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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.

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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.

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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.

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.

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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.

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.

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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.

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.

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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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Measuring Content Impact Across The Customer Journey

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Measuring Content Impact Across The Customer Journey

Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into.

So how do you identify and take advantage of these opportunities for growth?

Watch this on-demand webinar and learn a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact.

You’ll learn:

  • Fresh methods for measuring your content’s impact.
  • Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective.
  • Ways to persuade decision-makers to invest in more content by showcasing its value convincingly.

With Bill Franklin and Oliver Tani of DAC Group, we unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy. 

Check out these insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates.

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Whether you’re a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success. 

View the slides below or check out the full webinar for all the details.

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How to Find and Use Competitor Keywords

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How to Find and Use Competitor Keywords

Competitor keywords are the keywords your rivals rank for in Google’s search results. They may rank organically or pay for Google Ads to rank in the paid results.

Knowing your competitors’ keywords is the easiest form of keyword research. If your competitors rank for or target particular keywords, it might be worth it for you to target them, too.

There is no way to see your competitors’ keywords without a tool like Ahrefs, which has a database of keywords and the sites that rank for them. As far as we know, Ahrefs has the biggest database of these keywords.

How to find all the keywords your competitor ranks for

  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Organic keywords report

The report is sorted by traffic to show you the keywords sending your competitor the most visits. For example, Mailchimp gets most of its organic traffic from the keyword “mailchimp.”

Mailchimp gets most of its organic traffic from the keyword, “mailchimp”.Mailchimp gets most of its organic traffic from the keyword, “mailchimp”.

Since you’re unlikely to rank for your competitor’s brand, you might want to exclude branded keywords from the report. You can do this by adding a Keyword > Doesn’t contain filter. In this example, we’ll filter out keywords containing “mailchimp” or any potential misspellings:

Filtering out branded keywords in Organic keywords reportFiltering out branded keywords in Organic keywords report

If you’re a new brand competing with one that’s established, you might also want to look for popular low-difficulty keywords. You can do this by setting the Volume filter to a minimum of 500 and the KD filter to a maximum of 10.

Finding popular, low-difficulty keywords in Organic keywordsFinding popular, low-difficulty keywords in Organic keywords

How to find keywords your competitor ranks for, but you don’t

  1. Go to Competitive Analysis
  2. Enter your domain in the This target doesn’t rank for section
  3. Enter your competitor’s domain in the But these competitors do section
Competitive analysis reportCompetitive analysis report

Hit “Show keyword opportunities,” and you’ll see all the keywords your competitor ranks for, but you don’t.

Content gap reportContent gap report

You can also add a Volume and KD filter to find popular, low-difficulty keywords in this report.

Volume and KD filter in Content gapVolume and KD filter in Content gap

How to find keywords multiple competitors rank for, but you don’t

  1. Go to Competitive Analysis
  2. Enter your domain in the This target doesn’t rank for section
  3. Enter the domains of multiple competitors in the But these competitors do section
Competitive analysis report with multiple competitorsCompetitive analysis report with multiple competitors

You’ll see all the keywords that at least one of these competitors ranks for, but you don’t.

Content gap report with multiple competitorsContent gap report with multiple competitors

You can also narrow the list down to keywords that all competitors rank for. Click on the Competitors’ positions filter and choose All 3 competitors:

Selecting all 3 competitors to see keywords all 3 competitors rank forSelecting all 3 competitors to see keywords all 3 competitors rank for
  1. Go to Ahrefs’ Site Explorer
  2. Enter your competitor’s domain
  3. Go to the Paid keywords report
Paid keywords reportPaid keywords report

This report shows you the keywords your competitors are targeting via Google Ads.

Since your competitor is paying for traffic from these keywords, it may indicate that they’re profitable for them—and could be for you, too.

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You know what keywords your competitors are ranking for or bidding on. But what do you do with them? There are basically three options.

1. Create pages to target these keywords

You can only rank for keywords if you have content about them. So, the most straightforward thing you can do for competitors’ keywords you want to rank for is to create pages to target them.

However, before you do this, it’s worth clustering your competitor’s keywords by Parent Topic. This will group keywords that mean the same or similar things so you can target them all with one page.

Here’s how to do that:

  1. Export your competitor’s keywords, either from the Organic Keywords or Content Gap report
  2. Paste them into Keywords Explorer
  3. Click the “Clusters by Parent Topic” tab
Clustering keywords by Parent TopicClustering keywords by Parent Topic

For example, MailChimp ranks for keywords like “what is digital marketing” and “digital marketing definition.” These and many others get clustered under the Parent Topic of “digital marketing” because people searching for them are all looking for the same thing: a definition of digital marketing. You only need to create one page to potentially rank for all these keywords.

Keywords under the cluster of "digital marketing"Keywords under the cluster of "digital marketing"

2. Optimize existing content by filling subtopics

You don’t always need to create new content to rank for competitors’ keywords. Sometimes, you can optimize the content you already have to rank for them.

How do you know which keywords you can do this for? Try this:

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  1. Export your competitor’s keywords
  2. Paste them into Keywords Explorer
  3. Click the “Clusters by Parent Topic” tab
  4. Look for Parent Topics you already have content about

For example, if we analyze our competitor, we can see that seven keywords they rank for fall under the Parent Topic of “press release template.”

Our competitor ranks for seven keywords that fall under the "press release template" clusterOur competitor ranks for seven keywords that fall under the "press release template" cluster

If we search our site, we see that we already have a page about this topic.

Site search finds that we already have a blog post on press release templatesSite search finds that we already have a blog post on press release templates

If we click the caret and check the keywords in the cluster, we see keywords like “press release example” and “press release format.”

Keywords under the cluster of "press release template"Keywords under the cluster of "press release template"

To rank for the keywords in the cluster, we can probably optimize the page we already have by adding sections about the subtopics of “press release examples” and “press release format.”

3. Target these keywords with Google Ads

Paid keywords are the simplest—look through the report and see if there are any relevant keywords you might want to target, too.

For example, Mailchimp is bidding for the keyword “how to create a newsletter.”

Mailchimp is bidding for the keyword “how to create a newsletter”Mailchimp is bidding for the keyword “how to create a newsletter”

If you’re ConvertKit, you may also want to target this keyword since it’s relevant.

If you decide to target the same keyword via Google Ads, you can hover over the magnifying glass to see the ads your competitor is using.

Mailchimp's Google Ad for the keyword “how to create a newsletter”Mailchimp's Google Ad for the keyword “how to create a newsletter”

You can also see the landing page your competitor directs ad traffic to under the URL column.

The landing page Mailchimp is directing traffic to for “how to create a newsletter”The landing page Mailchimp is directing traffic to for “how to create a newsletter”

Learn more

Check out more tutorials on how to do competitor keyword analysis:

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Google Confirms Links Are Not That Important

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Google confirms that links are not that important anymore

Google’s Gary Illyes confirmed at a recent search marketing conference that Google needs very few links, adding to the growing body of evidence that publishers need to focus on other factors. Gary tweeted confirmation that he indeed say those words.

Background Of Links For Ranking

Links were discovered in the late 1990’s to be a good signal for search engines to use for validating how authoritative a website is and then Google discovered soon after that anchor text could be used to provide semantic signals about what a webpage was about.

One of the most important research papers was Authoritative Sources in a Hyperlinked Environment by Jon M. Kleinberg, published around 1998 (link to research paper at the end of the article). The main discovery of this research paper is that there is too many web pages and there was no objective way to filter search results for quality in order to rank web pages for a subjective idea of relevance.

The author of the research paper discovered that links could be used as an objective filter for authoritativeness.

Kleinberg wrote:

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“To provide effective search methods under these conditions, one needs a way to filter, from among a huge collection of relevant pages, a small set of the most “authoritative” or ‘definitive’ ones.”

This is the most influential research paper on links because it kick-started more research on ways to use links beyond as an authority metric but as a subjective metric for relevance.

Objective is something factual. Subjective is something that’s closer to an opinion. The founders of Google discovered how to use the subjective opinions of the Internet as a relevance metric for what to rank in the search results.

What Larry Page and Sergey Brin discovered and shared in their research paper (The Anatomy of a Large-Scale Hypertextual Web Search Engine – link at end of this article) was that it was possible to harness the power of anchor text to determine the subjective opinion of relevance from actual humans. It was essentially crowdsourcing the opinions of millions of website expressed through the link structure between each webpage.

What Did Gary Illyes Say About Links In 2024?

At a recent search conference in Bulgaria, Google’s Gary Illyes made a comment about how Google doesn’t really need that many links and how Google has made links less important.

Patrick Stox tweeted about what he heard at the search conference:

” ‘We need very few links to rank pages… Over the years we’ve made links less important.’ @methode #serpconf2024″

Google’s Gary Illyes tweeted a confirmation of that statement:

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“I shouldn’t have said that… I definitely shouldn’t have said that”

Why Links Matter Less

The initial state of anchor text when Google first used links for ranking purposes was absolutely non-spammy, which is why it was so useful. Hyperlinks were primarily used as a way to send traffic from one website to another website.

But by 2004 or 2005 Google was using statistical analysis to detect manipulated links, then around 2004 “powered-by” links in website footers stopped passing anchor text value, and by 2006 links close to the words “advertising” stopped passing link value, links from directories stopped passing ranking value and by 2012 Google deployed a massive link algorithm called Penguin that destroyed the rankings of likely millions of websites, many of which were using guest posting.

The link signal eventually became so bad that Google decided in 2019 to selectively use nofollow links for ranking purposes. Google’s Gary Illyes confirmed that the change to nofollow was made because of the link signal.

Google Explicitly Confirms That Links Matter Less

In 2023 Google’s Gary Illyes shared at a PubCon Austin that links were not even in the top 3 of ranking factors. Then in March 2024, coinciding with the March 2024 Core Algorithm Update, Google updated their spam policies documentation to downplay the importance of links for ranking purposes.

Google March 2024 Core Update: 4 Changes To Link Signal

The documentation previously said:

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“Google uses links as an important factor in determining the relevancy of web pages.”

The update to the documentation that mentioned links was updated to remove the word important.

Links are not just listed as just another factor:

“Google uses links as a factor in determining the relevancy of web pages.”

At the beginning of April Google’s John Mueller advised that there are more useful SEO activities to engage on than links.

Mueller explained:

“There are more important things for websites nowadays, and over-focusing on links will often result in you wasting your time doing things that don’t make your website better overall”

Finally, Gary Illyes explicitly said that Google needs very few links to rank webpages and confirmed it.

Why Google Doesn’t Need Links

The reason why Google doesn’t need many links is likely because of the extent of AI and natural language undertanding that Google uses in their algorithms. Google must be highly confident in its algorithm to be able to explicitly say that they don’t need it.

Way back when Google implemented the nofollow into the algorithm there were many link builders who sold comment spam links who continued to lie that comment spam still worked. As someone who started link building at the very beginning of modern SEO (I was the moderator of the link building forum at the #1 SEO forum of that time), I can say with confidence that links have stopped playing much of a role in rankings beginning several years ago, which is why I stopped about five or six years ago.

Read the research papers

Authoritative Sources in a Hyperlinked Environment – Jon M. Kleinberg (PDF)

The Anatomy of a Large-Scale Hypertextual Web Search Engine

Featured Image by Shutterstock/RYO Alexandre

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