With B2B eCommerce sharply rising since the coronavirus pandemic, businesses can capitalise on increased demand with these PPC strategies.
According to The B2B Future Shopper Report 2020, 46% of all B2B purchases in the UK are now completed online. B2B eCommerce is the natural progression in today’s digital world but, like most industries, the coronavirus pandemic has forced more businesses to buy online – a 24% increase since last year and an 87% increase for medium-sized businesses.
In this article, we look at five PPC strategies B2B eCommerce companies can use to take advantage of online demand.
#1: Know what your customers are searching for
Although this rule applies to all PPC strategies, targeting B2B eCommerce buyers on Google Ads can be trickier than B2C consumers. You have to go all-in on audience and keyword research to find out exactly what your target customers are searching for when they try to find your products.
Keep in mind that it’s not always easy for businesses to find what they’re looking for on Google.
For example, let’s say you sell building supplies to construction firms and one of your biggest sellers is large batches of red bricks. It can be challenging to use Google to find bulk products and expand your keywords beyond “red bricks”.
This is especially important if you sell items that are also commonly sold to consumers or in smaller numbers.