In previous articles on PPC audiences, I’ve talked about the importance of audiences, who is the audience, and audience segmentation. All are necessary when conceptualizing a PPC campaign that’s using audience targeting. But once you set up the campaign, what type of info really sells your PPC audience?
If you’re a B2C ecommerce advertiser, the answer is easy: give them a deal! Countless articles have been written about using special offers in remarketing to lure customers back to your site to make a purchase. Here are just a few offers you could try:
• Exclusive deals or offers for returning shoppers
• Free shipping
• Customer rewards
• BOGO – buy one, get one offers
• Free products with purchase
There are many more. It’s fairly easy to brainstorm ideas, figure out which ones make business sense, and test them with your audience.
But what about B2B lead generation advertisers?
As usual, B2B is tricky. Many advertisers are not selling a physical product, or if they are, it’s high-consideration and not going to be purchased online in an ecommerce fashion. Offers like free shipping and customer rewards don’t make sense. What sells the B2B audience, then?
Offering a valuable piece of content is a common tactic for B2B – because it works. An in-depth white paper, ebook, or guide that talks about common customer problems and potential solutions is an effective way to generate leads. Gate the content behind a form, or use data connectors like LinkedIn, Facebook, or Google forms to collect contact info. High-value content is a tried and true way to get leads that ultimately turn into sales.
If you’re selling software or SAAS products, free trials are highly effective in converting prospects to leads. Trials let potential customers try your product risk-free for a period of time, usually 14 to 30 days. The premise is that once they get used to using your software, they won’t want to stop, so they’ll buy it. I’ve personally become a customer of more than one product this way.
Nowadays, with so many things being automated, a little personal attention from a real human goes a long way. Offering a free consultation, a conversation with a specialist, or even just an appointment with sales can be an effective way to get your foot in the door. We’ve had more than one client see success with using a “contact sales” or “free consult” offer, especially for high-consideration products or complicated services that require an individualized approach.
Another simple, yet effective offer is to provide a price quote. B2B products and services often do not conform to a simple one-size-fits-all price. There are nuances, service levels, and add-ons that make it impossible to even put a pricing sheet on the company website. Using a form to give a price quote is a great way to not only get a lead, but to guide the prospect into the sales funnel.
Comparison to competitors.
If you’re the market leader, or if you have a feature that your competitors lack, using a landing page with a comparison grid is very persuasive.
Whether you choose to bid on competitor keywords or not, using a comparison grid helps show how you stack up, and convince a prospect to choose you over someone else. While a grid like this isn’t an offer per se, it’s a gateway to pique a user’s interest and convince them to provide their contact info to learn more. Try it on a landing page with an offer, as an added boost.
What about you? What type of info or offers have you tried that really sell your PPC audience? Share in the comments!