B2B advertising has undergone a transformation in recent years. While B2B companies once invested the majority of their marketing budgets in trade shows, today more and more funds are being allocated to online advertising, with Google and LinkedIn ads becoming the primary B2B markets. We had the pleasure of interviewing Yoel Israel, Founder and CEO of WadiDigital, a leading B2B advertising agency, and asking him detailed and in-depth questions about the evolution of B2B advertising and what are some of the strategies and tactics we have to pay for. be careful with.
What are the steps to a successful B2B paid user acquisition campaign?
- Make sure your targeting is precise.
- Make sure your message speaks to your audience. This is relevant for B2B and B2C. You can mention your audience’s specific job title in the ad text; Additionally, your ad copy should include customer pain points. Most ads are very generic, which means you have to find a way to resonate with your audience and make them feel like you really understand them.
- Incorporating remarketing into your strategy is an important part of a successful strategy. Making sure you are present at the different stages of the commercialization cycle is essential. You want to test different types of content at other times. If they have visited your website before, you can try targeting them with an on-demand webinar, white paper; it might also be time to request a demo.
What is the right strategy for startups looking for paid B2B user acquisition on social media platforms?
If you are in a competitive industry, you should allocate 70% of your budget to Google Ads and 30% to LinkedIn Ads. You want to bid on your competitors’ keywords and use the GDN (Google Display Network) to reach your relevant audience. Google search is very powerful in terms of bidding on relevant keywords that your audience is searching for; these will usually be solutions that your target audience is looking for. If you are disruptive in an uncharted area, you should allocate 70% of your budget to LinkedIn and 30% to Google. This is because your audience is more unlikely to search for a solution they don’t yet know exists on Google. With the power of LinkedIn ads, you’ll be able to more accurately educate your target audience and ensure they know the solution you offer exists.
How to make your ads more effective through testing and optimization?
- Make sure your ads rotate evenly (and not based on what the platform thinks is best). This will help ensure that you are collecting effective data for all ads.
- A/B test your Google Ads headlines, as well as your LinkedIn Ads messaging.
- On LinkedIn, I would recommend testing the same messaging with different colored banners. Try three colors with the same text. This will allow you to have an apples to apples comparison. It is very interesting to know which colors work best in relation to your audience; you can then tailor this information to your website, email marketing, and organic social media posts.
- As stated earlier, it is essential to stay away from generic advertising messages. You want to be able to penetrate the noise and deliver substantial reflected expertise to your audience.
What are the most important features of LinkedIn ads?
Website demographics. This LinkedIn Ads feature, when set up correctly, allows you to see which job titles and companies are actually seeing and engaging with your ads; it also allows you to see which companies have visited your website. It is extremely powerful. The information you get from website demographics should guide your marketing strategy.
What are the main considerations when using Google Ads?
Note Youtube. It is very cost-effective because it allows your audience to consistently expose you. Also, since the majority of Google Ads revenue comes from B2C companies, it will allow you as a B2B brand to get much cheaper clicks, since other B2B brands don’t invest as much in the video.
How much should startups spend on acquiring paid users?
To really test an accurate Google & LinkedIn strategy, I would recommend having a budget of $15,000 per month for 4-6 months. This time frame can truly tell you whether the strategy was successful or not. You can’t say you really tried if you spend less than that. Also, in terms of the budget split itself, you can read what I had to say in some of the questions above.