While most business owners focus on SEO to reach potential customers over the long term, it is also beneficial to allocate budget on B2B Google Ads strategies to boost sales. Google Ads provides immediate exposure and allows you to have a greater reach. It is a great tool to drive traffic to different landing pages especially if you are running multiple campaigns.
I recently had the opportunity to learn more about Google Ads strategies through a free training offered by the Google. I would like to share with you some of my key learnings. I highly recommend going through the training to enhance your knowledge and better optimize your ad campaigns. In this article, I will focus on Google search ads.
Research your target keywords
Doing keyword research is an essential first step for any B2B Google ads campaign. If you fail to choose the right keywords, your ads will not appear in front of your target audience. Relevant keywords draw prospects to your B2B Google ads, improving your click-through rates and lowering your ad spend. Always keep in mind that your keywords should align with your business objectives.
But how do you get started?
You can generate ideas by using Google’s Keyword Planner. You can begin by choosing a search term that you think your potential customers will be using. You can even enter a webpage that is related to your product or service. Keyword Planner will provide suggestions on possible search terms.
Other paid tools such as Moz are helpful in looking for related keywords. You can choose your target country and view the search volumes of possible keywords. This helps you choose keywords that are more popular and optimize your ad budget.
Dynamic Search is a great tool that Google offers to help you manage your target keywords and saves you time. If you have a well-developed website, the content on your website will be used by Google to develop new keywords as well as suggest headlines and corresponding landing pages. You just have to add the descriptions.
Write a compelling ad copy
It’s not easy to capture attention when most people are overloaded by marketing messages. You need to highlight and articulate the unique value you can offer your prospects. This starts with a deep understanding of your target audience by developing buyer personas and empathizing with their pain points.
Your ad copy will entail a headline, a display URL and an ad description. Be sure to include your main target keywords in them. Always aim for a clear and action-oriented call-to-action (CTA) in your ad description. Try to address a challenge that you think your B2B prospects are looking to solve to compel them to consider your product or service. Your ad copy must be creative, succinct, genuine, and relevant.
Understand the bidding process and your quality score
Decide the kind of budget you are willing to spend for your B2B Google Ads strategies. Bear in mind that you can’t always get the keywords you are aiming for. This is determined by a system Google has devised to assign you an Ad Rank. You will be competing with other businesses on who appears on top of the Google search page.
Google evaluates your ads in terms of your target keywords, expected click-through rate, the quality of your landing pages and its content. Google will then provide a diagnosis that will help you optimize your ads.
Optimize landing pages to improve user experience
Be sure that your ad and landing page align well. The latter must provide the information the user is expecting to find and matches their needs. If you fail to provide relevant content, this will lead to a lower Google ad quality score and will hurt your Google Ad Rank in the long run. You may create catchy and provoking ads but if they land on the wrong webpage, this will just result in a high bounce rate.
Ad relevancy, high quality content and a user-friendly website are essential to your success. Make sure that your ad and landing page’s CTAs are consistent. Your landing pages must also be mobile friendly to help you boost your conversion rates.
Track results and adjust accordingly
It will be difficult to assess the success of your Google Ads strategies without setting key performance indicators (KPIs) and measuring results. It’s essential to know what’s working so you can improve your ads.
Google Ads has a dashboard where you can see the performance of your campaigns. Google Analytics works as a complementary assessment tool that provides a complete picture of how well your initiatives are doing.
KPIs that are worth looking into include:
The click-through rate is the number of clicks on your ad divided by the number of times the ad is shown on search (impressions).
To calculate your conversion rate, take the number of people who bought your product or service divided by the number of users who clicked on your ad.
Cost per conversion
This measures the average spend on every conversion. The aim is to increase conversions while keeping costs low. This is computed by dividing your total cost by the number of conversions.
Do you need help developing your Google Ads strategies? Reach out to our team to find out how we can help.