Pay-per-click (PPC) marketing is an ever-changing field with increasing competition and evolving consumer behavior. It’s important to stay ahead of the trends and predict what may be coming next, which can sometimes seem impossible.
So, how do you manage to do all of this while also increasing conversions for your B2B company? We’re going to discuss a myriad of ways to do this so you can manage your PPC campaigns more easily while improving performance.
Fine-Tuned Audience Targeting
They say, “You don’t know what you don’t know.” When you rely strictly on keywords for your targeting, you’re missing a crucial element that could potentially provide more information for your
digital marketing and sales.
By expanding your efforts into audience groups rather than relying on just the keywords, you can widen your reach while also helping to narrow down where exactly you should be targeting. Combining keyword and audience targeting can translate to more B2B conversions, whereas before, you were missing part of the puzzle without even knowing it.
Call Recording
For those customers who want to speak directly to someone, an online conversion just won’t cut it. However, those calls often go unrecorded, meaning vital information that can be gleaned is suddenly lost. Thankfully, Google Ads has
call recording to solve this problem.
By enabling the feature, you’ll have recorded calls available for 30 days after the date of the call. This allows you to follow along with the successful interactions to better understand what was most effective and analyze the unsuccessful calls to pinpoint weaknesses.
Call recording is vital for tracking offline conversions, particularly for B2B companies that rely on phone calls to generate leads and sales. Plus, the feature streamlines the call process, so it’s not an additional tool or system for everyone to learn.
Bumper Ads
If you remember the days of Vine, then you’re well aware of how much information can be packed into a short video.
Bumper ads are short video ads of six seconds or less played before, during, or after YouTube videos.
They’re designed to increase brand awareness and reach more customers, but the biggest advantage of all is that they’re unskippable. This is a great solution if you want to explore more visual content.
Since they’re short and sweet, you’re more likely to grab people’s attention this way. Use them in clusters and combine them with other ad formats for the most beneficial outcome.
Dynamic Search Ads
If you want to take what people are exactly searching for on Google and use it to your benefit,
Dynamic Search Ads (DSAs) are the way to go. Here’s how DSAs work: you target pages on your website instead of keywords and create text ads.
Then, Google Ads dynamically creates ad headlines and shows the ads by matching users' queries to your
content. This expands your query coverage and drives more site traffic.
DSAs are a great tool for capturing long-tail keywords, and they’re often top-performing with brands with well-developed sites and a large amount of inventory. Just be sure to run a test campaign before diving in fully.
Optimized Landing Pages
Do your landing pages provide a seamless user experience and speak directly to your audience? Optimize your landing pages by aligning the messaging and design with the corresponding ad campaigns to maintain consistency and reinforce your value proposition.
Use clear and concise headlines, persuasive copy, and visually appealing imagery to communicate the benefits of your B2B solutions and compel visitors to take action.
Targeted Remarketing Campaigns
Implement targeted remarketing campaigns to re-engage website visitors who have previously interacted with your B2B content or shown interest in your offerings. Segment your PPC audience based on their behavior and engagement level, and tailor your remarketing ads accordingly.
Alignment with Sales Teams
Promote collaboration between your marketing and sales teams to ensure alignment throughout the buyer's journey. Share valuable insights and feedback from PPC campaigns to inform sales strategies and refine lead qualification criteria.
Implement closed-loop reporting to track the impact of PPC-generated leads on sales revenue and optimize campaign performance based on actual conversions and customer outcomes.
Adapt Your PPC Marketing to Maximize Results
Throwing more money at your PPC marketing isn't guaranteed to increase B2B conversion. An effective PPC strategy requires foresight, creativity, and continuous improvement. Leverage a range of tactics and align campaigns with your audience and goals to drive targeted traffic and quality leads to your business.
Editor's Note: This post was originally published in April 2022 and has been updated for accuracy and comprehensiveness.