There aren’t any such visible differences or magical formulas when it comes to approaching a certain B2B or B2C PPC campaign. It’s all about time and how you go about implementing your business strategies that eventually have a final say in the outcome of your B2B or B2C PPC campaigns. But having said that, PPC managers find B2B process a bit more time consuming than initiating a B2C deal. So, if you have similar B2B PPC concerns then you need to ensure that you’re not repeating these three deadly mistakes that spelled doomsday for several businesses this year.
Pre-Click is fine but what about client’s Post-Click concerns?
Deadly Mistake No. #1:- Picture this… You’ve done all the hard work, from setting up your client’s B2B account to filling out forms for testing the basic conversion process and made sure everything’s looking great. And then you forward an email for the client’s approval still thinking that your client is more than likely to approve the same. And suddenly you receive a mail from your client asking you to be more concerned about bringing them those potential leads that convert. So, what went wrong? You got them the leads, but your client simply wasn’t getting the results that they expected from you before hiring your B2B PPC services.
Solution:- Well, all you need to do is, start revisiting your Client’s Post Click process. That includes, overseeing the process of how your B2B clients are actually handling those potential leads generated through your campaign. And if you think that the client is not using them properly, you need to tell them frankly that you’re not quite happy with their lead conversion process and that they can come back to you after they are thoroughly organized with their process.
Are you expecting too much?
Deadly Mistake No. # 2:- What do you do when you happen to find yourself in trying circumstances? You start arguing with your client about what can be done in a particular scenario by saying, ‘Let’s give it a try and see what happens’. While nothing’s really wrong with you becoming so optimistic in your expectancy about a positive outcome, this over-optimistic attitude tends to backfire most of the times.
Solution:- When a B2B client subscribes to your PPC services, you need to ensure that your clients know what they can expect out of you. You need to have some beforehand information about your client, who just hired your B2B PPC services.
- Are they venturing out for the first time or are they launching some new product/services?
- Do they have any past agency experience?
- Whether it’s the first time that they are hiring any PPC services.
This information is invaluable because you both want the leads to be workable so that it saves you time, isn’t it?
Ad spend shocker!
Deadly Mistake No#3:- Just imagine – one of your old clients with an unlimited ad budget, out of blue, just called in to get a quick update on their current Ad spend. This may just shake your belief system but stuff like this does happen in this highly competitive business environment. Don’t worry, you’re not the only ones at the receiving end. So what can you do to avoid such scary situations?
Solution:- To avoid such situations you need to communicate better with your clients. Don’t take them for granted on the basis of their past business relationship with your firm. Let them know how much ad budget fits your B2B PPC campaign’s requirement? And if they have allocated unlimited ad budget, then just ask them how much is too much for them so that they will always be in the know how. Especially since it’s all about the money, honey!
The Important Next Step
At the end of the day, to err is human but as a business professional, you need to move on and learn from your past mistakes so that there’s a lesser possibility of you repeating them in future. This is an important next step for you to follow in the year 2016, since it can directly hamper the bottom line of your business, as many firms experienced it in the year gone by.
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