There are times when you are struggling with PPC marketing because hardly anyone is clicking on the ads. Getting in the slump is common, even for those who have been working with Google Ads for a while.
The most important thing to remember is that there is no reason to panic. Instead of focusing on all the negativity, you should look for ways that will introduce a breath of fresh air and make you profit from PPC marketing again. If you are looking for some ideas on how to launch a well-optimized campaign, look no further than this article. You will find the tips below.
Tip #1 – Use Advertising Products
There are great Google Ads tools like Clever Ads out there. You can boost your campaign performance, get a free Google Ads promo code, integrate Google Ads to Slack, create banners, calculate costs, and even translate campaigns. These are not all features that Clever Ads has in store for you, so be sure to check them out.
Tip #2 – Add Extensions
It would be unwise not to use available ad extensions. You can include extra information in an ad without sacrificing the main text or paying extra money.
Some of the best extensions are:
- Sitelinks that allow you to put in extra links people may find useful while looking at the ad.
- Callouts that work as a consumer confidence builder. Include guarantees like free returns and other promotional statements.
- Structured snippets let you include extra information about features that are already in the ad.
Tip #3 – Try Different Ad Text Variations
Copywriting is a hard skill to master. If you feel like your ad texts are not good enough, no matter how hard you try, there is always an option to hire a freelancer.
There are copywriters who specifically write texts for Google ads. Look at the most popular freelancer websites or social media platforms like LinkedIn. You are bound to find someone who can help you out.
Tip #4 – Remove Underperforming Keywords
Even if you believe that a keyword is good, there is no need to have it around if it fails to perform. Do not fret about it and remove it from the campaign. Look for a replacement. Keeping keywords that are only holding the campaign back is pointless.
Tip #5 – Schedule the Ads
It is possible that your ads are not receiving enough clicks due to the time frame they are shown. Of course, you can run ads 24/7, but those who are looking to save the budget cannot afford that.
It is important to ensure that the ads are shown at the most optimal time. If you have not had a chance to consider when your targeted audience is likely to browse the internet, do so. And have the ads run when the number of potential customers is the highest.
Tip #6 – Create a Relevant Landing Page
Despite various penalties and an increase in bounce rate, some brands still continue to create ads that are obviously clickbait. When people click on it and get redirected to an irrelevant page, nobody wins.
Do not be one of those entrepreneurs who is still using clickbait titles to attract more people to their website. The average person on the internet is becoming smarter. And he or she will not bother to click on an ad that looks fishy and is likely there to trick them.
Tip #7 – Develop a Retargeting Campaign
A retargeting campaign is useful if you receive a lot of traffic that does not convert. You can look to create ads that will appear for individuals who have visited your website before. And given that something has caught their interest before, returning for the second or even the third time may increase the odds of them finally spending the money.
Tip #8 – Research the Competition
Small businesses learn from brands that are already established. There is no shame in looking at how your competition is doing, taking some of their ideas, and implementing them in your own campaign.
A similar brand can become a source of inspiration, especially when you are struggling. Try to distance yourself from the business and get in the shoes of an average person surfing the net.
Look at the ads from other businesses and think about what makes them good or bad. Consider which ads you would click on and which you would not bother with, in the first place.
Tip #9 – Keep Track of Data and Test
The success of your campaign can be measured in numbers. Thus, it is important to keep track of as much data as you can. Otherwise, you will not be able to make adjustments when necessary.
Also, remember that PPC marketing is about testing as you can make adjustments in real-time whenever you want. So continue to try new things until you find a formula that works for your brand.
The Ultimate Guide to Paid Marketing for B2B
Paid marketing is an effective way of promoting a business, and the various mediums for paid B2B marketing are Google Marketing, Bing Ads, Facebook Ads, LinkedIn Ads, etc.
For enterprise B2B companies, paid social and pay-per-click advertising can be challenging. The unfortunate reality is that the buyer journey for these businesses is long, with multiple stakeholders at different points in the process.
It’s harder to promote B2B than B2C businesses with paid advertising because there needs to be a rock-solid strategy to reap significant results from your ad spend.
Paid B2B marketing strategies have an essential role in this process: here are some tips on implementing them when used by enterprise B2B companies.
Use Display Advertising to Boost Brand Awareness
Before someone can start considering your services, they need to know you. The first step in any decision-making process is finding the supplier – you can do this by utilizing Google’s Display Network and company advertisements in industry publications.
This type of digital marketing campaign doesn’t aim at driving leads. Still, you must keep in mind that these campaigns don’t generate direct results such as lead generation, mostly not in the short term if tangible results matter most for other business stakeholders (for example, shareholders).
This campaign aims to get your company’s name in front of as many people as possible. There are some ways you can target the ads, and we would usually recommend using keywords or an affinity audience.
Use Google Text Ads to Target Transactional Keywords
Google text ads are the most common form of paid media campaigns for B2B marketers, but they are also one of the most misinterpreted.
Transactional keywords, or keywords as they are commonly known, refer to phrases that suggest a level of intent to purchase- words like “solutions,” “software,” and “business” can often be seen at the end.
For example, when someone searches for marketing software (marketing), their intention is different than if they were searching google on how to do marketing (PPC).
Transactional search phrases have a higher level of intent, so they are the target for text advertisements on places such as Google. Rather than being too broad with their keyword targeting, many companies mistake spending more budget on keywords that attract few search results.
However, as long as you don’t spend all your budget on these words without seeing any returns, it won’t matter. You can also use these AI content generators to create compelling ad copies.
Use Organic Keyword Research
The information-focused content on your website should address the broader search terms that are not targeted by your text ads. These searches require a more informative approach than an interactive one, so educating them on blog posts or another form of content is best.
You could also target these broader keywords with an awareness campaign, as I mentioned at the beginning of this article.
Still, unless you provide educational materials in your ad, it is always better to approach those keywords from an SEO angle rather than trying to advertise for them explicitly.
Engage in Re-Marketing
Paid ads can still help increase visibility. Many businesses put pay-per-click ads on the first page of search results to target buyers searching for relevant terms.
For the right price, you can place an ad for your business – a pay-per-click ad – at the top of a search results page, and it will only cost you more money if you don’t place it correctly.
Regarding advertising, 98% of visitors don’t convert on just one website, so how else would anyone reach these people? The best way is through remarketing advertisements.
Remarketing ads are digital marketing advertisements that appear specifically for prospects who have already visited your website. They show up on the internet as candidates move around and experience other websites so that they can be top-of-mind.
With all of the data available about customer demographics and browsing habits, these personalized messages allow you to create a hyper-personalized ad experience for every person – with or without an initial visit to your site.
Just make sure that post-click experiences (the landing page) deliver a message too.
Include Video Marketing in Your Strategy
Video has become a non-negotiable part of B2B marketing. More and more companies are waking up to the value of video in their campaigns. Videos help you engage prospects and boost lead generation.
Let’s look at the most impactful video formats that you could use within a new or existing B2B marketing campaign.
- Brand Videos – These videos are a subtle way of letting your customers know who you are and what you have to offer. They’re an excellent alternative to formal, overly produced sales pitches. Make sure your personality and company message shine through when creating the video. It would aid if you thought about what makes your company more valuable than your competitors.
- Tutorial Videos – A tutorial video is a self-explanatory video that teaches the user something new. Tutorial videos, in a nutshell, take the user through step-by-step instructions on how to complete a specific task.
- Testimonial Videos – Testimonial videos are a powerful way to build customer trust. It’s worth the time to collaborate with clients to create original and engaging testimonial videos.
- Case Study Videos – Case study videos are a more comprehensive account of your work successes than testimonial videos. They focus on how you improved your client’s business performance and included ROI and conversion rates.
Videos don’t need to be complex for B2B prospects. Connecting with them and demonstrating your value will serve you well.
Concentrate on the overall ROI
Don’t worry about how many of your ads are getting impressions or the cost per click. If you have set up your B2B marketing campaigns rightly, you should measure overall investment instead of the value of leads.
You may spend $6,000 on one lead worth $50k or even $12k on one lead worth over a million dollars. These can be extreme examples, but what matters when looking at your long-term paid B2B situation measures how much money you invest versus how valuable leads come out and assess.
Increasing your overall return on investment will require you to make efforts and modifications in various areas. Doing this requires being brave with your B2B marketing strategies and abandoning established tactics for newer ones. It’ll also need long-term initiatives.
However, all these changes should be worth the time invested if you have the right plan to understand what customers want and effective communication. They are statistics to help track any progress made towards ROI improvement.
Adopt a Customer-Centric Strategy
B2B companies need to adopt a customer-centric strategy to excel in B2B marketing.
A customer-centric company needs to have more than just good customer service. It should focus on providing positive experiences before and after the sale to drive repeat business, increase loyalty and improve growth.
When you give your customers the focus they deserve and combine this with Customer Relationship Management with the help of CRM tools, you have the key to a wealth of data- giving you an all-encompassing view of each customer. You can then use this information to provide them with more tailored experiences.
To build a customer-centric strategy for B2B marketing, a B2B company should take these actions:
- Operationalize customer empathy
- Hire for customer success
- Democratize customer data
- Facilitate direct interaction with customers
- Connect company culture to customer outcomes
- Tie compensation to the customer
To achieve customer-centric visions, companies need to have a customer-focused culture.
The buyer journey for a B2B company is often long. It can take a little bit to see a return on your paid campaigns, but you’ll likely cover any lost revenue quickly once you do B2B marketing.
It will help if you consider a couple of things when working on your paid search for a B2B marketing campaign. You need to ask yourself about the customer problems and then choose keywords that match those.
Consider video marketing to make sure many people are looking at your ad, engage in re-marketing, focus on overall ROI, and adopt a customer-centric strategy correctly.
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