We have witnessed a sharp insurgence of online shopping. Especially after the COVID-19 pandemic, people prefer to shop online sitting in the comforts of their home. Many businesses have also gone online due to this trend; a 24% increase has been seen since last year. With this increasing competition, gathering traffic on website is not an easy thing to do. There are various paid strategies to draw traffic to your e-commerce websites. One such strategy is PPC or Pay-Per-Click. In this article I am going to discuss about some efficient PPC tactics for B2B e-commerce companies.
What is a PPC?
PPC stands for Pay-Per-Click, a type of internet marketing which is a targeted customer tactic to draw traffic to your website quickly for brand promotion and services. It is a paid strategy where advertisers pay a certain amount each time their ad is clicked. In other words, you are simply buying visits to your website rather than trying to get those visits organically. For instance, SEO is the strategy to draw traffic to your website organically unlike SEM, which is a paid technique.
Search engine advertising is a popular example of PPC. This attempts to enhance the chance of your website to appear at the top rank on the search results page. In this method, advertisers bid for an ad placement in a search engine’s sponsored links when somebody searches on the keyword that is related to their brand’s offering. Every time someone clicks that ad that send a visitor to the website, advertisers will pay a fee to the search engine.
This is the tactic of creating a unique content advertisement that appears through visuals, pictures or videos on various network of publishers websites like social media giant Facebook, Google Display network works to attract the audience to visit the website through the ad link. So before attempting PPC, you should plan it beforehand, it is necessary to be aware of some PPC strategies.
PPC tactics for B2B e-commerce companies
For B2B e-commerce companies i.e. an e-commerce business that deals with other businesses. They sell and purchase products from other businesses. B2B simply means Business-to-Business. It is equally important for B2B companies and not just B2C companies to follow effective PPC tactics in order to improve their online presence.
Here are some efficient tactics for B2B e-commerce companies
✤ Understand your audience
Before starting any advertising campaign it is necessary to understand your target audience. Find out what your audience searches for and how they do these searches. Gone are the days when sending a single ad to a large audience was enough. However, now ads need to be specifically target to what audience wants.
Targeting B2B e-commerce customers on Google ads can be a little challenging than B2C customers. Your website should be customer-centric and you need to perform comprehensive research to find out what your target audience is looking for when they search for your products online. You don’t need your ads appearing in front of the wrong audience.
✤ Product specifications
Unlike B2C customers, B2B customers have more knowledge about the trade. They know their industry and business requirements. They are looking for the products and the suitable seller to buy from.
The easiest way of finding the particular products on Google is to enter the specifications and the product name as well. Product specifications are important for B2B e-commerce campaigns. Google list your search result according to the information given in the search. You want your product to appear when a buyer searches for a specific product.
✤ Magnify bids on top selling products
Keywords can’t be used to optimize bids for individual products or product ranges. By adding custom labels in your shopping feed, you can set bids for any product you want. This allows you to increase the bids on your highly profitable products; top selling items and priority campaigns for instance, end of season sale or holiday promotions.
✤ Grasp your B2B e-commerce upselling game
You’re primary goal might be to aim at bulk orders, new B2B customers will not overspend on an order from a seller they aren’t aware of. So, first target smaller orders as a middle path lead generation tactic where your aim is to turn these customers into bulk buyers.
If you’re earning more revenue than you’re spending on campaign then you are still adding up to your PPC strategy to become successful. You can run remarketing campaign for your first time buyers so that your brand remains in their consciousness and show the deals or incentives that you are offering them on their big order.
✤ Optimized website for B2B buyers
Forrester carried out a research which says that up to 90% of the B2B customer journey is completed by the time the customer lands on the website. Because as we mentioned earlier B2B customers are well aware of the information which makes them confident enough to buy that particular item.
You top priorities should be on-site optimizations because the average conversion rates published online often does not mean anything. Your ads should gain you higher conversion rates- way more than 2 to 3 %. As commonly suggested.
To wrap up
Employing PPC tactics is really necessary for B2B e-commerce companies to improve their business. It is unrealistic to expect a new company to draw traffic and hence changing those visitors into customers is not an easy thing to do. So paid strategies should be attempted early on in order to build your business.