Dominate B2B Lead Gen in 2024: Powerful PPC Strategies

B2B PPC in 2024: Navigating Change with Powerful PPC Strategies

Change seems constant in PPC management, especially for B2B businesses. But 2024 feels different. The rise of Artificial Intelligence (AI) and evolving data privacy regulations are shaking things up. This can leave advertisers wondering how to adapt and thrive.

Here’s the good news: you can stay ahead of the curve! This article will explore three key PPC strategies your B2B business can leverage in 2024 to navigate these changes and achieve success.

B2B Video Ads: Beyond Brand Awareness (and How They Crushed It)

Video isn’t just a “nice to have” anymore – it’s a B2B advertising must-have in 2024. We used to focus solely on brand awareness videos for clients, but we’re unlocking its full potential.

Case Study: Recovering Lost Brand Traffic with Video

Take a former client who lost brand recognition due to a hyper-focused search keyword strategy. They were missing out on valuable branded search traffic and leads.

Solution: Micro-Budget Video Awareness Campaign

With a total budget under $10,000, we allocated a small portion ($25/day, weekends off) to brand awareness video ads. The results? Within two months, branded traffic started trickling back in (see screenshot).

But Video Does More Than Just Build Awareness

This client also had fantastic product demo videos. We repurposed them in ad campaigns, achieving impressive results:

Low cost-per-impression: Reaching a wider audience without breaking the bank.
High engagement: Viewers watched the entire video, clicked through, and even filled out forms!

Don’t Miss the AI Wave: Rethink Performance Max & Creative Tools

Remember AI’s growing impact on B2B advertising? Take Google Ads Performance Max (PMax) campaigns for example. Even if you weren’t thrilled with PMax last year, it’s worth revisiting.

Why Give PMax Another Shot?

New Year, New Results: We have more experience and Google might have made improvements.
The Future is AI-Powered: PMax represents the future of advertising, and early adopters reap the benefits.
Standing Out From the Crowd: While competitors hesitate, you can gain a competitive edge.

Beyond PMax: Unleash the Power of AI Creativity

AI-powered creative tools are another game-changer. These tools empower even non-designers to:

Repurpose Existing Assets: Extract maximum value from your existing marketing materials.
Create New Content (Sometimes): Explore AI’s potential for generating fresh creative content.

By embracing AI in both campaigns and creative development, you can stay ahead of the curve and take your B2B advertising to the next level.

Beyond the Buzz: Classic Strategies Still Matter

While AI and video reign supreme, let’s not neglect the fundamentals that have consistently delivered results. Here’s one crucial example: trust signals on landing pages.

The Power of Trust: Turning “No” into “Yes”

I’ve championed this strategy since 2018 (and for good reason!). Trust signals, like customer testimonials, bridge the gap between indecision and conversion. They’re especially vital for lesser-known brands.

In this article, we discussed Dominate B2B Lead Gen in 2024: Powerful PPC Strategies. If you are interested, you can learn more about digital marketing and Google advertising by viewing other articles on the Kayoads website.