If you’re considering running any sort of PPC or other outbound marketing strategy, you need to be using Google Ads. It’s one of the best digital marketing tools available to any company and when used effectively, can yield huge results for boosting website traffic, generating leads, and making sales.
Here’s the complete guide on how to use Google Ads so that you can take advantage of one of the best advertising tools on the web.
What are Google Ads?
Search ads are a form of native advertising that appears on search engine result pages. When a user makes a query, search ads that are relevant to the keywords used in the query will appear at the top of the page as a sponsored result. These search ads look very similar to the organic search results that appear below them on the page.
Google Display Network
The Google Display Network is a network of sites from Youtube to Weather.com to your local news station’s website that partner with Google and host advertisements. Unlike paid search, these advertisements appear directly on sites in the GDN, in banners, sidebars, etc. Rather than appearing as search engine listings, they appear as clickable images, which you can design.
Google Ads has a lot of great features, including comprehensive and relatively easy to understand analytics so you can gauge the success of your campaigns, optimize future efforts, and measure marketing ROI. You can target very specific audiences and appear in searches for critical keywords, as well as selectively bid on cost-effective keywords and targeting options to maximize your marketing budget and ROI.
Not to mention, Google is the internet. Nearly all online searches in the US are performed using Google, and there are thousands and thousands of sites, local and national, in the Google Display Network. Google Ads will get your ads seen, no question.
Once you’ve entered all of this information, you’ll be ready to start your first campaign.
Create a Campaign
In Google Ads, a campaign is an overarching category containing ad groups. Ad groups are sets of keywords and associated ads.
If you’re creating your first campaign immediately after entering your business information and creating your account, you’ll be taken right to creating your first campaign. If you’ve already created an account, log in to your account and click the + icon on the Campaigns page.
From there, you’ll need to select the network you want your ad to appear on (i.e., search network or display network). Note that you can have your campaign run on both the search and display networks at the same time, or just one of those networks. You’ll also need to set a goal for your campaign (sales, leads, or website traffic are the options Google provides) and name your campaign.
Then you’ll select the locations where you want your ads to be shown. This can be general, like the whole US, or more specific, like the region, state, or city. You’ll also want to select the languages your potential customers speak.
Next, you’ll be prompted to choose a bidding strategy. Since Google Ads are pay-per-click (PPC) ads, each time someone clicks on your ad, you have to pay for that.
Bidding allows you to limit the amount you spend on your campaign for maximum ROI. The interface offers you many different bidding strategies depending on your campaign goals, including maximize clicks, maximize conversions, target page search location, target outranking share, target CPA, target ROAS, enhanced CPC, and manual CPC.
Then enter a daily budget for your campaign, based on how much you want to spend on that campaign.
You’ll then be prompted to enter start and end dates for your campaign, as well as ad extensions.
Ad extensions are extensions of your ad: they allow you to include additional information like an additional sitelink, more business information (like hours or storefront location), or a phone number.
Keywords are the key to effective Google Ads, and effective PPC ads in general. You’ll need to select keywords that are:
The Google Ads platform has a keyword planner that can be useful in generating keywords. Under “Get keyword ideas” you can enter a related website or your product or service, and the keyword planner will suggest possible keywords.
If you’ve already been doing some digital marketing or updating your website, you may already have a keyword strategy in place and have some specific keywords, based on research, that you want to target.
Track and Review Metrics
In the Ads interface, select the tool icon in the top right corner, then select “Conversions.” Then select the + button, then select the type of conversion you want to track: website, app, phone calls, or imported from another system. From there you’ll define and categorize your goals, and add a global site tag and event tag to your landing page to track the conversions.
To review your ad performance, start at the Overview page. You can customize the line chart that appears to show you the data that is most interesting and relevant to you, such as clicks, conversions, conversion rates, and cost per conversion.
The tiles below the chart display useful information and data trends, such as which devices are accessing your campaigns, or your campaign activity today compared to the average number of clicks over the course of the campaign.
If you’ve ever used the internet, you’ve seen a SERP.
SERPs (Search Engine Results Pages) are the pages that return a list of web pages in response to a query you enter into the search engine. You’ve seen them on Google, Bing, Yahoo, and even Ask Jeeves, if you’ve been on the internet for a while.
For the most part, we as consumers don’t give SERPs a second thought. They return the answers and the web pages we’re looking for — so we get on with our day. But as digital marketers, SERPs play a huge role in everything we do.
We need to know how SERPs work, so we can optimize our strategies to get on the first page as much a possible. So, whether you’re new to digital marketing, or are looking for some insight about ranking highly on SERPs, this blog will offer a complete breakdown of the anatomy of a SERP. We’ll tell you what everything is, how it got there, and what that means for you as a marketer. Let’s get started with a basic query anyone might type in:
Let’s say you entered “how to open a coconut” in Google’s search bar.
You’ll end up with a page like this after you hit the enter button. This is your SERP.
It’s a list of results a search engine has pulled together to offer you the best possible answer to your question. Let’s look a little closer at this particular page because it’s returned some interesting results.
The first thing you see on this SERP is the “snippet” Google has published at the very top of the page.
What is a Snippet?
A snippet is a piece of content that a search engine pulls off of a webpage in an attempt to answer the user’s query immediately.
Usually, a snippet comes from one of the first page SERP results. Let’s take a closer look at this snippet:
This is an example of excellent SEO at work. Food Network is obviously a huge platform with tons of ranking authority, but they’ve done a good job of optimizing for this specific query by titling their page “how to break down a coconut.”
Google recognizes that this page title is very similar to my query, and thus returns Food Network’s short, one paragraph answer in a snippet.
This is a big win for Food Network. A first-page ranking and a snippet callout will drive major traffic to their site, especially for a common search query like this one. (This specific query is searched about 14,800 times a month.)
Suggested Queries, or “People Also Ask”
Next up on the SERP, you’ll see Google’s suggested queries based on the one you just entered. If you’re not seeing the answers you wanted, you can choose one of those other questions, and the dropdown will offer up a different snippet.
These “people also ask” suggested query snippets are great places to get ideas for blog posts that will rank well, and they’re a wonderful place to rank. For example, HealthfulPursuit took advantage of the key phrase “opening a coconut in 7 simple steps.”
They rank highly for that specific key phrase, and since it’s a very targeted phrase — telling people how to open a coconut, step by step — they’re going to see qualified traffic. Any consumer who didn’t find enough information in the first snippet Google provided can scroll a little further down the page to find a perfect breakdown about opening a coconut.
Finally, you’ll see the rest of the results on the SERP. All of the videos and the suggested web pages displayed are organic results for this query.
You might notice something odd about this SERP. Can you guess what it is?
There aren’t any ads.
It’s likely that “how to open a coconut” is just too general a search term for any company to spend money on. It doesn’t signal any buyer intent and actually shows that the consumer probably already has a coconut. They just need help opening it. There’s little incentive for anyone to buy anything here unless you had a coconut-specific machete company, I guess.
Let’s look at the SERP for my query, “where to buy a coconut,” instead.
This is a search query with significantly more intent. I searched “where to buya coconut”, which signals to Google that I might be interested in actually buying a coconut. So, this SERP looks much different than the previous query.
I’ve only included the top part of the first page on purpose, to call out: 1) the ads, and 2) the local search results.
Search Engine Ads
We’ve all seen Google Ads before. It’s not really a revelation, but it is important to see how ads show up in SERPs if you’re considering making paid advertising a part of your outbound marketing strategy.
Because this a perfect example of how search engine advertising works, and how you can do it well. Google Ads appear at the top of SERPs and display the products most relevant to the user’s query.
If you want to have ads that appear first on relevant pages like this, it’s important to consider the users’ intent when bidding on keywords, and make sure that every phrase you bid on is relevant to what you’re offering.
The last component of SERPs I’m going to talk about today is local search. Though local search results do appear under ads, they tend to get the most clicks, no matter what.
They’re specifically relevant to each unique user. When I searched “where to buy coconuts” Google offered me results that were close to my immediate proximity.
This is important for you if you have a brick and mortar business that encourages foot traffic.
If you do, you should make sure you’ve claimed your business on search engines, and work hard to boost your website’s SEO so that you’re ranking well for local search results like these. The more Google associates you with your location, the more you’ll show up organically for relevant searches in your area. (Want to know more about local search? We got you.)
SERPs are an integral component of any digital marketing strategy. You need to know how they work, so you can leverage them for the best traffic, whether it’s from paid or organic search results. We hope this little guide gives you a bit more insight into the anatomy of a SERP. If you’ve still got questions, we’re here to help!
Leave us a message and we’ll get back to you as soon as we can. And if you’re looking for more digital marketing support, just let us know. We’d love to offer any advice or guidance you need to grow your business and your brand.
Since the dawn of inbound marketing, marketers have been hatin’ on outbound marketing tactics.
And really, we get it. No one wants to see that McDonald’s commercial for the 100th time, and no one wants their Pandora workout station interrupted to hear once again how Geico could save you 15% or more on your car insurance.
Outbound marketing is disruptive.But it’s also kind of effective — if you know how to use it for 21st-century consumers. Before we get into this whole thing though, it’s important to know what inbound and outbound marketing are, and why maybe, just maybe, they can work together.
Inbound marketing, on the other hand, is any form of marketing that draws consumers into your company, your website, or your building. It’s also usually free (ish). Inbound marketing relies on tactics like content development, blogging, and sending targeted emails to your existing email list.
These are tactics that take time and brainpower, but don’t cost much money. Inbound marketing has proven exceptionally successful in the 21st century. We’ve explained this more than once, so we won’t go too far into it, but generally, the idea is that people hate being interrupted, and inbound marketing gets the word out about your company in a way that feels natural, organic, and not pushy.
Pretty nice, right? It’s cheap, it gets you quality customers, and you don’t have to pound the pavement to find them.
Once they do, they’ll evaluate your content and rank it relative to other sites writing about similar topics. Then, you have to see where you rank, so you can keep optimizing your site for better placement on SERPs, and better conversion rates on-site.
When fully deployed and implemented, inbound marketing draws in serious traffic and has the ability to convert like no other marketing tactic out there today. But sometimes you need a little boost when you’re getting started. This is where we start to get a little controversial:
It’s Not Inbound Marketing vs. Outbound Marketing
Outbound marketing can solve this problem of driving the right traffic to your inbound-optimized website immediately. The key is doing it properly.Unlike Geico, you don’t want to blast your message out to the general populace. Instead, you should use targeted, inbound-centric paid advertising and social media advertising campaigns to let the right people know about your product or service.
Choose digital advertising platforms that let you control who your message is going to, and how it’s delivered. With in-depth metrics, you can see which segment of your audience is responding best, and you can continue to optimize your paid ads to deliver the best results, for the least spend. (Check out this blog about optimizing PPC, and this blog about optimizing Facebook Ads, for more information on improving outbound marketing ROI.)When you’re developing targeted digital ads that are designed to meet your ideal audience, you’ll see better, more effective results, and more importantly, you’ll see immediate results.
It’s good to know that outbound marketing tactics aren’t just for new websites, either. When used properly, outbound marketing is a great way to supplement an already robust inbound marketing platform. The fact is, there’s a point where you might feel like you’ve saturated your existing market. Outbound marketing can help get your message out to a new group of people who can benefit from your products and quality customer service.
Inbound Marketing + Effective Outbound Marketing = Company Growth
If you take anything away from this blog post, it should be this: inbound marketing and outbound marketing can work together effectively. It’s easy to pit the two methodologies against each other because they do come from fundamentally different perspectives. But, if you apply an inbound mentality to your outbound marketing methods, and direct ads and promoted content to the audience most likely to care about what you have to say, you might just find that the two methodologies can work together to help grow your company. Outbound marketing tactics are a great supplement to any inbound marketing strategy. Click To TweetWhen implemented properly, optimized for maximum ROI, and paired well with your inbound marketing strategy, they work to deliver qualified leads that can help stimulate overall company growth.
Not sure where to start? Let’s chat! As a digital marketing and growth agency, Evenbound doesn’t choose between inbound our outbound. We help our clients leverage the best of both inbound and outbound marketing strategies for overall company growth. Interested in seeing how we do it?
PPC advertisement is one of the quickest, most efficient, and most effective methods of getting your company name in front of prospective customers, driving traffic to your website, and converting leads. If you’re marketing your B2B in the digital space, you need to have a PPC strategy. Here’s what you need to know about PPC for B2Bs.
Paid search ads make your site a top result when people search for your chosen keywords—these are the sponsored links you’ve undoubtedly seen before when searching for something on Google. You select the keywords for which you want to be a top search result and the area in which you want to be the top result (local, regional, national, etc.), and your link is in the top results for people using those search terms, which drives clients to your site or landing pages. (New to paid search? Freshen up on the basics in our Complete Guide to Outbound Marketing.)
Display network ads are text and image ads purchased through a specific network (like Google) and are displayed on affiliate sites, garnering lots of relevant views. These affiliates can include local news sites, mobile apps, or other popular sites.
Social media ads are effectively targeted ads, as native advertisements or sidebar ads, on a specific social media platform. Because the users of social media platforms provide so much demographic information, you can easily target your ads to your ideal client type.
For B2B manufacturers, LinkedIn ads are one of the most effective types of PPC ads. LinkedIn a) has tons of users, b) allows you to target users by industry, company, job title, and job function so you can specifically target your ideal customers, and c) provides stats on who clicked on your ads so you can determine whether your ads are effective. (Read more on LinkedIn Ads and B2B Marketing here.)
How Can I Use PPC Ads Effectively for My B2B Manufacturing Company?
First, know that you should be using PPC ads. Then, develop a keyword strategy. You need to determine the keywords that are relevant to your business and industry, the search terms your potential customers use when looking for your products or services, and the keywords that your competitors are using.
You can use that information to create ad campaigns that take advantage of certain keywords strategically, and to deploy PPC campaigns for those strategic keywords across relevant platforms.
For more manufacturing PPC tips, be sure to check out 5 Easy Ways to Maximize your B2B’s PPC Budget, which has lots of useful information on how to bid on brand, optimize deployment, and otherwise get the most bang for your PPC-ad-spend-buck.
If PPC for B2Bs is too many acronyms for you, HA Digital Marketing can help. We create and deploy optimized PPC campaigns that will generate leads for your B2B manufacturing company and increase your marketing ROI — that’s an acronym we know you love. If you’re ready to expand your digital marketing strategy to include PPC advertising, get in touch.
Pay-per-click ad campaigns are one of the best ways to generate immediate, qualified traffic and leads for home builders. They’re a top outbound marketing method because they’re amazing at getting your name out there, especially for keywords you know your target buyer is searching for. The only problem is, PPC isn’t inherently geared for local sales.
If you bid on the keyword, “quality custom home builder,” it’s likely that your ad shows up in the search results pages of a searcher in Texas, which doesn’t do you much good if you work in Michigan. Many home builders have started to combat this by bidding on keywords that include their location, like “custom home builder Grand Rapids,” but that’s just the start of a quality PPC campaign that targets local leads. To make sure you’re getting the biggest number of qualified, local leads, here are a few tips to optimize your home building PPC strategy:
Pick the right city
If you’re in home building, you know that for many builders, the city they advertise in isn’t always the city they actually build in. For example, we’re centered in Grand Haven, but many of the builders out here advertise themselves as Grand Rapids builders because Grand Rapids is a bigger city with a bigger pool of potential homebuyers. So before you even start your local PPC strategy, you need to decide which city names you want to bid on. It’s a good idea to do some keyword research first, to figure out what people are actually searching, and what your competitors are bidding the most on.
For example, if you specialize in bigger, urban homes, it probably does make sense for you to target those searching for home builders in GR. But if your niche is smaller family homes out in the country, then it might make more sense to advertise your building company in smaller area cities, like Hudsonville, Coopersville, Spring Lake, and Grand Haven. So, do some testing to see which cities get the most qualified traffic for your company, and go with those.
Choose low competition, high search volume keywords
In the same vein, you want to choose keywords that have low competition, but high search volume, as you’ll have to pay less to run those campaigns. If every builder in the area is bidding on general terms like “Builder in Grand Rapids,” you’ll have to pay a lot of money for leads that might not actually be that qualified. Whereas if you pick a long-tail keyword like, “affordable custom homes Spring Lake” you’ll pay for less clicks, but you’ll get more qualified traffic. Sure, less people are going to search for that long tail keyword, but the people who do are going to fit right into your niche clientele, and they’re going to be closer to making a purchasing decision than someone who clicks on a very general, “builder in GR” search result.
Location-based ad extensions
Google, in its infinite wisdom, continues to improve search results in favor of user experience. In their work to make searches turn up the best results for searchers, they’ve implemented location-based ad extensions, so local businesses with Adwords campaigns can display location information like address, business hours, and even how long it will take the searcher to get to your office. By implementing location-based ad extensions in your Adwords campaign, when someone searches “custom home builders near me” or some other location-related keyword you’ve bid on, your search result will come up similar to the one below, one of our own clients in the GR area:
As you can see, below the desktop ad itself, Google has placed the location of the Whitmore Homes office, as well as their phone number and their hours. This extension works even better on mobile, because each piece of information becomes clickable. So, clicking on the address would take users to a map, clicking on the phone number would dial up Whitmore Homes, and clicking on the information button would give a potential client necessary information about when the company is open, and what it is that they do. This is easily one of the best ways to get your company more local traffic from paid searches. Check Google’s site for more info on how to implement location based ad extensions in your PPC campaign.
Make your landing pages mobile-friendly
An insane amount of all internet traffic these days is conducted on mobile devices. If your PPC ads take visitors to a landing page that isn’t optimized for mobile, you’re going to lose money. By optimizing a landing page for mobile, you make it faster, more user-friendly, and better fitted to a smaller screen. This means that mobile users can navigate to, and around, that page easily, ensuring they’re more likely to convert. If your landing pages aren’t optimized, you’re going to lose leads as soon as that page doesn’t load in 10 seconds on their smartphones.
Have multiple landing pages
In addition to having mobile-friendly landing pages, you should have different landing pages corresponding to different PPC ads. Remember that not all of your visitors are going to come to your site ready to buy, so it’s a good idea to have landing pages that address each step of the buyer’s journey. Obviously, you’re looking to find people in the decision making stage, but some of the long-tail keywords you’re bidding on might target visitors who are just in the awareness or consideration stages. Make sure you have landing pages that address each of these visitors as well, so you can capture their contact information, offer them quality content that pulls them through to the decision making stage, and improve the number of leads you’re generating over time.
Landing pages should match ads
In the same vein as the above point, you want to have multiple landing pages, but they have to match the ad they’re put with. You can’t have an ad that promotes a really awesome coupon for local clients, and then lead them to a landing page where they can download an ebook on how to perfect their ideal floorplan. This will only frustrate the visitors who do follow your PPC ads, and deter them from coming back to your site. So, in addition to having multiple landing pages, make triple-sure that each of those landing pages match the ad they’re attached to. You’d be surprised at how often these sorts of mistakes happen, but double-checking is a key way to make sure you’re not accidentally losing potential clients.
Another very successful way to run paid local ads is to implement a remarketing campaign. If you’ve ever gone online shopping and ditched your cart, remarketing is the reason ads keep popping up on Facebook and Google for the exact things you had in your cart when you ditched. For homebuilders, remarketing can also be successful, especially if you link your remarketing campaigns to your “Contact Us” or “Request a Quote” page. This way, whenever a visitor seems ready to convert to a lead, but leaves the page before filling out your contact form, they’ll be reminded later of that decision when your remarketing ad pops up on their social media page.
It’s a great way to keep your company fresh in clients’ minds, and it’s also a good practice for targeting local leads, because it’s likely to be locals who were researching your website in the first place.
If you’ve got more questions about optimizing your home building company’s PPC strategy to generate more local leads, don’t hesitate to get in touch. We specialize in inbound marketing strategies for custom home builders, and would be happy help answer any questions you’ve got. To see how HA Digital Marketing has generated massive results for other home builders, check out the case study below:
When it comes to PPC (pay-per-click) advertising, you’re going to hear the same old adage repeated everywhere, “You have to spend money to make money.” While that’s true, it’s still important to be smart with how you spend it, especially since it’s easy to run through your PPC budget. Click costs are high, but there are several things you can do to ensure you’re getting the best possible return on your PPC costs.
1. Bid on Brand
Bidding on brand is essentially bidding on terms that are part of your brand, like your business name. This can be beneficial for numerous reasons:
It’s highly relevant to your business, duh, it is your business
People searching for your brand are already aware of your brand and closer to the decision stage (i.e., likely to convert)
Branded terms are usually inexpensive
You don’t want your competitors to bid on them
If your business is like many B2Bs and your product/service/industry is in your company name, it will show up in results for people searching for what you do
2. Optimize Deployment
Make sure your ads are optimized for location, dates, and time of day that generate the most qualified leads. Showing your ads when your ideal customers won’t see them isn’t generating you many qualified leads or conversions, so focus your efforts only on those locations and times that demonstrate high clickthrough and conversion rates. This is particularly relevant for B2Bs; with consumer products, people may be searching keywords at all times, but with B2B products and services, your customers are likely performing their searches during business hours–target your ads for those times.
3. Use Negative Keywords
Negative keywords are keywords for which your ad won’t show. Using negative keywords can eliminate irrelevant and unqualified clicks from visitors who aren’t actually searching for your product or service, or aren’t ready to convert. This can reduce your average cost-per-click andincrease your clickthrough rate.
4. Bid on Long Tail Keywords
There is typically less competition, and therefore lower cost for long tail keywords. Yes, the search volume for these more specific keywords will be lower than a more general keyword, but the specificity will attract more qualified searchers.
5. Bid on Bottom of the Funnel Keywords
If you want to maximize conversions and sales that result from your PPC activities, bid on keywords that are targeting prospects who are already at the bottom of the marketing funnel, in the decision stage. These searchers are closer to making a purchase than those searching for general awareness keywords. If you implement these strategies and you’re smart with your PPC budget, the high cost of clicks won’t ruin your ROI, but will instead, boost it. If you’re interested in maximizing your ROI when it comes to PPC and paid search, or are interested in developing your digital marketing strategy further, be sure to get in touch.
And for more ways to optimize your site for search engines, check out this SEO checklist specifically for B2B manufacturers: