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9 Tips To Help Your B2B Google Ads Campaigns Shine

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9 Tips To Help Your B2B Google Ads Campaigns Shine


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).

While SEO can certainly get you page one visibility, Google Ads are a great way to augment your organic presence – especially in super competitive results.

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.

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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.

Here’s how:

  • 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.
See also  How to optimize SEO titles with popular keywords

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.

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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

Make good use of custom intent audiences based on websites and search terms in Google Display, Discover, and YouTube.

See also  The 9 Most Important SEO KPIs You Should Be Tracking

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.

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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.

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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.

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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.

Conclusion

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.

More resources:


Featured Image: SFIO CRACHO/Shutterstock

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SEO

How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

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Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

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Featured Image: ra2 studio/Shutterstock

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