Tanya, the marketing manager for her corporation, knows that Google owns 81 percent of search and hosts the largest online ad display network. Although Tanya has been relatively successful in growing the SEO and social aspects of her brand’s marketing efforts, however, she feels a bit overwhelmed trying to bring Google Adwords into the B2B marketing mix.
Competition is fierce for many of the top keywords for her B2B organization, and she feels intense pressure to ensure that any investment in paid advertising sees high returns.
Google’s own research has indicated that companies tend to earn about $2 for ever $1 they spend in Adwords, making it an incredible force for any business looking to grow. With Google processing 40,000 queries every second, the opportunity to reach an enormous audience is clear. T
he search engine has also made changes to their SERP display. For some queries, there can now be up to four paid advertisements that appear before the organic results even begin. This often means that there are no organic results visible above the fold, particularly on mobile. Capitalizing on the paid opportunities can increase brand reach and provide more opportunities for demonstrating the organization’s value.
Fortunately, Tanya can build a solid B2B Adwords strategy that will help her take advantage of what PPC advertising can offer her campaigns. By understanding how to maximize her ad’s appearance and being strict about who sees each ad, she can achieve her desired ROI.
Take advantage of ad extensions
Brands need to take advantage of every opportunity to increase their real estate and attract more attention on the SERP; and ad extensions can accomplish this goal.
With ad extensions, you will increase your space in the ad, thus pushing competitors further down the page. On mobile devices-- which now comprise as much as 57 percent of all traffic-- pushing other ads and organic results down just a few lines can make a big difference in visibility.
The extra space will also provide you with the room to tell your prospects a little more about the business. Tanya will have more space to set her business apart from competitors, letting them know the value the organization can offer.
Google itself also looks favorably on ads that incorporate these extensions. By using them, Tanya can earn a higher quality score from the search engine. This will lower the cost per click, thus allowing Tanya to stretch her team’s budget even further and bring in more visitors.
Determining the optimal keyword list
Keep everything organized
Organizing your keywords can make a big different in your success. By grouping them according to themes as well as the type of micro-moment they belong to-- meaning informational versus transactional-- it will be easier to tailor your copy and your landing pages. The more closely aligned these factors are with the intent of the user, the higher your engagement will be.
Determine the words that you do not want your ad showing up for
If Tanya does not pay attention to the words where she does not want her ad shown, then her ad might be displayed on SERPs with low relevance to her business, thus costing her needless money with the clicks from these pages.
Eliminate irrelevant searches: Consider first the words that might be popular and seemingly related to your targeted keywords, as well as homonyms and misspellings. For example, there might names of songs or slang terms that you want to weed out.
Eliminate words that will bring unqualified traffic: Look also for words that indicate the people might not be ready to buy, people looking for reviews, or job seekers. When creating these negative lists, it is also important to consider the types of negative words to include in your list:
Negative broad match means that order does not matter, as long as the listed words are present, your ad will not be displayed.
Negative phrase match indicates that the order does matter, meaning that you want to only eliminate specific phrases, not just the words.
Negative exact match also indicates that the order matters and there are no extra words in the query; you only want that phrase eliminated when it is typed exactly as you indicated it.
It can be helpful to look also at the search results for keywords related to your terms and look for results that would be completely irrelevant to your business.
Effectively challenge competitor keywords
Some brands will find bidding on competitor names to be an effective strategy. These types of ads will allow you to reach customers actively in the market and propose your organization as an alternative. It is important to remember, however, that while Google allows brands to bid on competitor terms, organizations can not use the competitor’s name in their actual ad text.
Pair ads with the right landing pages
Not only do you need the client to click on the ad, but you also want their engagement once they land on the site. It is important to design a landing page that takes into account where user is in the buyer’s journey. Create and use landing pages that are designed for a direct client response, as well as those needed for content downloads.
Use strategic remarketing
Tanya and her marketing team should also carefully consider the value of retargeting in their PPC campaigns. With retargeting, they can directly reach out to visitors who have visited their site in the past, but left without making a purchase. Remember that in the digital age, where customers expect brands to provide them with answers for their individual needs, personalization cannot be underestimated. Customizing ads to reflect the behavior of those who have landed on your page can help inspire more purchases and show them why they should not walk away.
When using retargeting ads, however, it is important to make sure not to overload people. Space out the ads and provide customized messages depending on how long it has been since their site activity. Use the ads as part of a broader effort to create an individualized, superior customer experience on your website.
Place bids on conversion
Retargeting should focus on the value that your website offers the audience. Offer a clear value proposition based on where the customer stropped out of the funnel. For example, discount codes for those who did not complete a purchase can help draw customers back.
Bid on Gmail ads
Through Gmail, brands can specifically target customers who have visited particular websites or even those who communicate with particular domains. You can target, therefore, those who communicate with your competitors. Although these ads can have a higher cost, when they are done correctly, through an assessment of the prospect’s value and their place in the buyer’s journey, you can make cost-effective bids.
As Tanya and her team begin implementing an Adwords strategy that takes these ideas into account, she begins to see how a strong PPC effort can complement the rest of her digital marketing campaigns. With refined targeting that improves the quality of her audience, maximizing the visual impact of the ads, and retargeting past site visitors, she began to see real improvements in her click through rates and revenue.
Google Adwords with B2B marketing is an important part of business success. When used well, it can increase brand visibility and complement organic SEO efforts. Consider some of the tips that helped Tanya and her team find success and see if they will help you improve your paid strategy as well.