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How to Upgrade Your B2B Marketing Strategy with AdWords

May 13, 2016
Aaron Polmeer

By Callie Hinman

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Smart marketers know Google AdWords is an essential part of a strong B2B marketing strategy. Since Google searchers are actively looking for either pertinent answers or solutions, marketers can quickly capture their attention and convert them to leads with search engine marketing (SEM) campaigns—as long as they take the right approach, of course.

Neatly Organize Your Keywords and Ad Groups

One of the most critical elements of your SEM campaigns is the organization of your keywords. Here are the best practices to create ad groups:

  • Group keywords with similar themes: For example, put all “software” keywords in one ad group, separate from “solutions” or “platform” keywords

  • Divide informational keywords and transactional keywords: For example, “what is customer relationship management” versus “buy crm software”, or “do i need crm” versus “customer relationship management solutions”

Structuring your ad groups like this allows you to tailor both your ad copy and your landing page to best fit the keywords, and makes it easier to detect performance patterns and execute appropriate bid and status adjustments.

By grouping keywords by theme, if a prospect searches “crm platform” and is served two ads—one with the headline “Top CRM Software” and one with the headline “Top CRM Platform”—that prospect is more likely to click on the latter. Relevancy is key in every part of SEM campaigns.

AdWords Ad Compaison

The second recommendation is primarily so you can match your landing page to the searcher’s level of intent. It would be unwise to use a direct-response ad (“Call Us Now”) and a Contact Us landing page with an individual who searched “what is crm.”

Similarly, you may not want to send someone who searched “buy crm software” to a landing page where they’re invited to download an eBook about general customer relationship management advice.

BONUS TIP: It’s all right to have ad groups with only one keyword if there are no similar terms with which that keyword can be grouped. But do not create a “Miscellaneous” ad group to lump together all of the keywords that don’t seem to fit anywhere else. If the keywords in an ad group aren’t related, you won’t be able to create ads relevant to each of them, which will lead to poor click-through rates and low conversion rates. So please, just don’t do it.

Enhance Your Ads with Extensions

AdWords offers many ways to beef up your search ads with extensions, and you should use as many as possible. Here’s why:

  • Your ads will take up more of that precious real estate in search results, pushing your competitors farther down the page

  • Searchers can learn more about your company without clicking your ad

  • You can provide links to additional landing pages

  • Google rewards those who use ad extensions with higher quality scores, which means lower cost per click and, in turn, a lower cost per conversion


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Source:: HubSpot Blog

      

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