There's one thing nearly every potential B2B buyer does before buying an item or marking a contract for your administrations: search.
In fact, 77 percent of B2B buyers are said to research on Google before making a buying decision.
And while enhancing your organic search motor ranking is important, executing a search motor optimization plan takes time. It's a long-game approach that pays long-term profits.
For many businesses, pay-per-click (PPC) advertising through administrations like Google Adwords has become an incredibly successful way to leverage the keywords potential clients are utilizing to search for your business or industry.
Here are a couple of reasons why PPC may be an incredibly valuable marketing tactic to increase traffic to your website and generate new leads.
1. You Don't Have to Wait to Start Generating Leads
Because you're paying for them, PPC allows you to get up and running with ads for the keywords you want to rank for before long. While an organic SEO strategy takes time, PPC allows you to get in the game for important industry keywords.
2. You Only Pay For What You Convert
With PPC campaigns, you only pay for the snaps you generate. This means you're only paying for the general population who actually navigate on the ad and visit the landing page you proposed them to visit.
3. You Can Easily Track Conversions to Measure ROI
By adding conversion pixels to your landing pages, PPC allows you to recognize the exact cost-per-lead of your campaign, which can be significantly more arduous to generate with other marketing tactics. Thus, you're able to continually tweak and optimize your ads to decrease the cost-per-lead.
The Most Effective Method to Measure PPC Achievement
The fact of the matter is there are many PPC measurements you can track. Things being what they are, which ones matter most with regards to reaching your business goals?
Rather than focusing exclusively on PPC analytics like snaps, impressions and navigate rates, here are a few measurements that allow you to analyze macro measurements that speak to the ROI of your efforts:
Cost-Per-Conversion:This encourages you decide whether the PPC clicks you're generating speak to quality traffic that's actually converting into sales.
Most Valuable Keywords: Being able to track which keywords lead to sales can enable you to focus in on where to give credit within your PPC campaigns.
Lifetime Value Of PPC Clients: Once you have an understanding of the amount it expenses to convert a PPC lead, compare that to the other cost-per-client marketing tactics against the lifetime value of your clients.
At the end of the day, PPC can be an incredibly cost-effective way to generate leads through search engines. The key is to look at the right metrics for the right situations and use that data to make the most meaningful changes to your campaigns.
