It comes as no surprise that when sourcing products and services, B2B customers – like the rest of the world – find them online.
In fact, 87% of B2B enterprises turn to search engines for new content.
If your target audience is the typical B2B buyer, you need to appear prominently on relevant search engine results pages (SERPs).
Challenges In B2B Advertising
There are several obstacles marketers face when setting up and optimizing B2B Google Ads campaigns.
First of all, B2B keywords are expensive thanks to the amount of competition.
Additionally, niche markets (usually B2B) often have low search volumes for many of their main keywords.
Compound that with low conversion data, and it means Google’s algorithms might not have enough data to ‘learn’ from.
Furthermore, due to most B2B products and services having a long sales cycle, attributing the true impact of Google Ads to your bottom line can be difficult.
9 Tips For Better Performing B2B Google Ads Campaigns
Whether you want to drive more traffic to your website, create brand awareness, increase leads, or launch a new product, these tips will help your Google Ads campaigns get in front of the right audience and achieve your desired results.
1. Hunt For Goldilocks Keywords
Finding “Goldilocks” keywords; that is, the ones that are not too expensive but still have sufficient search volume.
- Look for broad keyword themes, but not too broad, to generate more traffic. Use a keyword planner tool to map out keywords. Look out for words with a reasonable average monthly search, then check how competitive they are, and the low and high range bids. You might have the perfect keyword but if it is too expensive, it will blow your budget out of the water and hinder the sustainability of your campaign.
- Consider keyword intent when choosing your keywords. Google honors intent, so be sure to rule out ambiguity and focus on who might be using these keywords in their search.
- Create a few keyword lists. While some suggest keyword lists should contain 20-30 keywords per ad group, this could result in your daily budget being spent too quickly and is unnecessary if your keywords are well-targeted. In fact, five well-chosen keywords per list are just fine.
2. Check Out The Competition
It is always good to carry out a competitor analysis to identify what search terms your competition is investing in.
This way, you will better understand your competition and alternatives and capture their search terms through your targeted bidding.
3. Know When It’s Okay To Be Negative
Negative keywords are important for optimizing your Google Ads for B2B campaigns.
Why? They prevent your ad from being shown (and clicked on) by people outside your target audience.
They also ensure that your ad is only shown for your niche in the industry.
For example, if you provide health insurance, your negative keywords might be other insurance products that would waste your click budget such as business insurance, life insurance, car insurance, etc.
There is also a list of commonly used negative keywords that help B2B marketers steer clear of unqualified clicks from those seeking employment, investors, and information seekers.
These include terms such as jobs, employment, recruiting, intern, free, resumes, salary, definition, example, what is, training, diagram, association, research, and many more.
4. Test And Test Again
As with all things digital marketing-related, testing is par for the course to get the best out of your campaigns. Testing between combining campaigns vs. segmenting them will give Google’s algorithm more data to learn from.
See How to Set up Profitable A/B Tests for PPC Success to learn more.
5. Diversify Your Mediums, Customize Your Audiences
This allows your ads to reach a bespoke group of users searching for the keywords relevant to you and gives your campaigns a chance to run on potentially cheaper mediums.
6. Try Catch And Release Remarketing
Another strategy to deploy involves using a limited number of expensive keywords to drive high-quality traffic to your website.
After that, place them in tailored remarketing journeys on more affordable mediums (such as Google Display, remarketing campaigns) in a bid to convert them down the line.
7. Really Customize Your Landing Pages
After going through so much effort to fine-tune your Google Ads campaigns, it would be an absolute shame to lose the hard-earned clicks and potential leads due to a poorly designed landing page.
Invest in a specialized landing page that matches the user’s search query, has a compelling, emotive offer, and only has one call-to-action.
If you have several campaigns for several products or services, each should have its own unique landing page. In other words, don’t send your clicks to your home page!
8. Let Lead Quality Be Your Guide
Once you’ve set up your campaign with your carefully selected keywords and your leads start coming in, it is important to check on the quality of your leads per keyword.
If it is clear that better quality leads are coming from keyword A rather than keyword B, then you can confidently focus your attention, ads, and additional keywords on keyword A themes.
This can help you steer traffic in the right direction.
9. Mine That Data
When measuring ROI, it is important to use data correlation to get the bigger picture of whether your campaigns are adding value or not, rather than just focusing on what Google Ads attributes to the campaigns.
If you see an overall increase in conversions after a few weeks of running your campaigns, you can attribute this to your efforts on Google ads.
I wish I could say that getting Google Ads to work for B2B leads is a one-and-done activity!
But once you have finetuned your B2B Google Ads campaigns into a results-producing machine, you need to continue managing your account.
Check on your campaigns frequently and use click-through rates, conversion data, cost per click, and best-performing ads to optimize your campaigns and budgets continually.
In doing so, you will successfully support your overarching B2B marketing goals.
Featured Image: SFIO CRACHO/Shutterstock
Which Is Better For You?
Content marketers are using video content more than ever.
In 2022, 86% of businesses use video as a marketing tool.
Aside from the rise of TikTok, especially during the pandemic, more marketers are creating videos, and 46% of marketers said it was because videos had become easier to develop in-house.
As a content marketer, should you jump on the bandwagon?
And what about the more “traditional” YouTube?
Worldwide, YouTube is part of the Top 3 social media networks. TikTok isn’t just yet, though it’s steadily climbing the ranks at No. 5.
Just because TikTok is the newest kid on the block doesn’t mean you have to allocate all your video budgets to it.
Choosing between the two requires careful thought and consideration. You must factor in content type, target audience, engagement rates, and influencer marketing spend.
So, which of these two viral video platforms makes more sense for your business?
Let’s dive in.
What Is TikTok?
After Chinese tech company ByteDance acquired Musical.ly in 2017, its technology was ported. Thus, TikTok was born.
TikTok (called Douyin locally) is a user-friendly social media platform that allows users to create short-form videos.
With a free video editor in-app, anyone can add filters, stickers, and text-to-speech for a 15-second video.
What Is YouTube?
With over 2.1 billion monthly active users, the video-sharing platform has been around much longer. Launched in 2005, YouTube has been the mainstay for sharing video content.
Three former PayPal employees founded YouTube as a way for people to have fun sharing their home videos. (Remember the first few viral YouTube videos?)
Compared to TikTok, YouTube videos are a lot longer.
Factors To Consider When Choosing Between TikTok And YouTube
|Audience (U.S.)||50% between ages 18 and 24, 17.7% between ages 12 and 17||95% between ages 18 and 29|
|Average Content Length||15 to 60 seconds||11.7 minutes|
|Average Time Spent Per Day||45.8 minutes a day||45.6 minutes a day|
|Traffic (Organic)||318.2 million||646 billion|
|Traffic (Paid)||643,600||65.1 million|
|Cost For Business Accounts||$o – free account||$o – free account|
Audience For TikTok vs. YouTube
TikTok Has A Younger U.S. Audience
If you’re marketing to teens, a.k.a., Gen Z (and by extension, Generation Alpha who are becoming teens next year), TikTok is a strong bet.
As of April 2022:
“Almost half of TikTok users in the United States were between 18 and 34 years, making up the largest demographic group for the platform.
TikTok users aged between 12 and 17 made up approximately 17.7% of the popular social video app user base in the United States, while 2.5% of TikTok users in the country were 11 years old or younger.”
This means that TikTok is especially popular with Gen Z while more and more adults are steadily becoming app users, too.
Note that younger children ages 12 and above can access TikTok (the app requires a minimum of 12 years of age to get a profile).
Gen Z And Millennials Are More Likely To Trust YouTubers
If you’re trying to reach Millennials (while keeping older Gen Z in mind) and be seen as more authoritative, YouTube could be a safer bet.
According to Pew Research:
“In 2021, 95% of U.S. adults between 18 and 29 years of age said they use YouTube (the age demographic with the highest percentage) while only 49% of U.S. adults who are 65+ years reported using it.”
According to the YouTube Culture And Trends Report 2022, 83% of Gen Z watch soothing content on YouTube to help them relax.
Lastly, in a survey by Ypulse, YouTubers were the most trusted public figures (31%) among those surveyed, beating TikTokers by 12%.
TikTok vs. YouTube: Content Format And Length
Keep It Short And Sweet On TikTok
While it leaves little room for all-out explainer videos, you can still create quality content on the go and turn it into a non-chronological series.
TikTok favors short-form videos with an aspect ratio of 9:16; it is vertically optimized for mobile devices.
Leave The Longer Videos To YouTube
Verified accounts on YouTube can run up to two hours of video, while unverified accounts can only upload 15 minutes. The average length for videos is 11.7 minutes.
While YouTube videos are popular on mobile devices (49.3% are watching on mobile YouTube), the number is expected to decrease as YouTube continues to be available on desktop and TV devices.
Keep a 16:9 aspect ratio in mind since YouTube apps are becoming more popular with smart TVs, gaming consoles, and other gadgets.
YouTube launched its livestream feature for creators back in 2011.
The platform is famous for its gaming livestreams, the Superbowl, the Olympics, and more.
Moreover, YouTubers can curate content playlists, allowing viewers to enjoy music streaming and related content for hours with an autoplay option.
Comparing TikTok vs. YouTube Algorithm
There is content that works well on both platforms (consider product reviews and reaction videos).
Nevertheless, here are the types of content for which each channel is better known.
TikTok: Niches That Succeed
Bite-sized content has never been more digestible, with creators using TikTok to spread straightforward content in memes, educational content, lip sync, and dance videos.
These often include specialized content series, like Random Amazon Finds That Just Slap, Things I Just Found Out In My 30s, or professionals connected to a particular hashtag with content usually dedicated to one specialty. (Note: That could be an opportunity for your business’s industry or niche.)
Small and big brands can work with influencers to create simple, engaging, potentially viral content. See how Clinique’s Black Honey Lipstick sold out because of TikTok videos spreading awareness.
TikTok Creator content tends to be relatable and authentic; you can use the TikTok Insights tool to see what works for each generation in what industry.
Niches That Work On YouTube
Popular content on YouTube includes how-to videos, product reviews, music videos, comedy skits, and much more.
Your brand can benefit from collaborating with YouTubers (the most trusted figures, according to the survey above). For example, NordVPN frequently has sponsorship arrangements with tech gadget reviewers, like Techmoan.
YouTube can be better for products that aren’t as easy to show off in short formats. Additionally, YouTube tutorials tend to have a more serious tone.
TikTok Ad Formats
For TikTok ad formats, you have the following options (see TikTok Ads For Beginners: A Complete Guide & Steps To Success to learn how to use them).
- TopView: An attention-grabbing, distraction-free, 60-second video format.
- In-Feed Ads: A native-inspired ad type that will integrate seamlessly into a viewer’s “For You” page.
- Branded Hashtag Challenge: A UGC (user-generated content) using your brand’s hashtag campaign.
- Branded Effects: Branded stickers, filters, or special effects.
YouTube Ad Formats
For videos that have ad monetization features, these are the following video ad formats available for YouTube business accounts.
Read The Complete Beginner’s Guide To YouTube Video Advertising for a comprehensive guide on how to use them.
- Skippable video ads: A video ad with an option for viewers to skip after five seconds.
- Non-skippable video ads: These ads don’t allow viewers to skip this typically 15-20 second video.
- Bumper ads: Up to six seconds long, these ads need to be watched before a video is viewed.
- Overlay ads: Only seen on desktop, these ads take up the lower 20% screen of a video.
YouTube videos can be monetized and can earn shared ad revenue.
Should you favor one over the other?
For paid, TikTok traffic is 643,600, while YouTube reaches 65.1 million.
YouTube and TikTok are here to stay, and while YouTube’s traffic seems bigger, TikTok’s fast rise to the top is one to look out for.
Typically, both are ideal for marketers who invest in video marketing; 87% of marketers say video has helped them increase their traffic, and 82% on dwell time.
When used wisely, whichever of the two you choose will help benefit your business in the long run.
Featured Image: Daxiao Productions/Shutterstock
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