Are you looking for a way to drive traffic to your website and improve lead generation? Paid advertising is a great way to increase your site traffic and lead generation, but you have to know how to do it right or you risk losing out on tons of time and money. Here’s what you need to know about incorporating Google Ads B2B targeting in your content marketing mix.
Pay to Play
Consider “pay to play” as an essential way to boost your digital marketing efforts. Utilizing Google Ads is a great way to further advance your audience reach and to better position your brand in front of current and potential customers. This form of advertising is very scalable and accessible and is oftentimes more affordable than other forms of traditional media, as the ads are highly targeted, which helps you better hone your audience.
Decide Who You’re Actually Targeting
Before you ever start a single campaign, it is incredibly important to decide who your target audience is. In most B2B niches, this is usually a specific company owner, manager, or other executive.
Once you figure out who you want to find your company’s website, it’s time to write down how you would usually contact them if you weren’t online. Would they generally call you? Do they only get in touch with your firm when they need a specific item or service? Think about this and come up with a clear idea, as it sets the whole tone for your paid advertising campaigns moving forward.
Focus Campaigns on Brand Awareness Over Sales
In most cases, you aren’t going to get a sale right away from paid advertising if you’re in a B2B niche. Thus, it is important to focus on brand awareness over sales when using Google Ads.
What does this mean? Well, it comes down to you really just want them to know who you are. Use ads to try to get them on your website to learn about your brand, what you can offer them, or even answer questions via content on your page. The more you can get them to recognize that you’re a trusted leader in your industry, the easier it is for them to contact you when they’re ready.
Choose Keywords Carefully
Next, you want to choose your keywords carefully. Google Ads are based on what people are searching for, so really think about what your target customer would be using a search engine for in the first place.
It’s okay to use super specific terms that really only make sense in your niche, but you want to make sure that people are actually searching for them before you spend money on advertising. If it is a keyword that’s only used a couple of times per month, you might want to pass on it for something that ranks higher. And don’t be afraid to target competitor names as keywords.
It’s also important to continually manage your ads, as key search terms fluctuate with seasons and you’ll want to adjust them accordingly to truly optimize your efforts. By keeping an eye on your paid ads, you can readily take advantage of opportunities to further boost your content by changing your target keywords that are relevant to the conversation that is taking place within the community.
Write Stellar Copy
After you’ve decided on a few keywords, it is time to start writing ad copy. You want to use your writing to make your call-to-actions as clear as possible and let customers know what makes you different from others in your industry. Finally, you want to be as clear as possible by using descriptors where applicable. This part can be a bit trickier than writing a normal advertisement, but when done correctly, it can make a huge difference in your results.
Consult with a B2B Specialist
To gain an even better understanding of your B2B niche’s unique needs, you may want to consider working with an agency that specializes in the channel and has expertise in leveraging paid advertising and Google Ads. Doing so can help your brand put out content that is continually managed for optimization, stands out amongst your competition, and ensures you’re reaching the right audience.
If you’re interested in elevating your digital marketing efforts, reach out to ER Marketing. We’d love to connect with you to see how we can help you drive results, optimize your creative, and increase your bottom line.