B2B lead generation through paid search is constantly evolving. Effective PPC strategies today differ from those of years past. B2B marketers must adapt and focus on:
Hyper-personalization using own data. Leverage account-based marketing to target high-intent audiences. Engage and educate potential customers with interactive content. Developing compelling video assets for Performance Max and beyond. Using AI-powered automation.
1. Hyper-personalization through own data
Focusing on hyper-personalization to engage our target audience is necessary, but it has become even more difficult as Google takes drastic measures. personalization policies in Google Ads.
This strategy involves leveraging your company’s data analytics and advanced targeting techniques to deliver personalized content and offers to individual prospects based on their preferences, behaviors and demographics.
Break down your Google Ads campaigns by industry, job title, or other ways to better segment your audiences. Analyze vast data sets to gain deeper insights into your audience’s needs and issues. With this knowledge, you can create highly targeted campaigns that resonate personally with potential customers, increasing engagement and conversion rates.
Successful B2B lead generation campaigns will prioritize hyper-personalization, delivering personalized content across multiple channels including email, social media and PPC. By addressing the unique challenges of each category, you can build stronger connections and foster trust, ultimately paving the way for long-term relationships with potential customers.
Dig Deeper: Search Marketing’s New Imperative: Capture Your Own Data
2. Leverage account-based marketing to target high-intent audiences
To find these prospects, account-based marketing (ABM) continues to gain momentum as a powerful strategy for B2B lead generation, especially in complex, high-value sales environments. Unlike traditional lead generation approaches that cast a wide net, ABM targets specific accounts or companies with personalized messaging and experiences.
Consider adopting ABM tools to collect audiences to target with Google and Microsoft Ads. The shift to proprietary data requires better audience lists to target for display, demand generation and video campaigns. These signals are also necessary for effective audience signals in top performing campaigns.
Without the solid audience these tools can provide, you may be wasting money on campaigns that target the wrong audience. Using ABM tools is especially important, as many ads could end up in front of consumers instead of businesses, wasting valuable ad spend or generating low-quality leads.
Tools like 6sense, ZoomInfo, and Hubspot can build contact lists, integrate with Google and Microsoft Ads, and customize landing pages and email sequences.
These advances in marketing technology allow you to scale your ABM efforts effectively, leveraging automation and predictive analytics to identify and prioritize high-potential accounts.
By investing resources in strategic account targeting and personalized engagement, your B2B organization can drive meaningful conversations and win new business in 2024.
Dig Deeper: Maximizing Your B2B Spend: Is Account-Based Marketing Worth It?
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3. Engage and educate potential customers with interactive content
With today’s shorter attention span, use interactive content to capture your audience’s attention. Instead of using static assets like white papers and ebooks, which have been the norm for lead generation landing pages for years, interactive content gets people actively engaged, leading to better involvement and understanding.
From interactive quizzes and assessments to calculators and configurators, there are countless ways to create engaging interactive experiences that educate and entertain prospects while subtly guiding them through the buyer’s journey. Incorporating forms into interactive content keeps PPC campaigns effective for lead generation while still delivering value.
Leverage interactive content formats to stand out and engage your audience while efficiently gathering data, finding qualified leads, and increasing conversions.
4. Developing compelling video resources for Performance Max and beyond
Creating effective video content is all about boosting your B2B lead generation efforts. Video is now a key component in Google and Microsoft Ads, incorporated into various campaign types such as Demand Gen and Performance Max. If you’re not producing compelling video content, you risk falling behind in your marketing efforts.
This also includes short videos. Since Google now offers ads for YouTube Shorts, remember to create vertical video content that can be served on as many channels as possible.
If you’re investing in expensive ABM tools to gather audience lists, present your best content to get your audience to engage with your content. Video content is essential to a strong B2B PPC strategy today.
Dig Deeper: How advertisers can take advantage of vertical video
5. Streamline processes and drive efficiency with AI-powered automation
In the midst of data overload, you can rely on AI and automation to streamline lead generation and increase efficiency. AI streamlines tasks like analyzing data, writing ads, and sending emails to potential customers, simplifying PPC processes.
AI-powered automation is critical to B2B lead generation campaigns, enabling you to deliver personalized experiences at scale while optimizing resource allocation and campaign performance. Google also enables AI in Google Ads through “Basics of AI,” so you can quickly launch campaigns or create results to embed in your interactive content or eBooks on landing pages.
The keys to PPC lead generation success today and beyond
As data privacy restrictions loosen and buyer expectations change, B2B companies must adapt their paid search approaches accordingly. These strategies combine cutting-edge technologies with customer-centric experiences to capture attention and drive conversions.
From personalized ads to interactive content and AI optimization, these tactics are crucial to staying ahead of the curve in the 2024 lead generation landscape.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
