A Foolproof Guide to Paid Search, Google PPC & Social Media Advertising Best Practices for 2019
What’s new and different about 2019’s advertising landscape? This year brings new changes to Google advertising features as well as fresh platforms for ads like LinkedIn and Snapchat. In addition, it’s time to revisit and research your mobile ad experience while testing promotions extensions and Outstream video campaigns.
2019 is about more than just keywords, as ad campaigns can now promote themselves to audiences (by demographic and intent). And, as the world increasingly turns hands-free, we are looking to advertise toward voice search queries. So, with all these developments, let’s jump in with how to best practice Google PPC and social media ads and what it means for SEO.
How Google PPC Affects SEO
Brands and sites need to start first understand that PPC can have an important impact on organic search results. While the intersection is indirect, there are several key factors to consider when evaluating how your PPC could affect your search ranking:
- users may click organic results based on an ad,
- they may convert more easily for a site advertising,
- paid results impact your click-through-rate,
- paid clicks may increase links that boost rankings, and
- bidding on keywords can shift the market of demand.
By not considering how your PPC campaigns may be affecting your SEO, you may be missing opportunities to optimize according to these insights.
To help you navigate this intersecting space, I offer paid search optimization tips for B2B and B2C companies to prepare you to take advantage of all that 2019 brings to PPC and social media ads.
6 Paid Search Strategies in the B2B Space
In its elements, a good B2B strategy is similar to a good B2C campaign. They both include ad groups, keywords, and the like, but with B2B you have to keep the character of the market top of mind.
- Research your market, and define personas.
You may think you understand your market, but remember that Google does not. Instead, they’ll try to match you up with as many keywords as they can to increase ad spend. Your research should include a good search query report that you’ve gone over with a fine-toothed comb to remove wasteful words.
2. Conduct keyword research alongside goals.
With your market and search landscape understood, you can dig in with choosing the right keywords for your campaign. Make sure to include the specific language of your customer such as short names and model numbers.
3. Form campaigns and ad groups with KPIs.
Put your keywords into ad groups and campaigns according to their position in your sales funnel. If you follow stages of top-, middle-, and bottom-of-the-funnel, then make ad groups and campaigns to match your customers intent and behavior.
4. Choose appropriate ad copy and ad type.
Follow best practices for B2B ad copy like using “contact us” instead of “order now” and so forth. Remember that companies may take more time and require more nurturing even in the language of your copy.
5. Measure results and retarget your ads.
Track all your site’s visitor with Google Analytics, and understand where these user’s are and how they behave in the longer, more nurturing sales cycle. Consider if customers return for more information, and remarket to these segments.
6 Paid Search Strategies in the B2C Space
In addition to the strategies you can use in the B2B space, you can use these additional six strategies on your lead generation efforts to capture quality leads.
1. Use RLSAs.
Remarketing Lists for Search Ads (RLSAs) are a powerful tool to drive leads to your site. Tell Google that you want to pay some amount for the click of previous visitors in order to further qualify them to buy.
2. Test RSLA competition.
Imagine being able to recapture an audience who visits a competitor. You can run ads on competitor keywords using an RSLA without getting into a bidding war.
3. Stick to a query-based campaign.
You always want to create campaigns and ad groups according to the search language and behavior of your persona. Break your campaign terms down into categories and groups that match your funnel.
4. Tailor your landing pages.
Little things make a big difference. You can improve conversions with ad copy above the fold that matches your campaign. And, as always, make sure to optimize for mobile devices.
5. Use a quality approach.
You get higher conversion rates when you focus on quality. Choose deep goals that matter in your customer’s journey to get more quality leads. Determine which categories and ad group phases you developed in step three result in truly qualified leads and optimize for them.
6. Extensions! Use them.
Use extensions like Sitelinks that allow you to show mini ads below your main ad. You can also highlight your business with Callout to differentiate yourself or use Call to garner phone leads.
Social Media Marketing Strategies Compared
There are three main differences between B2B and B2C campaigns that should be discussed in terms of strategy.
1. Content differs.
While on your B2C campaigns you should be focusing your efforts on crisp, captivating visual content, B2B marketers should focus on more professional and traditional content such as eBooks, case studies, and webinars.
2. Channels change.
In your B2C campaigns, Facebook remains the top player before Instagram and Youtube, but for B2B campaigns efforts should focus more on LinkedIn, Twitter, and Facebook.
3. Metrics don’t match.
Your focus is on engagement, awareness, and virality when you’re in the B2C space, and the key metric is reach. But with B2B, your essential goal is lead generation, and the key metric is site traffic.
4. Voices don’t align.
While B2B campaign aim to increase leads, the common practice is to write content that is informative and helpful. In B2C campaigns, marketers strive to increase engagement, making their voice more self-aware, humorous, and human.
Though we’re in a period of transition where advertising features and extension on Google have changed, LinkedIn and Snapchat are bringing fresh platforms for ads, and you’re revisiting your pages for mobile and voice search optimization—they key practices remain unchanged.
In truth, advertising through search and social were never about keywords. They were about intents, desires, and phases of the sales funnel for both B2B and B2C marketers who knew how to do their job well. But, we’re in a changing landscape, and we must revise our approach on the shifting sand of advertising just so often that we stay fresh and relevant.
It’s time to revisit your budget, renew your strategy, and advertise toward voice search queries like never before. Are you ready to take your advertising strategy to the next level in 2019 to stay ahead of competition and prepare for a hands-free world? Let’s conduct an audit of your Google and social ads strategy. Contact me to learn more.
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