Plan Your B2B Marketing Paid Search Campaign in 7 Easy Steps

Plan Your B2B Marketing Paid Search Campaign in 7 Easy Steps

If you want to run a successful B2B marketing paid search campaign, then you must meticulously plan out every detail. Failing to do so can mean wasting thousands of ad dollars.

Fortunately, there is a way to ensure that your B2B marketing campaign runs like a well-oiled machine. The crew at Insights ABM has crafted this simple guide to paid search marketing for B2B. We provide comprehensive solutions for search engine marketing in Dallas, Texas,  so we’re intimately familiar with the ins and outs of paid searches.

Using our 7 easy steps, you can craft a successful B2B paid search campaign in no time. Let’s get started!

1.   Develop a Plan

We know…it sounds a bit redundant. But the first step towards campaign planning is to develop a clearly thought-out strategy. This means taking care of key tasks like defining your core audience. You should also set measurable goals so that you can track the success of your paid media campaigns along the way. 

2.   Target

Once you have set clear goals and defined your audience, it is time for step two. You need to set your sights on your target audience. Where are they most active? Who is your product for?

For instance, you need to know whether you should devote paid search resources towards social media platforms or stick to Google Ads. If your target B2B audience is active on LinkedIn, but has a minimal presence on Facebook, do not waste resources advertising on the wrong platform, for example.

3.   Conduct Keyword Research

Your ads will be triggered when potential B2B purchasers type in certain keywords. You need to know what these keywords are. What phrases do B2B clients typically use when they are looking for a product or service that’s similar to yours? 

You also need to identify branded keywords. These are phrases that are specifically linked to your company name. When it comes time to create content, incorporate both branded and non-branded keywords to achieve optimal results. 

4.   Create Ad Messaging Content

Once you have identified your target audience and conducted thorough research, it is time to create high-quality ad content. Your paid ads must grab the attention of B2B purchasers without appearing to be gimmicky. They need to look professional and organized.

You should also ensure that the content on your page highlights your products and services in a meaningful way. According to KoMarketing, 86% of users want to see this information as soon as they navigate to a website. This stat includes B2B purchasers, in addition to general consumers.

5.   Form Ad Groups to Refine Copy

You only get one chance to make a great first impression. That is why we recommend creating ad groups so you can clearly assess the copy you created. 

Gather feedback from these ad groups and use it to refine your ad content until it is top-quality. Doing this will improve the overall success of ads once you launch your B2B campaign.

6.   Set Up Your Campaign

B2B paid search is popular because it gives you complete control over your advertising dollars. You get to choose what criteria you bid for (i.e., clicks, contact forms completed, etc). Since every metric is tracked, you can accurately gauge your return on investment. 

When you’re setting up your campaign, make sure to create bids and define performance criteria in accordance with your long-term goals. If you need qualified leads, make sure to set up your campaign accordingly

7.   Optimize Your Search Campaign

Even with expert planning, any B2B paid search campaign can be improved upon. Once your campaign is live, continuously monitor key metrics to determine what is working and what isn’t. Make adjustments to your ad content, bids, and other aspects of your campaign as needed. Continue to refine it until it performs up to expectations.

Search Engine Marketing in Dallas

As you can see, planning a high-performing B2B paid search campaign can be very labor-intensive. That is why many companies put their trust in digital marketing firms like Insights ABM. Our experts can help you to grow your brand by creating an expertly designed B2B paid search campaign. Contact us today for a free consultation.

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.