Google ads are an essential tool to add to your B2B digital marketing plan. Being efficient with your ad spend and creating campaigns to maximize ROAS (Return on Ad Spend) will greatly benefit your B2B business. To get started I recommend outlining your client’s buyer personas and buyer journey. It will help the campaign to specifically cater to your target audience.
Target The Right Demographic
When creating your target audience, make sure to research and use the right demographic of the type of client you are wanting to reach. With Google Ads, you can target household income, interests, gender and even what devices you want to see your ad on more. Enabling these specific demographics will enhance the algorithm and get more in your audience to see your ads. For example, if a cleaning franchise company’s goal is to get more franchisees, editing the audience to match the ideal client will make it easier for Google to find people actively searching for starting a cleaning company franchise. Seeing the search terms searched is a good way of identifying what is being searched more and can help find interests to add to the demographic.
Set Specific Goals
Google Ads has goals you can create and analyze at the end of a campaign. These goals will inform you about people who made a specific conversion, time spent on site and if they completed a lead form. Google Analytics lets you organize conversions by multi-funnel channels that identify the path a lead had to get to the conversion.
Use Geo-Location Targeting
If your B2B business has several locations or you want to reach people in different locations, it is important to use geo-location targeting. A must is to make a list of excluded locations uploaded as well to avoid targeting locations outside of your target market.
Create Ad Groups Based On Specific Services
By separating your company’s services with different ad groups it will create a more budget-friendly campaign because you will identify keywords that will align more with your services. This also can be used for ad groups based if you have different locations with specialized services. An example would be using the keyword “snow cleaning” for Chicago yet creating a “flood services” ad group for your audience in Florida.
Using Broad Keywords
The main benefit of adding broad keywords is it builds brand awareness by reaching a wider audience. Based on the goals you have achieved having broad keywords incorporated in your campaign will enhance traffic flow and your return on investment share. Having a keyword audit every month will help identify best performing keywords and make your ad spend efficiently by taking out/pausing those that aren’t performing so well.
Return on Ad Spend (ROAS)
Calculating your Return on Ad Spend will make your campaign more cost-effective because of the higher the return the more effective the ad source is.
(Revenue from ad source) divided by cost of ad spend
For example: If your revenue was $10,000 and ad spend was $800, $10,000/800= 1250% From every dollar spent in the campaign you get $12.50 in revenue.