B2B Marketing: Paid Search Edition

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Effective paid search strategies are difficult to get right. You may have problems with budget, creative content, channel decisions and more. However, one of the biggest problems marketing departments have with the effective search engine advertising is your audience. Paid search is an excellent tool to capture your leads in a fast and efficient way.

An important note on B2B in general is that the sales cycle is generally much longer. It can take up to three to six months or more to see the benefits of your strategy. Be prepared for this and to see PPC return on investment farther down the road than what you would potentially expect for B2C.

At the core of the strategy, a B2B PPC campaign is just like a B2C one. You have campaigns, ad groups, keywords, and so on, just like B2C—but the important note is to keep the market characteristics in mind.

1. Research

For really any B2B PPC situation, you’ll have to dig in and conduct some serious research to run a top-notch B2B campaign. Why, you may ask? Because even though you might understand your market inside and out, applying it to the PPC channel is a different matter, one that’s full of risk areas in terms of targeting.

The important key takeaway is even though you understand your market, be aware that Google and Bing do not. Their platform will try to match you to as many types of keywords as possible. So stay on top of your search query report and keyword research.

2. Keywords

Keyword research are essentially the same for B2B as they are for B2C. One difference, however, is the preponderance of acronym searches in B2B. Whatever your industry, find out what words the customers are using. For example, an acronym such as “GPR” gets four times the search volume of “ground penetrating radar.” It’s all about understanding the search behavior of your potential customers.

When it comes to bidding and CPCs, they can be all over the board, just as in B2C. Without a doubt, though, there’s more room for “loose” bidding when you’re talking about high-dollar items and services. In other words, B2B typically has higher profit margins, so small increases in CPC isn’t really as big of a deal.

3. Tracking & attribution

If you have any experience with B2B, you know that tracking and lead attribution is a very challenging task. Different from an e-commerce B2C strategy, a lead generation strategy will need to be able to collect data from multiple sources and bring it back together to get a clear picture of performance. There are many ways you can track your paid search performance, Onimod Global experts prefer to use the UTM (Urchin Tracking Module) information onto URLs. If you are unsure of how to set this up, first check out Google’s URL Builder Tool as a solid starting point.

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Looking for an agency to completely transform your B2B strategy and skyrocket your lead generation? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Automated Insights Coming To Google Ads

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New information from Google and Search Engine Land revealed today brand new products and features to be implemented in Google Ads. These new updates include automated insights, Performance Max campaigns, releasing Video Action out of beta and more. These are just a further indication of progress and new machine learnings by Google.

Insights Page in Google Ads

Building on the Rising Retail Categories, a tool that was released in May which surfaces fast-growing product searches, Google is introducing a new Insights page.

Google Ads UI will pull data from Rising Retail Categories as well as Google Trends data that is completely customized for each Ads account. In this new tool meant to highlight important insights driving business, advertisers will see searches that are currently trending in their respective industry. They will also have access to auction insights as well as interest predictions tailored to their account.

Insights will first be rolled out in beta, coming to the U.S. and UK initially in the fourth-quarter of this year.

Automated Performance Max Campaigns

Say hello to Google’s newest automated campaign type! Different from the other options of automated campaigns, Performance Max will run across all company inventory.

Performance Max will be eligible to run on Display Network, YouTube, Gmail, Discover, Search, and more. This was created in an effort to compliment the standard Google Search campaigns since they aren’t keyword-based or served via dynamic search ads.

Search Engine Land describes the campaign type, “the idea is to set up one campaign to reach across all non-Search inventory rather than create specialized ads for specific channels.”

This will be available to advertisers in the beta period starting next year, 2021.

Video Action Campaigns

Automated Video Action campaigns and direct-response for TV are performance-focused campaigns that will run on YouTube and Google video partners. Google plans to release this update to all advertisers in the coming weeks.

Jerry Dischler, vice president and GM of Ads at Google, disclosed that they are seeing progress with early direct-response tests. Video action campaigns also show on television screen inventory.

The full update can be found on Search Engine Land.

Contact Onimod Global

For more on the latest digital marketing news and information, follow Onimod Global! Our experts release the latest digital marketing news and essential marketing tips every Tuesday and Thursday. To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Simple Steps To Improving Your Google Quality Score

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You’ve narrowed your keywords, written compelling ad text, and perfected a great landing page. But when you check your Google Ads Quality Score, it’s not performing well.

Step one. Don’t panic.

A low quality score can translate to a multitude of potential issues with the campaign, meaning there are lots of ways you can improve it. Before you start, though, it’s important to know how Google is grading you and why it’s so important. Onimod Global is here to help explain Google Ads Quality Score and how you can easily improve yours!

What is a Google Quality Score?

A google quality score is a combination of factors which describe your ads overall relevancy to the customer. From 1-10, Google grades campaigns in three areas: keywords, ads, and landing pages.  Google describes the score as “a warning light for a car’s engine.” It tells you, the driver/ad creator, that something’s wrong with your ad or website so that you are alerted to fix it. Better ad scores of course translates to better ad ranking.

Difference between Quality Score and Ad Rank

Ad Rank is Google’s version of taking into account much more campaign information to determine where your ad will show up within search engine results pages (SERP).

According to Google, they also take into account the following:

Ad Rank is calculated using your bid amount, your auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience), the Ad Rank thresholds, the competitiveness of an auction, the context of the person’s search (for example, the person’s location, device, time of the search, the nature of the search terms, the other ads and search results that show on the page, and other user signals and attributes), and the expected impact of extensions and other ad formats.

Quality Score, on the other hand, is more so a tool for advertisers to use and improve your campaigns. Quality in your ads is important for everyone involved:

  • Helpful for you, because your ad budget is spent more efficiently with a more relevant ad in front of a better targeted audience who is likely to convert.
  • Helpful for the customer,because no one likes or has time to scroll through useless information irrelevant to their search query.
  • Helpful for Google, because their platform is used in good purpose and more people are likely to return to them for search queries.

Simple steps to improve your Quality Score

  1. Improve your keyword selection. Using keywords which are too broad will only lose your ad in the crowd of many others boasting the same phrase. Similarly, keywords that are too niche narrow your potential audience. Meeting somewhere in the middle guarantees a more visible ad.
  2. Increase landing page loading time. This is one tip that’s often overlooked, because you would think it’s all about your audience and ad copy. However, the quality of your landing page is just as important. Google wants to know that content loads quickly enough to hold a customer’s attention.
  3. Maintain the level of relevancy. You may notice your ad starts out strong with a solid quality score, and then takes a small tumble. This is Google signaling you to restructure your ad. Grouping ads by the target audience, keyword, and other factors improve the relevancy of the ad.

Contact Onimod Global

For more on the latest digital marketing news and information, follow Onimod Global! Our experts release the latest digital marketing news and essential marketing tips every Tuesday and Thursday. To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Why Google Ads Plans To Limit Search Terms

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Google has started to alert advertisers that it will soon stop showing search queries that triggered their ads when there is not “significant” data.

What is exactly changing?

On Google’s Search Terms Report support page they state, “Starting September 2020,  the search terms report only includes terms that a significant number of users searched for, even if a term received a click. You may now see fewer terms in your report.” In simpler words, advertisers will have reduced visibility into which search queries trigger their ads, even if they register a click or conversion.

Google’s statement from Search Engine Land. “In order to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re continuing to invest in new and efficient ways to share insights that enable advertisers to make critical business decisions,” a Google spokesperson told Search Engine Land Wednesday.

What does this mean for you?

According to Seer Interactive, you will lose roughly 28% of your budget’s visibility for paid search.

Prior to the update

  • For every $100K you spent on Google search, you got search term data for $98,700 of it.
  • For every 100K clicks you got, you saw search term data for 98,300 of those clicks.

After the update

  • For every $100K you spend on Google search, you get search term data for $71,000 of it.
  • For every 100K clicks you get, you see search term data for 77,900 of those clicks.

That’s ~$27,000 worth of search term data unseen for every $100K you spend.

Why we advertisers care.

The purpose is to prevent advertisers from having the ability to use minimal query data to identify users or have access to any personally identifiable information users may include in their search queries. Protecting user privacy is important and should be prioritized. However, Google limited query data in Search Console for this reason before the update. The difference is that advertisers pay whenever a user clicks on an ad triggered by a users’ query. Losing this data will have severe financial impact on advertising budgets.

In addition to financial implications, there will also be an effect on the optimization of campaigns and negative keyword lists. Not having any access to this data means that advertisers won’t be able to determine if those queries should be added to negative keyword lists to make their campaigns more efficient.

Contact Onimod Global

For more on this news and other Google Ads late information, follow Onimod Global! Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Google Brings Lead Forms To YouTube

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Google has been testing lead form ad extensions in Search campaigns since last fall.   The new feature works very similarly to lead generation ads on other platforms, where users submit their contact information in a form – to show interest in a product or service.

This extension will be available in Display campaigns later this year, Google noted in its announcement Wednesday, August 5th.

Google has expanded the field options available for collection since it initially started testing lead forms. Previously, you could collect information such as name, email, phone number and postal code. Now advertisers have the option to collect city, state, country as well as business contact information, including company name, job title, work email, work phone.

Next, you will see the options to have questions to your form based on pre-set questions set by vertical.       

One example of a question you can add could be under Real estate. An advertiser could opt to add “What price range are you looking for” to the lead form.

Some important key insights to keep in mind about lead form ad extensions from Search Engine Land:

  • Engagement with lead forms won’t be attributed to actions users subsequently take on your site.
  • They are not available to advertisers in sensitive verticals or sub-verticals.
  • Segment the performance report by “click” and “conversion type” to see lead form click and submission/conversion data.
  • Engagement with lead forms won’t show up in Analytics because users never arrive on your site.

  

Contact Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Audience Context: Why It Matters

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Your content is most likely catered to audience personas, as it should be. All marketers rely on an outlined demographic of the audience you have targeted as potential customers. However, there is no way for a persona to account for your audience context – what is a real person experiencing at the exact moment they see your content?

In a perfect world, 100% of your content would be catered specifically to every potential customer. Thankfully, there are tools we can use to get a better idea of the customer’s headspace to match up with the audience context.

Keyword Planners

Often times keyword planners are used as a crutch to plug in a few key topics and phrases, and overload on content to increase your organic traffic. We advise to rather think of keyword planners as tools to help understand the specific language your readers are using. Focus on the phrases that pose as questions, and answer those questions in your content to give immediate value to your readers.

Google Trends

Once you have your group of keywords and key phrases, enter them into Google Trends to see what else you can learn about people using those search terms. This step will help you to match up your content to fit your audience context. Look into geographic locations, and the time of day, month, or year people access information and searches increase.

Popular Content

Try googling the question you are trying to answer in your content, and see what else is currently out there. Use this to see if you can do a better job explaining the question at hand or fill in missing gaps of information.

 

Now step one is complete. You know what challenges your potential customers are facing. Now for step 2, which is understanding how your customers feel about their challenges and utilize effective emotional writing to strike a chord with this audience.

Show Audience Context, Don’t Tell

The most simple mistake to make when writing emotional content to engage your audience is telling them that you’re doing it. Don’t tell the reader how they feel. Instead, imagine how they would prefer to feel and give them that. Audience context is all about resonating with the reader without exposing your intention.

Resonate, Don’t Exploit

When it comes to audience context, you should evoke, not exploit, emotion in people. It’s quite simple to exploit intense emotions of fear, anger, agitation in our audiences in order to sell. We advise against this strategy and encourage you to instead show the reader you understand their emotions and maybe even share them.

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Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

The 3 Pillars Of Link Building

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High quality content is the one of the keys to success when it comes to internet presence. Creating high-quality content can strengthen your business’ branding and spark conversions, but not if your audience is never exposed to that content. Link building is your solution to help your content be visible via other websites and in the search results.

Check out this list created by Michael Johnson, sales manager at Page One Power. He explains how to identify relevant linking opportunities, create and leverage linkable assets, and communicate with site owners in a way that compels them to link to your content.

Create audience-focused, linkable assets

Your links will be as good as your content. If you link to a site or an asset of your company that is worthless to the audience you’re selling to, it makes no sense to include in your content. For example, pointing directly to a product page or other pages that provide low-value to your audience of the sites that you target, you will have a tough time converting into paying customers.

Great linkable assets are audience focused and provide informational educational value. Your linkable assets should not be promotional. Johnson specifically cautions against requesting links to lower-value promotional content or product pages because they may come across as paid links, which may also discourage users from clicking through.

Identify relevant, valued and trusted sites for links

Use the following criteria to evaluate which sites are worth including in a link building campaign.

Value for users. The page that you’re interested in getting a link from should provide value to your customers. And of course, be sure the anchor text in the link helps set user expectations when they click through.

Relevance. Your link building should be relevant to the context of which the link is appearing and also match the audience that you want to attract.

Vet every site. Make a thorough investigation on every site. It’s very important that your sources are credible, and that you can be counted on as a trusted source for your audience.  “Always ask yourself the question, ‘In a world without Google, would I still want this link?’” Johnson said, adding, “If the answer is no, then you have to question whether or not that’s an organic link.”

Trust and authority. Always look at the backlinks to the site you’re thinking of incorporating into your content. “If you see that they are linking out to a lot of spam or are posting low quality content on their website, those are red flags that mean you should probably avoid that website.”

Keep the momentum after the link

After acquiring a link, link builders should send a followup communication thanking the site owner. To keep in contact with these brands puts you in a good position of goodwill between brands. Working together to make sure your audience has accurate and reliable information will translate into paying customers for you both.

Johnson also recommends paying attention to the internal linking of the page that earned the backlink. Since product or promotional pages aren’t likely to attract many of their own backlinks, internally linking those conversion-based pages to other pages with a stronger backlink profile will help you to build link equity.

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Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

5 Google Ads Tips That Will Make You More Money

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Google Ads: one of the top marketing tools which assists you in displaying ads to promote your products or services online. If you are using Google Ads to advertise your goods or services, then you are making a conscious effort to improve your market share and increase your business. When your ads are set up properly, Google Ads can help to increase online traffic, in-store traffic, brand recognition and generate sales while reducing marketing costs. Through the process of helping digital marketing teams assess their campaigns with our expertise, we’ve constructed a list of five essential tips to help optimize your Google Ads campaigns and get the most from your ad dollars.

 

Keywords: Choose Carefully

This has relatively large and powerful effects on not only how much you spend on your campaign, but also how well your Google Ads convert. One of the most common and costly mistakes is focusing all your attention on positive keywords that bring you traffic. Don’t forget to construct a list of negative keywords (words you don’t want people associating with your company) as well. When building your Google Ads campaign, one of the most important things that you will have to do is set a match type for your keyword bidding strategy.  Consider starting with broad match. You can then add the negative match keywords to exclude those searches on Google that aren’t related to your business.

Alter Keyword Match Type Over Time

When launching a brand new Google Ads campaign, start out with several ad groups that have strong themes of similar keywords. Over time, the focus tends to become more a blend of Modified Broad, Phrase and Exact Match words as the data starts to show what actually converts.

keyword match

This graphic from Search Engine Journal showcases how keyword match can modify over time. Each match type is a trade-off between impressions, relevancy, and cost. For most impressions, Broad Match will be a success. However, it can also mean you are matching to a bunch of irrelevant searches and wasting your money.

Relevant Landing Pages

This is one of the most overlooked topics when it comes to paid search. It’s easy to get lost in the paid search platforms, tweaking bids, testing ad copy, and funneling all your energy into the platform itself. A successful PPC ad drives qualified potential leads to a landing page, but that’s only the first half of winning. The second part is getting them to convert into a paying customer. Maintaining consistency between your keywords, ad copy, and landing pages should improve both your click-through and conversion rates while lowering your CPC.

Optimize Google Ads Performance

Perhaps the most critical part of running a Google Ads campaign is making sure that it is optimized for your target audience. Optimizing a campaign consists of establishing profitable keywords and ad campaigns and terminating those without success. This can be difficult to determine when you need to make adjustment or eliminate a campaign entirely.

Onimod Global, a trusted Google Partner, specializes in all AdWords product areas. We can help you create and optimize ads that show up on Google Search. We can also advise on keyword strategy and budget planning. Contact us here to learn more about how we can optimize your Google Ads campaigns to their fullest potential.

Look For Opportunity To Drive Mobile

Many of your future customers use mobile devices, and more and more, users convert on them. Especially after the huge push in digital business during 2020, mobile-focused campaigns can potentially give you the best chance to engage your mobile customers in the right format on their preferred device.

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Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Google Ad Policy Updates For Housing, Employment, Credit Ads

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Google Ad policy has an interesting new update that ties in with current world events. Google is updating its advertising policies around housing, employment and credit opportunities, the company announced Thursday. The update is planned to roll out in U.S. and Canada this year. The old policy allowed you to include demographic and zip code in your target audience. This audience was used frequently in housing, employment, and credit ads.

The new policy is:

Employment, housing and credit advertisers will no longer be permitted to target or exclude their ads being from being shown based on demographics — gender, age, parental status, marital status — or zip code.

This adds on to existing policies that prohibit targeting based on race, religion, ethnicity, sexual orientation, national origin or disability.

 

When is it coming?

U.S. and Canada will be the first to see the roll-out of the new Google Ad policy. Google says this change is coming “as soon as possible” and before the end of 2020 at the latest. Advertisers that are or will be affected by this change will be notified of the update and of the potential impact on their campaigns in the next weeks.

Why is it significant?

This Google Ad policy comes during a very critical time. With a backdrop of a coronavirus-induced recession that is disproportionately affecting minority communities, this change calls for action to address systemic racism by the Black Lives Matter movement. Google says it has “been working with the U.S. Department of Housing and Urban Development (HUD) on these changes for some time.” Facebook updated their ad policy  prohibit age, gender and zip code targeting for housing, employment and credit ads more than a year ago in March 2019.

Companies and CEOs around the country are denouncing racism and violence due to the Black Lives Matter movement. Since May 25th, the day of George Floyd’s death, Black Lives Matter (BLM) protests have swept a majority of the country and grown into an international movement against racism and police violence.

Read more about how silence is not an option for brands on the BLM movement, especially B2C business here.

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

How To Link Your PayPal And Google Merchant Center Accounts

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Google announced last month that it will now be allowing free listings in Google Shopping search results. Google also released information that retailers can integrate PayPal with their Google Merchant Center accounts. That integration is officially live!

This means that retailers and brands using PayPal as a checkout option on their site can now link their PayPal account to the Google Merchant Center which will apply to all products for listings across Google. If you’re new to Google Merchant Center, the PayPal connection can also speed up the merchant verification process.

Where to start with PayPal integration

To integrate the PayPal platform is quite simple. Just follow these three simple steps from Search Engine Land:

  1. After you log into the Google Merchant Center, select tools in the upper left navigation.
  2. Select “linked accounts” under the settings menu. Here you will see the option to link your PayPal account.
  3. In order to have your products eligible to be listed on Google Shopping, Search, Images and elsewhere, you will need to opt into Surfaces across Google.

And that’s it, easy and efficient for everyone involved. Total win-win for retailers and shoppers alike.

Why This Integration Matters

At this moment, PayPal is the only integrated platform. Google says there will be more options for integration payment platforms in the future for retailers to choose from. When there is integration of a variety of payment platforms, it significantly lowers the barrier for entry for merchants to list their products on Google shopping search. This helps retailers expand to new unpaid channels and helps Google broaden the universe of products it can show users. Another win-win!

Bill Ready, President of Commerce at Google, also mentioned in the initial announcement additional information to make e-commerce more accessible:

We’re continuing to work closely with many of our existing partners that help merchants manage their products and inventory, including Shopify, WooCommerce, and BigCommerce, to make digital commerce more accessible for businesses of all sizes.

More From Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.