New Release: The MFS Guide to B2B PPC – A Strategic Approach

Today we announce the release of our newest resource - The MFS Guide to B2B PPC: A Strategic Approach to B2B PPC. This guide dives into the modern B2B PPC landscape and outlines exactly how it can fit into a broader marketing strategy.

ACCESS THE MFS GUIDE TO B2B PPC HERE →

The guide goes into considerable depth on B2B PPC and is a valuable resource for any B2B company looking to incorporate PPC into their marketing mix or those looking to enhance an existing PPC program. Some of the topics we focus on in this guide include:

Why B2B PPC and Why Now?
The Role of PPC in B2B Marketing Strategy
B2B PPC Foundations
B2B PPC Best Practices
Choosing the Right PPC Platform
Setting up Your First PPC Campaign
B2B PPC Metrics

The Modern B2B PPC Challenge

PPC - unlike some other B2B marketing channels - has actually grown more effective over the past number of years. Users now have more data points, more platform options, and, in terms of Google’s search results page - more real estate to bid for. Compare PPC to areas like organic SEO which - in an environment shaped by AI, no-click searches, and increased competition - has become increasingly challenging. Our all-powerful tech overlords seem to be pushing the modern day B2B marketer away from organic discovery towards a paid environment - and, for the most part, it seems to be working.

While those other marketing channels like SEO, outbound, etc. still have a role to play, PPC is growing in importance and, even for companies with smaller budgets, PPC can generate very healthy returns. The key is using PPC cleverly and in a way that fits in with your broader marketing strategy.

Our goal in this guide is to pinpoint the precise role PPC can play for B2B companies today. We will also cover some basic set up tasks, PPC fundamentals, best practices, metrics, and more. If there is one key theme running through this guide it is that a PPC program must be closely aligned with a company’s core strategy. Luckily - or unluckily, depending on how you look at it - there is an abundance of data points available that can help companies ensure PPC campaigns stay on track and are tied in with revenue. The danger - as is often the case - is getting lost in a sea of information and focusing on unimportant metrics. Ultimately, the priority is revenue and figuring out how your PPC program is impacting the bottom line - this revenue-focus will be a recurring theme throughout our guide.

From initial setup to analysis and review, we will cover the B2B PPC journey and help you to place PPC within its correct strategic context. Over the past 15 years in the B2B environment, we have learned many PPC lessons along the way and we aim to share them with you in this guide. We hope there is something of value here for you. If you have any feedback or would like to book an initial consultation with us, feel free to reach out anytime.

The guide is free to access on this link, and we welcome feedback of all kinds! If you have a marketing challenge you are looking for support with, you are more than welcome to set up a no obligation initial conversation with our team.