{"id":60498,"date":"2022-11-02T07:00:28","date_gmt":"2022-11-02T14:00:28","guid":{"rendered":"https:\/\/eigene-homepage-erstellen.net\/?p=60498"},"modified":"2023-12-14T16:49:25","modified_gmt":"2023-12-15T00:49:25","slug":"full-funnel-ppc-strategy-for-b2b-success","status":"publish","type":"post","link":"https:\/\/eigene-homepage-erstellen.net\/blog\/ppc\/full-funnel-ppc-strategy-for-b2b-success.htm","title":{"rendered":"Implementing a Full-Funnel PPC Strategy For Long-Term B2B Success"},"content":{"rendered":"\n

I’ve been involved in paid search and paid display advertising for more than a decade, and I can say with confidence that running a B2B account is a whole different ballgame from B2C lead generation or e-commerce advertising. Businesses that sell services or products to other businesses typically have long lead cycles, long sales cycles, and low click-to-sale conversion rates that are only justified by the large amount of revenue associated with each deal closed. Compared to a typical B2C account, there’s far less “hard” conversion data to analyze and optimize from.<\/span><\/p>\n

Too often, paid search advertisers in the B2B space get so focused on bottom-funnel lead acquisition that campaigns become hard to scale year after year. Using a full-funnel approach can help ensure new users are continually introduced to your brand, that they engage with your on-site content, and that they become qualified leads down the line. In this post, I’ll review why this full-funnel approach is beneficial for B2B advertising and how to implement these tactics appropriately in your account(s).<\/span><\/p>\n

The Problem – Only Focusing on Bottom-Funnel Campaigns<\/b><\/h2>\n
Scaling B2B accounts year after year is challenging. If you’re dealing with sales cycles of anything longer than three months on average, determining which of your campaigns are actually driving sales – not to mention which attribution model you should be applying – is a convoluted exercise in making educated guesses. Meanwhile, competitors and market forces typically result in continually increasing click costs year after year, forcing you to commit more budget just to stay visible for key terms on the search network.<\/span><\/p>\n
This is where some advertisers can fall into a trap. With limited quality conversion data and a sole focus on lead acquisition, the rational decision seems to be to shore up a select few competitive search campaigns with enough impression volume and a proven track record in an attempt to keep lead submission volume up.<\/span><\/p>\n
However, with competitors doing the same thing, those clicks – and thereby leads – become more and more expensive. Meanwhile, brand presence stays static or even shrinks without additional investment in upper funnel efforts. Branded search campaigns become a smaller and small share of impressions, clicks, and lead volume. Costs can spiral out of control, and paid search advertising seemingly becomes a less and less feasible channel to profit from.<\/span><\/p>\n
The problem here is that there’s a lack of awareness about a business’ brand from new users. Without that initial awareness, it’s hard for said business to convince these users to convert when they’ve moved down the funnel with other brands or resources and are ready to submit a lead. The chances of you or anyone else convincing another business to invest in your brand based on your first interaction with each other are quite slim. At that point, even if they do submit a lead, the onus is then entirely on your sales team to close at high rates to carry your business and justify your marketing budgets.<\/span><\/p>\n
That’s not a sustainable or winning digital marketing strategy in the B2B space.<\/span><\/p>\n
The Solution – A Full-Funnel B2B Strategy Scales Up Effectively<\/b><\/h2>\n
The answer to growing your lead volume at scalable rates and budgets year after year is to invest appropriately higher up in the marketing funnel. This gets more new prospective customers to interact with a brand earlier and is more likely to provide dividends as these <\/span>users move down the funnel<\/span><\/a>.<\/span><\/p>\n