Fact: Today, 91% of B2B companies turn to search engines to find new lead.
Although SEO always helps us achieve that visibility on page one, ads in Google Ads are an excellent idea to increase your organic presence, especially in highly competitive results.
However, if you are tired of underperforming B2B Google Ads Campaigns, here are a few tips to impact the right audience and achieve the desired results.
Look For “Profitable” Keywords
Find “profitable” keywords; that is, the ones that are not too expensive but still have enough search volume. That is how:
- Look for amplified keywords to generate more traffic.
- Use some keyword planning tools to map keywords.
- Search for words with a reasonable average monthly search, then check their competitiveness and bid prices for each low-ranking and high-ranking keyword.
- We may have the perfect keyword, but if it's too expensive, our budget will plummet and we won't be able to sustain the campaign for long.
Let’s take into account the search intent of the keywords when choosing the ones for our campaign. Google respects intent, so let’s make sure to rule out ambiguity and focus on who might be using these keywords in their search. Create some keyword lists. While some keyword lists suggest that you should contain 20-30 keywords per ad group, this could result in your daily budget being spent too quickly and not necessary if your keywords are well-targeted. Five well-chosen keywords per ad group are fine.
Take A Look At The Competition
It is always necessary to perform a competitor analysis to identify which search terms our competition is investing in. This will help us better understand our competition and what search terms they are targeting through their specific offers. Knowledge gives us a competitive advantage.
Know When It’s Okay To Be Negative
Negative keywords are important for optimizing your Google Ads for B2B campaigns. Why? They prevent people outside of our target audience from seeing (and clicking on) our ad. We also make sure that our ad is only shown for the chosen niche of the market. For example, if you provide health insurance, your negative keywords could be other insurance products that will waste your click budget, such as business insurance, life insurance, auto insurance, etc. There is also a list of commonly used negative keywords that help us B2B marketers avoid unqualified clicks from job seekers, investors, and information seekers. These include terms like jobs, employment, recruitment, intern, free, resume salary, definition, example, what is, training, diagram, partnership, research, and many more.
Try Again And Again
As with everything related to digital marketing, testing is part of the path to getting the best out of your campaigns. The test between combining campaigns and targeting will give Google’s algorithm more data to learn. By the way, you just improved how to set up profitable A/B testing for PPC success in Google Ads.
Diversify Your Media, Personalize Your Audiences
Explore and put to good use custom search intent audiences based on websites and search terms on Google Display, Discovery, and YouTube. This allows our ads to reach a personalized group of users searching for the keywords relevant to you and allows your campaigns to run on potentially cheaper media.
Personalize Your Landing Page
After so much effort to improve our Google Ads campaigns, it would be a real shame to lose your hard-earned clicks due to a poorly designed landing page. Invest in a specialized landing page that matches the user’s search query, has a compelling and emotional offer, and has only one call to action. If you have multiple campaigns for multiple products or services, each should have its unique landing page. In other words, don’t send your clicks to the home page!
Let The Quality of Customers Be Your Guide
Once you’ve set up your campaign with a few carefully selected keywords and the leads start pouring in, it’s important to check the quality of your leads by keyword. I would say it is essential. If it’s clear that the best quality leads are coming from keyword A rather than keyword B, then we can confidently focus all of our attention, ads, and additional keywords on the topics related to keyword A. This can help direct traffic in the right direction.
Extract Insights From The Data
When measuring ROI, it’s important to use data correlation to get a broader picture of whether or not our campaigns are adding value, rather than just focusing on what Google Ads attributes to campaigns. If we notice an overall increase in conversions after a few weeks of running our campaigns, we can attribute this to our efforts on Google Ads.
We wish, we could say that Google Ads works every time and for the first time for all B2B leads! But, what we do know is that once we have optimized our B2B Google Ads campaigns to turn them into a results-producing machine, we have to continue managing the entire strategy. Monitor your campaigns frequently and use click-through rates, conversion data, cost per click, and top-performing ads to continuously optimize your campaigns and budgets.
Being a digital marketing agency in Toronto, Canada, we can offer you the required assistance. Feel free to contact one of our digital marketing experts.