3 Ways to Unlock B-to-B Paid Search Results Beyond Just Leads
Many B-to-B marketers struggle with pay per click (PPC), focusing on increasing leads without examining whether these leads are actually becoming paying customers. Often, they build PPC accounts littered with a complex array of ad groups, keywords and too many targets. They spread themselves too thin, mistakenly believing that "casting a wider net" will result in more successes. In fact, this approach can seriously backfire; as it can lead to wasted media spend that rarely translates into paying customers.
Here's how to gain more customers from your paid search campaigns:
1. Analyze Your Customers
What keyword themes and ad copy turn leads into customers? Where are your highest value customers coming from? What appeals to a higher value customer? How can you provide what they want and need?
Remove everything that's wasting your budget. While your campaign dollars may be driving high volumes of leads, you may actually be hurting your business by spending too much time, energy and money attracting leads that go nowhere and never result in a sale. Instead, focus on areas that drive a large volume of high-value customers.
3. Grow Efficiently and Effectively
Once you've narrowed the focus, identify new opportunities for campaign growth. Analyze your customer data. What content, features, products and services are most important to your customers? How can you double down on the areas of your campaigns that are driving large volumes of customers? What new search engine functionality or additional tactics can you test?
Analyze, focus, chop and grow, and you'll continually expand your numbers of high-value customers, sales and profits—not just your leads.