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Have your B2B paid search efforts hit a road block? Have your AdWords and Bing Ads campaigns plateaued and you can\u2019t help feeling that something\u2019s wrong? Well maybe there is! Let\u2019s take a look at some common mistakes B2B companies make with their paid search campaigns and how you can fix them.<\/p>\n
B2B companies, more than B2C companies, should be ultra-aware of when their paid search ads are running. More importantly,\u00a0you need to be sure it corresponds with when your customers will be searching for what you have to offer. A B2C company that sells, say, men\u2019s clothing can likely see quality return while running ads at all hours of the day. But a B2B company likely only sees relevant traffic for their product during normal business week days and hours, when their customers at other companies are on the job. This will vary depending upon your market, but the idea holds true.\u00a0Try running long term \u201cDay of the week\u2019 and \u201cHour of day\u201d dimension reports. What times\u00a0are you getting the most traffic and the most conversions?\u00a0Armed with this info, you can adjust\u00a0your ad schedule to exclude those times you\u2019re not seeing good bang for your buck.<\/p>\n
Your keywords are the foundation of your B2B paid search effort. That means they can make or break your campaigns. Make sure that you\u2019re not only focusing on the core phrases that explain your product, but also on longer, more detailed descriptions that will connect with more serious buyers.<\/p>\n
For example, say you sell safety helmets to manufacturing companies. You\u2019ll want to make sure you don\u2019t just focus your keywords on basic terms like \u201chelmet.\u201d The term \u201chelmet\u201d can mean different things to different people, like \u201cbike helmet\u201d or \u201cfootball helmet,\u201d and can waste a significant amount of your budget on irrelevant clicks. Using more specific, long tail keywords like \u201cyellow work safety helmet\u201d will save you money from those irrelevant clicks and catch the customers more likely to purchase your products. And don\u2019t just rely on broad match keywords, but also work in broad modifier, phrase, and exact match versions of your keywords to increase click through rates and save money.<\/p>\n
The paid search landscape is a competitive place and you want to make sure you\u2019re using your entire tool kit to bring in those coveted leads. This means knowing what sets your B2B company apart from the competition and making sure to promote this in your paid search ads. Does your company offer free shipping? Do you give discounts with bulk orders? Whatever makes your product offering seem more attractive than the other guys\u2019 be sure to mention it in your ad text. \u00a0AdWords Ad Extensions like Callouts or Sitelinks can be a great place to fit in this promotional copy without using up valuable ad space.<\/p>\n
One of the most common mistakes we B2B paid search advertisers make is setting up our ads and landing pages and then getting too busy with other projects to fully test their effectiveness. But testing is a monumentally important aspect of getting the most out of your efforts. Using a dedicated A\/B testing tool is a sure fire way to optimize your paid search campaigns, but can become pricey. At the least you should create multiple versions of all of your ads, test different ad copy and landing pages, run them and see over time which performs better and\u00a0learn why. You can run different versions of ads simultaneously and AdWords will automatically begin serving those that perform the best based on your ad settings. This can help us learn what about our ads is connecting most with our audience and optimizing our ads for that.<\/p>\n
Sometimes getting the lead can seem like the most important goal of a B2B paid search campaign. But of equal, if not more, importance is following up with that lead to turn them into a valued customer. Whether this translates into someone at your company manually contacting the lead or utilizing a marketing automation tool to connect with them, re-engaging after the lead is vitally important. Hopefully this re-engagement will turn the lead into a sale, or if you\u2019re lucky, many sales down the road. But, even if it doesn\u2019t end up converting, the process will teach you something about why they didn\u2019t end up buying after all, and you can use this info to further optimize your campaigns in the future.<\/p>\n","protected":false},"excerpt":{"rendered":"
Have your B2B paid search efforts hit a road block? Have your AdWords and Bing Ads campaigns plateaued and you can\u2019t help feeling that something\u2019s wrong? Well maybe there is! Let\u2019s take a look at some common mistakes B2B companies make with their paid search campaigns and how you can fix them. Ad Schedule – […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98,602,600,1],"tags":[745,141,603,604],"class_list":["post-14633","post","type-post","status-publish","format-standard","hentry","category-b2b","category-paid-search","category-seo","category-uncategorized","tag-b2b-paid-search","tag-paid-search","tag-paid-search-for-b2b-brands","tag-paid-search-mistakes"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/14633","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=14633"}],"version-history":[{"count":9,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/14633\/revisions"}],"predecessor-version":[{"id":14653,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/14633\/revisions\/14653"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=14633"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=14633"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=14633"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}