Even in normal and hunky-dory times, it is completely unpredictable to measure the results generated by PPC campaigns.
That being said, we can say that there is no way of determining its impact on businesses in 2021. It is because this year has been everything but normal.
No one imagined at the beginning of 2020 that we would be stuck for so long in such a huge crisis due to the pandemic. Rather, our PPC experts were all busy learning and talking about the latest PPC trends such as privacy, audience targeting, and so much more.
Hopefully, this year all the B2B businesses will strike back well to all the losses and challenges that they had faced.
Let us not beat around the bush and come to the point – the digital B2B markets have gone through a huge change in the last two years due to the unexpected crisis in the world. However, now it is time to cope up with all the losses and failures. You need to make some concrete plans to overcome the challenges that you have in 2021. But do not worry, as we have got the right solution for you which is – PPC marketing.
Why PPC Marketing?
As per the survey conducted by the B2B Future Shopper Report, around 46% of all the B2B sales are now made digitally. Thus, B2B e-commerce is the logical development in today’s digital era. Also, the coronavirus outbreak, like most sectors, has compelled more firms to buy online. There is a huge rise in the online sales of medium-sized enterprises.
This post will look at five PPC solutions that B2B e-commerce businesses may use to leverage online demand.
Challenge #1 – Satisfy the Consumer’s Expectations
More and more individuals are being compelled to purchase online for a wide range of items, and hence, fulfilling their expectations will become even more crucial. It is critical for higher retention and lower return rates.
You run the risk of losing clients to your competition if you are not forthright about cost, product specifics, and projected delivery dates. And with so many new rivals entering the game, it’s too much of a risk.
Solution – Create and Optimize Your Site As Per The Buyer’s Demands
The Forrester research mentions that customers tend to complete 90% of the B2B customer journey by the time they visit a company’s website. It is due to the fact that B2B buyers are often well-informed and ready to buy with certainty when they locate the correct deal.
Hence, one of your main tasks is to optimize your site for quick conversions, and the typical average conversion rates you see posted online are often inaccurate. You should be generating substantially greater conversions from your adverts than most sectors.
We know that mobile accounts are responsible for more than half of all traffic, yet several studies suggest that most B2B research still takes place on computers. Ensure to provide them with complete product details, be it size, material, and all that is needed. It will enhance their shopping experience, build trust and make you the next favorite shopping store.
Challenge #2 – Increasing Acquisition Costs
In 2021, it will be much more difficult for e-commerce brands to get new buyers with the help of social media campaigns. Due to increased competition, major companies are projected to boost their advertising spending throughout the year, driving additional online shops to join the party. Current estimates suggest a 20 percent or greater rise in acquisition costs – a massive rise, right!
With such a rapid inflow of businesses joining the online world, many of which are investing money in digital advertisements, there is no question that you will have to cope with rising expenses to remain competitive. It is also more important than ever to control these adverts in real-time.
Solution – Implement Real-time PPC campaigns
To attain the return on ad spend (ROAS) you want, you’ll have to create a system that optimizes your advertisement campaigns in real-time, encompassing campaign kinds, targeting strategies, and even personalizing content. Take the help of a well-planned PPC campaign, and we bet you will get the desired results.
Challenge #3 – Relates Leads
Getting suitable leads remains a significant difficulty for e-commerce firms, although great traffic may be attracted through offers and other marketing activities. It’s no surprise that average e-commerce conversion rates are generally low. According to one study, just 2.57% of e-commerce site visits in the United States resulted in a purchase.
If the correct demographic is not browsing or visiting your website, the efforts made in converting the visitor into a customer may be in vain. Many times, companies fail to express the right messages about their service or product, and as a result, they will be unable to attract the interested audience.
Solution – Provide the Right Information
Running Pay-Per-Click along with the SEO strategy will help you reach the customers who are your actual buyers. Conducting PPC adverts on Google Ads may very well convey the proper information about your brands to attract an audience with a certain purpose or interest. Marketers must engage in a continual practice of follow-ups.
Email marketing can also be used successfully here by using automatic campaigns and tailored emails to interact with users who may become prospective leads in the future.
Challenge #4 – Cannot Use Keywords to Optimize Bids
We have very well know the absence of keyword targeting in Google Shopping. Also, another problem is that you can’t utilize keywords to optimize bids for particular goods or product groups.
Solution – Increase Bids On High-Profit Items And Best-Sellers
Now, you can fix this issue by introducing custom labels to your shopping stream and setting bids for single goods or any combination of products you desire.
It helps you raise bids on your most profitable products, top-selling goods, and prioritized campaigns, such as Christmas specials, big festive sales, end-of-season stock, or any other short campaign.
Custom labels may also be used to adjust your bids based on sales patterns all year. For instance, if you are planning to sell out in a volatile sector, such as car manufacturing, or a company that relies on a successful season (e.g., a marquee manufacturer), you may want to adjust your bids for specific items throughout the year, based on how external factors pan out.
Challenge #5 – B2B Buyers Do Not Spend on Bulk Orders
Even if large orders are your main objective, new B2B clients are unlikely to spend a ton of money on a huge purchase with a supplier they’ve never heard of.
Solution – Master The B2B Upselling Game
Hence, make sure to aim at the smaller orders and consider this a mid-funnel lead generation approach with the objective of converting these consumers into bulk purchasers. Smaller purchases can contribute to your result and lead to significant PPC performance as long as you generate more income than you spend on campaigns.
Planning To Accelerate Your Business Growth?
Are you planning to leverage the PPC strategies for the growth of your B2B business? If yes, then make sure you take help from the experts themselves. Not only will they guide you, but they will also pay attention to your business objectives to work accordingly.
Having made the beginning of his career as an SEO professional, Rajbir Singh currently serves SEO Discovery as its Chief Technical Officer. His journey from an executive to the CTO of a leading firm has enriched him with his proficiency. More than that, it has filled him up with the zeal to share his knowledge. He sees his blogs to be the right medium for that.