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How To Create B2B Google Ad Campaigns That Convert

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11 months ago

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How To Create B2B Google Ad Campaigns That Convert

In a world of multi-channel marketing for B2B, narrowing down a specific space where your leads are generated takes time.

Many B2B marketers turn to Google Ads because it has the potential for a quick return on investment (ROI).

But for that scenario to happen, you’ve got to have the right strategy and tactics in place.

Lucky for you, this article will take you from, “I don’t know where to focus my time & budget,” to “I’m managing my Google Ads budget & collecting B2B leads like a boss.”

In fact, Google Ads is among the top most effective paid channels because you can understand the level of “purchase intent” based on the type of keyword used.

So, when you target keywords across multiple intent stages within the sales funnel, creating B2B Google Ads campaigns enables you to efficiently nurture leads toward conversion.

With this in mind, mastering the art of B2B Google Ads campaigns can skyrocket your company’s growth and help you develop a bulletproof, long-term marketing strategy.

So, if you’ve been pondering the question:

“Do Google Ads work for B2B and how can I get the most bang for my buck?”

This article will answer this and set you up for sustainable future success.

Why Use Google Ads Campaigns For Your B2B Lead Generation Efforts

Many ask, “Why should I pay when I can generate leads for free?”

Great question.

First off, let’s start with the fact that no leads come for free. No matter whether you do SEO, social media marketing, or paid advertising, there’s no such thing as free lunch.

All marketing channels have their pros and cons, but Google Ads, in particular, are useful because they:

  • Give you the power to control your growth pace based on ad spend and campaigns used.
  • Are often quicker to launch because you can start with one landing page.
  • Enable you to drive traffic to content based on “high purchase intent” keywords, i.e., search phrases that describe the product or service you’re selling.

In fact, the average B2B Google Ads campaign conversion rate is 3.75%, so if you target high purchase intent keywords, you’ll generate high-quality leads that have a strong chance of becoming customers.

Ready to jump on the Google Ads bandwagon successfully?

Let’s go over how to run a B2B Google Ads campaign based on purchase intent stages within the sales funnel.

How To Run Successful B2B Google Ads Campaigns Based On Sales Funnel Stages

A sales funnel typically consists of three main categories:

  • The top of the funnel (TOFU): People who are in an awareness stage in their buying cycle, meaning they’re just becoming aware they have a problem and need to find a solution.
  • The middle of the funnel (MOFU): People who are interested or considering buying, and are making comparisons and researching further about the best solution for their specific needs.
  • The bottom of the funnel (BOFU): People who are nearly ready to make a purchase and have decided to initiate contact with companies who might be able to help them.

The idea is to craft your B2B Google Ads campaign based on each specific category, using keywords that relate to those corresponding categories.

By doing this, you’ll be able to craft better copy geared towards audiences at the “top of the funnel” compared to those at the “bottom of the funnel,” which will help your campaigns to convert better.

Now that you’ve got the idea, let’s dive into some concrete keyword and campaign examples per funnel stage.

Top Of Funnel

In the TOFU stage, some keywords that might be relevant here are:

  • “what is x.”
  • “x definition” – because they’re just trying to understand the basics of a certain concept.

Because your audience is ready to soak up all the information, informational long-form content is especially important for them.

Your audience might be aware your brand exists, but not aware of everything you have to offer. They’re a beginner when it comes to the solution you provide, so there shouldn’t be any pushy sales copy here.

Your audience is just warming up to you and they don’t want to be spammed.

When it comes to your bid strategy, you have two options:

  • Option 1: Use ECPC (enhanced CPC), which is not entirely automated bidding, but it does allow you to have more control over your budget.
  • Option 2: Targeting impression share works well if your objective is brand awareness and reach because you can set a percentage for your impression share against other bidders.

For your retargeting strategy, it’s a good idea to set up an audience on Google to collect visitor information to the page you send users.

Depending on the traffic amount (1,000 or more visitors are needed before you can retarget), we can use this audience for retargeting our MOFU campaign.

You also need to set the goal type.

Your first campaign should not be a hard sell, as here, you need to focus on generating demand for your product or service.

Naturally, there may be an influx of new users (but hardly any conversions), so you’ll want to ensure your campaign objective offers a high-value and low-friction micro conversion, such as getting someone to read an informational content piece.

Depending on the volume of users, you should look at setting up a micro-conversion for page engagement.

Below is an example of a TOFU B2B Google Ads campaign in action targeting the keyword “what is an ai chatbot.”

Screenshot of search for [what is an ai chatbot], Google, December 2022AI chatbot Google search result

The ad introduces the brand and answers the keyword in question. Clicking through to the landing page, we’re not introduced to a hard sell, but instead are given a “complimentary guide” to learn more about this specific AI Chatbot.

There is no mention of pricing, or the specific product here. It matches the user search intent by providing the user with exactly what they requested.

The bonus is it also allows the business to collect email addresses, which can then be sent email nurturing campaigns later on.

Middle Of Funnel

Your MOFU audience members are those who know your product or service exists and have done some research on potential solutions.

They might even already be considering you as an option, but need to know exactly how you can help, and why you’re a better choice than your competitors. Their decision is also likely heavily influenced by third-party opinions of your brand.

In this case, your Google Ads campaign could promote the following:

  • Technical “how-to guides.”
  • Product comparison.

Your audience likely has a foundational understanding of the topic or industry, but they’re still looking to improve their knowledge and identify the best solution for them.

Cue offer messaging here! Your people are getting ready for an information-based soft sell.

For your bid strategy, it would be a good idea to use the following:

Unlike ECPC, Maximize Clicks is an automated bidding strategy where Google sets the bids for you, to get the most conversions for your campaign while spending your daily budget.

Once you’re ready to retarget, here’s a possible approach:

Take a look at your previous audience setup for users clicking through from your TOFU campaign and your general website visitors. It’s worthwhile to add this audience as an observation on this campaign.

How To Create B2B Google Ads Campaigns That Nurture And Convert CustomersScreenshot by author, December 2022How To Create B2B Google Ads Campaigns That Nurture And Convert Customers

You can increase bids for users who have already interacted with your brand, which ensures your ads are in a higher position and keeps brand awareness at the forefront.

Again, using audiences from this page and adding bid targeting to your BOFU campaign is a good idea.

For your MOFU goal type, you’ll need to offer more information to help your audience decide – but at this stage, you’ll want to get into the nitty-gritty details.

Although users might be somewhat unaware of your brand, they have a good sense of the product or service they want, as they are now fully in their research phase to find the most suitable product or service to fulfill their needs.

The goal here can be offering downloadable guides and product comparisons while also still using micro-conversions, such as tracking a conversion for every download.

To give you a better idea, let’s take a quick look at a MOFU B2B Google Ads campaign example targeting the keyword “how to set up an ai chatbot.”

how to built a chatbot google search resultScreenshot of search for [how to build a chatbot], Google, December 2022how to built a chatbot google search result

With this ad example, the user has likely done enough research to start looking at ways to install a chatbot, which the ad answers exactly that question with the ad copy.

Furthermore, we can see that, similar to TOFU, there isn’t a hard sell on this page, as the user intent isn’t yet to purchase their product. Instead, they have offered a free ebook in exchange for contact details.

Bottom Of Funnel

BOFU is where the magic happens: lead generation conversions. Your audience is ready to buy and needs one more push to click that purchase, book a demo, or contact us button.

Relevant keywords here might be:

  • x service.
  • x tool.
  • x platform.

At this stage, you’ll want to whip out your conversion-based landing pages and ask for the sale because:

  • Your audience here is strongly aware of your brand.
  • They’re considering making a purchase and have a decent understanding of your solution.

For your bid strategy, consider using Maximize Conversions, as users are nearly at the end of their decision-making and are more inclined to get in touch with you.

When you’re ready to retarget, enable retargeting for all users who visit this page but don’t convert. You can also retarget users using display campaigns on Google or other similar platforms, such as AdRoll.

It would be worth considering setting up retargeting on other platforms, such as LinkedIn and Facebook, too.

Because this campaign has the highest intent for the users in the purchase cycle, a high-converting landing page is recommended here that offers all of the above information and more.

This is your chance to offer lead forms and get in touch with forms that include calls to action (CTAs) at the top and at easily accessible points throughout the page.

To give an example, check out this Bofu B2B Google Ads campaign for the keyword “ai chatbot for customer service.”

bofu example google search for chatbot serviceScreenshot of search for [ai chatbot for customer service], Google, December 2022bofu example google search for chatbot service

From the above BOFU keyword, we can now be sure the user knows exactly what they need – it’s now just picking the perfect solution for them.

By understanding the specific use case, the ads have been tailored for each scenario, increasing CTR. It also lists relevant site link assets (AKA extensions) that the user will also find useful, such as pricing and demo.

Secondly, the landing page used here is a high conversion page in that it offers relevant CTA’s throughout the page, uses trust-building messages, contact CTAs, and, more importantly, it highlights the product’s value.

Implement The Right Google Ads Strategy To Generate High-Quality B2B Leads

Overall, Google Ads is incredibly effective for B2B businesses because it’s a great starting point for long-term growth.

Not only can you retarget across other channels, but you also have the ability to target keywords based on level purchase intent within the sales funnel.

Now that you’re a pro at B2B Google Ads campaigns, you’ll be able to spend smart and optimize effectively!

More research:

Featured Image: VectorMine/Shutterstock

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4 Ways To Try The New Model From Mistral AI

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2 hours ago

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December 11, 2023

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4 Ways To Try The New Model From Mistral AI

In a significant leap in large language model (LLM) development, Mistral AI announced the release of its newest model, Mixtral-8x7B.

What Is Mixtral-8x7B?

Mixtral-8x7B from Mistral AI is a Mixture of Experts (MoE) model designed to enhance how machines understand and generate text.

Imagine it as a team of specialized experts, each skilled in a different area, working together to handle various types of information and tasks.

A report published in June reportedly shed light on the intricacies of OpenAI’s GPT-4, highlighting that it employs a similar approach to MoE, utilizing 16 experts, each with around 111 billion parameters, and routes two experts per forward pass to optimize costs.

This approach allows the model to manage diverse and complex data efficiently, making it helpful in creating content, engaging in conversations, or translating languages.

Mixtral-8x7B Performance Metrics

Mistral AI’s new model, Mixtral-8x7B, represents a significant step forward from its previous model, Mistral-7B-v0.1.

It’s designed to understand better and create text, a key feature for anyone looking to use AI for writing or communication tasks.

This latest addition to the Mistral family promises to revolutionize the AI landscape with its enhanced performance metrics, as shared by OpenCompass.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

What makes Mixtral-8x7B stand out is not just its improvement over Mistral AI’s previous version, but the way it measures up to models like Llama2-70B and Qwen-72B.

mixtral-8x7b performance metrics compared to llama 2 open source ai modelsmixtral-8x7b performance metrics compared to llama 2 open source ai models

It’s like having an assistant who can understand complex ideas and express them clearly.

One of the key strengths of the Mixtral-8x7B is its ability to handle specialized tasks.

For example, it performed exceptionally well in specific tests designed to evaluate AI models, indicating that it’s good at general text understanding and generation and excels in more niche areas.

This makes it a valuable tool for marketing professionals and SEO experts who need AI that can adapt to different content and technical requirements.

The Mixtral-8x7B’s ability to deal with complex math and coding problems also suggests it can be a helpful ally for those working in more technical aspects of SEO, where understanding and solving algorithmic challenges are crucial.

This new model could become a versatile and intelligent partner for a wide range of digital content and strategy needs.

How To Try Mixtral-8x7B: 4 Demos

You can experiment with Mistral AI’s new model, Mixtral-8x7B, to see how it responds to queries and how it performs compared to other open-source models and OpenAI’s GPT-4.

Please note that, like all generative AI content, platforms running this new model may produce inaccurate information or otherwise unintended results.

User feedback for new models like this one will help companies like Mistral AI improve future versions and models.

1. Perplexity Labs Playground

In Perplexity Labs, you can try Mixtral-8x7B along with Meta AI’s Llama 2, Mistral-7b, and Perplexity’s new online LLMs.

In this example, I ask about the model itself and notice that new instructions are added after the initial response to extend the generated content about my query.

mixtral-8x7b perplexity labs playgroundScreenshot from Perplexity, December 2023mixtral-8x7b perplexity labs playground

While the answer looks correct, it begins to repeat itself.

mixtral-8x7b errorsScreenshot from Perplexity Labs, December 2023mixtral-8x7b errors

The model did provide an over 600-word answer to the question, “What is SEO?”

Again, additional instructions appear as “headers” to seemingly ensure a comprehensive answer.

what is seo by mixtral-8x7bScreenshot from Perplexity Labs, December 2023what is seo by mixtral-8x7b

2. Poe

Poe hosts bots for popular LLMs, including OpenAI’s GPT-4 and DALL·E 3, Meta AI’s Llama 2 and Code Llama, Google’s PaLM 2, Anthropic’s Claude-instant and Claude 2, and StableDiffusionXL.

These bots cover a wide spectrum of capabilities, including text, image, and code generation.

The Mixtral-8x7B-Chat bot is operated by Fireworks AI.

poe bot for mixtral-8x7b firebaseScreenshot from Poe, December 2023poe bot for mixtral-8x7b firebase

It’s worth noting that the Fireworks page specifies it is an “unofficial implementation” that was fine-tuned for chat.

When asked what the best backlinks for SEO are, it provided a valid answer.

mixtral-8x7b poe best backlinks responseScreenshot from Poe, December 2023mixtral-8x7b poe best backlinks response

Compare this to the response offered by Google Bard.

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIMixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Google Bard, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

3. Vercel

Vercel offers a demo of Mixtral-8x7B that allows users to compare responses from popular Anthropic, Cohere, Meta AI, and OpenAI models.

vercel mixtral-8x7b demo compare gpt-4Screenshot from Vercel, December 2023vercel mixtral-8x7b demo compare gpt-4

It offers an interesting perspective on how each model interprets and responds to user questions.

mixtral-8x7b vs cohere on best resources for learning seoScreenshot from Vercel, December 2023mixtral-8x7b vs cohere on best resources for learning seo

Like many LLMs, it does occasionally hallucinate.

mixtral-8x7b hallucinationsScreenshot from Vercel, December 2023mixtral-8x7b hallucinations

4. Replicate

The mixtral-8x7b-32 demo on Replicate is based on this source code. It is also noted in the README that “Inference is quite inefficient.”

Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AIScreenshot from Replicate, December 2023Mixtral-8x7B: 4 Ways To Try The New Model From Mistral AI

In the example above, Mixtral-8x7B describes itself as a game.

Conclusion

Mistral AI’s latest release sets a new benchmark in the AI field, offering enhanced performance and versatility. But like many LLMs, it can provide inaccurate and unexpected answers.

As AI continues to evolve, models like the Mixtral-8x7B could become integral in shaping advanced AI tools for marketing and business.

Featured image: T. Schneider/Shutterstock



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OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

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21 hours ago

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December 10, 2023

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OpenAI Investigates 'Lazy' GPT-4 Complaints On Google Reviews, X

OpenAI, the company that launched ChatGPT a little over a year ago, has recently taken to social media to address concerns regarding the “lazy” performance of GPT-4 on social media and Google Reviews.

Screenshot from X, December 2023OpenAI Investigates ‘Lazy’ GPT-4 Complaints On Google Reviews, X

This move comes after growing user feedback online, which even includes a one-star review on the company’s Google Reviews.

OpenAI Gives Insight Into Training Chat Models, Performance Evaluations, And A/B Testing

OpenAI, through its @ChatGPTapp Twitter account, detailed the complexities involved in training chat models.

chatgpt openai a/b testingScreenshot from X, December 2023chatgpt openai a/b testing

The organization highlighted that the process is not a “clean industrial process” and that variations in training runs can lead to noticeable differences in the AI’s personality, creative style, and political bias.

Thorough AI model testing includes offline evaluation metrics and online A/B tests. The final decision to release a new model is based on a data-driven approach to improve the “real” user experience.

OpenAI’s Google Review Score Affected By GPT-4 Performance, Billing Issues

This explanation comes after weeks of user feedback about GPT-4 becoming worse on social media networks like X.

Complaints also appeared in OpenAI’s community forums.

openai community forums gpt-4 user feedbackScreenshot from OpenAI, December 2023openai community forums gpt-4 user feedback

The experience led one user to leave a one-star rating for OpenAI via Google Reviews. Other complaints regarded accounts, billing, and the artificial nature of AI.

openai google reviews star rating Screenshot from Google Reviews, December 2023openai google reviews star rating

A recent user on Product Hunt gave OpenAI a rating that also appears to be related to GPT-4 worsening.

openai reviewsScreenshot from Product Hunt, December 2023openai reviews

GPT-4 isn’t the only issue that local reviewers complain about. On Yelp, OpenAI has a one-star rating for ChatGPT 3.5 performance.

The complaint:

yelp openai chatgpt reviewScreenshot from Yelp, December 2023yelp openai chatgpt review

In related OpenAI news, the review with the most likes aligns with recent rumors about a volatile workplace, alleging that OpenAI is a “Cutthroat environment. Not friendly. Toxic workers.”

google review for openai toxic workersScreenshot from Google Reviews, December 2023google review for openai toxic workers

The reviews voted the most helpful on Glassdoor about OpenAI suggested that employee frustration and product development issues stem from the company’s shift in focus on profits.

openai employee review on glassdooropenai employee review on glassdoor

openai employee reviewsScreenshots from Glassdoor, December 2023openai employee reviews

This incident provides a unique outlook on how customer and employee experiences can impact any business through local reviews and business ratings platforms.

openai inc google business profile local serps google reviewsScreenshot from Google, December 2023openai inc google business profile local serps google reviews

Google SGE Highlights Positive Google Reviews

In addition to occasional complaints, Google reviewers acknowledged the revolutionary impact of OpenAI’s technology on various fields.

The most positive review mentions about the company appear in Google SGE (Search Generative Experience).

Google SGE response on OpenAIScreenshot from Google SGE, December 2023Google SGE response on OpenAI

Conclusion

OpenAI’s recent insights into training chat models and response to public feedback about GPT-4 performance illustrate AI technology’s dynamic and evolving nature and its impact on those who depend on the AI platform.

Especially the people who just received an invitation to join ChatGPT Plus after being waitlisted while OpenAI paused new subscriptions and upgrades. Or those developing GPTs for the upcoming GPT Store launch.

As AI advances, professionals in these fields must remain agile, informed, and responsive to technological developments and the public’s reception of these advancements.

Featured image: Tada Images/Shutterstock



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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

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2 days ago

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December 9, 2023

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ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

ChatGPT Plus subscriptions and upgrades remain paused after a surge in demand for new features created outages.

Some users who signed up for the waitlist have received invites to join ChatGPT Plus.

Screenshot from Gmail, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

This has resulted in a few shares of the link that is accessible for everyone. For now.

RELATED: GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

In addition to the invites, signs that more people are getting access to GPTs include an introductory screen popping up on free ChatGPT accounts.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Unfortunately, they still aren’t accessible without a Plus subscription.

chatgpt plus subscriptions upgrades paused waitlistScreenshot from ChatGPT, December 2023chatgpt plus subscriptions upgrades paused waitlist

You can sign up for the waitlist by clicking on the option to upgrade in the left sidebar of ChatGPT on a desktop browser.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from ChatGPT, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

OpenAI also suggests ChatGPT Enterprise for those who need more capabilities, as outlined in the pricing plans below.

ChatGPT Plus Upgrades Paused; Waitlisted Users Receive InvitesScreenshot from OpenAI, December 2023ChatGPT Plus Upgrades Paused; Waitlisted Users Receive Invites

Why Are ChatGPT Plus Subscriptions Paused?

According to a post on X by OpenAI’s CEO Sam Altman, the recent surge in usage following the DevDay developers conference has led to capacity challenges, resulting in the decision to pause ChatGPT Plus signups.

The decision to pause new ChatGPT signups follows a week where OpenAI services – including ChatGPT and the API – experienced a series of outages related to high-demand and DDoS attacks.

Demand for ChatGPT Plus resulted in eBay listings supposedly offering one or more months of the premium subscription.

When Will ChatGPT Plus Subscriptions Resume?

So far, we don’t have any official word on when ChatGPT Plus subscriptions will resume. We know the GPT Store is set to open early next year after recent boardroom drama led to “unexpected delays.”

Therefore, we hope that OpenAI will onboard waitlisted users in time to try out all of the GPTs created by OpenAI and community builders.

What Are GPTs?

GPTs allow users to create one or more personalized ChatGPT experiences based on a specific set of instructions, knowledge files, and actions.

Search marketers with ChatGPT Plus can try GPTs for helpful content assessment and learning SEO.

There are also GPTs for analyzing Google Search Console data.

And GPTs that will let you chat with analytics data from 20 platforms, including Google Ads, GA4, and Facebook.

Google search has indexed hundreds of public GPTs. According to an alleged list of GPT statistics in a GitHub repository, DALL-E, the top GPT from OpenAI, has received 5,620,981 visits since its launch last month. Included in the top 20 GPTs is Canva, with 291,349 views.

 

Weighing The Benefits Of The Pause

Ideally, this means that developers working on building GPTs and using the API should encounter fewer issues (like being unable to save GPT drafts).

But it could also mean a temporary decrease in new users of GPTs since they are only available to Plus subscribers – including the ones I tested for learning about ranking factors and gaining insights on E-E-A-T from Google’s Search Quality Rater Guidelines.

custom gpts for seoScreenshot from ChatGPT, November 2023custom gpts for seo

Featured image: Robert Way/Shutterstock



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