• PPC

  Advise for B2B Paid search account structure

  Posted by Optimal_Sweet8470 on October 15, 2024 at 8:14 pm

  Hey guys, I'm starting a new paid search role and my client is a B2B tech corp.
  I've been asked to restructure the paid ads account but kinda lost on what's would be best for driving customers ToFu – MoFu – BoFu

  Option 1:

  Campaigns split out for ToFu – MoFu – BoFu

  ToFu	MoFu	BoFu
  Awareness kws Branded	Consideration kws Branded	Purchase intent kws branded
  Awareness kws Generic	Consideration kws Generic	Purchase intent Generics

  Option 2: Which I have a hunch is a more advisable approach

  Campaign split across Branded / Product/ Pure / Generic keywords

  Branded keywords	Product keywords	Brand Pure	Generic keywords

  For option 2, how would this drive the customer from ToFu – MoFu – BoFu?
  Do I need to bid on purchase intent phases such as buy/purchase/order?
  Where would Affinity keywords fit in?

  Would really appreciate the support & guidance!

  Tanzila replied 1 month, 1 week ago 3 Members · 2 Replies
• 2 Replies

• 

  sprfrkr

  Guest

  October 15, 2024 at 8:54 pm

  #2 imho. Don’t forget competitor brand campaigns. They are some of the highest performing for b2b.

• 

  Tanzila

  Member

  March 18, 2025 at 12:29 am

  i was searching for this type of information thanks for sharing…….

Log In to Reply