{"id":132,"date":"2019-01-31T15:46:18","date_gmt":"2019-01-31T15:46:18","guid":{"rendered":"https:\/\/www.packeddata.com\/blog\/?p=132"},"modified":"2019-01-31T15:46:20","modified_gmt":"2019-01-31T15:46:20","slug":"difference-in-b2b-vs-b2c-sales-cycle-for-ppc-ads","status":"publish","type":"post","link":"https:\/\/www.packeddata.com\/blog\/difference-in-b2b-vs-b2c-sales-cycle-for-ppc-ads\/","title":{"rendered":"Difference in B2B vs B2C Sales Cycle for PPC Ads"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.forbes.com\/sites\/chuckcohn\/2015\/06\/16\/differences-in-selling-b2b-vs-b2c\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">B2B and B2C have different ways of doing business<\/a>,  which is why the approach to PPC is also different. As consumers, we  may research a product or service before purchasing and often do not  consult anyone else before buying low dollar items. We click an ad for  an item, then purchase immediately or view some reviews first before  returning to the site with our credit cards.<\/p>\n\n\n\n<p>Making a purchase on behalf of a business, B2B, is much more complex involving<a href=\"https:\/\/blog.hubspot.com\/marketing\/buyer-persona-decision-maker\"> multiple decision makers<\/a> and a lengthier period of time before purchasing. Employees at big companies are unlikely to make that $200,000 purchase without involving other decision makers. With big companies and expensive products, more people take part in the review process before that final decision is made so the marketer\u00e2\u20ac\u2122s approach to PPC should be different. The below image from <a href=\"http:\/\/www.resonancecontent.com\/blog\/podcast-episode-107-using-content-fuel-b2b-sales-funnel\/\">Resonance <\/a>humorously, but accurately, highlights the sales cycle of B2C compared to B2B.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"791\" src=\"https:\/\/www.packeddata.com\/blog\/wp-content\/uploads\/2019\/01\/B2b-Lead-Generation-1024x791.png\" alt=\"\" class=\"wp-image-133\" srcset=\"https:\/\/www.packeddata.com\/blog\/wp-content\/uploads\/2019\/01\/B2b-Lead-Generation-1024x791.png 1024w, https:\/\/www.packeddata.com\/blog\/wp-content\/uploads\/2019\/01\/B2b-Lead-Generation-300x232.png 300w, https:\/\/www.packeddata.com\/blog\/wp-content\/uploads\/2019\/01\/B2b-Lead-Generation-768x594.png 768w, https:\/\/www.packeddata.com\/blog\/wp-content\/uploads\/2019\/01\/B2b-Lead-Generation-624x482.png 624w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>With PPC for business, the goal is more about awareness and making the  business aware of your brand so when it comes time for a decision, you  are one of the options. It is still important to speak to buyers at the  different stages of their journey while also recognizing the person in  the initial research stages is not likely to be the decision maker. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Setting Goals &amp; CTAs<\/em><\/strong><\/h2>\n\n\n\n<p>A retailer selling clothes to a consumer looks for an immediate buy. This can be conveyed in an ad with a promo code as an ad extension or an offer of free shipping for a limited time with an ad customizer. The ideal scenario is an immediate conversion for an item that may only cost $50 and the goal is for the site visitor to <em>add to cart<\/em> and ultimately purchase.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/s3.amazonaws.com\/Supermetrics\/images\/b2bleadgen2.png\" alt=\"\" width=\"356\" height=\"86\"\/><\/figure>\n\n\n\n<p>A\n business selling to another business has a different approach with PPC \nads. Rather than inviting an immediate purchase, the CTA is much softer,\n with phrases such as<\/p>\n\n\n\n<p><em>try us out, get a free white paper, or schedule a demo.<\/em> The offer will be an exchange of <em>information <\/em>rather than an exchange of money.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/s3.amazonaws.com\/Supermetrics\/images\/b2bleadgen3.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Since  the sales cycle is longer, there is a much bigger investment before a  purchase will happen and B2B is about capturing and qualifying leads.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>B2B Landing Pages<\/em><\/strong><\/h2>\n\n\n\n<p>All PPC ads, whether B2C and B2B need corresponding content on \nlanding pages that match the query that brought them there and \nfacilitate lead generation. Appropriate page copy tells visitors that \nthey will receive what was stated in the ad. White the red button above \ntells a visitor what they can get (an eBook), the site copy should \ninclude a description of what that content is eBook is about. Offering a\n <em>free eBook<\/em> is not a strong enough offer for someone to part \nwith their business contact information. Equally important it is to be \nclear about what happens when they exchange information for that eBook. \nAre they now on a daily email list? Will they be contacted for a sales \ndemo?<\/p>\n\n\n\n<p>Since B2B purchases are complex, there is a temptation for many to highlight <em>all <\/em>the\n features of what they sell along on the landing page and include \nremotely relevant add-ons. Instead, the landing page should guide users \ntoward what they should do <em>right now<\/em>. Make it easy by reducing \nnoise and distractions. If the goal is an email address in exchange for \nan eBook, keep the focus on completing that action.<\/p>\n\n\n\n<p>When setting  goals for your PPC campaign, if there is a clear case for having two  CTAs on <a href=\"https:\/\/www.packeddata.com\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"a B2B landing pa (opens in a new tab)\">a B2B landing pa<\/a>ge, the primary CTA should be toward the top of  the landing page. <a href=\"https:\/\/blog.hubspot.com\/marketing\/everything-marketers-should-know-secondary-calls-to-action\">A secondary CTA<\/a>  provides an opportunity to get something from visitors before they  leave the page but should not compete with the primary CTA. People who  are not ready to \u00e2\u20ac\u0153commit\u00e2\u20ac\u009d by providing their phone number and email  address for a download may be willing to at least subscribe to a blog.  When using a secondary CTA like this, it should be placed lower on the  page or be less dominant visually.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Speaking to Emotions vs Logic<\/em><\/strong><\/h2>\n\n\n\n<p>All purchases have some emotion behind them and <em>consumer <\/em>purchases\n are frequently about how they make people feel. My favorite example on \nthis is Starbucks. They don\u00e2\u20ac\u2122t sell coffee. They sell an experience and \ntheir powerful brand enables them to charge a premium.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/s3.amazonaws.com\/Supermetrics\/images\/b2bleadgen5.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Emotion can still be used with B2B by <em>appealing <\/em>to\n an emotional level but it needs to very quickly include logic because \nof the stakes involved with a B2B purchase. As a consumer, I can take a \nrisk with a $50 purchase from a brand I\u00e2\u20ac\u2122m unfamiliar with or a $5 cup of\n coffee from a brand I know. However, if I had a say in a B2B purchase \nthat may cost my company thousands, or millions, of dollars, my concern \nis risk aversion more than emotion. As a B2B buyer, I don\u00e2\u20ac\u2122t want to be \nresponsible for that much money down the drain.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/s3.amazonaws.com\/Supermetrics\/images\/b2bleadgen6.png\" alt=\"\" width=\"259\" height=\"308\"\/><\/figure>\n\n\n\n<p>What\n emotion can do in the B2B world is convey a company\u00e2\u20ac\u2122s values and \ndemonstrate how they can be trusted. This has to do more with data than \nfeelings. Clarity about what the product or service can do is more \nmeaningful than a flashy website and that is what\u00e2\u20ac\u2122s more likely to win \nthe battle between logic and emotions. Your B2B landing page<em> must<\/em> have rational information to back up your emotional appeal.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/s3.amazonaws.com\/Supermetrics\/images\/b2bleadgen7.png\" alt=\"\" width=\"608\" height=\"456\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Tracking Performance of B2B Lead Generation<\/em><\/strong><\/h2>\n\n\n\n<p>Remember \nthat people early in the B2B process are not yet ready to make a \nsignificant investment, but they may be willing to exchange their \ncontact information for a compelling offer. Because of this, with B2B \ncampaigns, it\u00e2\u20ac\u2122s common to not see an immediate ROI in terms of revenue.<\/p>\n\n\n\n<p>But\n all marketers know it is still important to monitor what it costs to \nrun ads and how many leads were acquired for that amount spent. This \nincludes tracking the total cost, the volume, search impressions share, \nand CTR, to name a few. For example, if you discover a good CTR, but low\n conversions, you have data to help you determine whether your offer \nshould be revised.<\/p>\n\n\n\n<p>One you determine which metrics are right for your business, whether it\u00e2\u20ac\u2122s for a Saas business, E-commerce or another category, Supermetrics for Google Sheets  is one option for removing the manual steps of reporting on your historical data, helping you review leads and opportunities, and guiding  you when adjusting your PPC campaigns.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>B2B and B2C have different ways of doing business, which is why the approach to PPC is also different. As consumers, we may research a product or service before purchasing and often do not consult anyone else before buying low dollar items. We click an ad for an item, then purchase immediately or view some [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":136,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Difference in B2B vs B2C Sales Cycle for PPC Ads - Marketing Intelligence Blog - Packed Data Services<\/title>\n<meta name=\"description\" content=\"All PPC ads, whether B2C and B2B need corresponding content on landing pages that match the query that brought them there and facilitate lead generation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.packeddata.com\/blog\/difference-in-b2b-vs-b2c-sales-cycle-for-ppc-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Difference in B2B vs B2C Sales Cycle for PPC Ads - 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