AdWords Strategy - B2B Company

Hello BHW,

at my full-time job I was asked from the CEO if I could manage anything online marketing related.
The company doesn't have any marketing so far at all, it's still pretty big so I thought I'd dive deep into AdWords and create an campaign which will get us some leads.

I can't specify the niche, but only one qualified lead will literally make us tens of thousands of dollars, which is why it is so important to me to make my first B2B campaign perfect. I have some B2C experience with adwords.

Any tips on this? Anyone have some good reads? I'm a bit lost and don't know right where to start.
Is retargeting a thing? Is an E-Mail list as important as for b2c customers?

I'm not clear if you've done PPC before but if you have, there's really nothing different in B2B. Those doing the searching are human beings so if you have experience in the B2C world and have had success there, do the same for your employer.

On the other hand, if you've never done PPC campaigns, you have a long climb ahead, especially as you want your first attempt to be "perfect", if there's even such a thing.

If a lead is worth tens of thousands of dollars to you, then ffs, just hire someone that already knows how to generate quality leads. They can set up things and generate leads for you for maybe $5-50 each, and your job is to just convert them.

If you still want to go about on your own, then go to youtube, its full of useful content on lead generation.

Some quick tips I can give you:

figure out who your exact customer is..... what are their pain points? what are their ideal dreams/goals? What's keeping them from reaching their goals. Then write all your copy in such away that that PERSON understands that you know what their exact problems are, you know what their goals are and you'll be able to help them effectively reach their goals and overcome their pains.

For landing page, use a survey landing page. @SYAWEDIS can help you with that.

You want to pre-qualify the customer. So that you only get your ideal customers that you know with 100% certainty that you'll be able to help.

i.e ask about their budget, ask about their problems, ask about what they are doing currently to solve the problem... I dunno, whatever is relevant to your niche. Ask them those questions so you know you only get the best leads.

Lastly, have an awesome offer.... that will make them want to enter their details right there and then because they want your solution and don't want to miss out.

To pull this stuff off, you need to really know your customer really well.

Good luck

IamNRE said:

If a lead is worth tens of thousands of dollars to you, then ffs, just hire someone that already knows how to generate quality leads. They can set up things and generate leads for you for maybe $5-50 each, and your job is to just convert them.

Click to expand...

Absolutely correct. There is no point playing around with this if you are not sure. Moreover, in the meantime, you can learn more about this and do it yourself later.

For me tracking and attribution is the most important part in B2B, particularly when your sales value is high, as your CPCs will be expensive and it will likely be very competitive.

You need to find a way (ideally automated) of connecting Google Ads with your CRM, so that you can track leads, sales and revenue back to individual keywords, campaigns etc to prove the value in what you are doing.

My experience has seen manual bidding outperform all of the automated options, so I'd advise against that. I have also seen a very tight campaign structure, utilising only Exact and Phrase match keywords be more successful.

Also, don't neglect Bing - it's been really good for generating leads for me.

I actually wrote a post for Search Engine Watch around what has worked well for me, but it is a bit wider that just Google Ads. https://www.searchenginewatch.com/2019/03/06/six-tips-for-b2b-paid-search-success/

IamNRE said:

If a lead is worth tens of thousands of dollars to you, then ffs, just hire someone that already knows how to generate quality leads. They can set up things and generate leads for you for maybe $5-50 each, and your job is to just convert them.

If you still want to go about on your own, then go to youtube, its full of useful content on lead generation.

Some quick tips I can give you:

figure out who your exact customer is..... what are their pain points? what are their ideal dreams/goals? What's keeping them from reaching their goals. Then write all your copy in such away that that PERSON understands that you know what their exact problems are, you know what their goals are and you'll be able to help them effectively reach their goals and overcome their pains.

For landing page, use a survey landing page. @SYAWEDIS can help you with that.

You want to pre-qualify the customer. So that you only get your ideal customers that you know with 100% certainty that you'll be able to help.

i.e ask about their budget, ask about their problems, ask about what they are doing currently to solve the problem... I dunno, whatever is relevant to your niche. Ask them those questions so you know you only get the best leads.

Lastly, have an awesome offer.... that will make them want to enter their details right there and then because they want your solution and don't want to miss out.

To pull this stuff off, you need to really know your customer really well.

Good luck

Click to expand...

Bigblast said:

For me tracking and attribution is the most important part in B2B, particularly when your sales value is high, as your CPCs will be expensive and it will likely be very competitive.

You need to find a way (ideally automated) of connecting Google Ads with your CRM, so that you can track leads, sales and revenue back to individual keywords, campaigns etc to prove the value in what you are doing.

My experience has seen manual bidding outperform all of the automated options, so I'd advise against that. I have also seen a very tight campaign structure, utilising only Exact and Phrase match keywords be more successful.

Also, don't neglect Bing - it's been really good for generating leads for me.

I actually wrote a post for Search Engine Watch around what has worked well for me, but it is a bit wider that just Google Ads. https://www.searchenginewatch.com/2019/03/06/six-tips-for-b2b-paid-search-success/

Click to expand...

Thank you for all those recommendations, I've had quite a few success with b2c ppc in the past.
But things are pretty hard here, I'm a little bit confused how I could make this project profitable, I work for an pretty old company which has NO FUCKING MARKETING AT ALL.
Even 20€/day on AdWords is much for their CEO's. We're still very sucessful and we want to push b2b marketing further, we've developed an ready to sell product (design concept with furniture 10k$+ aiming on restaurants).

Concept is very professional and very well, right now I'm running on 10€/day with very specific keywords. The interest is there, adwords clicks usually spends 2-5 minutes on the site, bounce rate is around 20% which is quite good I assume, but the people just don't convert into leads, I have a simple contact form on the contact page, just name/ email/ subject.....cpc is at 1.5€ which is quite good for b2b I assume, there is literally no compeition who is providing an "fully proven to work concept", there is also maybe one or two other companys who are in AW on my keywords so I could/ should have a good start with things done right.

Landing page is straight concept descriptions, from there on visitors usually go to impressions to see the concept live, then they go look at the company profile right before they bounce off, I have an simple live chat and an simple contact form, we have an well trained team in the back office who could turn leads into customers within a second, but no one is filling out the fucking form or staying longer on contact page than 30seconds.

Could a remarketing campaign with an survey form help?
Like it's an proven to work furniture design concept (people should buy it from us, we produce it), they are likely no pain points, I'm after owners of restaurants who want to redesign with my keywords.

IamNRE said:

If a lead is worth tens of thousands of dollars to you, then ffs, just hire someone that already knows how to generate quality leads. They can set up things and generate leads for you for maybe $5-50 each, and your job is to just convert them.

If you still want to go about on your own, then go to youtube, its full of useful content on lead generation.

Some quick tips I can give you:

figure out who your exact customer is..... what are their pain points? what are their ideal dreams/goals? What's keeping them from reaching their goals. Then write all your copy in such away that that PERSON understands that you know what their exact problems are, you know what their goals are and you'll be able to help them effectively reach their goals and overcome their pains.

For landing page, use a survey landing page. @SYAWEDIS can help you with that.

You want to pre-qualify the customer. So that you only get your ideal customers that you know with 100% certainty that you'll be able to help.

i.e ask about their budget, ask about their problems, ask about what they are doing currently to solve the problem... I dunno, whatever is relevant to your niche. Ask them those questions so you know you only get the best leads.

Lastly, have an awesome offer.... that will make them want to enter their details right there and then because they want your solution and don't want to miss out.

To pull this stuff off, you need to really know your customer really well.

Good luck

Click to expand...

This is the really right answer....

There's no difference between B2C and B2B, it's the same just choose the right keywords for your niche and how to do that : spy on your competitors keywords and bid on them. that's it, Don't overthink those things.