5 PPC Strategies for B2B Businesses in 2021

Posted By on December 17th, 2020 in Pay Per Click

Are you ready to use new PPC Strategies for your B2B Business in 2021? Pay-per-click is an essential part of an effective digital marketing strategy for any business-to-business company (B2B) looking to increase their sales. With the help of a pay-per-click (PPC) advertising campaign, an advertiser can drive traffic to the website and reach the potential buyers and convert them into leads.

We have seen a lot of changes this year, like brands shifting their business online, new platforms growing, and new technologies developing. So it becomes very important to implement a new strategy and find out how it works for you. Try out these new PPC strategies 2021 when planning for your next PPC campaign.


1. Audience targeting

Yes, keyword-only targeting strategies are indeed a core part of PPC advertising for B2B. That’s why an advertiser invests more time researching high-value keywords so that he can target a more relevant audience and generate more leads.

And if it is working for you, why change it? But, if you don’t try new things, you would never know what it takes to further your online growth even more. So, you can try adding audience targeting as a technique along with keywords, and see whether this strategy works for you.

You can further divide the audience group into

  • Audience (who are already interested in your service)
  • Semi relevant audience 
  • Long shot audience 

What you can do is put your audience in observation mode. If this strategy is delivering results, then you can increase the bid accordingly.

2. Dynamic search ads 

Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer. It uses content from the landing pages on your website to target your audience on Google. You can target groups of URLs, individual URLs from your website, categories, or target specific page feeds.

The benefits of using Dynamic search ads:

  • Save time – No more mapping keywords, bids, and ad text to each product on your website.
  • Control your ads- You can decide which pages to consider. While setting up the campaign, you can exclude pages, use your entire site or only specific URLs, depending on your objectives.
  • Ads and landing page relevance – Google dynamically generates headlines and directs the user to the most relevant landing page

3. Bumper ads

YouTube’s bumper ad is a six-second ad, unskippable video ad that plays before a YouTube video. Bumper ads are best for creating brand awareness and reach. You can run them in combination with different ad formats. It’s truly effective and worth a try!


4. Call recording 

So this feature allows you to use call ads and call extensions to get your customer to call you directly. You could see the data like the number of calls received and duration in google ads. But you have no clue whether these calls were good leads? Did they convert?

Therefore, many advertisers made use of third party call tracking systems. These third-party call tracking systems often worked well. However, now call ads are available with the recording option so that you can hear those calls through Google, eliminating the need for a third-party app.

5. Remarketing technique and customer match

Remarketing puts you ads in front of people who already visited your website or if it’s an e-commerce site we can retarget people who have abandoned their carts or viewed any items but not yet purchased them. It becomes easy to retarget these audiences who are more likely to buy the product. 

Customer Match lets you use your online and offline data to reach and re-engage with your customers across Display, Search, Gmail and all PPC channels. So both these strategies can be beneficial to your 2021 PPC strategy.

If you have questions about B2B PPC strategies and how you can enhance your digital marketing campaigns, reach out to us! PPC campaigns reach audience cost-effectively, and having a solid pay per click strategy is key to planning, executing and optimizing your paid campaigns. It can provide immense benefits for business-to-business companies if used professionally. So, let our PPC team at Bruce Clay MENA help you implement new strategies in 2021 to grow your online business.