The world of B2B lead generation through paid search is constantly evolving, and it’s crucial for marketers to stay ahead of the curve. In 2024, there are five paid search strategies that will be essential for success.
First and foremost is hyper-personalization using first-party data. Personalization has become more challenging due to Google’s crackdown on personalization policies in Google Ads. However, by leveraging your company’s data analytics and advanced segmentation techniques, you can deliver tailored content and offers to individual prospects based on their preferences, behaviors, and demographics. Break out your campaigns in Google Ads by industry or job title to best segment your audiences. By addressing each category’s unique challenges, you can establish stronger connections and foster trust with prospects.
Account-based marketing (ABM) is another key strategy for B2B lead generation. ABM targets specific accounts or companies with personalized messaging and experiences, rather than casting a wide net. Utilizing ABM tools such as 6sense, ZoomInfo, and Hubspot can help you collect audiences to target within Google and Microsoft Ads. These tools can also create contact lists, integrate with Google and Microsoft Ads, and personalize landing pages and email sequences. By investing resources in strategic account targeting and personalized engagement, you can drive meaningful conversations and win new business.
Engaging and educating prospects with interactive content is also vital in 2024. With shorter attention spans, static assets like whitepapers and ebooks may not be enough to grab your audience’s attention. Instead, use interactive content such as quizzes, calculators, and configurators to involve your audience actively. Incorporating forms into interactive content keeps PPC campaigns effective for lead generation while offering value.
Video content is a must-have for B2B lead generation in 2024. Video is now a key component in Google and Microsoft Ads, so it’s essential to create compelling video assets. This includes short-form videos for platforms like YouTube Shorts. If you’re investing in expensive ABM tools to collect audience lists, make sure to put your best video content forward to entice your audience.
Lastly, streamlining processes and driving efficiency with AI-powered automation is crucial for successful B2B lead gen campaigns. AI can simplify tasks like data analysis, ad copywriting, and emailing prospects, making PPC processes more efficient. Google Ads even offers “AI Essentials” to enable AI within campaigns. By leveraging AI-powered automation, you can deliver personalized experiences at scale while optimizing resource allocation and campaign performance.
In conclusion, B2B marketers must adapt their paid search strategies to the ever-changing landscape. By focusing on hyper-personalization, leveraging account-based marketing, engaging prospects with interactive content, developing compelling video assets, and using AI-driven automation, marketers can capture attention and drive conversions in 2024.
