PPC campaigns can be used to scale lead generation for your B2B business.
With data showing that less than 3% of Google Ads Text Ads convert on average, it’s important to make sure that your campaigns are fully optimised.
Implementing an efficient PPC campaign can help you generate new leads within your target Cost per Acquisition (CPA).
Here’s how you can generate leads for your B2B company:
1. Landing Page Optimisation
The real Return on Investment is in your landing pages. Once someone clicks on your Text Ad, you’ve paid for it. So you want your landing page to convert as high as possible.
Should your Google Ads traffic not convert then it is going to drive your costs through the roof.
It is recommended that you continually run tests on your landing pages. Whether that’s the Call to Action, page load speed or content.
The Landing Page Experience is one factor that Google uses to determine your Quality Score. Many businesses build landing pages specifically for their PPC campaigns.
2. Segment your PPC campaigns
Specific keywords may only be relevant during certain times of the day or year.
Segmenting your campaigns allows you easy control over all of these. This will allow you to run certain campaigns on specific dates, specific days or even specific times of the day.
Ad Scheduling even allow you to make bid adjustments on certain days of the week or times of day.
Creating one Ad Group for all of your keywords won’t give you the best return for your buck. Instead, it is recommended that you create separate Ad Groups for each keyword.
This allows you to create optimial Text Ads for each keyword, direct the users to the best landing pages and increase your Click-Through Rates. This will result in a higher Quality Score, which reduces your Cost-per-Click.
3. Negative Keywords
The Search Terms report within your Google Ads account tells you all of the terms that your keywords are appearing for. This is great insight into what terms to add as negatives.
Negative keywords stop your ads appearing for irrelevant keywords. This helps to reduce wasted spend. Just appearing for irrelevant search terms is bad enough as this brings down your CTR, which affects your Quality Score. The higher your Quality Score, the lower the CPC you pay.
4. UTM Parameters
Setting up UTM parameters help you track your results. This data is essential for optimising your campaigns.
You should have an idea of what your target CPA is before advertising on Google. With tracking set up correctly you can work out which campaigns, ads and keywords are converting at an optimal level and which need working on.
Here’s a tool to help you build your UTM Parameters: https://ga-dev-tools.appspot.com/campaign-url-builder/