2 BIG Reasons Not to Get Discouraged by B2B PPC Advertising

By Blaine Anderson | Feb 6, 2014
More Articles by Blaine

At the point of writing this blog post, all of the PPC clients I work with are B2B companies. It’s been a fun transition for me because I first learned how to do PPC from a B2C perspective. I can’t say I prefer one over the other, but I will admit that each one requires a completely different mindset. As I have learned and grown as a marketer, I’ve learned that if you’re stuck in a B2C mindset, B2B PPC advertising can be a little discouraging. But it doesn’t have to be!

Here are 2 reasons why you shouldn’t get discouraged when doing B2B PPC advertising.

Lower Demand

There is simply not as much demand for B2B products as there is for B2C. People don’t order enterprise business solutions the way they order double cheeseburgers. You order a double cheeseburger because you’re hungry. When people eat 3 meals a day, it increases the number of possible times where someone could go to their local, greasy, fast food establishment of choice and grab a double cheeseburger.

b2b ppc advertising

See, just looking at this photo has increased the demand for double cheeseburgers.

On the other hand, how often do you run out and get new analytics software, or a new project management program? Many of these products are significant investments that take a lot of time, effort, and money to implement, which brings me to my next point: B2B products have a…

Longer Sales Cycle

The sales cycle for a double cheeseburger is maybe 5 minutes, depending on how long the line is at the drive thru. For B2B products, though, it’s much longer. Hubspot was kind enough to put together this list of marketing statistics from various sources and studies and I found a few of them interesting:

  • 50% of qualified leads are not ready to purchase immediately.
  • The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process.
  • 47% of B2B marketers say they either close fewer than 4% of all marketing-generated leads, or they don’t even know this metric.

Because of the longer sales cycle, you have to shift your mindset to collecting leads, not sales. People aren’t going to buy right away, so it may not be the best idea to push for the sale through PPC. Instead, understand that they are taking their time to do a lot of research and number crunching, and give them something that might help them make their decision, like a case study showing how you’ve helped other businesses just like them.

Ultimately, optimization just happens more slowly for B2B PPC advertising. Because of the lower demand and longer sales cycle, it takes more time to collect the data you need to truly optimize a group of campaigns.

What has your experience been like doing B2B PPC advertising? Feel free to comment below or give me shout on Twitter or Google+.

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