Pay-per-click (PPC) marketing is an ever-changing field, requiring foresight and constant creativity. It’s important to both stay ahead of the trends and predict what may be coming next, which can almost seem impossible at times.
So, how do you manage to do all of this while also increasing conversions for your B2B company? We’re going to talk about a few ways this can be done, and how the everyday changes of PPC marketing can be more easily managed.
Audience Targeting
They say, “You don’t know what you don’t know.” When you rely strictly on keywords for your targeting, you’re missing a crucial element that could potentially provide more information for your
marketing.
By expanding your efforts into audience groups rather than relying on just the keywords, you can widen your reach while also helping to narrow down where exactly you should be targeting. Combining keyword and audience targeting can translate to more B2B conversions, whereas before, you were missing part of the puzzle without even knowing it.
Call Recording
For those customers who want to speak directly to someone, an online conversion just won’t cut it. However, those calls often go unrecorded, meaning vital information that can be gleaned is suddenly lost. Thankfully, Google Ads has
call recording to solve this problem. By enabling the feature, you’ll have recorded calls available for 30 days after the date of the call.
This allows you to follow along with the successful interactions to better understand what was most effective and analyze the unsuccessful calls to pinpoint weaknesses. Call recording is vital for tracking offline conversions, particularly for B2B companies that rely on phone calls to generate leads and sales. Plus, the feature streamlines the call process, so it’s not an additional tool or system for everyone to learn.
Bumper Ads
If you remember the days of Vine, then you’re well aware of how much information can be packed into a short video.
Bumper ads are short video ads of six seconds or less played before, during, or after YouTube videos. They’re designed to increase brand awareness and reach more customers, but the biggest advantage of all is that they’re unskippable.
This is a great solution if you want to explore more visual content. Since they’re short and sweet, you’re more likely to grab people’s attention this way. Use them in clusters and combine them with other ad formats for the most beneficial outcome.
Dynamic Search Ads
If you want to take what people are exactly searching for on Google and use it to your benefit,
Dynamic Search Ads (DSAs) are the way to go. Here’s how DSAs work: you target pages on your website instead of keywords and create text ads. Then, Google Ads dynamically creates ad headlines and shows the ads by matching users' queries to your
content. This expands your query coverage and drives more site traffic.
It’s a great tool for capturing long-tail keywords, and they’re often top-performing with brands with well-developed sites and a large amount of inventory. Just be sure to test this feature before diving in fully.
Your Marketing System Elevated
Trying something different in your PPC marketing can seem uncertain, but often those risks are the ones with big rewards. When doing new things, you can measure the results and make further changes in the future based on what happens. It’s a helpful way to increase B2B conversions and learn more about your audience along the way.