With many people looking to sell their products online due to the current circumstances, I thought it might be useful to write a little blog post on how to attract B2B and B2C prospects using PPC (pay per click) marketing. By understanding how Google Ads works, this will help you to reach the right consumers.
When creating any marketing campaign, the first thing you need to identify is who your ideal customer is. You can then use this information to select specific targeting categories in Google Ads. Some of the categories include: gender, age, parental status and household income.
For a B2B e-commerce business, a great way to ensure you are reaching the right audience is to use social media ads. This allows you to target by the position someone has in a company.
Whether you are selling B2C or B2B, you need to think about what time of day you are going to show your adverts. B2C businesses are focused on gaining as many sales as possible within a certain timeframe. B2B businesses on the other hand, are more focused on generating leads and nurturing them through the purchase cycle.
Timing of adverts is critical in both of these circumstances. Think about when your target audience are most likely to be online, and make sure your ads are visible during those hours.
In Google Ads there is the option to employ ad scheduling and bid modifications. This allows you to alter bids for certain days of the week, and times of they day.
Modify Your Message
The content of the ads themselves needs to be carefully constructed. B2B buyers are looking to engage with brands and gain trust. They are looking for the industry experts, so advertisers need to focus on getting the message across about their experience and include relevant terminology.
In contrast, B2C buyers need to be enticed in with relatable content. It is all about using language that mirrors the audience – jargon is not best in this scenario.
No matter whether your audience is B2B or B2C, it is important that you carry out in-depth keyword research. This helps to identify the terms your audience are using to search for your products or services.
Another thing to remember is that relevance is very important with a Google Ads campaign. Spend time creating engaging, relevant landing pages that you can direct the paid traffic to. The page should closely match the offering of the advert.
If you would like any help with marketing or PPC for your e-commerce business please get in touch for a free discovery session.