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Google Ads Resources for the Novice or Expert



Google Ads Resources for the Novice or Expert

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

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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

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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

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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.

Final Thoughts

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.

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How Can PPC Help Inform a Powerful Link-Building Strategy



How Can PPC Help Inform a Powerful Link-Building Strategy

If you’re just setting out to create a marketing strategy, then you may have read a lot about the power of link building, and how much it can supercharge an SEO campaign.

Though link building is certainly a powerful discipline, like any marketing technique, it shouldn’t exist in a vacuum. In today’s post, we’ll look at the relationship between PPC and link-building, and how the insights you glean from PPC campaigns can inform your link-building strategy for greater success.

How to Succeed in PPC Marketing

Before we get into how you can leverage PPC findings for better link-building, let’s go over some of the fundamental principles of PPC marketing success…

Effective Keyword Research: Just like when creating content, choosing the right keywords will determine whether or not your PPC ads will be seen by a particular audience segment. Researching, testing, and tweaking your keyword selection as you incept and manage a campaign will magnetize your audience, and ensure that you’re getting a good return on investment from your PPC budget.

Know your Audience: Although PPC is heavily data-driven, and a far cry from more creative, traditional advertising techniques, you’ll still need to craft your ads based on a firm understanding of your audience. By going into PPC campaigns with a clear picture of your customer personas, the audience segments they feed into, and how this should inform your copy, you’ll be able to enjoy stronger results right off the bat.

Leverage Automation: All major PPC platforms now offer automation tools you can use to bring in more leads, improve your conversion rate, and enjoy a stronger ROI, all while saving your team time and energy. PPC automation algorithms are also capable of analyzing countless data sets to inform decisions, based on your past performance, budget, and goals.

Strategies to Follow When Building Quality Links

Now that we’ve looked at the key components for success in PPC marketing, it’s time to run through some of the most effective link-building strategies you can employ for a successful campaign. Here are our top 3 for the current SEO climate…


3 Main Link-Building Techniques to Use in 2022

1. Digital PR

Digital PR refers to applying proven PR tactics to earn organic backlinks. This means creating linkable assets, such as long-form blog posts, infographics, and interactive content, then promoting these assets to journalists or publications in a way that encourages them to write about your company or assets and link to them. 

This tactic is fairly challenging because you’ll need to come up with some truly great content to earn a link. However, if it’s successful, you can gain some hugely valuable link equity.

2. Contributed Content / Guest Posts

Contributed content and guest posting have been popular methods for link building for some time, and for a good reason: it’s a great way to generate the kind of trust and quality signals that Google favors when ranking websites. 

“Providing valuable, optimized content to real businesses’ websites via guest posting allows [business] to build natural references from related websites in the industry,” says link-building agency Hive19. “Like all marketing activities, there are good versions of this – and bad. [S]pecialise in working closely with editors to provide editorials that seamlessly fit with their brand voice and editorial calendar.”

3. Reclaiming Unlinked Brand Mentions, Broken and Lost Links

Sometimes, all the necessary legwork is done in the way of gaining a link, and all you have to do is reach out to the right contact. There may be instances where a blogger has mentioned your brand, but not linked to it. 

In other cases, there may be links pointing to dead pages that had previously hosted content in your topic or niche, which can be reclaimed by creating a similar piece of content and reaching out to the referring domain’s webmaster. Sometimes backlinks are lost through routine maintenance of a referring domain, and a simple email to the webmaster can be enough to replace it. 

Combining these kinds of low-hanging fruit can be a great way to supercharge your backlink profile, and require very little effort! 

How PPC Analytics Can Help Inform Your Strategy

For many marketers, PPC data is used to inform current and future PPC campaigns, and their usefulness stops there. Though you may not be aware of it, there are a number of ways PPC data analytics can be used to inform and optimize your link-building strategy.


Use PPC Data to Identify your Strongest Landing Pages

If you’re managing a large website with large PPC campaigns, then it may be hard to know which pages will be the most prudent to target in a link-building campaign. PPC analytics suites offer a quick and easy way to see a complete breakdown of your landing pages, keywords, and how they’re being received by your target market.

Simply drill down to the destination URLs in your campaign, and analyze metrics like conversion rate, clickthrough rate by keyword, etc. By carving off a proportion of the highest-performing landing pages, you’ll easily be able to prioritize target pages for your link-building campaign.

Use PPC Data as a Starting Point to Recycle Content

To flip the previous technique on its head, PPC data can also be used to identify pages that aren’t performing well but show masses of untapped potential. Let’s say, for example, that you’re running a campaign advertising a free ebook for your marketing agency. You may have a great clickthrough rate for a keyword like “content marketing guide”, but see that a poor proportion of people are actually downloading the ebook. This shows that although people are finding your copy compelling, they’re not convinced by the content on your pages. 

These kinds of scenarios can be a fantastic starting point for you to recycle content, and attract new links through quality, authoritative pages.

Look for Spikes in Demand to Inform Topical Content

Finally, analyzing both your own ads and the average CPC for certain keywords can be a great source of inspiration when you’re looking for topical content. If a certain ad suddenly gains a much higher-than-average click-through, and trends in your other ads discount a universal jump in your brand equity, it may be time to ride the buzz around a certain topic by meeting it with relevant content. 

Suggested CPC can also be a good indicator of when a certain type of content is gaining traction, giving you a useful advance warning to get ahead of the game and publish popular content before everyone’s talking about the same trends.

In Conclusion 

This article has given you the fundamentals of leveraging PPC insights for a more targeted and data-focused link-building strategy. 

We’ve discussed the relationship between PPC and link building and how these valuable insights can help guide and inform your link-building strategy for greater success. 


Adopting link-building strategies such as digital PR and guest posting to reclaiming unlinked brand mentions, using your PPC data will help inform and optimize your marketing strategy going forward. By identifying your highest and lowest-performing landing pages through PPC insights, you’ll be able to prioritize the most valuable pages for link building and see higher ROI for your marketing efforts.

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