Finding the right audience for digital campaigns is challenging for all marketers; however, it’s especially tough for those who run B2B websites where a log-in is required for purchase. At Something Digital, we often have clients looking to us for solutions on how to solve this audience targeting issue. After years of refining our approach, we’ve put together an overview of our 3 top tips for success.
1. Try remarketing for dynamic search ads (RDSA). If your site has barred entry (i.e., it’s only open to a specific, highly qualified user), you obviously don’t want to target those who don’t have the ability to make a purchase. For example, if you sell home furnishings that are only available to registered interior designers, it makes no sense for you to target consumers.
If you were running a traditional search campaign and targeting users with product-specific keywords, you might still pull in quite a bit of unqualified traffic. With RDSAs, you eliminate this problem.
You can create a remarketing list for users who have logged in to your website and browsed, but failed to convert. Let’s pretend you’re running a home furnishings website and want to start using RDSAs. Some users looked at your “lamps” category page and then went to Google and searched for “black marble table lamp.” Since you have a “table lamps” category and remarketing list, you’re able to show that qualified user an ad for your product.
By using dynamic RLSAs, you can ensure that the header copy and landing page most accurately reflects the user’s search terms. To learn more about how to set up these ads, check out this article from WordStream.
2. Utilize advanced audience targeting options to run prospecting campaigns on Facebook and Instagram. Facebook audience targeting has gotten quite sophisticated over the years and it’s now possible to create advanced audiences that meet several different criteria.
If you’re only trying to target interior designers, you can set up an audience of people with jobs in the interior design trade. You could also target people who went to school for interior design or work at a specific company. Or maybe you want to target people who ‘like’ one of your competitors. The opportunities really are endless.
One additional benefit of running Facebook ads is the advanced metrics reporting. You’re able to see cross-device conversions, last-click conversions, and impressions-based conversions. It’s always valuable to track users who viewed one of your ads and later converted through a different channel.
3. Bid on your brand terms in AdWords, along with any other specific brands you carry. This last tip might seem pretty obvious to a digital marketer, but I’m constantly surprised by how often brands neglect to do this. If other stores carry your products, they will absolutely bid on your brand terms, especially if you aren’t already doing so.
The argument I often hear from clients is, “why should I bid on my brand terms when I rank so well organically?” When that argument is made, I always pull up this example:
Jeffrey Campbell is the #1 organic search result for “Jeffrey Campbell sandals,” but there are enough ads that it’s far down on the page and difficult to notice (especially since the listing is missing structured data and a meta description).
If you’re a B2B company and only trying to target qualified users, you absolutely cannot afford to miss out on the people who are already familiar with your brand and ready to buy.
We hope these tips provide a solid framework to help you get started formulating a B2B digital marketing strategy. If you need additional help, feel free to contact us.