Developing a successful Google Ads campaign takes research, planning, and constant refinement. When creating campaigns for the B2B sector, marketers need to take a targeted approach to connect with the right decision-makers at the right time.
According to Wordstream, the average clickthrough rate for Google Ads is 6.11% YoY across industries. With the right strategy, B2B companies can drive even higher qualified traffic and conversions through Google Ads.
Follow these tips from the digital marketing experts at M&G Speed Marketing LTD to build an effective Google Ads campaign to promote your B2B company.
Conduct Thorough Keyword Research
The foundation of any Google Ads campaign is keyword research. Take the time to identify high-value keywords that your target buyers are likely searching for. Look beyond just broad match keywords to include relevant long-tail keyphrases as well. Tools like Google’s Keyword Planner, SEMrush, and Moz can help uncover low competition keywords that drive qualified traffic.
As you build out keyword lists, look for topics that align with each stage of the B2B buyer’s journey. For top-funnel keywords, target informational phrases like “benefits of CRM software.” Further down the funnel, focus on transactional keywords like “CRM implementation services.”
For example, one M&G Speed Marketing client offering business coaching services targeted keywords such as “leadership training for managers” to attract key decision makers searching for training solutions.
Optimize Ad Copy for Business Buyers
With a list of keywords in hand, the next step is crafting compelling ad copy. According to marketing expert David Rodnitzky, “On average, about 5% of people who see a search ad will click on it. The more relevant that ad is to searchers, the higher that clickthrough rate will climb.”
Remember that you are marketing to rational businesspeople, not impulse shoppers. Your ad headlines and descriptions should communicate concrete benefits and play to the needs of your target personas.
Avoid using over-the-top sales language. Instead, establish credibility by mentioning awards, certifications or number of years in business. Use dynamic keyword insertion to automatically pull keywords into your ad copy.
Design Landing Pages that Convert
Once you drive qualified visitors to your site through PPC ads, the landing page experience needs to align with their stage in the buyer’s journey. Develop targeted landing pages that speak directly to keywords grouped by funnel stage.
For example, top-funnel visitors from informational keywords can land on guides and blog content to nurture leads. Further down the funnel, product and pricing pages will convert ready-to-buy keyword traffic.
HubSpot found that pages with clear CTAs can improve conversion rates by up to 202%. No matter the landing page goal, provide clear calls-to-action, limit distractions, and prominently display your unique value proposition.
Set Up Google Conversion Tracking
In order to optimize your Google Ads campaigns, you need to know what actions visitors take after clicking your ads. Make sure to implement conversion tracking to gain insight on important metrics like cost per lead, sign ups, demos scheduled, calls, and sales.
Track micro and macro conversions specific to your business goals. Integrate your Google Ads data with marketing automation and CRM platforms to connect conversions with downstream pipeline and revenue.
Call tracking through vendors like CallRail can also provide valuable intelligence on lead quality and buyer intent signals.
Avoid Common Mistakes
Some common pitfalls threaten the performance of B2B Google Ads campaigns. Avoid making broad match keywords the bulk of your keyword strategy. Limit your ad group’s geographic targeting to regions where you can support buyers. Set up negative keywords to prevent irrelevant traffic from generic keywords.
Prevent keyword cannibalization by carefully organizing your ad groups. Don’t let important terms compete against each other. Start with tightly themed ad groups and monitor search query data.
Building an effective Google Ads campaign requires ongoing refinement through A/B testing and monitoring keyword and landing page performance. Partner with a digital marketing agency like M&G Speed Marketing LTD to execute and optimize your PPC campaigns. Their team brings extensive B2B Google Ads expertise to the table.
Consider Bing Ads and LinkedIn Ads Too
While Google Ads should make up the bulk of your paid search strategy, incorporating platforms like Bing Ads and LinkedIn Sponsored Content can help expand your reach.
According to WebFX, close to 33% of B2B researchers start their search on Bing. Bing Ads provides additional keyword opportunities with less competition.
Sponsored Content and Text Ads on LinkedIn help you get in front of professional audiences when they’re consuming business content.
Integrate with Inbound Marketing Strategies
Google Ads work best as part of a larger inbound marketing strategy. Use targeted ads to drive traffic to landing pages and blog content optimized for SEO. Nurture site visitors through email drip campaigns and expand your organic reach.
Creating content assets around your target buyer keywords supports both paid and organic acquisition. Strong inbound strategies and smart Google Ads management can work together to drive more quality leads.
Turn to the Experts at M&G Speed Marketing LTD
For over 10 years, M&G Speed Marketing LTD has helped B2B companies drive qualified leads through paid search. Their holistic approach includes conducting keyword research, creating high-converting ads and landing pages, implementing tracking, managing bids and budgets, and analyzing results to maximize your ROI.
Learn more about M&G Speed Marketing LTD’s pay per click marketing services for B2B. Contact them today to get a customized game plan for your Google Ads success.
Frequently Asked Questions on Optimizing Google Ads Campaigns
- What is the Google Ads Optimization Checklist?
The Google Ads Optimization Checklist gives you expert tips and best practices to optimize your campaigns. Use it as a handy guide to regularly check for new ways to improve performance.
- What does the optimization score in Google Ads do?
The optimization score rates how well your account is optimized on a 0-100% scale. It shows specific recommendations and how much each one can increase your score. This helps you prioritize high-impact changes.
- What are some fast tips to optimize Google Ads campaigns?
Important optimization tips:
- Target long-tail, high-intent keywords
- Schedule ads when your audience shops
- Use all relevant ad extensions
- Regularly review search terms and add negatives
- Continuously test ads and landing pages
- How can you evaluate and monitor campaign performance?
Keyways to evaluate:
- Check optimization score regularly
- Analyze search term reports for opportunities
- Compare metrics before and after optimizations
- Give changes time to stabilize before taking more action
- What common mistakes should you avoid?
Avoid these mistakes:
- Focusing too much on lowering CPCs
- Not scheduling ads by audience or product
- Forgetting to use ad extensions
- Not optimizing and reviewing performance regularly
