New (and updated) Features in PPC for B2B - Part 1
Reading time: 5 mins, to really let it sink in.
There is no time like the present for us marketers to analyze our current approaches and tactics to sharpen and focus them for the new year. It’s also a good idea to understand the innovations in digital marketing channels like PPC, that will soon have quite an impact.
We all know it’s imperative to constantly develop new strategies for tangible growth and marketing ROI. So let’s jump right in and take a look at the top tools and features in the main PPC platforms for B2B marketers that can help you address the challenges and complexities that you’ll be presented with over the coming months. First, Google Adwords.
1. Performance targets and campaign groups
A must for B2B marketers, AdWords has long been the go-to platform for lead acquisition. However, with the new campaign packaging update, AdWords is making it easier than ever to get a holistic view of all your campaigns. By grouping campaigns (Display, search and Video) together, it will be easier to measure campaigns against your performance targets and become more ROI focused in your campaigns.
You will no longer need spreadsheets in order to understand the full impact of your various Adwords campaigns; simply group them together and set a group performance target. This way you can also keep track of different PPC campaigns with similar conversion rates to better understand the following:
- Ad spend
- Goals achieved per conversion target
You can define how many clicks and conversions you want to receive, your budget and the average CPC/CPA for a campaign group in advance. And Adwords will tell you how well the group is performing in relation to your pre-defined goals. Controlling your marketing costs has never been easier, for real.
2. Cross-device attribution
You already know that most of your traffic comes from Mobile, but as far as B2B conversions rates go, well, they’re not quite there yet. AdWords has now been updated to accommodate this phenomenon.
This means that you now have the opportunity to research audience behavior on each device and adjust your bids accordingly.
Cross-device attribution reports will show you how the audience engages with various ads before completing a conversion and the differences between devices. These insights also enable marketers to easily separate desktop, mobile, and tablet traffic into separate AdWords channels.
You can follow the customer’s journey from one device to another (for example, laptop to tablet) and target him with relevant ads when a search is conducted via mobile device. Thus, improving the conversion rates of your AdWords B2B campaign.
3. Updated remarketing lists
Remarketing Lists for Search Ads (RLSA) have been updated for enhanced customer matching. Now you can easily adjust bids, keywords, and search ads based on the prospect’s past activity on your website (downloading a whitepaper, for example). This tool enables marketers to optimize the campaign based on the behavior of their targeted audiences.
This update also enables businesses to keep visitors in a list for 540 days, excellent for middle of the funnel converters (e.g. businesses with long sales cycles). When working with remarketing lists and search partner sites, you can better target your B2B prospects by reaching out to them at the right time, thus driving better conversions.
For example, you know that you bring IT managers to your website. Those IT managers will still be relevant for you a year from now, so why not keep targeting them with new offers and products? That’s what this update helps you achieve.
Businesses have the option to run “Demographics for Search Ads” (DFSA) on Google Maps. This is especially useful for a local B2B business. Further, these ads can appear either on the actual map (with a purple icon and business name) or beneath the search box.
4. Import Salesforce Conversions into AdWords
AdWords will now allow you to directly import Salesforce conversions into AdWords.
Online advertising and offline value come full circle. When a sale is completed, you will now see the connection between the closed deal and your Adwords investment. Further, by importing Salesforce conversions into Adwords, you can also compare different keywords to ascertain which ones attributed the most in leading the customer to a sale. This holistic view of your ad performance, enables you to optimize the AdWords campaign in correlation with the most important milestones in your sales funnel.
Google Adwords’ updates all aim to enable businesses to improve their marketing ROI. From making it easier to track overall campaign performance, adapting to the popularity of mobile devices, to providing deeper insight about the impact advertising has on the sales funnel and by allowing campaign improvements according to consumer behaviors.
One cannot expect social media networks to remain far behind, but you'll have to wait till next week.