Paid search or pay-per-click (PPC) advertising may be a very successful way for B2B firms to generate quality leads and raise brand recognition. However, it is all too easy for B2B marketers to make costly blunders when sponsored search campaigns aren't set up and handled in accordance with best practices. Avoiding these blunders and correcting any difficulties as they arise can go a long way toward ensuring that your PPC efforts generate a decent ROI. Continue reading!
1. Running Paid Search Campaigns Without Conversion Tracking Configuration
Conversion tracking is a critical component of any paid search efforts. Conversion tracking is often implemented as a piece of JavaScript or an HTML code snippet embedded in a company's website code. It is also typical to utilize a tool like Google Tag Manager to apply this code. Conversion monitoring is crucial because it helps marketers to track how many conversions (i.e., content downloads, webinar registrations, product purchases, etc.) they are receiving and where the conversion is coming from (i.e., the campaign, ad, and keyword that resulted in the conversion).
It might be challenging to accurately evaluate the ROI of your sponsored campaigns and discover which advertisements and keywords are most successful if conversion monitoring is not correctly set up. Check that your campaigns' conversion tracking code snippets are deployed on your website.
2. Concentrating your efforts on Paid Ads
Most digital marketers make the mistake of concentrating solely on paid advertisements, leaving little funds for other viable and productive campaign marketing techniques. You should avoid making this error since it is necessary to invest in various digital marketing methods to establish a presence for your business online.
You may avoid making this error by investing in high-quality content, improving your website's landing pages to attract customers, and contacting Google Ads support.
3. Not Using Keyword Match Types
Keyword match types are essential to a PPC campaign's performance. Match types define how closely or loosely related a keyword is to the person's search query. Match types can vary depending on the search engine. For instance, Google has keyword match types that include broad, phrase, exact, and others, while Bing Ads has broad, phrase, and others.
If you choose the wrong keyword match type, you could end up with low-quality leads who aren't a good fit for your product or service while they may have clicked on your ad. Some keywords might be overly specific (such as a long-tail keyword that includes a specific product name) and might not convert to a lead. As a result, you spend money on ads that are not performing as you expect.
Make sure that your keywords have the appropriate match type set. If your keywords have a broad or phrase match, you might see an increase in the amount of traffic your campaign receives. However, if your keywords are set up with an exact match, you might be excluding some of the traffic that could convert.
4. Not A/B Testing Your Campaigns
A/B testing allows you better to understand the performance of your paid search campaigns. When you A/B test your campaigns, you are testing different ad variations to determine which ad performs best.
A/B testing can help you with the following:
Determine the most effective ad copy- Determine whether the ad headline or the display URL is more appealing
- Determine the best performing colors, graphics, and other visual elements of the ad
A/B testing is a good practice for B2B companies as it allows you to address issues as they arise and can help you determine which ads result in conversions and which ones aren't.
Conclusion
Paid search campaigns are an excellent way to generate leads and sales for B2B companies. However, it is easy to make costly mistakes when implementing these campaigns. Avoid these common errors and improve your paid search campaigns with these strategies.
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