In today’s digital age, B2B marketers are faced with the challenge of effectively allocating their budget for PPC campaigns. However, before investing in paid media, it is crucial to address certain key areas to ensure the success and effectiveness of these campaigns. In this article, we will explore the important considerations that must be taken into account before increasing B2B paid media investment.
One of the first areas that needs attention is CRM setup. Many clients often overlook the importance of proper tracking and lead scoring in their CRM systems. Without the right data, it becomes difficult to understand the impact of paid media efforts on driving business. It is essential to have a clear understanding of which campaigns are driving down-funnel results such as opportunities or revenue. Without this data, optimizing the budget becomes a challenging task.
Lead follow-up strategies are another critical aspect that must be addressed. It is not enough to generate leads; it is equally important to have a well-defined process for engaging and guiding these leads through the purchase journey. Delayed response times can lead to missed opportunities and negatively impact the reputation of the brand. It is essential to have a system in place to ensure prompt follow-up with qualified leads at every stage of the funnel.
Optimizing mobile website user experience is crucial for maximizing the impact of paid media. Brands must ensure that their mobile landing pages provide a seamless experience for users. Frustrating user experiences can cause potential customers to bounce off the site, regardless of how well-aligned the query, ad, and landing page are. Prioritize creating mobile landing pages that clearly communicate the benefits and next steps above the fold.
Ad-to-landing page alignment is another area that needs attention. The call-to-action and messaging in your ads must be aligned with what users will find on your landing page. The keyword intent should match the content and purpose of the landing page. By ensuring a seamless flow from ad to landing page, you can enhance the user experience and drive better results from your paid campaigns.
Understanding your audience is crucial for effective targeting. It is important to identify who benefits the most from your product or service and what problem you solve for your audience. Building awareness among your target audience before focusing on capturing intent can significantly improve the efficiency of your targeting efforts.
Finally, it is important to set realistic performance expectations for your paid media campaigns. It takes time to analyze and optimize campaigns, especially when utilizing machine learning algorithms. Additionally, the B2B sales cycle is often long, and it is important to account for this when setting revenue goals. Patience and strategic planning are key when it comes to driving revenue through paid media.
By addressing these key areas before increasing B2B paid media investment, marketers can lay a solid foundation for their campaigns. Whether you are a new or mature company, taking the time to ensure CRM setup, lead follow-up strategies, mobile website UX, ad-to-landing page alignment, audience understanding, and performance expectations are in place will significantly improve the ROI of your media campaigns. Remember, a little tune-up of the fundamentals can go a long way in achieving marketing success.
