. However, content, tracking, and measurement techniques can help you reach the right audience.

It is essential to have a clear understanding of your target audience and identify their problems in order to reduce budget waste. To improve your message and guide your strategy, you need to step into the shoes of your customer.

Search Engine land first published the post 5 Tips to Obtain More Enterprise-Level Leads with B2B Search.

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