B2B #PPCAdvertising comes with some unique challenges: longer sales cycles, low lead volume, and wrong audience targeting, just to name a few.

These are not unique challenges; almost every advertiser faces them.

So we brought in two B2B advertising experts — Andrea Cruz and Brandon Coward — who helped several B2B companies overcome these challenges and build high-quality leads.

Join Andrea and Brandon in this episode to learn:
- How to trust automated bidding with a low lead volume
- How to use enhanced conversions and value rules to generate higher-quality leads
- How to manage client expectations
- Messaging tips in RSAs
and more.

Our expert guests:
- Andrea Cruz, Tinuiti
- Brandon Coward, Powered by Search

Chapters:
0:00 Fred's intro to the episode
1:18 Panelists' intro
3:08 How to approach B2B PPC differently from B2C or e-commerce PPC?
6:06 How to manage client expectations?
8:58 How to deal with low lead volume?
14:39 Some tools B2B PPC marketers should use
18:05 B2B Bidding strategies
23:22 How to think about funnels in B2B?
31:37 Audience targeting in Google Ads
40:50 The panelists share their experience running Performance Max campaigns for B2B lead-gen
42:21 The panelists share their experience with Enhanced Conversions for leads
48:30 Running Responsive Search Ads for B2B lead-gen
56:50 Brandon's closing thoughts and tips
58:03 Andrea's closing thoughts and tips
59:48 Wrapping up

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#ppc #googleads #sem #optmyzr #adtech #digitalmarketing

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