PPC (Pay-per-click) advertising continues to be a mainstay for B2B organizations looking to drive quality leads and high intent traffic. However, standard PPC campaigns tend to underperform when it comes to conversions for B2B. Why? Because B2B audiences are a niche, the buying cycle is longer, and decision-makers need to see value prior to clicking.
This is where advanced PPC targeting can be the difference-maker. If you are a company operating in Kolkata, working with a top-tier PPC agency in Kolkata like Avira Digital Studios could help your B2B business outperform your competitors. Here is a look at advanced PPC strategies to up your B2B conversions in Kolkata and gain competitive advantages.
1. Define Laser-Focused Buyer Personas
The first stage for any PPC marketing strategy is understanding your audience. For B2B businesses this will include realizing the exact type of business you wish to target. If you instead develop general personas, you are going to have more trouble targeting your messaging to the right people.
Google Ads and LinkedIn Ads allow you to build out strong targeting, including job titles, industries, and levels of seniority. This ensures that your ads are served to people with attainment and sway; those who can make things happen.
2. Use Intent-Driven Keyword Strategies
Unlike B2C, B2B searches are often more specific and problem-solving in nature. Instead of broad terms like “marketing software,” B2B searchers might look for “enterprise marketing automation tools for banks.” Including long-tail, intent-based keywords improves click-through rates and increases the chances of lead conversion.
An experienced PPC agency in Kolkata can conduct comprehensive keyword research to uncover these high-intent opportunities, ensuring your ad spend brings real business results.
3. Layer Audience Targeting with Remarketing
B2B decision making is not always immediate. Prospects regularly go back to a website multiple times before making contact. By activating remarketing lists for search and display ads, you can reach warm leads and interest in your services.
Remarketing can also be used with demographic or firmographic filters (e.g., firm size or industry) to ensure you are not simply reaching past visitors, but the right kind of past visitors.
4. Align Ad Messaging with Sales Funnel Stages
Top-funnel prospects need education, while bottom funnel prospects are ready to talk. You can better tailor your PPC copy, offers, and landing pages according to the funnel stage of the buyer’s journey.
For example, a top-of-funnel ad may have offers for a free eBook or webinar, while the ad for bottom-funnel prospects have offers for a free demo or consultation. Using a funnel-based approach reduces opponent emotions when it comes to leads moving from awareness to conversion.
5. Leverage LinkedIn & Programmatic PPC
While Google Ads still dominates the PPC landscape, it’s important for B2B marketers to explore PPC on platforms such as LinkedIn that allow you to target by industry, size of company, job function, and other parameters.
Beyond advertising on Google Ads and LinkedIn, you can also use programmatic PPC. Programmatic is a platform that essentially automates ad buys based on AI and a real-time bidding process while ensuring your ads are in front of the right audience during the best time of day.
As a recognized provider of PPC services in Kolkata, Avira Digital Studios can help B2B brands reach their full digital potential through robust traditional PPC platforms combined with such advanced technology.
Running a PPC campaign for B2B is not just about who bids more, it’s also about who targets smarter. Using advanced strategies like layered targeting, remarketing, and intent-based keywords, your business can generate leads that are not just interested, but that have intent to purchase. Do you want to scale your B2B business? You can trust Avira Digital Studios, one of the best PPC services in Kolkata, to create and manage targeted campaigns that will produce measurable results.