B2B PPC Campaigns
Your B2B PPC campaign will most likely go against the search engines’ algorithm. They reward ads that have a high Click through Rate (CTR). Many B2B businesses are in niche industries, as yours might be. In that case, you may want to filter out many of the people searching as they are not potential buyers.
Unfortunately, this means your CTR will be low. This, in turn, will prompt Google to ask for higher bids. In many cases, Google may even leave messages to report that your keywords are not showing. We have developed strategies to overcome this built-in search engine bias against B2B companies.
Traditional methods for measuring the ROI of different campaigns are usually not relevant for your Business to Business campaign. If you’re selling an expensive item, ROI may be irrelevant. If that campaign brings you sales and your campaign cost is a small fraction of profits from the campaign then it may be a mistake to reduce the spend even though other channels may have a better ROI.