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Using Google Ads within your B2B environment

Using Google Ads within your B2B environment

Would you like to use Google Ads effectively within your B2B environment to grow your business, but you just don’t know where to start? Maybe you’ve already run a campaign or two, but you’re not sure why they didn’t bring in more leads, or whether you were missing a key step in the process. Worry no more! Here you’ll find a complete guide to using Google Ads successfully to draw in new clients and provide a great ROI for your business. Using Google Ads can be a great way to advertise and boost your revenue, and you’ll discover how to do that by following our simple steps on using your Google Ads budget effectively.

A Quick Glossary of Essential Google Ads Terms

Ad campaign : An ad campaign is a group of ads with a single message and the same goal, that you set up through your AdWords account. If you sell physical products and digital products, for example, you could have separate ad campaigns for each of these.

Keywords: You may have heard of keywords, but not really know what they are. They play a vital role in the success of your Google Ads. Keywords are words or phrases that people type into search engines to get results. You want to pin down the best, most relevant keywords that will drive people towards your ads and then towards your business.

Impressions: The number of times Google shows your ad to people.

Quality Score: Google assesses whether your ad copy, keywords and your destination URL are relevant to any possible customer, and gives you a Quality Score based on this assessment. A high Quality Score means that Google will show your ad to more people.

Cost Per Click (CPC): Also known as Pay Per Click (PPC), this refers to how much you pay each time someone clicks on your advert. You can select a maximum CPC when you launch your ad.

Click Through Rate (CTR): How many people take the action to click on your ad and end up on your website, whether they make a purchase or not.

Your Simple Step-by-step Guide to Perfecting Google Ads

This is your simple guide to clever, specific keywords targeting for your Google ad campaigns, which will reduce wasted clicks, improve your ads’ Quality Scores, and bring more revenue to your business.

Step 1: Analyse Your Previous Ad Campaigns

Take a close look at any ad campaigns you’ve already run, and analyse what IS working well for you. Identify any ads that are converting particularly well, and work out what elements are making them successful. Note down which keywords are performing well for you against any that do not seem to be drawing anyone to click on your ad.

Step 2: Find the Perfect Keywords For Your Business

Finding the right keywords for your business will result in a lower CPC than if you have wide, generic keywords. It sounds counteractive, but by using the right keywords, less people will click on your ads – but those that do will have a much higher chance of converting into a sale or a long-term client, because you’ll be targeting the right audience who will be highly motivated to buy from you! You need to create a detailed keyword list by using Google Keyword Planner to narrow down the best keywords that will point people towards your business. You can find a deeper exploration of how to use Google Keyword Planner here.

Step 3: Rule Out Any Negative Keywords

Removing any irrelevant terms from keyword phrases will make your ad campaigns more profitable. Common ‘negative’ keywords include terms such as ‘free’, ‘jobs’, ‘careers’, ‘training’, ‘learn’, ‘reviews’, ‘how to’, etc. All of these terms will push people towards your ad, even though they have no intention to buy. Narrowing down your target audience will allow your ads to convert at a higher rate rather than eating up your AdWords budget.

Step 4: Create Your Ads and Test, Test, and Test Some More

Your next step is to create some ad campaigns using different keywords, styles, and landing pages and try them out. You’ll need some patience here, as you’ll have to wait at least 8-12 weeks to see how your ads perform and to analyze which ads are the most successful. Testing and identifying successful elements and keywords will save you money in the long run, even if trying out different ads does cost more initially. Knowing the right keywords will reduce your Cost Per Click in a short period of time, and you’ll be able to target the right market and bring in clients with a higher Lifetime Value.

Step 5: Track Your Conversions:

Analytics are your friend, so make sure you track your conversions, rather than just the Click Through Rate. You can use a CRM to track clicks right through to paying customers, so that you know exactly how much revenue each ad is bringing you.

Step 6: Make Any Adjustments Based on Your Findings

Now you know what works, remove any low-performing ads from your campaigns and focus on what works well. This is an ongoing process that you will need to keep an eye on consistently. Treat your AdWords account like a houseplant – it needs a little bit of regular attention and nurturing to continue to grow well! You should aim to check in on new campaigns at least once a day.

So there you have a simple guide to perfecting Google Ads for the B2B environment. Properly targeted ads will result in lots of leads, and increased revenue for your business. By following our tips, you’ll reduce the number of wasted clicks from people who never had the intention of buying in the first place, by narrowing down your target audience. Most importantly, don’t forget your AdWords account. Log in at least once a week: with a bit of consistent nurturing, on-going analysis of your ad campaigns, and by creating appealing, specific ads for your target audience, your ad campaigns will flourish and continue to consistently bring you leads.

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Vanessa Simms
Vanessa writes on a range of subjects for the Search South blog, but has a strong focus on her core interest area of Google AdWords management best practices.