In today’s highly competitive business world, a significant presence on Search Engine Result Pages (SERPs) should be a top priority for every B2B enterprise.
The B2B marketing teams must overcome many challenges to set up B2B Google Ads campaigns and optimize them for better results. The main B2B niche keywords usually have a low search volume; yet are expensive because of the immense competition. Hence, it is essential to have a higher conversion rate and generate high-quality leads to increase the Return on Investment (ROI).
A report released by Drift titled “The 2021 Marketing Leadership Benchmark Report” suggests that 53% of marketing leaders consider generating leads for a strong pipeline as their number one priority. Google Ads is one of the most effective marketing tools that B2B CMOs can consider adopting to increase website traffic, enrich brand awareness, generate more leads or launch new products and services.
Here are a few strategies to create high-quality B2B leads through Google Ads Campaigns:
Improve Keyword Bidding
One of the essential aspects of improving Google Ads ROI is optimizing the keyword strategy. The decision-makers must evaluate their client’s B2B purchase journeys to identify the most popular terms the prospects search for to look for a solution or tool as the organization offers.
Also Read: Exposing: Top 12 Virtual Assistants Challenges in B2B Marketing
The best idea is to design each category’s B2B Google Ads campaign, utilizing keywords related to those corresponding categories.
B2B marketing teams can bid on long tail keywords that the potential customers might input in a search engine. A string of 3 or more keywords the prospect might search for will enable the brand to rank higher on the Sponsored section of the Search Engine Result Pages.
Look Out for User-Centric (High Intent) Keywords
While designing a PPC campaign, it is crucial to focus on transactional keywords. B2B marketers need to target the keywords that portray that the user is in the purchase stage of their purchase cycle. Instead of depending on organic searches, enterprises focus on paying Google for these keywords; they need to ensure a better conversion rate. B2B marketing teams can leverage Google’s keyword tools to decide which high-intent user-centric keywords to bid on.
The B2B Marketing teams should consider selecting broad keywords to drive relevant traffic and generate high-quality leads. The keyword planner tool streamlines the mapping of keywords to track their growth. The keyword strategy should mix mid to high search volume depending on the competition and prices to spend money wisely and make more out of it. While selecting the right keywords for the B2B business, the intent should primarily focus on garnering attention from IT Decision Maker leaders.
Create Compelling Google Ads and Landing Page Copy
The landing page and Google Ad copies speak for the brand; thus, it should be compelling enough to provoke the user to click the Call to Action (CTA) Button. Responsive search ad features allow businesses to run multiple campaigns and examine them simultaneously with an A/B testing approach. Google’s inbuilt tool, ‘Optimize,’ enables B2B marketing teams to execute real-time A/B tests on the landing pages. It is an efficient tool to evaluate multiple campaigns and understand which copy, features, and images are the most effective.
Leverage all the Mediums and Personalize the Total Addressable Market
Google provides a custom intent audience tool for marketers to understand the B2B buyer intent based on websites and search terms in Google Display, Discover, and YouTube. It is one of the most effective ways to analyze the most budget-friendly media that delivers optimum results.
Make the Most Out of the Google Ad Extension
Businesses can use the Google Ad extension to increase their visibility by enlarging the physical advertising space on the search results. It is one of the most effective ways to add CTAs, gather leads, and drive relevant traffic. Here are a few extensions that can help B2B marketing campaigns to drive better results:
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Sitelink Extensions
Suppose the marketing campaign intends to redirect traffic to a specific product, service, or sale page. Sitelink extensions can help to increase the Click Through Rate (CTR) by up to 50%, suggests Google.
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Callout Extensions
These allow business marketing teams to concentrate on the brand USPs.
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Structured Snippets Extension
Structured snippets assist businesses in enhancing their user engagement by highlighting particular aspects of the site.
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Lead Form Extension
Google offers lead form extensions to gather data through lead forms directly into the search results.
Optimize ad Groups Technique
Optimizing the ad group’s strategy is crucial to ensure it gets displayed to the right target audience with higher conversion potential. One of the most effective ways is to merge keywords that can address through one ad. It is an effective way to ensure that the ads displayed to the users have similar search intent. Or else, B2B marketing teams should divide these keywords into multiple ad sets. Many marketers might find it challenging to group keywords together to ensure success and higher conversion rates. Single Keyword Ad Group (SKAG) and Single Theme Ad Group (STAG) are two effective ad group strategies marketers can use to ensure success.
Utilize Google’s Machine Learning
Google is one of the most preferred search engines globally because of its search engine algorithm. This search engine platform likes to keep its algorithm ambiguous. However, marketing leaders can utilize the machine learning capabilities of Google to boost the ROI of their pay-per-click campaigns. Organizations that want to ingrain Google search ads to generate leads can embrace both Responsive Search Ads and Dynamic Search Ads.
Also Read: Google Ads – Fast becoming a Preferred Platform for Marketers
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Responsive Search Ads
Responsive search ads work because Google considers variations of headlines and ad copies to merge them into a single ad. Google constantly tests these variations and looks for the winning combination. B2B Marketing leaders must ensure that all the search ad copies and headlines make sense. Marketing leaders need to aim to have a higher Ad strength score to ensure its effectiveness.
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Dynamic Search Ads
Dynamic search ads automatically populate an ad by gathering data directly from the brand’s website. For these ads to succeed, development teams must ensure that the website is technically optimized using proper SCHEMA markup. Considering that this search ad type is ineffective for websites needing regular updates is crucial. This occurs because Google does not regularly extract information from the brand’s site to enable them to design new and relevant ads.
B2B Marketing teams need to track the ROI, from brand awareness to lead generation to secure sales to ensure effective lead generation through Google Ads.
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