While generating leads from organic SEO is preferred since it is free, spending money on pay per click (PPC) advertising like Google AdWords is unavoidable for most B2B Marketers.
If you are new to PPC, Google AdWords allows you to pay for keywords and run ads at the top and side of the search results pages that match the keywords. Running a PPC campaign can be very expensive if you don’t know what you are doing.
In the beginning, we strongly recommend that you run small test campaigns to determine the ROI of buying specific keywords. We also recommend that you conduct a competitive analysis on specific keywords. If you see your competitors repeatedly coming up at the top of search results for specific keywords, it means there is a high probability that you should also be paying for these keywords.
Running an effective B2B PPC advertising campaign can be a daunting task. While you can 100% outsource PPC and SEO programs, we recommend against this approach. We advise that either you hire internal staff with B2B PPC expertise or send your internal marketing personnel to one of the many Google AdWords certification and training programs. We recommend this approach because it has been our experience that the internal marketing and sales staff will have a better understanding than an outside agency of the keywords your customers and prospects will use to search for your business. External firms have to ramp up on the vocabulary of your industry, which can result in costly PPC spending.
Optimally, the best solution is to have a blended team with internal staff and external experts that provide strategic guidance and troubleshoot issues when they arise. In PPC advertising there are few silver bullets. However, there are several best practices and guidelines that can reduce risk and increase the probability of you success.