- Paid Social: Digital ads displayed on social network platforms like LinkedIn, Instagram, Facebook, etc.
- Paid Search: Ads that display on top of search results as seen on Google, Bing, and other search engines.
- Paid Review: Companies - particularly in the software space - will be very familiar with the paid review space. These are the ads shown on review listing sites like Capterra when users are searching for a particular type of software solution.
- Programmatic: These ads are ads distributed all across the internet - appearing on a variety of websites and platforms. Google Display Network is an example of programmatic advertising, but is only one part of a greater programmatic landscape.
- Sponsorships: One growing area of note is sponsorships which now includes sponsorship of newsletters, podcasts, influencers, and more. One of the advantages here for B2B companies is that sponsorships can help you get in front of a ready-made and highly targeted audience.
B2B PPC Platforms - 14 Options to Consider
1. Google Ads
Google Ads is the ubiquitous PPC leader and realistically it is the first port of call for B2B companies beginning a PPC program. Google is the default search engine for 92% of internet users worldwide. One potential drawback here is that competition is fierce and audience targeting wouldn’t be as in-depth in terms of job titles and other work-related criteria as you see on LinkedIn, but, if you can identify keyword searches that lead to web visitors, leads, and, ideally, closed won opportunities - and do so with a healthy ROI - then Google Ads will become an important part of your marketing activities.The other point to make about Google Ads is that it is a lot more than just PPC search ads. Google Ads now includes ads on Google Maps, Google Shopping, Google Search Partner websites, Google Display Network, YouTube, Gmail, Google Play, and local ads. You can choose to focus on a single channel like search or you can broaden your campaigns to include other channels via Google’s Performance Max Campaigns.
2. LinkedIn
One of the main advantages of LinkedIn ads for B2B companies is that you can quite literally see that your audience is active on the platform. Additionally, the targeting options around company size, name, job titles, etc. mean you can really hone in on your target audience. There are different ad types you can run on LinkedIn including sponsored content, text ads, video ads, lead gen forms, and more. You can build campaigns on LinkedIn to suit your current goals - whether that is building awareness or generating leads, there are plug and play recipes on the LinkedIn Ads platform that can get you up and running very quickly.3. Microsoft Advertising
While PPC is synonymous with Google, Microsoft should not be overlooked. Microsoft offers a full ads platform that is similar to Google Ads and includes search ads, display ads, shopping campaigns, video ads, and more. Similarly, the broader Microsoft Advertising Network spans to include Bing, Yahoo, AOL, DuckDuckGo, Outlook, Microsoft Edge, Xbox, and, also, LinkedIn.Some of the main considerations here for B2B companies deciding which PPC channels to focus include the fact that 10% of the global desktop market use Bing and research has shown that Bing users are - on average - both wealthier and older than Google users. Depending on your target customer, there may be a use case for Microsoft Advertising.
4. YouTube
YouTube will probably never be the first port of call for B2B companies investing in PPC, but it can be a valuable addition to a cross-channel PPC approach for companies who possess the capabilities to produce video ads that resonate and can also figure out a way to hone in on the most relevant YouTube searches.
5. Reddit
Reddit is another left field option that can - in the right circumstances - prove worthwhile for B2B companies. In terms of targeting, Reddit won’t give you the in-depth audience criteria options we see on LinkedIn, but you can target by subreddit - the Reddit term for online community. If you can find a subreddit that is relevant to your target buyer, then Reddit might be a suitable PPC route for you. Indeed, research has shown that the cost per lead on Reddit can be significantly lower than LinkedIn and, another statistic to keep in mind particularly if you are targeting a niche audience, 44% of Reddit users aren’t active on other social media platforms.6. X
7. Directory Listings
Online directory listings can be really important to B2B companies - particularly if you are just launching a product or targeting a new industry. Apart from PPC, directory listings come with a level of validation and the more reviews you can get for your product, the more visible it will be on the directory. In the software space, for instance, directory sites like Capterra or G2 can help you target buyers who are actively searching for a solution. One issue here however is that ranking high on these directory sites organically requires a considerable effort and involves generating a higher number of reviews than your competitors. One workaround is to run a PPC campaign - as offered by directory sites - and, while the costs are not low, it will get you in front of qualified buyers.8. Spotify
Such is the changing nature of PPC and, indeed, the B2B environment, that Spotify is now a growing ad channel for B2B companies. The backdrop to this growth is that millennials - who increasingly hold decision-making roles in B2B companies - are more likely to blur the lines between their home and work lives - listening to various work-related podcasts throughout their day.Spotify has behavioral targeting options around the types of playlists and podcasts consumed by listeners giving B2B companies a way to get their message in front of these millennial decision-makers. The targeting is not as in-depth as LinkedIn and some other PPC channels, but it is worth considering as part of your PPC mix if you can hone in on particular listening behaviors that are linked to your target market. There are a number of ad types to choose from on Spotify including audio, display, video takeover, sponsored playlists, podcasts, and a digital experience playlist generator.
9. Instagram
With a user base of over 2 billion active monthly users, Instagram is another platform worthy of B2B consideration. Additionally 32% of users are in the 25-34 age range - which also represents a growing cohort of B2B decision-makers. The question then turns to targeting and the type of ads B2B companies can run to reach their target audience. In terms of targeting, Instagram ads can be set up on the Meta Ads Manager which comes with in-depth targeting options including job title, interests, company, industry, and more.B2B companies that have made a huge success of their Instagram ads include WeWork, Accenture, and FedEx. Many of these B2B companies are focused on sharing insights on their culture, thought leadership, and general brand-building. Depending on the specific situation at your company and what part of the sales cycle you are looking to address, Instagram can be a very worthwhile PPC route to take. There are options around business profiles, content promotion, and audience insights that can help you generate awareness and share relevant content that can move prospective buyers through the sales cycle.
10. Facebook
11. Snapchat
Snapchat is a non-traditional B2B PPC route - but, with over 161 million daily active users, it should not necessarily be overlooked. If you are really trying to hone in on a younger audience, then Snapchat ads can be worth the investment. You won’t get the in-depth targeting you see on some of the other platforms mentioned, but there are options around localization, sponsored lens, snap ads, and geofilters. If you are trying to build up some business locally, Snapchat is well set up for that particular use case.12. TikTok
TikTok is another non-traditional B2B route that is probably still more suitable to B2C brands, but there are some B2B use cases to consider. If - as we have mentioned before - you are trying to engage with younger decision-making cohorts, then TikTok is one place you can connect with younger demographics. Additionally, if you are looking to make a foray into short-form video content, then TikTok could be the place for you. B2B companies have, in the past, leveraged TikTok to showcase their brand and company culture. You won’t get in-depth targeting options, but with options around demographics, behaviors, and interests, you can get close enough to building relevant B2B audiences.13. Quora
Quora was set up in 2009 as a platform that would answer nuanced or more in-depth questions in a way that a Google search result at the time could not. The platform now has over 400 million active monthly users and now comes with sophisticated B2B PPC capabilities. Quora’s targeting functionality is such that ads can be honed in on an industry or even to the account level - meaning there is also an ABM use case here for B2B companies to consider. Additionally, there is the potential for CRM integration, and the PPC ROI tracking and analytics is suitably in-depth.In terms of the type of ads a B2B company might focus on, there are a few options including text ads, image ads, video ads, promoted answers, and even lead generation forms. Possible PPC use cases to consider here include promoted answers that share company thought leadership, and, another option, is to build awareness with regular text and image ads placed alongside Quora questions that are relevant to target buyers.
14. Pinterest
Pinterest is another potential B2B avenue that has a lot to offer. With 500 million monthly active users, the platform continues to grow and B2B companies like HubSpot have found some success by building and advertising their presence on Pinterest. In terms of targeting, audiences can be built on criteria like keywords, demographics, interests, and website visitor data.Additionally, there is a decent organic use case on Pinterest which acts as something of a visual search engine. There is an opportunity here for B2B companies to reuse some existing content or tweak written materials like blog posts into graphics. Other features for B2B companies to note include a Google Analytics integration, in-app direct selling, and in-depth PPC ad analytics. The types of ads available include video ads, carousel ads, and even app install ads.
The above list is not exhaustive by any means, other PPC platforms exist and - depending on the use case - can be very effective in a B2B context. But, the important thing to note here is that B2B PPC is an evolving landscape and some of the PPC platforms we have mentioned above may well be worth incorporating alongside - or even in place of - the classic B2B PPC channels of Google Ads and LinkedIn.