B2B Google Ads Set Up
Broad match around a common theme
There are a many different approaches to campaign structure. We'll start with Google's preferred method which is to set up your campaign with broad match keywords that all relate to a theme and a bid strategy of maximize conversions. This is called a STAG (Single Theme Ad Group) approach
When you set your bid strategy to maximize conversions or any other automated strategy, Google will use their machine learning to measure client intent and deliver your ad when appropriate. It takes a bit of time and money for Google to learn this however. Your campaign will need to generate around 30 conversions per month in order for machine learning to really take effect.
If you are going to use this strategy, be sure to add audience targeting on top of your broad keywords. You can choose from in-market audiences among others to fine tune your targeting.
Another strategy for Ad group set up is to use the SKAG approach (Single Keyword Ad Group). Set up an Ad group with one broad keyword and add audience targeting and negative keywords and let Google's machine learning algorithm work it's magic.
B2B Google Ads: DON'T Take Google's Advice
Challenges for B2B lead generation
If you're running a B2B lead generation campaign reaching 30 conversions per month can be difficult. Especially if you're targeting the bottom of the marketing funnel. You may not generate enough conversions to qualify for machine learning. One way to overcome this is to move up the marketing funnel and target prospects during the consideration phase. These prospects are looking for information on how to solver their problem and are more likely to engage with your content. You'll generate more conversions which means more prospects to engage and win over.
B2B lead generation: Cost per click can get expensive, these 2 clicks for "cyber security audit" cost $242 / $121 per click.
Google Ads Set Up: A Better Approach
That's right - Google wants you to spend more money. They want you to be successful, but mainly they want you to spend more money.
Rather than using broad match, we often find it's better to use phrase or exact match. Using this tighter targeting with a manual eCPC (Enhanced Cost Per Click) bid strategy has worked well. Google will try to persuade you not to use a manual bid strategy but we find it helps control costs when we are launching a new campaign. As noted above, we've had campaigns set to maximize conversions pay outrageous amounts for a single click. Setting your bid strategy to eCPC avoids this. The "E" in eCPC means enhanced so Google will increase your bid if it means showing your ad to someone they deem likely to convert. If you bid is $10 per click it might go up to $15 - $19 but it won't go to $121.
We've had success with both. Which one you should use depends on a lot of factors. The main factor is how many conversions you're generating each month. If you have more than 30 then definitely use Google Maximize Conversions automated bidding. If you have substantially less than 30 then the manual approach might be best for you. The example shows a client of ours getting clicks that Google states cost $22 to be on the first page. They are using a manual bid a approach and getting clicks at $2.64 to $3.44, a substantial discount.
Keep in mind, every time you add phrase or exact match, Google is going to show you a notice encouraging you to just use Broad Match. Stay strong! And test, test test. Maybe broad match will work for you. Maybe.
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