How to Get the Best Out of your B2B Display Marketing Campaigns


B2B display advertising campaigns are a part of digital advertising that can bring long-term revenue for any business. But we need to get it right. There is a misconception that display ads don’t work for B2B companies, but it can’t be further from the truth.

If done right, display ads can give significant long-term revenue. But the catch is that you need to include display ads in the mix of other marketing strategies. Since B2B has a longer sales cycle, you need to have multiple touchpoints to convince the customers.

In this article, we’ll discuss the top 10 strategies to get the best out of your B2B display marketing campaigns.

1) Know Your Campaign Goals

Knowing what you want to achieve helps you set the expectations right. Since display marketing campaigns are used with other marketing strategies, the campaign metrics differ. You need to look not just at the conversions but also at how the display ads help other channels convert. The wrong attribution is the reason why most B2B marketers think display marketing doesn’t work. So keep a good measurement strategy whenever you implement display marketing campaigns.

2) Understand How Competitor’s are Using Display Ads

You don’t have to reinvent the wheel to become successful, you can just improvise on what’s already working. And the best place to start is understanding how your competitors are using display ads.

The right tools will help you understand competitors’ intelligence and see what traffic sources they are using along with publishers, campaign messages, etc.

3) Identify Top Publishers in your Niche

The B2B audience spends a lot of time on publishers’ websites gaining new industry information and trends. You can tap this audience by publishing your display ads on these sites. The competitor’s intelligence will help you identify the top publishers in your niche.

If you provide any software product, you can run display ads on martech sites or B2B product review portals. In such cases, you can directly connect with the publisher and strike a deal instead of negotiating through a third-party channel.

4) Know Various Target Options Available

If you are running ads on the Google display network, you should explore various target options to expand the reach. Along with demographics, geographic, remarketing, custom targeting, the Google display network allows you to target specific website visitors and keywords. You can use even Microsoft’s ad network to target Linkedin users based on company, location, and designation.

5) Design Appealing Ads

As a business, your competition isn’t just another similar business but every ad that takes away customer attention. Dwindling attention span is making customers provide attention to only those things that grab their attention quickly. B2B marketers are not the ones who are open to creative ads in the business, but the current climate demands appealing ads even from the B2B businesses. Content and product will always remain central to your B2B display marketing campaigns, but you need to find a way to grab their attention quickly.

6) Explore Native Ads

According to Wikipedia, Native advertising, also called sponsored content, is a type of advertising that matches the form and function of the platform upon which it appears. In many cases, it functions like an advertorial and manifests as a video, article, or editorial. Technically, Native ads are not display ads, they are proven to have a similar impact on the audience. These ads can appear on major sites along with the content and blend in perfectly with the AI.

7) Try Programmatic Advertising

Programmatic Advertising has taken the paid advertising world by storm. The data available with third-party websites can be leveraged to target your audience. Programmatic advertising helps you target the audience precisely, with a lot of transparency. It’s still in the early stages and early adopters will beat the competition in the long run.

8) Adopt a Multi-channel Approach

B2B businesses should not ignore the fact that customers take a multichannel approach while researching a product. They need multiple touchpoints across different channels to trust your brand. The ads you design must work on multiple devices, load faster, and should fit in the overall UI of the platform.

9) Use Video Ads

Most customers prefer watching a video demo of the product they are trying to buy. This gives them a better idea of how the actual product is. So B2B companies can’t ignore video ads. Be it youtube or social media; video is an effective medium. You can create video display ads using small snippets and providing crucial information about the business.

10) Ask for Expert’s Help

Display advertising is expensive and there are a lot of moving parts and it gets more competitive with top brands. Experimenting with display ads is a good idea, but with B2B ads, it can get expensive. You can save money and time by hiring some who is an expert at running B2B display ad campaigns. This will help you understand which tactics to pursue and experiments to run.


The global spend in B2B paid advertising is only going to increase in the coming years. So if you are thinking about running display ad campaigns, this is the time.

Use the tips mentioned in the article, to run your next display campaigns. We are sure, you’ll definitely see the results.

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