These 5 tips for PPC for tech companies will allow you to maximize the effectiveness of your paid search efforts and get in touch with buyers who are B2B and boost your return on investment.
However, keywords that are competitive in certain industries, in particular those in the field of technology, can be very costly.
1. Utilize detailed demographics in Google Ads
This is particularly beneficial to the tech industry since it is possible to target the market by:
- The size of the company:
- Small-Employer (1-249).
- Big Employer (250-10,000).
- A Very Big Employer (10k+ employees)
- Industry:
It's crucial to be aware of what types of campaigns are suitable for this kind of targeted advertising.
At the moment, these attributes are available only for the purpose of Search or Videos campaigns only.
2. Keep Keywords Broad When Targeting By Audience
Since Detailed Demographics is in beta it's hard to know the number of users who belong to these categories.
But even if you are only targeting the users you have identified under the current structure of your campaign, you may be restricting your audience.
By incorporating audiences into campaigns, you are able to further define your target group of people. Test broad terms that pertain to the audience you are targeting.
Be careful not to overuse keywords such as [tech news], as an instance.
We know that each person does their research differently.
Conversions in B2B could result from low-volume or high intent searches and when combined with wide match keyword phrases, campaign are able to profit from the unique user.
Another advantage is that you can gather more information on what users are actually looking for information to get to your service or product.
3. Don't Forget About Bing (Microsoft)
Microsoft Ads can be a undiscovered gold mine for B2B companies due to its latest LinkedIn Integration feature.
Presently, Bing Ads campaigns are equipped to overlay certain elements of the LinkedIn user's profile to reach the members. They can target:
- Company.
- Industry.
- Job Task.
This is currently accessible as "Bid Only." That means you are able to raise or lower your bids according to these demographics, however you can't only target users that meet the requirements.
4. Promote Your Brand on YouTube Ads
The days of trying to target $50 CPC keywords in the hopes that you'll have enough money to earn only a few clicks per week.
This type of marketing will not make a difference unless you have a budget that is unlimited.
Perhaps you're thinking of YouTube Ads as just for B2C businesses. But it's not!
Tech and some other B2B companies are recognizing the value of YouTube ads as a cost-effective means to reach an audience that is receptive.
With Google's introduction of new types of audience (such as the detailed demographics mentioned above) along with custom-intent audience types Marketers can be confident that they're targeting users within their intended market.
5. Be sure that your Tech Brand's Assets and Content Are clear and convincing
This could be the most crucial recommendation of all.
I've seen numerous companies create several different target audiences for their products, yet create a single message to all of them.
They're puzzled when they discover that users aren't engaging or responding.
It's not a secret that the year 2020 has been a year of moments of ups and downs. Marketing, invariably, has become more emotional as the aim is to cater to the individual's needs.
Consider every one of your customers the issues they face.
Send your message by using this.
The other aspect to consider is the product you offer. Should every offering be similar in all areas?
Most likely Not.
If you're a technology company trying to connect with an engineer in software or someone working in IT who will utilize your product on a daily basis the message you send them should give them something tangible they can try out.
They might not be the one making the decisions, however they do can influence the way products are utilized to help them accomplish their tasks.