Hoping to connect with a wider range of audiences that could be turned into potential customers using Google’s popularity as an advantage? So Google Ads is the best tool for your B2B company. Still, confused about how? Don’t worry this article will be your helping guide.
What is Google Ads?
Google Adverts is a platform that allows users to build online ads that target audiences depending on what they’re searching for on Google, browsing the web, or viewing YouTube videos. Unlike organic search engine optimization (SEO), Google Ads is based on a pay-per-click (PPC) model, which means users must pay every time a visitor clicks on an ad.
When it comes to searching for information on a given issue, Google has become the go-to place for many internet users. In reality, Google receives up to 63,000 queries per second, with the typical user conducting three to four searches per day. It’s safe to assume that many of the people who use Google on a regular basis are looking for information about issues that your company tries to solve.
When people search for specific solutions, your firm might be the first result they see if you use Google Ads.
Google Ads B2B Strategies
- Website Optimization
If your website isn’t ready, bringing in new traffic and leads can be a waste of time. If your company’s brochure-style website was developed using Joomla in 2005, it’s time to bite the bullet and make a substantial overhaul.
Numerous reasons for this:
- Optimization of Conversion Rates
- Tracking Conversions
- Quality Rating
- Impression of the Brand
The success of your campaigns is dependent on the quality of your online experience. You’ll have little luck with Google Ads if your website isn’t set up to convert or measure conversions.
The practice of increasing your odds of converting a lead is known as conversion rate optimization or CRO. There have been numerous research and ideas on how to create conversion-oriented landing pages. The first step is to ensure that your website is current, speedy, and up to date. When calculating Quality Score, Google also considers the user experience on the landing page.
Low-Quality Scores might lead to a higher CPC (Cost Each Click) – meaning you’ll wind up spending more money per click, thanks in part to your bad website. If your website is out of date, it may reflect poorly on your company. When leads are looking for organizations to deal with, they will look for a company that appears to be professional and up to date.
- Brand Improvement
Your new website is the first step in laying the groundwork for a successful campaign. Your company’s branding goes hand in hand with that. Your brand can evoke bad sentiments in visitors in the same way that your old website might. A new website with outdated branding sends contradictory messages. Along with your brand’s aesthetic appeal, this is an excellent moment to define your brand’s voice, tone, and traits. This can affect your advertising campaigns as well as your overall marketing strategy. We strongly advise you to use the StoryBrand Marketing framework. The primary idea is to make your client the hero. Instead of making a sales pitch for your services, you talk about your customer’s problems and how you can assist them to succeed by acting as their guide.
- Sales Team Optimization
Your sales crew is crucial to the campaign’s success. You can drive all the traffic and leads you to want to your website, but if your sales staff can’t convert them, all of your efforts will be for naught.
If you’re driving phone calls, having leads fill out forms, or making transactions directly on your website, you’ll need a sales crew that can manage fresh leads. You’ll almost certainly see a large rise in new prospective business if your Google Ads campaign is successful. Examine and consult with your sales staff to determine what a 2-3x increase in workload would entail. It’s possible that you’ll need to hire new employees in advance of or during the scaling of your Google Ads campaign.
- Budget Balancing with Target Size
“What should our budget be?” is one of the most typical queries organizations have before establishing a Google Ads campaign. This is a multidimensional issue that is extremely dependent on elements that differ from one firm to the next. A mismatch between your target demographic and the amount of money you’re willing to spend on the campaign is a common mistake. If you want to target the entire North American continent but only have $500 to spend per month, you’ll be unhappy with the results. For B2B, the average Cost Per Click (CPC) is $3.33. At $16.67 each day, you can afford approximately 5 clicks. All of North America is just 5 clicks away! That’s a tiny user base, and you’ll burn up your entire day’s spending in a matter of hours.
With a conversion rate of 3.04 percent, you’re looking at about four conversions every month. Depending on what you consider a Conversion (phone call, form completion, file download, etc. ), those aren’t guaranteed clients or even leads. You’ll need a national advertising budget if you want to go nationwide with your marketing. The same may be said for how many campaigns you’re running. You don’t want to test a small budget on a fully functional account with dozens of campaigns. Your budget is stretched thin, and you wind up with few outcomes and insufficient data to make informed judgments.