B2B paid search

13 July 2017
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The following is a common situation in a business to business (B2B) marketing environment:

Imagine being a member of marketing team of a B2B organization where you have successfully learnt the skill of executing digital campaigns through various marketing pathways. The pathways would include email marketing, content marketing, trade shows, search engine searches, etc.

Unfortunately, your team has still not converted the skill into a paid search marketing pathway for your company. You, being the top skilled person in the team, are given the responsibility to perform the conversion. But, before you begin, it is important to note that as far as pay per click (PPC) is concerned, B2B marketers like yourself can easily fall at certain conjunctions. The following are the five common trip areas for rookies and the ways it can be avoided.

Trip Area #1: Eager to launch

The biggest mistake that people make is rushing to launch PPC campaign. The reason is an understandable one because when the company is on the verge of starting a big promotional event, the marketer wants the PPCs to be in place to match them. But, the real pressure comes from the top as they set a strict deadline and then insist on launching the campaign on that date even if all aspects are not fully covered.

Such untimely and mismanaged launching results in the following aspects disappearing:

Landing pages – without proper landing pages, the conversion rate from potential customers to clients can be lower which can sabotage the effectiveness of the PPC program.

Conversion tracking – without tracking the correct conversion rates, the efficiency of the campaign is questioned and rightly so.

conversion tracking

Integration with other marketing pathways – poor integration with other marketing pathways results in opportunities foregone.

PPC agencies can be a valuable collaborator for any company. They are able to set up accounts, select target keywords, construct and run ad messages. But, even then, the input of the company's own marketing team is ever so important, especially for post click scenarios.

Having said the above, any undue delay in the launching can do more harm than good.

Trip Area #2 – Decision making without having complete data.

Arguably the best facet of PPC is its ability to be changed effortlessly while being run. Even though this flexibility is an asset but at times, can also become a problem. The reason is that anyone can become impatient and without having more or complete data, they tend to change the campaign structure.

The smart thing is to make a decision in accordance with activity volume rather than the fixed date. For example, the decision shall be made when a certain number of conversions are reached rather than making it after a fixed time period of weeks or a month.

Trip Area #3 – Optimizing on the brand name

Optimizing on the brand name means using the brand name as the keyword so whenever someone searches for the company's name, its ad pops up along with the result.

The majority of B2B rookie marketers believe that optimizing on the brand name is not vital because the marketing team has already optimized the website with keywords for prospect search results. But, not optimizing on the brand name can have the following reasons:

Having an ad to go with the organic search result would strengthen the position of the company.

Though, having a high organic listing is optimum for any company but the exact messaging and click through pages earned through PPC cannot be matched by anything else.

When the company does not optimize on the brand name through ads, their competitors would. This will help the latter gain an edge.

Keywords that include the name of the brand costs less as compared to other keywords. This makes the optimizing on the brand name even more worthy of investing.

Trip Area #4 – Preventing the use of particular ad networks, strategies, and tactics

Certain B2B marketing teams or members do not prefer the use of particular ad networks, strategies, and tactics. This non-preference is either initiated from negative feedback from others or due to bad past experience.


Nevertheless, it is essential to understand that paid search ad is a constantly changing marketing pathway. Similar to your business, therefore, if something that had negative views previously or did not work in the past may have now evolved and may working perfectly well for you.

Moreover, every B2B industry and company are different to the other. Majorly because everyone has its own products, different competitors, and regulations. Hence, an ad strategy that failed for a certain B2B industry or company could be an absolute hit for the other. One would not be able to know it until and unless the strategy is adopted and executed.

If the reason of non-preference or non-usage is budget then fair enough. But, even then a company can begin with one ad network and enjoy decent results. Those results can then be used to attract a bigger budget which can be used for other ad networks and strategies.

Trip Area #5 – Solo run

Last but not the least, the biggest trip area for B2B rookies to going on a solo run. Which means they try doing everything themselves. The reason is that they consider this as an opportunity to prove their potential and at the same time, want to stay within the limits set by the top-level management. Though this is a decent approach but it will have its repercussions. Maybe the developed ad gets disapproved and does not have the promised conversion rate. This would then make things even more troublesome and hectic.

This entire scenario does not do justice to the potential of PPC and its worthiness for B2B companies. And unfortunately, this leads to the building of the stringent mindset that PPC does not work. This can lead to further problems such as a complete shutdown of the use of PPC by the company while its competitors are copping on and benefiting.

At the conclusion, the points to remember is that the B2B companies must utilize the time in hand without rushing to launch. Once launched, the changes to the PPC must not be made until and unless proper data is available. Furthermore, remember to optimize on the band name and do not hold a grudge against any ad network, strategy or tactic. And lastly, if help is needed then one must get it from the outside rather than doing everything alone.

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