B2B advertising hosts a number of challenges for marketers. Platforms are not created with B2B advertising in mind, because the sales process is too long and attribution is murky. Additionally, markets are more niche and multiple people are involved in each decision. However, since 93% of the B2B sales process begins via search, marketers who ignore the digital component of their strategy are leaving revenue on the table.
Even though there are more B2B companies than B2C, it is difficult to find quality content addressing how to improve this skill set. After years of digging and researching, here are some resources to transform you into a PPC superhero.
Basic Advertising Resources
Source: Getty Images
The starting point has to be understanding the options the Google Ads platform offers, hence leveraging their Skillshop is key. Through this website, you can learn about the fundamental elements needed to get started on Google Ads search, display, discovery, shopping, and more.
All the material is free and tends to be refreshed once every year or two. These courses and material will not transform you into a Google Ads rockstar overnight, but they will show you what you can do, and the general requirements to get started.
Intermediate Advertising Resources
Source: Getty Images
If you prefer reading there are many books to get you started on what Google Ads is capable of, such as, the Ultimate Google Ads Playbook by Christine Zirnheld. In this book, you will learn about leveling up with a sound account structure, how to set up the right settings, and even how to track your results successfully, among many other awesome insights.
Let’s be honest though, you can’t be a Rockstar advertiser without understanding that Google ads are only a fraction of what your media plan involves. Therefore, check out this book by Helen Katz, called The Media Handbook – with it, you will learn about advertising, media planning, and the buying process.
You are not a fan of reading? Don’t worry, I’ve got your back. Here are some amazing podcasts to keep you entertained while learning a lot at the same time:
- Marketing O’Clock: Weekly digital marketing news that will keep you up-to-date with the latest trends
- The Marketing Scoop Podcast: This is a weekly podcast of case-based stories about marketing growth, the latest news, strategies, and techniques
- Paid Media Pros: Technically these are videos, but they are incredible. You can learn about more than Google Ads, and more importantly, Joe and Michelle will show you how different channels can integrate and leverage each other’s strengths
And for certifications and courses, you can check out the following resource:
Advanced Advertising Resources
Source: Getty Images
Unfortunately for advanced marketers, there are very few resources that are B2B specific and many of these resources don’t focus exclusively on Google ads.
Below are some helpful places marketers can get up to date information on B2B advertising trends:
- The KoMarketing Blog covers strategies, tactics, and industry news – focused on B2B only.
- The Drum is another great resource for B2B’s and it has a section dedicated to the sector.
- A podcast for marketers with a more advanced level is Funnel Reboot, while not unique for B2B marketers, it does cover more advanced strategies and methods to improve lead generation.
- MarketingProfs has a large B2B focus and features best practices for marketers across their digital campaigns. They host webinars and a forum dedicated to these advertisers and marketers. They also filter their podcasts and resources for B2B on their site..
- If your company doesn’t have a subscription for Gartner and Forrester Reports, you can still attend their webinars or read their blogs to determine what changes are forecasted to hit the industry. Their reports are well known for the data collected and the insights delivered.
- Salesforce has a section dedicated to white papers focused on digital trends and resources. Their blog also offers insights on building customer loyalty and nurturing leads.
B2B marketers must get creative when it comes to improving their skills. They are forced to find ways to use B2C content and apply it to a marketing funnel that isn’t optimized for the B2B buying process.
If you want to learn about the most common errors B2B marketers make when setting up or optimizing your Google Ads campaign, I hope you join me at Hero Conf 2022 where I will go specifically into the issues and how to solve them, while showing some awesome B2B case studies.
How Automation Hurts Rank, And How to Fix It
Imagine you are offered an opportunity to have control of all the creative, copy, and budget in your Google Ads account (or your paid media platform of choice) put in the hands of an anonymous six-year-old user. Each day, you are allowed to tell them whether they should or should not spend money, how valuable a conversion is, and nothing else. This is billed as a massive gain inefficiency, as they can handle all the tedious tasks while you focus on the bigger picture. Whether or not you get to keep your job depends on this user’s continued success. Do you feel just a hint of hesitation or fear moving forward with this plan? When put in those terms, probably so. Yet somehow, we all seem to have no problem implementing automated bid strategies across our accounts.
There’s no arguing that automated bidding can be an effective tool, but it’s a technology that gets plenty of undeserved credit too. Machines do their best work when they are performing rote, repetitive tasks. Humans do their best work when they’re thinking strategically, and a successful account requires input from both parties. However, there are few, if any, paid media platforms that provide an adequate framework for communication between both parties. In the PPC world, miscommunications can be costly. In this article, we’ll go through the role of automation in paid media, how that influences rank, why rank is relevant, and how to use the tools you have at your disposal to make automation work for you.
Automation’s Role in Paid Media
Saying that automation is ubiquitous in PPC would be an understatement. It’s no secret that as advertisers call for more depth and granularity, advertising platforms answer their demands by developing increasingly complex features that require more automation to use. This is not only pragmatic but wholeheartedly welcome. Letting machines focus on execution means we can spend more time on the activities uniquely suited to humans, like analyzing and strategizing. However, as our focus broadens, we start to lose oversight into the most fundamental aspects of our campaigns, such as our rank.
Why Rank is Relevant
Rank determines where ads are relative to other ads, but it also serves a much more vital function. It determines whether ads show up at all. Even though it serves the most critical function in an account, we still don’t talk about it all that often for a number of reasons:
- The term rank is sometimes thought of as synonymous with the average position. When Google sunsetted the average position metric in 2019, conversations surrounding rank became scarce.
- Increasing complexity in our advertising platforms is causing our attention to become fragmented. We don’t have the bandwidth to manage something that at least appears to be managing itself.
- When efficiency is our main metric of success, how our ads are serving is only as important as our ability to pace our account budget. If spending is fine, no questions are asked.
- We trust automation too much. If a campaign sees low volume, we assume it’s for reasons out of our control. We’re either reluctant to question if automation is relevant, or we’re so entrenched in it that we don’t even think about it in the first place.
How Automation Hurts Rank
There are valid reasons rank may not always be top-of-mind, and it might not need to be if it weren’t for the fact that the automated bidding strategies we use everyday bid far too conservatively, inherently limiting our volume. Then consider the compounding effect of a schedule of continuous optimizations that further limit and refine an account where volume is already limited. Campaigns using automated bidding will end up serving a mere sliver of the potential audience. Without specific attention put towards improving rank and scale, every optimization made on a campaign brings it an inch closer to irrelevance.
Making Automation Work for You
It is clearer than ever that those of us who manage paid accounts need to rethink automation. The question isn’t whether or not to use it. The benefits are clear. What we need to consider is how we can make better use of automation without artificially limiting our audience. There are a number of options to test, ranging from simple to complex:
- Testing unconventional automated bid strategies.
- Testing unconventional combinations of values and goals.
- Test for growth opportunity by (briefly) turning your account into a tessellation of micro-campaigns, then recombine them with updated settings.
Using any of the strategies above has the potential to positively impact rank and help you retain efficiency at scale, but the safest method for doing so is the one that allows for the most manual control. In this case, that involves taking management into your own hands by breaking your campaigns down into smaller components to give yourself the clearest line of sight into growth opportunities. It’s a technique we’ve employed across a variety of clients at Voro, which has helped them achieve impressive results.
If you’re interested in learning more about how to take back control from the machines, employing an effective mechanism for retaining efficiency at scale, how to manage stakeholders’ expectations even when performance doesn’t go according to plan, or how burritos and popcorn relate to paid media management, I’ll be going in-depth on these topics and more at PPC Hero Conference.
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Ad Fraud Warnings to Look Out for in 2022
Advertisers spend $455 billion in online advertising per year and $42 billion of it lost due to ad fraud in 2019, according to Juniper Research. In addition, the Wall Street Journal reported that 28% of all web traffic likely comes from “non-human” bots.
Why hasn’t ad fraud been stopped yet?
In short, it’s still difficult to detect.
Fraudsters are using far more sophisticated techniques today than in the earlier days of the web and a single advertiser can run millions of ad impressions across hundreds of websites, making it extremely difficult to spot irregularities at such a large scale.
It’s not a secret that ad fraud remains a major problem. But are advertisers aware of it and, if so, are they doing anything about it?
Fraud Blocker, a click fraud protection software, sent out a survey to PPC marketers to help answer some of these questions as they plan for their 2022 campaigns.
What is ad fraud?
Ad fraud is a means to defraud advertisers by using techniques that inflate the total number of ad clicks or views for financial gain.
With click fraud, malicious actors can employ robots or low-wage workers to repeatedly click on ads illegally. Unaware of the fraud, advertisers then pay for the clicks as if they were real humans with actual buyer intent.
Another type of ad fraud, impression fraud, is often done by serving ads in places that are invisible to the human eye. This can be done by stacking ads on top of one another, loading them in tiny iframes, or serving them in the background of a mobile application.
Here are a few of the most common types of ad fraud today:
- Ad Stacking: Multiple ads are stacked on top of one another where only the top ad is visible, however advertisers are charged for the non-viewable ads.
- Pixel Stuffing: A malicious publisher loads ads, or an entire website, inside a 1×1 pixel. The ads are non-visible to the human eye.
- Click Farms: Attackers hire a group of individuals whose job it is simply to click on ads throughout the day. Click farms use techniques that give the impression that each click is from a different user and device.
- Click Bots: One of the most popular methods of click fraud is done by web robots. These bots can be simple programs that click on ads repeatedly or they can be large operations that are installed with malware on user’s devices and click on ads unknowingly in the background.
- Location Fraud: The geographic location of ads are spoofed using a Virtual Private Network (VPN). This makes ads appear to be shown in a more desirable location, such as in the US, despite actually being shown in a less desirable country.
- Video Viewing Fraud: The popularity of video channels can be easily faked to appear more appealing to advertisers, much like social media followers. Advertisers ultimately end up paying based on the view counts which a large portion of may not be from real humans.
- Affiliate Ad Fraud: Fraudsters manipulate the cookies on a user’s device to wrongly credit an associated affiliate as the source of purchase without the user’s knowledge.
- Source Spoofing: The data detailing where an advertisement ran is altered to appear as a more trustworthy publisher or mobile app.
- Domain Spoofing: The domain name is changed to falsely appear as if the ad came from a more premium site, such as changing from junknewssite.com to WSJ.com.
Visit here for more details on the different types of ad fraud.
Ad fraud still remains a large concern for advertisers
In the new survey, PPC managers were asked about their awareness of ad fraud, their overall level of concern and, what role in marketing they held to see if there was any correlation.
The vast majority of all respondents, 70%, stated they were somewhat or very concerned about ad fraud.
The survey also showed that more experienced marketers had a larger concern about fraud. These particular respondents may be able to identify fraud more frequently due to their dedicated marketing and analytics experience relative to more general business owners and consultants.
Ad fraud continues to significantly impact campaign performance
All respondents to the survey had direct experience managing PPC ad campaigns and most of them reported seeing a large amount of fraud.
74% of those respondents experienced more than five percent of fraud in their ad campaigns and an incredible 11% of marketers experienced greater than 25% of fraud. Even a small amount of fraud can have a tremendous impact on an advertiser’s budget and performance.
The types of ad fraud, and their marketing channels, still vary wildly
Historically, click bots were often the most commonly mentioned type of fraud, but today the survey shows “ad stacking” and fraudulent URL sources as the most common problems for PPC managers.
Click bots and “pixel stuffing” were the third and fourth most commonly mentioned and over 10% stated that competitors clicking their ads was a major problem for them.
The respondents also experienced fraud across every channel in nearly the same amount. Even newer technologies, such as over-the-top streaming TV (OTT), reported sizable issues of ad fraud. This could be due to it having less mature ad tech that creates a greater potential for exploits.
Experienced marketers use third-party software to help prevent fraud
Eliminating ad fraud entirely can be very difficult, but advertisers can rely on a few techniques to help save their budgets and improve their performance.
The first is to simply follow best practices to help identify bots, such as adding a “honey pot” to lead forms, or by frequently monitoring data from clicks, views, and leads to find irregularities and then adjusting advertising campaigns accordingly. However, these require experienced marketers to be able to identify the bad data and it can be labor-intensive to frequently monitor and take action.
Another option is to rely on anti-fraud services provided by ad networks, such as Google Ads. This can be effective; however, there is often a conflict of interest the ad networks generate revenue from each click or impression regardless if it’s fraudulent. Reducing their fraud clicks thus reduces their revenue. Some ad networks also provide very little transparency of invalid activity in their reports and then the burden can be up to the advertiser to request reimbursements if fraud is discovered.
Some ad networks, such as Google Ads, provide “invalid clicks” in their campaign reports for advertisers, but one man sued Google after allegedly discovering his invalid clicks were far greater than what the Google reports were showing.
When the survey respondents were asked if they believed Google Ads blocked click fraud, only half of the respondents, 49%, believed Google did. This should be a major consideration for advertising in 2022.
The final option is to use a dedicated, independent ad fraud detection software. There are several players on the market that can help advertisers detect, block fraud in real-time and the survey showed that about 50% of advertisers use these services, or have considered using one.
Overall, the results of this survey indicate the prevalence of fraud in advertising campaigns today is still very high. As marketers plan for 2022 they should consider taking action against this fraud to improve their ad performance and extend their ad budgets.
The Fraud Blocker survey was conducted by Pollfish and concluded on December 1, 2021. It was sent to a randomized group of PPC marketers and media buyers in the US and UK who purchased digital advertising in the prior 24 months. 200 respondents completed the survey. Pollfish is a leading survey company with a pool of over 480 million mobile audience members worldwide that participate in their surveys.
Use Customer Lifetime Value to Find More Clients
With new privacy rules continually changing the landscape of third-party data, brands are increasingly becoming more focused on understanding their current customers in order to make more sophisticated marketing decisions. One approach to this is utilizing customer lifetime value (LTV) to segment your best customers and ultimately find more of them. In this article, we’ll provide a brief outline of LTV but you’ll want to attend Hero Conf 2022 in Austin, Texas for a more in-depth breakdown with key takeaways.
What is customer lifetime value?
The lifetime value of a customer, or customer lifetime value (LTV), represents the total amount of money a customer is expected to spend in your business, or on your products, during their lifetime.
*Note on calculating LTV*
Now to be fair, there are a number of varying ways to calculate LTV going from relatively simple, to complex and complicated. This article will not be focused on evaluating the best approach or even how to calculate LTV. I do have some preferred tools which I’ll share at Hero Conf- but ultimately finding the best tool that works for your brand is important.
Large brands like Amazon and Starbucks have documented how their understanding of LTV has influenced their marketing and overall business decisions. Smaller brands who often have limited resources in their pursuit of growth often overlook LTV or don’t truly appreciate how helpful it can be to their overall growth.
Which campaign is performing better?
Take a look at the chart below – at a glance – which campaign appears to be performing better?
|Campaign A||Campaign B|
|Cost / Acquisition (CPA)||$10.00||$16.67|
Most digital marketers, including myself, would say campaign A. More purchases (revenue), lower CPC, and lower CPA. Seems pretty obvious.
But a question that’s worth asking is – what if campaign B focused on acquiring a better quality customer? Someone who purchased a higher average amount bought more frequently, and stayed, is a customer of the brand for a longer period of time. Ultimately, a customer with a higher LTV. The question of which campaign is performing better looks a lot different when LTV is factored as a metric and could lead to very different marketing approaches.
Looking beyond CPCs & CPAs
These are conversations that more brands should be having. Looking at CPCs, CPAs and the revenue from the first purchase are all very common KPIs, but they can be misleading and myopic. Factoring in LTV provides a more holistic approach to making marketing and overall business decisions.
Going a step further, brands that decide to utilize LTV often come across the hurdle of how to efficiently segment their best from worst customers. In the workshop, I’ll share the most effective analysis that we’ve found. For brands on Shopify, we’ll take it a step further and offer a valuable app that will both help solve LTV and segment your customers as well. There are a number of apps in the Shopify App Store that can help calculate your LTV and effectively segment your customers for you, but there’s one that we’ve found to be leaps and bounds ahead of the rest.
Finally, once you’ve segmented your customers, you now have the ability to supercharge your marketing efforts to find more of your best customers, while also excluding targeting anyone who you believe might be exclusively bargain hunters or cherry pickers.
If you’re interested in scaling your brand, you’ll want to attend this workshop. Understanding LTV and how to find more of your best customers will be an invaluable tool that will help move the needle for your brand in 2022. Key takeaways will be:
- How LTV has shaped the decisions of large brands we all know
- How LTV provides a more holistic picture of success within paid search
- How we’ve helped a women’s apparel and homeware brand find more of their ideal customers
- Tactical insights (including apps/tools) on how to implement an LTV strategy within paid search
Hope to see you there!
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