In a competitive market, where government contractors are contending for limited projects, B2G businesses must stand out. Gaining an advantage in the industry means adopting agile and creative solutions that demonstrate your company’s credibility. Pay-per-click advertising and management services can help in this effort. These types of strategies increase brand visibility, attract critical leads, and earn high-value contracts.
For ambitious B2G businesses, partnering with KME.digital for PPC advertising management and digital marketing services is a worthy investment. Our web design, SEO, and advertising specialists provide custom B2B and B2G digital solutions that work. Furthermore, our experience collaborating with federal contractors allows us to craft a competitive visibility strategy for your organization. To learn more about our digital marketing solutions for B2G businesses, call (703) 585-3321 today.
Here, we discuss why B2G contractors should use pay-per-click campaigns to market themselves to government agencies:
What is PPC Advertising?
PPC is a cost-effective digital marketing tool that drives traffic to an advertiser’s website and generates leads. The process involves advertisers supplying ads to digital providers with numerous online properties and networks (like Google). Those providers publish the ads on those properties (like search engine results pages) in places visitors will see. Advertisers pay the publisher a fee each time an internet user clicks on their ad.
However, advertisers do not pay for displayed but unclicked ads. This approach makes PPC campaigns among the most cost-effective marketing options available. B2B businesses leverage PPC advertising to target high-intent customers searching for solutions. Strategic ad placement on SERP pages helps companies reach potential customers on the cusp of a purchase decision.
Yet GovCon and public sector organizations can also reap the benefits of PPC campaigns. Government officials use search engines and industry-specific publications to search for relevant services. So, associating ads with relevant queries and directing interested users to a helpful page helps B2G businesses win contracts.
Benefits of PPC for B2G Businesses
Targeted Reach: It’s no secret that government contracts are competitive. Contractors must cut through the noise and craft greater appeal than other providers to win more business. B2G PPC ads allow businesses to deliver ads by targeting specific keywords, demographics, and locations. This strategy helps GovCons of all sizes top search results when procurement officials look for their products and services. Furthermore, Google has several parameters in place to protect users’ privacy. These include employee access controls, automatic data deletion after a specified time period, and not sharing data with third parties.
Brand Awareness and Credibility: An agency must see a contractor as an authority to trust them. Well-crafted PPC campaigns can achieve this end as well as foster brand recognition and credibility among agencies.
Measurable Results: PPC platforms provide detailed analytics, allowing GovCon businesses and their marketing strategists to track clicks, conversions, and overall campaign performance. Readily available data helps organizations optimize their efforts in real time.
GovCon PPC Marketing Tips
B2G businesses must tailor their strategy to the ideal market to achieve desired results and attract the target audience. Government contracting is a niche industry, and advertising efforts must adhere to the needs of federal decision-makers. Let’s explore key PPC marketing strategies that push B2G organizations to the forefront.
1.) Target High-Intent Searches with Relevant Keywords
Keyword research is the foundation of any successful B2G PPC campaign. In this context, keywords are the search queries that government employees use to find products or solutions online. For example, a government agency seeking to employ bridge construction specialists may search for the keyword “government bridge contractor.” By aligning keywords with the relevant queries, B2G businesses can boost PPC effectiveness.
We cannot overstate the importance of strategically chosen keywords. Targeting long-tail keywords allows you to match your company’s offerings with specific government agencies’ needs. Your B2G business will appear at the most relevant moment—when officials are looking for solutions.
2.) Generate Compelling Ad Copy
The short snippets on PPC ads are a government client’s first impression of a contractor, so crafting attractive ad copy is critical. Its hook must grab attention and convince government employees to click on your ad and learn more. Furthermore, concise language that reflects their experience will resonate more with users than generic sales pitches.
PPC ads must direct users to a tailored landing page to convert clicks into valuable leads. Landing pages are standalone web pages specifically designed for PPC campaigns. Unlike a company homepage, which offers general information, landing pages act as an extension of ad copy, providing more detailed information about the services highlighted.
Customization is key when crafting a landing page. Generic pages that don’t align with ad content will confuse users and deter them from an organization. Custom landing pages that mirror keywords from the ad ensure continuity and demonstrate an understanding of project needs.
Furthermore, custom landing pages allow you to incorporate clear calls to action, such as “Download a Government Case Study” or “Request a Proposal for Your Project.” This encourages qualified leads to take the next step in the contracting process.
4.) Streamline Buying with Programmatic Advertising
Traditional PPC ad purchasing methods include manually negotiating placements on individual host sites. Yet doing so is a tedious practice for B2G businesses seeking to reach a large audience. Instead, programmatic advertising automates ad-buying and relies on algorithms to bid on ideal ad inventory across multiple platforms.
Programmatic advertising algorithms pair PPC ads with websites and mediums (beyond search engines) frequented by agency officials. Once identified, bidding algorithms can purchase and strategically place B2G PPC ads where they will have the biggest impact.
Programmatic platforms allow B2G businesses to target their ads to highly relevant audiences beyond those actively searching for specific keywords. For example, programmatic advertising can place your B2G company’s ad in a relevant industry publication, reaching procurement officials who might not be actively searching at that moment but are receptive to seeing an ad within that trusted source.
5.) Monitor and Revise Published Ads
Government contracting is a dynamic environment. Just as contracting companies evolve to meet the developing needs of agencies, so do PPC advertisements. PPC ads offer the unique ability to track performance, analyze user behavior, and identify areas for improvement. This data-driven approach ensures B2G campaigns resonate with government officials, and that contractors see a worthwhile return.
Additional B2G Marketing Strategies
Although PPC can increase online visibility, other avenues can generate successful leads. Indeed, a robust digital marketing strategy can complement PPC advertisements and cast a wider net. By combining PPC efforts with other marketing channels, businesses create an environment that consistently attracts and retains federal clients. Other marketing services that B2G organizations should explore include the following:
Content Marketing: Create valuable, informative content (whitepapers, blog posts, case studies) that positions businesses as thought leaders in their industry. Furthermore, email marketing efforts can deliver information directly to an interested prospect’s inbox and keep them engaged.
Web Design and Development: Though government contractors answer RFPs, a professional and user-friendly website showcases their capabilities and makes it easy for procurement officials to find the information they need to make informed contracting decisions.
SEO Services: Keywords and search results aren’t limited to PPC ads. SEO strategy helps B2G websites appear at the top of search results pages when officials search for relevant services.
Turn to KME.digital for Effective B2G Pay-Per-Click Advertising in Northern Virginia
In today’s market, B2G organizations face more competition than ever when vying for contracts. Nevertheless, government contractors can get their name to the top of search results and in front of critical decision-makers with pay-per-click advertising. Northern Virginia B2G contractors can depend on KME.digital for detailed digital marketing strategies that attract federal buyers. Call (703) 585-3321 today to learn how our team can help your B2G business win contracts!
