Research shows 70 percent of B2B buyers use Google to research their next purchase and 65 percent of paid ads get clicks. Despite the often high cost per click of pay-per-click advertising and stiff competition from giants like Amazon, you can remain at the top of your PPC game by being proactive and using the right tools and tactics. Let’s explore seven ways that marketing agencies can increase the conversion rates of their paid digital advertising while reducing the cost of each conversion.
1. Keywords management
Keywords management is essential for a successful Google Ads campaign, which is why it needs to be continually reviewed and tweaked. Here’s how you can manage and effectively use keywords:
- Avoid broad keywords: Broad keywords are extremely competitive, which means their cost per click is higher than average. When broad keywords are used too liberally, it can result in Google displaying your ad to the wrong audiences, leading to high ad spend, but resulting in fewer clicks. Instead, use precise keywords that are more likely to be used by your ideal customer profile.
- Use competitors’ keywords: Unless your marketing agency has established itself as an influencer, expensive popular words aren’t enough to get clicks. Instead, you might gain traffic improvement by using the keywords of your direct competitors in Google Ad campaigns. If you are not sure of the keywords they use, simply scan their ads with SpyFu. Or use Vendasta’s Snapshot Report, which highlights the top keywords of the industry you should be targeting.
- Negative keywords: To make sure you aren’t wasting your advertising budget on an uninterested audience, add negative keywords to your paid search program to eliminate irrelevant search queries that are unlikely to convert. In the Search Terms report, you will see all irrelevant queries that potentially attract the wrong audience. You should add these to your negative keyword list.
- Long-tail keywords: Specific long-tail keywords are a great way to boost Google Ad rankings without paying a premium for every click. Google suggest and search query reports find reliable long-tail keywords that are right for your marketing ad program.
Generally, 96 percent of visitors leave without ever converting to a lead or sale. By employing remarketing tactics and showing targeted, relevant Google Ads more often to prospective customers as they check emails or browse through social media networks, it may encourage them to contact your agency. It also pays to aggressively employ remarketing tactics with prospects that may have already shown interest in your products and checked the offering on your website.
3. Optimized landing pages
A homepage that is too generic is unlikely to convert. . Similarly, if a landing page doesn’t show relevant information and deals that match the actual ad that’s displayed, visitors will bounce and push down the quality score of your Google Ad. It’s essential to create a custom landing page for each Google Ad campaign by using relevant keywords that speak to a buyer’s pain points and shows how your company can help them.
This landing page describes a value proposition and offers visitors an instant demo.
4. Ad extensions
Digital marketers have access to Google Ad extensions that can help them improve account click-through rates (CTRs), and reduce the cost of acquisition. Though there are several ad extension options available, here are a few for B2B companies:
- Sitelink extensions: This extension allows marketers to share more links on their Google Ad, giving more space to showcase testimonials, product pages or display other relevant content that might increase conversion rates.
- Callout extensions: With this extension, marketers can include additional information about products and services that might create urgency and credibility. Effective call-outs could include phrases such as award-winning firm, free trials available, Google Certified Partner, or AWS partner.
- Call extension: This extension is an excellent tool for local businesses, allowing their customers to call directly from their phones without having to visit a website.
- Lead form extensions: This extension is an aggressive lead-generation tactic that lets your prospective clients fill a form directly from the ad, and drive this lead to your marketing funnel.
If you have trouble choosing the right extension for your business or your clients’ businesses, consider Vendasta’s vast array of white-label PPC services.
5. Pause non-performing ads
Not all Google Ads may perform the way you hope, even if they are perfectly optimized. The average CTR for any Google Ad is 2 percent, and if CTRs fall below this rate, especially below 0.5 percent, then the ad will display less often. In this scenario, it’s better to pause non-performing Google Ads and stop wasting money. Instead, create a new ad campaign with different keywords.
6. Improve Quality Score
Google tracks the quality score of each ad, ranking every keyword from 0 to 10. Ranking measures the relevance and quality of your ad, the likelihood of a visitor clicking on the ad, and rates the user experience once they click. The higher the ad quality, the higher it will be scored. There are few ways to improve an ad quality score:
- Conduct thorough keyword research to determine if your ideal customers will likely use these keywords in researching products
- Refine ad text to clearly express value and the right solutions for your ideal customer base
- Continually research negative keywords and add these to your paid campaign
- Create optimized landing pages that offer a consistent and relevant experience - from keyword to conversion
7. Measure performance
You need to measure success in order to know whether your Google Ad is performing. How do people discover your site? What keywords are directing visitors to your ad? What journey does a prospect take after clicking on the ad? There’s a lot of data but you need analytics to find patterns and insights. Google Ads will show metrics of impressions and CTRs. By analyzing this data you can learn how to improve your next Google Ad campaign.
Google Ads campaigns are an important marketing tool for driving conversions. But you need to:
- Effectively manage Google Ad keywords
- Implement remarketing tactics
- Optimize landing pages for ads
- Use appropriate Google Ad extensions
- Pause non-performing ads
- Consistently work to improve quality scores
- Measure the performance of each campaign to continually perfect the next one