SEM Strategies for B2B Companies

Search engine marketing is a form of online marketing that helps businesses promote their products and services on search engines such as Google and Bing. By optimizing their website for search and using targeted keywords, businesses can increase their visibility and attract more leads. B2B Search engine marketing is a time-tested way to connect with potential customers who are consciously searching for data about your product or service. Additionally, search engine marketing can help you to build brand awareness and establish your business as a thought leader in your industry. When used effectively the B2B SEM strategy can be a powerful tool for achieving success in the competitive world of business-to-business marketing.

Although it may appear simple; as digital marketing evolves, it’s critical to assess your existing techniques to ensure that relevant searches link to your company’s content. To thrive, B2B companies require knowledgeable and efficient B2B marketers to help them position themselves against the competition and provide the groundwork for acquiring and converting leads to clients. 

You’ll learn about the greatest B2B SEM strategies for increasing B2B sales in this article. Know who you’re aiming to reach as a target audience. Make certain you follow a few best practices. 

What is SEM Strategy?

SEM stands for search engine marketing, which involves ad placement and payment positioning to drive visitors to a website. Paid search ad optimization is the core of any SEM strategy. To execute a strong plan, evaluate how paid ad platforms work and how to effectively manage factors that affect performance, such as keywords, budget, and content. However, SEM and SEO are usually employed together because both rely on SEO strategies.

SEO works well with SEM techniques, providing a solid basis for conversions and revenue retention from focused keyword searches. Combining SEO and SEM strategies is most beneficial when done correctly since SEO leads to stronger ads with greater performance.

How to make SEM for B2B better?

  • Involve stakeholders throughout the decision-making process to demonstrate that you appreciate their feedback.
  • Align your campaign’s and company’s objectives.
  • Increase the length of your marketing funnel.
  • Target your segment with your brand.
  • Use the power of sponsored search to increase the return on your investment.
  • Make the funds necessary to launch sponsored search marketing.

Important factors for bringing clients into your B2B SEM

First, you must engage your visitors to enter your sales funnel when they come to your website while doing B2B SEM. Generally, you may aid this process by sending your visitors a gated offer, such as a free white paper report or a webinar enrollment, once they complete a lead capture form. Alternatively, for businesses that provide a service online, you might encourage visitors to sign up for a free account, which allows them to try either a restricted-functionality edition of your services or a comprehensive account for a limited period.

Top B2B SEM Strategies

  1. Set a campaign

Google and other search engines offer criteria to use on a campaign’s landing page, such as geographic area, day and time, and a medium to display the ad. These parameters will allow you to

  • select an audience – global, a few countries, or just one; 
  • set the clock of the Display Ad – must be set for 24 hours or presented for a limited time;
  • convey the ad to the right audience on the right platform. 

The campaign can start on the search engine itself or a content network.

  1. Compose an Ad

Selecting the appropriate keywords will aid in the generation of leads. It’s preferable to choose simple yet effective keywords and avoid using excessive punctuation or abbreviations that Google would find difficult to understand. To design and manage keywords, there are various tools to use. Some options are Google trends, Google keyword planner or other paid ones like SEMrush or Ahrefs. There are many more for sure but these are just for your reference. 

  1. An encouragement for the response

Creative advertisers come up with novel concepts to attract the audience’s attention. According to Neil Patel, out-of-the-box-thinkers have ditched the conventional sign-up procedures in favor of white papers and ebooks to convert visitors into customers. In addition, webinars, polls, prizes, and newsletters encourage visitors to participate and interact.

  1. Implement tracking and building

It is important to optimize the budget and bid to get the maximum click-through conversion rate. As manual tracking may determine the duration of a visitor on your website, Google Advertisements’ engaging ads and tracking tool can help attract visitors and keep track of individuals who land on your pages. 

  1. Analyze and test Ads

When investing in search engine marketing, it is better to optimize your traffic for conversions to get a good return on your investment. One of the most practical ways to do this is to conduct A/B tests for your landing pages. This can provide you more in-depth insights about the terms that generate more conversions or which ads have better performance. 

Platforms such as “Optimizely” can assist in implementing A/B testing with real-time results.

  1. Keep in touch with the leads.

It is very crucial to always follow up with people that clicked on your ads and covert them in the middle or long term. As leads may vary, it would be helpful to separate warm leads (those who have just finished a communication form) from cool leads (those who have completed a form to download a white paper or e-book) and coordinate the communication sequence accordingly. 

  1. Optimize your website as per the organic search

Infuse critical keywords. Optimize the content on your site to leverage them. Begin with the site copy and create your site text properly to successfully sell your product/service while appropriately including your main keyword phrases. Analyze your website structure, in other words, the code search engines see when people visit your site. And finally, make sure your website is “crawlable” to ensure that your digital assets are indexed by Google and Bing.

Reach out to ContentGo for the most converting content.


For companies, B2B search engine marketing is all about reaching out to users who may be looking for your products or services. 

When executing SEM for B2B campaigns, keep in mind having high-quality content is very crucial. Especially, publishing relevant posts that target each stage of your conversion funnel is very important. 

ContentGo can always assist you with your content needs and help you provide the content with the highest quality on your niche. You can register now and tap into your target audience.