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The PPC Guide for B2B Professionals
Brad McMillen / Business 2 Community / July 18, 2013
Quick: What do ground-penetrating radar, hydraulic tie-rod cylinders, and third-party PPC software platforms have in common? Not much, really—but all three are examples of B2B (business-to-business) products that B2B companies can sell via PPC advertising.
PPC is a system that offers B2B companies the ability to capture leads fast and efficiently. Your target market is basically raising its hand and saying it’s interested in your product or service, and it does so by typing in search keywords on Google or Bing. The beauty of it is, they’re looking for you – instead of you standing around a trade-show booth for ten hours at a time asking people what their biggest business challenges are and hoping their needs match up with what you offer. That’s what makes PPC a form of inbound marketing. If you ask me, PPC is much more appealing than a trade show, dealing with people who are schlepping around bags of swag and smelling like last night’s rager went a bit too long. It can also be far more cost-effective.
In this guide, we’ll touch on B2B market characteristics and how they relate to PPC, and then we’ll review some real-world PPC tips to help you crush it in your own B2B paid-search campaigns. I’ll refer to my own experiences with ground-penetrating radar, hydraulic cylinders, and software along the way to add some context.