Damian Geisinger, CEO and founder of Skyblue Digital shares with us his thoughts about how Google Ads helps B2B companies to get high quality leads for their businesses.
B2B companies sometimes face challenges when trying to attract new clients. Many companies generate the majority of their leads through referrals and traditional offline marketing channels, such as personal contacts, fairs, and conventions.
At some point, they should expand their target and reach out to more potential clients outside of their direct network.
Google Ads are probably the most powerful tool for locating high-intent leads interested in your products and services. Therefore, we have provided seven tips for optimizing your acquisition strategy on Google Search.
- Align your global strategy with your search strategy
Your digital strategy should be guided by your global strategy, and your Google search strategy should support your goals for the upcoming period. When creating your campaigns, ensure that you understand the company’s goals. For example, do they wish to expand into new markets, introduce new services, improve the quantity or quality of their leads, or adapt your strategy accordingly?
- Territorial segmentation
Many companies strive to be global and to provide their services around the globe. When setting up your campaigns, ensure to group territories with a clear purpose, such as language, continents, market size, etc., and consider testing territories on their own to get a better picture of the market.
- Invest time in defining your marketing message and creating relevant ads
A Google Ads account could be as complex as your business is, so always keep in mind that for each group of keywords, you want to deliver optimal messaging to your potential customers. B2B always includes technical terms that should be reviewed with company technical personnel.
- Use multiple bid strategies
It is common knowledge that, in order to improve your account’s optimization score, Google recommends always running in one of their automatic bid strategies. We also agree that these automated bidding strategies will outperform manual ones for most advertisers and campaigns. Even though there are a variety of automatic bid strategies from which to choose for your campaigns, you should choose and test them carefully for specific purposes. Choose the one that best fits your needs: maximize conversions, maximize clicks, target impression share, or target CPA.
- Test new keywords
Take your time researching new keywords and studying your Keywords Search Terms Report. You may find other ways that people search for your product or service, allowing you to increase your coverage.
- Don´t make conclusions too quickly or too slowly
If you and the company have agreed to test new markets or a set of keywords, take the time necessary to draw accurate conclusions. Don´t expect the best results at the beginning; keep optimizing, testing, and looking for positive signals to determine if what you’re attempting to achieve has potential.
- Use bid adjustments per country
If you have a campaign targeting multiple countries and you believe you can achieve better results in some territories, you can adjust bids for a specific country and gain a better understanding of the market’s potential before moving and testing the campaign separately. If the same campaigns target two or more countries and you are aware that there may be significant differences between them, you can also use the tools to get more traffic in one of each country.
Skyblue Digital, have vast experience managing Google Ads accounts for B2B companies. Get in touch with damian@skybluedigital.io, to discuss your needs and how they can help you grow your business.
