Google Ads is the blue-chip choice when it comes to pay-per-click advertising platforms, but it is also incredibly complex. It’s essential to know the functions available on the Ads platform and how they apply to both B2B and B2C PPC advertising. Learning the Ads platform inside and out is a massive undertaking; it can feel like the hours you’ll spend on your Ads dashboard each day will make little to no difference in the success of your PPC campaigns, but it is essential to stick with it. Google Ads is the undisputed king of PPC advertising, and both B2B and B2C operations need to take full advantage of everything it has to offer.
Ads can help B2B organizations reach a broader range of potential clients, open doors to professional partnerships, and help B2B organizations improve their reputations. When it comes to B2C enterprises, Ads is the best platform for launching PPC campaigns designed to draw traffic to a brand and increase conversion. When used effectively, Ads can help a B2B or B2C company receive double returns or more on every PPC dollar spent. The following tips can help both B2B and B2C organization improve their PPC ad campaign strategies and boost their conversion rates.
Utilize UTM Tracking
Urchin Tracking Module (UTM) tracking is one of the most effective ways to improve your PPC ad campaign success. This is the easiest method to ensure you are harvesting data on every metric you possibly can so you can make more informed decisions about your PPC ad campaigns in the future.
Ask yourself a few important questions about your current PPC ad campaigns:
- Which PPC ad campaign currently drives the most traffic to your website?
- Which PPC ad campaigns lead to the most user time spent on your site?
- Which PPC ad campaign has the highest bounce rate, or leads to the most users clicking away from the corresponding landing page?
If you cannot answer these questions, it is probably time to develop a UTM tracking strategy for your PPC ad campaigns. A UTM code is essentially a URL code that helps you track hits to your landing pages to tell you where landing page hits originated, effectively allowing you to track the progress of different PPC campaigns. They are extensions of your landing page URLs that ensure your landing page hits don’t automatically hit as a paid search in your Analytics report.
UTM codes are one of the best ways to track each and every PPC ad hit your site receives, allowing you to track the progress of all the different PPC ad campaigns you launch for your brand. B2B marketers can determine which PPC ads tend to attract the most business clients while B2C marketers can experiment with new ways to reach customers more effectively.
Consider Using Online Call Tracking
Your PPC ads can generate phone calls to your business just like they generate landing page hits. If a searcher finds your ad and visits your landing page, it may not lead to a conversion on your site, but it could lead to a phone call to your business for additional information or to conduct a transaction over the phone. Online call tracking allows you to track the PPC ad campaigns that generate calls to your business. With a robust online call tracking system, you can link your business phone numbers with your online and offline advertising, social media profiles, and landing pages.
An online call tracking system links your phone numbers to specific ad campaigns, landing pages, or other aspects of your digital marketing and allows you to track them. The system assigns phone numbers to your different marketing campaigns and tracks responses. An online call tracking system can be an incredible addition to your current customer relationship management (CRM) platform, allowing you to effectively track how B2B or B2C customers make initial contact with your brand so you can make more informed decisions about future Ads campaigns.
Learn to Remarket in Ads
Ads makes it easy to run audience-focused PPC ad campaigns. Remarketing in Ads is a relatively straightforward process, and you can get started from the Audiences tab in your Shared Library. From here, you can easily create new audiences based on your preferences. For example, you could define different audience settings for mobile users, people who click your PPC ads through mobile apps, social media users, and much more. This allows you to more precisely target your marketing efforts based on past habits and how users connect with your content.
Remarketing in Ads allows a surprising level of detail. For example, you can set up audiences based on their clicks throughout the various pages of your website. If a user visits a landing page and then clicks to your pricing page or product listings, this tells you the user is likely to convert. Remarketing through Ads effectively allows you to reach potential customers in the ways that are most likely to lead to conversions.
These tips can improve any B2B or B2C marketing campaign. Ads is an incredibly robust and versatile platform for configuring your PPC ad campaigns, but it can take time to learn all the ins and outs of the system. However, learning the inner workings and vast customization options available in Ads is well worth the time investment for any B2B or B2C marketer.