2021 Paid Search Training for B2B Marketing
2021 Paid Search Training for B2B Marketing
B2B Marketing Paid Search Tips for Google Ads Being good at building digital audiences is a critical skill for developing B2B Marketing teams who are desperate to not have to rely on Google Ads algorithm to reach their buyers. Its so easy to get paid search campaigns into market but also very easy to waste those precious ad dollars on clicks from people who will never be buyers. Google Ads is a mature advertising platform. It takes time to get used to all the levers that you can pull across the different ad products, targeting and what we refer to as pitfalls. B2B Marketers understand that Google is a power platform with unique targeting opportunities. This article will help them prepare for a successful roll out and quicker results. With so many marketing channels to get coverage from, it’s so important to get to actual results and this is one channel we would bet on every time. Having a defined planning process will really help to set B2B marketers who are often managing multiple campaigns, targeting different audiences, running at the same time. Here is a simple seven step paid search campaign process we recommend following to setting investment up for success. Read full blog article for more tips. https://www.snapdragonmarketingservice.com/b2b-marketing-paid-search/
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2021 Paid Search Training for B2B Marketing
- 2. Why Pay for Paid Search? Highest intent audience Boost your website traffic New features and tools each year
- 3. Why Paid Search Paid Search provides a quick go-to-market channel. Target, re-target and test ads at the lowest cost. It’s scalable and accelerates your digital presence. Unique Reach and Engagement Paid Advertising Kelly L. Nelson Digital Marketing Expert Owner, Snapdragon Marketing Service
- 4. +First Search ads only appear to those who are searching in Google Search on a certain keyword which you are paying to advertise. Auction Based Bid Automation. +Second +Third Your paid video ads display in the YouTube search results or before, during, and after videos and the Google Display Network. Most efficient to reach your audience. Display ads are paid placements that appear based on various targeting parameters. 3 Different Types of Paid Ad Products
- 5. 3 Types of Search Ads You provide a variety of headline and description options and the algorithm displays the best result. Screen size can also be a factor on how the ad displays. Responsive Search Ads Expanded text ad Expanded Dynamic Only 2 headlines shown Fewer characters *example shows site links Add a third headline Add a second description
- 6. 3 Types of Display Ads & Remarketing • People you want to reach with Audience Targeting • Content where (3 different choices) you want your Ads to show • You want to set up Audiences for remarketing, you can remarketing search audience size requirements (min. 1000), display (min. 100), video *Currently not running these and won’t be included in our training Smart Display Standard Display Gmail Example Dynamic Display
- 7. 6 Types of Video Ads • Currently not running these and won’t be included in our training
- 8. Typical PPC Campaign Process • Before you get into Google Ads, you need to plan out these steps. These would vary for Display and Video Campaigns Plan & Set Goals with KPIs Offer Message + Targeting Keyword Research Ad Assets • Landing Page • Ad Groups & Copy • Display Artwork • Video Campaign Setup Launch Optimize
- 9. Step 1 Campaign Plan Targeting Location Keyword Research CTA/Messaging Type of Campaign Goal: Website Traffic Paid Search Bid Maximize Clicks Maximize Conversions Ad Groups (1) Keyword 1 (2) Keyword 2 (3) Keyword 3 X3 Ads by Ad Group (1) Ad Copy 1 Ad Copy 2 Ad Copy 3 Conversion Goal Defined conversion event Defined conversion action Other KPIs • Prepare a plan that gets stakeholder approval *Template example available here
- 10. Step 2 Offer Message + Targeting • Consider stage of who you are targeting • Consider your known audiences & possible exclusions Brand Building Unaware to Aware Consideration Website Visitors Sign Up CTA CTA CTA VALUE PROP Proof Points Ad Copy 1 Ad Copy 2 Ad Copy 3
- 11. Step 3 Keyword Research • Understand language your website audience is using, seek out keywords with some volume and medium competition • Very important to ad ‘negative’ keywords to your lists to exclude Known GSC (your audience) Keyword Planner Market Research Google Trends Uber Suggest Moz SemRush
- 12. Step 4 Ad Groups & Copy • Ad Group by Keyword, with min. 3 ads per ad group. Keyword in headline and descriptions. • Well written and well-planned copy.
- 13. Step 5 Campaign Set up • Refer to Step 1 campaign plan that provides all the inputs for someone to go into Adwords to ‘build’ the campaign out. • Lots of options but keep it simple and only make one change at a time and give it time to see the impact. • In an ad group I will use the same keyword and add it twice, once as a Broad Match and again as a Phrase Match. • Exact Match more expensive with low volumes
- 14. Step 5 Campaign Set up - Budget • Set Daily Max. and Cost per click max. • Rarely do I set an end date because once it ends you can’t reset so it’s best to pause rather than end.
- 15. PPC Campaign Launch Checklist 1. Keyword Match Types 2. Negative Keywords 3. Initial CPC Bid 4. Daily Budget 5. Ads & Ad Rotation 6. Locations 7. Networks 8. Devices 9. Conversion Tracking
- 16. Step 7 Optimize • Check recommendations often, especially after changes. • Look at trends over length of campaign vs. recently. • Measure page performance via GA to see quality of traffic • High bounce rate means your targeting is off and you should pause the campaign and adjust your targeting.
- 17. Book a Coaching Call with Kelly
Editor's Notes
- Google represents 91% of Search Engine Market.
- AdWords for video, you can use demographic targeting to more efficiently reach your audience.
- https://www.karooya.com/expanded-text-ad-preview-tool