PPC advertising in a business-to-business environment is often said to be completely different from the PPC marketing used for consumer purposes. Certainly that is true to a point; but PPC advertising in a B2B context needs to be interesting and imaginatively done too. Too often, advertisers will seek a copout in the way they claim that their part of the business is ‘different’. They will use any excuse to put out boring advertising. Let’s look at a few of the worst mistakes that businesses putting out B2B PPC advertising will make.
On Google, a PPC ad is allowed 95 characters, no more. B2B advertisers will go and use long words and boring copy in their PPC ads just because that’s how they’re used to thinking, often. They will also go to the other extreme sometimes, and speak completely in jargon that no one outside of their business would understand. PPC advertising has but a few characters to work with. The message put out needs to be punchy, to the point and attractive. If it is none of these things, has no business sucking up an advertising budget.
It’s important that branded terms be part of any PPC initiative. Even if the budget is small. Yes, competition does make branded terms expensive. What must it look like though if an affiliate uses the branded term and the main official website does not? The branded term is not negotiable in any PPC advertising campaign.
In their overarching desire to keep their B2B advertising simple and basic, most PPC advertisers will make sure that they don’t do much to change their advertising from year to year. This makes no sense in a market that has all kinds of new competitors at all times. In a constantly changing competitive scene, advertising needs to change all the time too. But most advertisers are too apathetic to believe this.
Businesses, small ones especially, believe that advertising on Google is all it takes. Certainly, Google does have the largest share of web users’ time and mind space. But to just go and dismiss all the other search engines without even trying to its worse than careless. It is easily possible that the algorithm of a certain search engine can be just perfect for your business and product. Your budget doesn’t have to be directed at just Yahoo, Bing and Google. You need to search deep to find the kind of search engines that work for your kind of business.
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