01st Sep, 2022
, , Designation
- B2B display advertising campaigns must be continuously optimized to create better visibility and achieve the desired business goals
- Discover key campaign mistakes that could derail the B2B display ad campaigns and bring down the ROI of the digital demand generation teams
Marketing mistakes can be costly. One wrong variable- the content, the audience, or even the channel- can lead to wasted marketing dollars. While B2B display advertising is not an exact science, continuous A/B testing and experimentation can teach marketers the valuable tricks of the trade.
B2B digital marketers must analyze their target audience and high-intent keywords in-depth to ensure that their ads are visible to the right audience. To help achieve this, they have to be aware of a few mistakes that they must avoid while executing the B2B display advertising campaigns.
Common targeting mistakes
The first and foremost step to executing a successful display advertising campaign is getting the audience right. Targeting the right audience with high purchase intent is paramount to increasing conversions. Yet, B2B marketers struggle at this step. Here are some common B2B display advertising mistakes vis-à-vis audience targeting:
Remarketing: It is important for marketers to identify the right fit prospects for their display advertising campaigns. Only because a visitor landed on the website does not mean that they are a good fit prospect. B2B digital marketing teams can end up creating a lot of waste if they continue to remarket their website visitors.
Marketers who create ideal customer profiles based on their remarketed audience go through a rabbit hole of bad leads. While the cost-per-lead would be cheap, the cost-per-MQL will skyrocket.
Relying excessively on native audiences: While the native audiences of many social channels are more suited to a business’s requirements, it does not mean that they should rely completely on native capabilities to locate their target audience. It is fundamental for marketing teams to add dynamic data that is ever-evolving and always in sync with the audience’s changing behaviours.
B2B demand generation teams can use dynamic data separately or in concert with native audience segments. Dynamically filtered audiences eliminate the waste, and dynamic intent audiences make sure that businesses stay in front of the customers who are in the market to make a purchase.
Companies should corroborate a strong list of prospects using their first-party data or a GDPR-compliant third-party B2B database service provider to layer on the top of their native audiences. While it would increase the cost-per-leads, it would help them with improved qualification of B2B sales leads and move them further along the sales cycle.
Rejecting lookalike audiences on Facebook: There is a common misconception among B2B digital marketers that lookalike audiences are a waste of money. But this does not hold ground if digital marketing teams use good lists. With the help of a trusted B2B database service provider, companies can create a detailed list of prospects with minute attributes such as job title, company, industry, buying behaviours, and intent. Creating a lookalike audience using high-quality B2B data will help the business remain visible and also cut down advertising expenses.
Not restricting audiences: B2B marketers should not forget to exclude competitors, employees, and anyone outside the target buying segment from their display advertising campaigns. The more targeted the audience is, the less expensive would B2B digital marketing campaigns be.
Creating unnecessary friction: One of the mistakes that digital demand generation teams make is creating unnecessary friction between their strategies and prospects. Not all the content should be gated. The objective of every digital ad campaign is to eliminate obstacles and help streamline the conversion process for the prospects.
If a prospect clicks on a company’s ad, they can remarket to the prospect with related content and make them consume more content, and ultimately build trust. This increases the familiarity with the brand that helps maximize conversions.
Common Creative Mistakes
B2B digital marketing landscape is oversaturated with noisy ads mixed with organic content, fighting for a similar set of eyeballs. To grab user attention in such an ecosystem is challenging, and businesses must avoid these mistakes:
Keeping the message too long: Marketers have few words and very little space to pique prospects’ attention and leave them wanting for more. The advertisement’s intro text should be crisp. The message should be kept within the character limit stipulated by the platform.
Fixating over semantics: There is a burning debate among B2B marketers about how much they should adapt their language and content tone based on the platform. It is important to conduct A/B testing to identify the kind of messaging users is more receptive to. The advertisement creatives and messages should speak to the prospects in a language that resonates with them. Acknowledge the pain points of the target audience and assure them of a solution.
Common Display AD Optimization Mistakes
The B2B digital marketing landscape is continuously changing, and hence frequent optimization becomes the key to targeting the right audience and keeping the ROI high. Don’t make these mistakes:
Changing multiple variables: While conducting A/B testing, alter only one variable so that the marketers can determine which variable is working and which isn’t. For example, optimize the same ad with different headlines, CTA, or target audience layered with dynamic data to see what works the best.
Lacking a strong segmentation strategy: Marketers must not keep their audience too broad or too narrow, rather targeted enough to align the content and the creatives as per their needs.
Not optimizing down the funnel: Marketers should be able to differentiate between cost-per-lead and cost-per-MQL. Churning a large volume of low-cost leads sounds great, but it does not really matter if those leads don’t convert or get dropped early on in the SQL journey. Companies need to optimize for MQLs to increase the ROI and expand the pipeline with high-intent sales-qualified leads.
The digital demand generation teams should focus on the larger business goal while creating and executing B2B display advertising campaigns across all channels. They should then identify the target audience, preferred channels, the content offer, and the budget required to get the maximum yield of the ad campaigns. They should avoid pigeonholing the social channels and maintain a customer-centric mindset to set the campaign for success.
Above all, it is crucial for B2B enterprises to fall back on the expertise of a data-driven B2B digital marketing agency to build an ROI-driven digital marketing approach– right from brand awareness to digital demand generation or online lead generation to conversion-based ad campaigns across channels.
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