Is Your Paid Campaign Actually Generating Leads or Just Spending Money on Unqualified Clicks?

We get it. You may have set up a campaign and were told it could run itself.

Or maybe you’re paying a marketing agency to manage your PPC accounts, but they can’t show you any ROI.

It’s frustrating.

If you’re tired of not getting the results you want, you’ve come to the right place.

We want to show you how our B2B PPC agency can help. On this page, you’ll learn about our services and what we have to offer. But if you’ve come here looking for tips, check out out PPC playbook for B2B brands.

Core paid advertising offerings for B2B companies

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“John and the team at Sixth City Marketing has delivered on everything they promised. From the time we started working with them until now, our leads have tripled. We’ve worked with them in many areas including PPC, SEO, website design and social media marketing. I would HIGHLY recommend John and the team at Sixth City Marketing.” – Lisa Calovini, Shini USA

Our Approach to PPC Strategies for B2B Brands

Here are some high-level insights on how we will craft or rework your ad campaign:

Focus on High-Volume Keywords

For Google Ads, the main premise of your targeting is around keywords, which means that it is very important to perform proper research first. Here is what we will do to get started:

  • Compile a list internally of terms that are most relevant to your products and services, and be sure to add variants of similar terms (ex: machining company and machining business). Go as broad as you can.
  • Use the Google Ads keyword planner to see if terms from your list have high search volume and what types of competition they face. You will be able to narrow down your list from here to make it more specific.
  • Either use a tool such as SpyFu to see if your competitors are targeting these terms or do it manually by searching for the terms ourselves and seeing what ad results are in the top three.
  • Once we have decided what terms make the most sense, we divvy them up into different groups and decide what types of campaigns you want to try based on the types of keywords Google Ads allows.
    • Broad match – Your ads could show for searches that Google thinks are related to your keyword but may also include searches that don’t contain the keyword. Example: fat-free diet ideas -> diet books.
    • Phrase match – Your ads could show for searches that Google believes include the meaning of your keyword if it is deemed to be implied, and search queries can be a more specific form of the meaning. Example: hiking boots -> comfortable hiking shoes.
    • Exact match – Your Ads could show on searches that are the same meaning or intent as the keyword. This option gives you the most control over who sees your ad. Example: men’s shirts -> shirts for men.
  • And once we have a finalized list of terms, be sure to then also create a hefty negative keyword list that will let Google know what types of terms you don’t want to show for. Some examples of terms on negative keyword lists include “jobs,” “salaries,” “tips,” “idea,” “beginner,” and more.

Improve Your Quality Score

For the keywords you target in your ad groups, Google will give you a score for your landing page in correlation to your ads and keywords. Higher quality scores can lead to lower costs per click, and who wouldn’t want that?

Explore Various Ad Platforms

While Google Ads is undoubtedly the most popular way to do pay-per-click marketing, there are still plenty of other channels out there!

Whether you want to target people who have already visited your website, narrow your focus to specific job titles, or just promote some of your social media posts, there are various channels that can let you do this while providing some new ways to generate leads.

Here are some popular networks we consider for our B2B clients:

  • Bing
  • LinkedIn
  • Facebook
  • Instagram

Makeover Landing Pages

Along with everything we do to improve your quality score for Google on landing pages, we also work to improve your landing pages for customers as well. As you look at your landing pages, put yourself in the shoes of your ideal customer, and ask yourself these questions:

  • Does the landing page give direct information about the main keyword, such as what it is, its features, and why customers should choose you?
  • Is there an easy way to make a purchase or contact your business?
  • Is the text easy to read? Is there too little or too much white space?
  • Is the color scheme high contrast and visible on different screens?
  • Are there busy interruptions on the page, such as auto-playing videos or pop-ups?

These questions are a great way to take a step back from being a marketer and think like a consumer for a moment. From this POV, we then begin addressing some design features that could be preventing the people who click on your ads from taking action.

Why Partner With Our B2B PPC Company

Since opening our doors in 2010, we’ve worked with businesses of all sizes in a variety of niches to help them maximize their marketing budget and obtain more sales from the work we provide. And now after 15 years in business, we handle over $2 million in paid spend for our clients in nearly 40 different industries.

A handful of the B2B-type industries we often partner with include the following:

And to better show our work, here are some of the results we’ve been able to produce include:

  • Increasing paid leads by 148%
  • Increasing conversions by 295%
  • 90% of leads were qualified, resulting in sales

   

It’s Time Your Ad Spend Stops Getting Wasted on Unserious Buyers

  

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Need More Than Just PPC? We Can Help!

  • On- and off-page SEO – Search engine optimization, or SEO, comes in several forms, with on-page SEO being one of its most prominent components of our approach to B2B SEO marketing. We will assess your current marketing efforts and then craft a tailored strategy to make your site more visible in the eyes of search engines. Common tactics include keyword research, content creation and optimization, design for conversion, website adjustments, and much more.
  • Website design and development – Taking technical SEO a step further, our website design and development services can greatly improve the functionality of your site and position you well for acquiring leads from visitors. For complete website redesigns, we recommend either WordPress or Shopify. Both are streamlined and easily customizable, making them stand out from other platforms, with Shopify being particularly ideal for B2B companies that want to sell their products directly from their sites.
  • Conversion rate optimization – Also known as CRO, this approach assesses your site to determine what might be hindering your conversions and then determines a path forward for improvements. Common issues can include slow page loading times, a lack of mobile-friendliness, overly complicated contact forms, unclear or missing calls to action, and more. Our design for conversion tactics will address any of these problem areas and shape up your site, clearing the way for more sales.

Invest in Our B2B PPC Experts and Start Getting Revenue

Our agency has worked with dozens of companies for not only pay-per-click but also expert B2B marketing services such as SEO, website design, and more. We’d love to chat with you about how we can help you get the most bang for your buck. Reach out today.

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