How to Audit B2B Google Ads Accounts [+Free Template]
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Google Ads is not getting any cheaper, so frequently auditing your account is critical to keep your campaigns profitable.
In this step-by-step guide, I will walk you through the exact same process we use internally to audit our clients’ Google Ads accounts.
As a bonus, you can get a free copy of my 8-Part Google Ads Audit Checklist from Module 1, Lesson 5 of my B2B Google Ads 102 free course, so you can have it on hand while you go through the tasks below.
So let’s get started 👇
TABLE OF CONTENTS
- Part 1 - Account Review
- Part 2 - Campaign Review
- Part 3 - Ad Group Review
- Part 4 - Keyword Review
- Part 5 - Ads & Extensions Review
- Part 6 - Landing Page Review
- Part 7 - Budget & Performance Review
- Part 8 - Visibility Review
- Resources to Master B2B Google Ads
- Google Ads Audit FAQ
Part 1 - Account Review
First and foremost, you can’t improve your account performance without mastering the basics. So let’s dive in!
1. Billing Information
Is your billing information correct?
Checking this will ensure that your ads continue to run smoothly and you don't face any unexpected billing issues.
To check your billing information, follow these steps:
- Sign in to your Google Ads account.
- Click on the "Billing" icon on the left-hand menu.
- Click on "Settings" to view your current billing information.
Here, you can view your payment method, payer details (name, address, etc), and other important details.
Make sure all the information is correct and up-to-date. If you notice any errors, click on the pencil next to each detail to make the necessary changes.
It's important to note that any changes you make to your billing information may take up to 24 hours to take effect.
Additionally, if you have any pending charges on your account, you won't be able to make changes until those charges are paid off.
2. Is your time zone correct?
The accuracy of your account's time zone setting is more crucial than it may seem at first glance. The time zone affects how you schedule ads, interpret performance data, and manage billing cycles.
You cannot change your time zone manually, and it can only be reset once, so as Google advises, choose your new time zone carefully.
To request a change, you’ll need to fill out this form and follow the instructions below:
- The form must be filled out by an Admin user of a manager account.
- Your time zone can only be shifted eastward, for example, from GTM (Greenwich Mean Time) to IST (India Standard Time).
3. Do you have auto-tagging turned on?
Auto-tagging is an easy 3-step process:
- Sign in to your Google Ads account
- On the left-hand side, under admin> click on Account Settings
- Click on “Auto-tagging” - check the box and save.
Once you enable this feature, Google will automatically mark your source_medium as “cpc”
4. Did you turn off ad suggestions?
Have you ever gone to your Google Ads account and noticed a bunch of changes that weren’t made by you or anyone on your team?This probably happened because you didn’t turn off the ad suggestions 😅
So follow these steps to have peace of mind:
- Sign in to your Google Ads account.
- Click on the "Campaigns" on the left-hand menu.
- Click on "Recommendations" and go to “Auto-apply”
Make sure you turn off all of the recommendations that aren’t relevant to your account.
I personally like to turn off all of them, so I don’t have any changes made by Google without my consent.
5. Is your conversion tracking still working accurately?
This is crucial because if your conversion tracking is not working correctly, you won’t feed Google’s algorithm with essential data to make the best bidding choices for your conversion-based strategies.
Here’s how you can check if your tracking is in place:
- Sign in to your Google Ads account.
- Click on the "Goals" on the left-hand menu.
- Click on "Conversions" and go to “Summary”
- You’ll be able to see the status of your conversions - you want to see “Active”
Pro-tip: If you see the status “No recent conversions” - search for your keyword on Google and submit a test.
If you don’t see any activity and have been running Google Ads campaigns for a while, it probably means you’ll need to see what’s going on to ensure the tracking setup is in place.
Part 2 - Campaign Review
Depending on the size and organization of the account, this step will take longer or shorter. So let’s go 👷♂️
1. Do your campaigns follow a logical naming convention?
Having a solid naming convention in place isn’t just about aesthetics, it’s the foundation for good account management.
My campaigns usually have a naming convention that follows this structure:
- Region (NA, EMEA, APAC)
- Campaign Theme (Brand, NonBrand, Generic, Competitor)
- Keyword Topic
- Network (Search, Display)
- Keyword Match Type (Exact, Phrase, Broad)
- Device (Desktop, Mobile, All Devices)
- Offer (Demo, Trial, etc)
So if you have disjointed campaign names, it’s an opportunity to adjust that and make your life easier.
2. Are you targeting the right networks (display unchecked)?
You want to focus on the Search Network and search partners, avoiding the Display Network unless it’s a separate campaign.
- Select the desired campaign
- Go to “Campaign Settings” (on the right-hand side)
- Click on Networks
- Choose the desired Network and save
- At the campaign level
- Scroll over your campaign
- Setting logo will appear
- Click on the logo
- Under Networks, choose the desired Network and save.
3. Is your location targeting and options still accurate?
If you have a proper naming convention, you should be able to tell where you intend to target your campaigns, but you still need to ensure the correct locations are selected.
Similar to Networks, there are two ways to check your locations:
- Select the desired campaign
- Go to Locations (on the left-hand side - Audiences, keywords and content)
- Click on the pencil icon
- Choose the desired locations and save
- At the campaign level > Scroll over your campaign
- The settings logo will appear
- Click on the logo
- Under Locations, Enter location(s) and Save.
4. Are you targeting one language per campaign (with relevant ads + landing pages)?
In a perfect world, your ads and landing pages should match the primary language of the targeting locations.
Here’s how you can change the language of your campaigns:
- At the campaign level, toggle over your campaign name
- Click on the icon setting once it appears
- Under “Languages” you can select the desired language and click Save.
5. Is your daily budget still aligned with your goals?
Being an effective marketer involves strategically allocating your budget over the designated campaign duration while achieving the goals.
Ex. If your average cost per demo is $300 and you need to generate 10 demos, then you must have at least $3,000 - Now, if the plan is to run the campaign for 30 days, then you must allocate a $100 daily budget and check daily to make sure it’s pacing well.
Generally speaking, I don’t recommend running campaigns with less than $50/day for B2B campaigns, but this will obviously depend on your average cost per click.
Check our Google Ads Budget Calculator tool if you need help to define your budget 🙌
6. Are you using the correct bidding strategy?
When you’re first starting out, getting as many clicks as possible is important to get some early conversions, so the “Maximize Clicks” strategy is a good option.
If you have more than 15 conversions, you can switch to the “Maximize Conversions” strategy if your goal is to get as many conversions as possible.
If you have offline conversions set up, you can use the “Maximize Conversion Value” strategy or the “Target ROAS” strategy. These will help you get more relevant conversions.
Here are two ways to check your bidding options:
- Select the desired campaign
- Go to Setting (on the right-hand side)
- Click on Bidding > “Change bid strategy”
- From the dropdown menu, select the desired bidding strategy and save.
- At the campaign level > scroll over your campaign > Setting logo will appear
- Click on the logo
- Under Bidding, “Change bid strategy”
- From the dropdown menu, select the desired bidding strategy and save.
7. Do you have the correct conversion actions set? (if applicable)
Campaigns can inherit account-level conversions or have specific conversion actions set.
Both approaches are valid, but it’s essential to use the one that aligns with your campaign goals.
For instance, if a campaign-specific conversion action set is used, make sure it includes all relevant actions in the conversion funnel.
Follow the steps below to add/check conversion actions:
- At the campaign level > scroll over your campaign
- Setting logo will appear, click on the logo
- Under Goals, “Use campaign-specific goal setting”
- Click the pencil icon
- Select the appropriate (previously tested) conversions and save.
8. Are your ad rotation settings still accurate?
Generally speaking, I recommend using the “Best Performing Ads” option. This way, the Google algorithm will analyze your ads' performance and prioritize delivering the the ads with the best performance.
But if you see that Google is serving some ads dramatically more than others, then you can select “Rotate Ads Indefinitely” and Google will distribute each ad individually.
For conducting A/B testing on multiple ads, I recommend selecting the "Do not optimize" setting to make sure you’re collecting more precise data.
To review your ad rotation settings, follow these steps:
- At the campaign level > scroll over your campaign
- Setting logo will appear, click on the logo
- Click on additional settings > Ad rotation
- Click the pencil icon
- Select the preferred method and save.
You can also follow the steps above at the Ad Group level
9. Is your ad schedule still up to date?
You can review your campaign's performance by day of the week and time of day, then adjust your ad schedule as needed. To do so, follow these steps:
- Click on “Overview” on the left-hand side
- Under the “Day & Hour” table, you can choose the metrics that matter the most to you to view performance by Day and/or Hour.
Now that you know which days and times generate the best results, you can tailor your ad scheduling accordingly.
- Select the campaign or ad group
- Click on Ad Schedule on the left-hand side
- Click the pencil icon
- Choose the optimal time and save.
10. Are you targeting the right devices?
Similar to the ad schedule, you can follow the same steps to find the best performance by device and make adjustments. Steps as follows:
- Click on “Overview” on the left-hand side
- Under the “devices” table, you can choose the metrics that matter the most to you.
You can now update your targeting by device accordingly.
- Select the campaign or ad group
- Click on “When and where ads showed” on the left-hand side
- Edit bid adjustment
- To stop showing on a specific device, choose “Decrease with 100% ratio > Save
If you’re using the device on the campaign naming convention, you want to make sure the campaign is targeting the device it has on its name.
11. Are you excluding existing leads and sales from your campaigns? (bonus)
A practical approach to lowering costs involves not targeting existing leads and customers.
Google enables the upload of first-party data for use primarily in Remarketing Lists for Search Ads (RLSA) and for creating exclusions. Steps below:
- Select audiences on the left-hand side
- Edit exclusions
- Select the Campaign or Ad group
- Choose the previously uploaded audience > Save
12. Do you have observational audiences added to your campaigns? (bonus)
Gain insights into how different audiences interact with your campaigns without altering who sees your ads:
- Select audiences on the left-hand side
- Audience segments
- Select Campaign or Ad Group
- Under observation, choose what is important to you and save.
13. Have you been actively running campaign experiments in the past? (bonus)
With the Experiments feature, you can execute A/B tests without needing to set up new campaigns.
If the outcome proves successful, the winning campaign can then be chosen as the primary one.
Part 3 - Ad Group Review
1. Are your ad groups broken out logically into related themes?
There are generally 6 buckets of themes for search ads:
- Brand
- Non-brand
- Competitive
- RLSA (Search Remarketing)
- Content
- Dynamic Search Ads
A clear naming convention aids in quickly identifying campaign and group themes. Example:
Campaign: NA_Non-Brand_Search_EN_Exact_All-Devices_Demo
Group: Non-Brand_Software
If there is no proper naming convention, then we have some cleaning to do:
- Download the data at the keyword level
- Delete: Ad spend < $ 1
- Open a new column called “Theme” beside the Keywords
- Tag the Theme of the campaign/group according to the Keyword
- Turn it into a pivot table to get the data by Theme
- Update the naming convention
If you don’t do a good job separating your keywords into themed ad groups, it will hurt your quality score.
Because if you have too many keywords in your ad group, it’s hard to make sure that the ads are relevant to all these keywords.
2. Do you have less than 15 keywords per ad group?
This is not a set-in-stone law, but it will help you mitigate the damage to your ad relevance.
Google allows up to 15 headlines and 4 descriptions in Responsive Search Ads. The goal is for keywords within each group to have a relevant ad to boost the quality score.
At the end of the day, you know you are doing a good job with your ad groups and how you structured your keywords if you see that your ad relevance is above average.
3. Are your ad groups filled with relevant keywords, ads, and landing pages?
Each group’s keywords should align with an ad in the same language, context, and call to action as well as a landing page contextualizing the search terms.
Here’s a good example of a great message match from the CRM software folk.
They’re bidding on the keyword “CRM software for startups”, their ad mentions “CRM for startups”, and if you click on the ad, their landing page talks exactly about CRM for startups. Everything is aligned.
4. Are your best ad groups receiving enough budget?
With accurate conversion tracking in place for your campaigns (we covered this in Part 1), we can see which ad groups bring more conversions at a lower cost per conversion.After reviewing the ad group performance, you can optimize your ad groups in these ways:
- Pause the ad groups with more search volume that are just cannibalizing and eating up all the campaign budget without bringing conversions.
- Take the top performers' ad groups and put them into their own campaign.
- Run target CPA bidding and set different target CPA caps at the different ad group levels, so you can put a more restrictive cap on the one that’s eating up all the budget and then put a larger one on the one that hasn’t spent enough.
Part 4 - Keyword Review
1. Are your search terms as close to perfect as possible?
Regularly checking the search term report has 2 main benefits:
- Reduce CPA: Comparing the number of clicks to the number of conversions - exclude all irrelevant results.
- Increase Expected CTR: Compare the number of impressions to the number of clicks - exclude all irrelevant results.
How to check the search term report in Google ads:
- Under “Campaigns” on the left-hand side > Click “Insights and reports”
- Select “Search terms”
- Filter by campaign
- Evaluate the above recommendations.
2. Do you have a strong negative keyword list in place?
Negative keywords help us reduce the wasted budget and increase the overall quality of ads.
The broader the match type, the more important it is to have an extensive list of negative keywords.
However, even with Exact match type, search terms must be regularly checked, and negative keywords constantly be updated.
Maintaining a universal negative keyword list for your entire account can be beneficial. This list might include words related to profanity, employment, bargaining, etc.
Below you can access a sample list we use in our agency.
👉 Master Negative Keyword List
To avoid unintended blocking, please ensure these negative keywords apply to your business and do not overlap with any targeting keywords.How to create a new list in Google:
- Select “Tools” on the left-hand side
- Under “Shared library” click on “Exclusion lists”
- Select the “plus sign”
- Add the list of desired negative keywords and name the list accordingly.
3. Do you have the appropriate match types for your keywords?
If you don’t know which match type you should start with, then always start with the Exact match type and work your way up.
If you don’t get quality conversions with the Exact match type, then changing the match type won’t help.
Generally, Broad match types have the highest wasted budget - unless the campaign is layered with a first-data party audience.
4. Do you have underperforming keywords you can pause or optimize?
Usually, 20% of the keywords are responsible for 80% of the results. Make sure to check the performance of each keyword and pause underperformers continuously.
However, before pausing, analyze the relevance of search terms against keywords.
If they align, evaluate the click-through rate (CTR) to determine if the ad copy requires updates.
If users are still clicking on the ad without converting, consider revising the landing page.
5. Are your keyword bids set at an optimal amount? (if applicable)
If you're using automated bidding, you don't have to worry about this step.
But if you're using manual bidding, sometimes your manual bid is too low, so your ads won’t show on the first pages of the results.
I recommend that your Max. CPC amount is at least high enough to the first page bid estimate.
You can find the keyword bid simulator by hovering over the small chart in the Max. CPC field.
Part 5 - Ads & Extensions Review
1. Are your keywords in your ad copy?
This is an easy way to increase ad relevance and ultimately get more clicks.
I can’t stress enough the importance of having a strong message match.
When users encounter their specific search terms within your ad—especially if these terms are variations of your targeted keywords—the likelihood of them proceeding to your landing page significantly increases.
2. Are you title-casing the beginning of each letter in your ad?
Title casing is when you capitalize the letter of each important work in the sentence.
In my experience, title casing works better on paid search because your ads will look more professional, and it will enhance readability.
3. Do you have a minimum of two ads per ad group?
Running multiple ads allows for A/B testing or split testing, where different versions of ads can be compared to see which one performs better.
By consistently testing ads, you’ll drive a better click-through rate, and this will ultimately result in a better Expected Click-through rate, which will improve your quality score and reduce your costs while putting your ads in a better search results position.
4. Are you speaking one-to-one, communicating benefits, answering objections, and providing a CTA?
You want to make sure you are speaking one-to-one In your copy and not using corporate speak, where it seems you’re talking to an auditorium versus a person.Here are a few important points your ads should cover:
- Are you communicating benefits in the second headline to differentiate yourself from your competitors on the SERP?
- Are you answering objections? (If there are objections that you can answer on your copy)
- Are you providing a Call-to-Action (CTA) that moves people and motivates them?
Here’s a good example from Brevo:
- We can instantly see the benefit: 9000 emails free per month
- One-to-one communication: Don’t let them overcharge you
- CTA that motivates: Stop overpaying for email and get the best value in email delivery & email marketing tools.
5. Are you using all the characters available in your headline, description & path fields?
You don’t have to use every single one, but I recommend you use as many as you can.
Utilizing all available characters in Google Ads' headline, description, and path fields increases message clarity and impact, boosting click-through and conversion rates.
6. Are you using as many ad extensions (assets) as possible? (Especially core ones)
Extensions expand your presence on the search results page, improving the chances of receiving more clicks, which will increase your expected CTR and the overall quality score.
While assets such as the business logo and name are best set at the account level, it's often better to tailor other extensions, like callouts, structured snippets, sitelinks, etc., to reflect the the messaging of each campaign or ad group.
How to create new ad extensions in Google:
- Select “Campaigns” on the left-hand side
- Under “Assets” click on “Assets”
- Select the desired extension to see the ones you already have.
- Click on the “plus sign” to add new ad extensions.
7. Are you consistently testing new ad copy, types and modifiers?
If you are not doing this, you’ll know because you will see the click-through rate consistently going down week over week, month over month.
If you’re auditing someone else’s account, you can check the “Changes history” option to see if they are constantly testing new ads.
For modifiers, you can use dynamic keyword insertion in your ad copies to dynamically test different variations.
8. Are you sending searchers to relevant landing pages?
In my opinion, this is the most important thing.
If your prospects search for “CRM for startups”, your ads should say “CRM for startups”, and your landing page should say “CRM for startups”.
This sounds basic and trivial, but the amount of people who miss this is dramatic.
So make sure that you have a strong message match.
Part 6 - Landing Page Review
Remember that success will come from half traffic and half your landing page, so I highly recommend deep diving into your pages individually as you go through this.
1. Are you mirroring the message from your ad on the landing page?
As I mentioned in the last step of Part 5, the landing page experience is a crucial element of the quality score.
A page that fails to align with your ad's messaging is unlikely to offer value to the user.
2. Can the searcher understand what you do & why in 5 seconds or less?
This is called the five-second rule, and it’s essentially a test where if your prospects just look at the above the fold section of your landing page, can they understand in five seconds what you do and essentially why they should care?
In this example from Microsoft Clarity, we can easily understand that this is a free tool that will help you get insights into the behavior of users on your website so you can improve your products.
It’s also used by 100k+ sites worldwide and is GDPR & CCPA-compliant.
You don’t want to be vague on your landing pages, and you want to make sure that they have the following:
- Clear and concise headline
- Engaging subheadlines
- Visual elements
- Call to action (CTA) throughout the page
- Quick loading time for all devices
To learn more about landing page best practices, dive into the article below by Pedro Cortés:
10 Proven Landing Page Tips To Boost Your Conversion Rates
3. Is your landing page loading fast enough?
As mentioned above, the landing pages must load quickly on all devices. Tools like Lighthouse or PageSpeed Insights can help you better understand areas of opportunity.
I recommend you run your page through PageSpeed Insights and apply anything applicable.
You’re probably going to need the help of a developer, but it’s definitely worthwhile to improve the page speed because this is a big factor in terms of your landing page experience for quality score.
A simple thing to improve your landing page loading time is compressing the website images to reduce the file sizes.
4. Do you have one clear call to action on your landing page that mirrors your ad?
If your ad is talking about Downloading a Whitepaper but the landing page only has CTAs around Booking a Demo, then that will have a negative experience for the user.
Align landing page CTAs with ad promises to ensure a seamless user experience and encourage conversions.
5. Are you communicating benefits, answering objections, and providing a CTA?
The higher the ask, the more context must be provided on the page. This is specifically true for the “Book a Demo” CTA.
Ensure you address objections while emphasizing the key benefits of your product that will solve the users' problems.
I recommend that you talk with your sales team to get insights on different objections that come up in the sales process, this way you can add sections on your landing page to proactively communicate against those objections so that you can actually drive more quality leads.
6. Does your form, chatbot, or online booking widget still work?
Before launching any new offers, test the page to make sure everything is working as intended.
- Submit a fake test lead and see if it actually routes into your CRM.
- Go look for your lead record.
- Check if the page isn’t broken.
- Review what the experience looks like.
Make sure you audit that process because I can't tell you how many times people think their campaigns are failing, and then something just broke on the technical side.
Part 7 - Budget & Performance Review
1. What is the spread of budget and performance by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
This is where you will need to export a lot of data from Google Ads and use Excel/Google Sheets.
👉 I recommend watching the Part 7 video above if you need a walkthrough on exporting and labeling the data to perform this analysis.
Here’s a common successful budget distribution you can use as guidance:
- Brand: < 20%
- Non-brand > 60%
- Competitive > 20%
You can use our free Google Ads Budget Calculator to find your ideal Google Ads budget.
2. What is the spread of budget and performance by region?
If you are targeting multiple regions, break out the campaign as such (ex: NA, EMEA, APAC).
👉 Check out the Part 7 video above if you need a walkthrough on the data analysis methodology using Excel.
Look for the highest-performing locations for each region and make sure low-quality conversions are not wasting your budget. If you’re not separating your campaigns into regions, you can still check how the budget has been spread around different locations through the Locations report:
- Select “Campaigns” on the left-hand side
- Go to “Locations”, under “Audiences, keywords, and content”
- Select the desired campaign
- Download the data under Location
- Summarize into a pivot table to get:
- Ad spent
- Conversions
- Cost per conversion
3. What is the spread of budget and performance by offer?
If you are separating the campaigns by offer, break out the campaign as such (Demo, Trials, eBooks, etc)
👉 Check out the Part 7 video above if you need a walkthrough on the data analysis methodology using Excel.
Here’s how to download the landing page report:
- Select “Campaigns” on the left-hand side
- Go to “Landing Pages”, under “Insights and Reports”
- Select the desired campaign
- Download the data
- On Excel:
- Delete: Ad spend <$1
- If there is no proper naming convention:
- Open a new column (Offer) beside the landing page (LP)
- Tag the offer of the campaign according to the LP
- Summarize into a pivot table to get:
- Ad spent
- Conversions
- Cost per conversion
6. What is the spread of budget and performance by match type?
If you are separating the campaigns by match type, break out the campaign as such (Exact, Phrase, Broad)
👉 Check out the Part 7 video above if you need a walkthrough on the data analysis methodology using Excel.
Here’s how to download the match type report:
- Select “Campaigns” on the left-hand side
- Go to “Search Keywords”, under “Audiences, keywords, and content”
- Select the desired campaign
- Add the column “Match type”
- Download the data
- On Excel, summarize into a pivot table to get:some text
- Ad spent
- Conversions
- Cost per conversion
7. What is the spread of budget and performance by device?
If you are separating the campaigns by devices, break out the campaign as such (Desktop, Mobile, Tablet, All Devices)
👉 Check out the Part 7 video above if you need a walkthrough on the data analysis methodology using Excel.
If the campaigns are not separated into devices, here’s how you can check the spread of budget and performance by device downloading the device report:
8. What is the spread of budget and performance by week days?
Check if you’re targeting all days of the week and if there’s opportunities to exclude some days when the performance is not good, so you can free up budget for the strongest days.Here’s how to download the day of the week report:
- Select “Campaigns” on the left-hand side
- Go to “When and where ads showed”, under “Insights and reportst”
- Select the desired campaign
- Choose “Day” in the right-side navigation if you only want to see the day of the week
- Download the data
- On Excel, summarize into a pivot table to get:some text
- Ad spent
- Conversions
- Cost per conversion
To learn more about how to create a winning Google Ads budget strategy, dive into the article below:
How to Create a Winning Google Ads Budget Strategy for B2B SaaS
Part 8 - Visibility Review
Here’s where we will talk more about Impression Share and Quality Score.
1. What is the search impression share by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
There are different ways you can see the impression share by the campaign theme.
You can use Excel as I showed previously in Part 7, or you can go into your account and filter by campaign name, assuming you have good campaign naming conventions.
👉 Check out the Part 8 video above if you need a walkthrough on how to find this data.
2. What is the search lost rank by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
The process here is the same from the previous task. The only difference is that you need to add the “Search lost IS (rank)” column.
👉 Check out the Part 8 video above if you need a walkthrough on how to find this data.
3. What is the search lost to budget by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
The process here is the same from the previous tasks. The only difference is that you need to add the “Search lost IS (budget)” column.
👉 Check out the Part 8 video above if you need a walkthrough on how to find this data.
4. What is the search top IS by campaign theme? (NonBrand, Brand, Competitive, RLSA, Content)
The process here is the same from the previous tasks. The only difference is that you need to add the “Search top IS” column.
👉 Check out the Part 8 video above if you need a walkthrough on how to find this data.
5. Do 70% of your keywords have above 7 quality scores?
This is something I learned from Brad Geddes years ago, the OG of Google Ads.
Check the video below to see a complete guide on Quality Score and how to perform a Quality Score analysis:
6. What aspects of quality score do you need to improve?
After going going through the data in the previous task, summarize your findings to know where you have opportunities to improve.
Example:
- 100% of keywords have a Quality Score below 7.
- 94% of keywords are rated as “Below Average” for landing page experience.
- 45% have “Above Average” ad relevance.
- 100% have “Below Average” expected CTR.
Optimization strategies you can adopt to improve your Quality Score:
- Improve Landing Page Experience:
- Ensure pages are fast, relevant, and mobile-friendly
- Align ad copy with landing page content for a seamless message match.
- Ensure pages are fast, relevant, and mobile-friendly
- Refine Ad Relevance
- Group keywords into tightly themed ad groups.
- Write ads tailored to the specific intent of each group.
- Group keywords into tightly themed ad groups.
- Boost Expected CTR
- Test compelling ad headlines and descriptions.
- Use ad extensions to enhance visibility and clickability.
- Test compelling ad headlines and descriptions.
I hope you received a ton of value from this Google Ads Audit guide.
If you have any questions, feel free to connect with me on LinkedIn.
From Clicks to Conversions: Master Google Ads for B2B 🔥
If you want to become a Google Ads pro, check out our free B2B Google Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.
Here's what you'll learn in each course:
⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners
- The Googleverse: The Game You're Playing & How To Win
- Measurement: How to Make Sure You're Profitable
- Targeting: How to Show Up For the Right Searcher
- Planning: Putting It All Together
🎯 Google Ads 102 - How to Clicks Into Profit
- Visibility: How To Find the Hole Sucking Profits
- Workflows: How to Optimize On a Daily, Weekly, Monthly & Quarterly Basis
- Experimentation: How to Test & Automate Profitability
- Troubleshooting: How To Solve Inevitable Problems
🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers
- Methodology: How to Vertically Scale Google Ads From A-Z
- Campaigns: Scaling Horizontally Through Campaign Themes
- Channels: Scaling Outside of Paid Search
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
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People Also Ask
How can a Google Ads audit improve my campaign performance?
- A Google Ads audit can significantly enhance your campaign performance by identifying inefficiencies and areas for optimization within your account.
How often should I conduct a Google Ads audit?
- It is recommended to conduct a Google Ads audit at least once every quarter. For accounts with significant spending or those in highly competitive industries, more frequent audits may be beneficial to stay ahead of competitors and efficiently manage advertising spend.
What are the key components of a Google Ads audit?
- Budget Allocation: Analyzing how the budget is distributed across various channels and campaigns to identify opportunities for reallocation.
- Campaign Themes: Reviewing the balance between branded, non-branded, and competitive campaigns to ensure optimal allocation for reaching new customers.
- Device Usage: Evaluating performance across devices (mobile, computer, tablet, TV) to tailor strategies for each device type.
- Match Types: Assessing the use of exact, phrase, and broad match types in campaigns to ensure efficient targeting.
- Quality Score: Examining the quality score of keywords, focusing on ad relevance, landing page experience, and expected CTR to identify areas for improvement.
- Visibility Metrics: Analyzing impression share and losses due to rank and budget to optimize bid strategies and campaign visibility.
How often should I perform a Google Ads audit?
It’s recommended to conduct a comprehensive audit at least quarterly. However, for high-spending accounts or during periods of significant change (e.g., new product launches or market shifts), more frequent audits may be beneficial.
Can I perform a Google Ads audit myself, or should I hire a professional?
While self-auditing is possible, hiring a professional can provide deeper insights and a fresh perspective. Professionals are often equipped with advanced tools and expertise to identify issues that might be overlooked otherwise.
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Once you understand the basics and set up initial campaigns, start A/B testing and experimenting. You could test many things, for example, different ad formats, creatives, messaging, campaign objectives or targeting - all of which can lead to better performance. From my experience, any significant improvement in advertising efficiency starts with a (sometimes random and "long shot") test. To make the testing process smooth and successful, I recommend starting with a hypothesis, creating a testing plan, and having clear KPIs and ways of tracking those.
Kris Wojcik
#1 tip for marketers getting into B2B advertising is to have fun with it. A lot of B2B brands take themselves really seriously to appeal to Enterprise buyers, but the reality is we're all human and you're marketing to humans.
Jess Bahr
People buy different, not better. So when you're advertising in B2B, it's crucial to sniff out your differentiator and explain that in a way that your buyers will clearly understand it, consume it, and resonate with it. Each of your buyers is different too so it's important to have a good mix of how you explain the difference.
Tim Davidson
One valuable tip I'd offer new marketers entering the realm of B2B advertising is to prioritize understanding your target audience deeply. B2B advertising differs significantly from B2C advertising in that you're not just targeting individual consumers but engaging with businesses, often involving nuanced decision-making units.
To effectively connect with your B2B audience, invest time researching and profiling your ideal customer profile (ICP). This means identifying their industry, company size, and job roles and delving into their pain points, challenges, and aspirations – try to get in the minds of your ICP from entry-level to executive.
By going that extra mile in understanding your audience, you can craft messaging and content that resonates with them—addressing their specific needs, providing solutions, and positioning your products or services as the standout choice.
Tyler Ray
Before you create any adverts, you need to figure out what your message is going to be. Don't rush into it until you know 'what problems you solve, how you solve them, and why your customer should solve them.' One sentence on each of those creates your elevator pitch, which should be present in some way, in all of your ads. It also represents the business case for your product. If you can't explain your story easily, how on earth do you expect your audience to remember it?
Joseph Hill
You know that crazy Marketing 'funnel' everyone talks about? Always start from the bottom up. Meaning, the first place to start is to know who your customers are and how they equate to revenue. Then work yourself up the funnel to drive the most impact.
Bryttney Blanken
Adopt the 'kill your darlings' mantra. You have to be ready to cut what you love if it isn't delivering results—be it an ad, keyword, or campaign. What was once a good performer might not stay that way, so never 'set and forget.' Always monitor and optimise.
Three macroeconomic principles should guide you:
1- Budget is limited.
2- Benchmark against your own metrics, not industry fluff.
3- Make trade-offs based on what performs better.
Kill the darlings that don't contribute to the revenue to make room for what does.
Canberk Beker
Focus on the audience/ICP first, not being the best/all-in-one product. When you address the pain and call the audience out, it resonates far more than simply stating 'We're #1/the best in ... category'. No one gives a shit about fancy review badges, Gartner, or other reports (maybe just a tiny bit) & enterprise studies/research. Everyone wants to know how your product will solve their pain or problem.
The best way (for me at least) to find out the actual problem of a customer is to go to G2 and your biggest/well-known competitor and read/scrape all the 'What problems is PandaDoc solving and how is that benefiting you?' answers. You'll find out that most answers are about one/two specific cases, and so then it's your job to address it right via website/ad copy messaging.
Alex Panchuk
Shift your mindset. You'll generate leads, but it's not just about lead generation. When they convert, focus on quality and intent. To do that, you need to understand the customer and how to reach them with the right and interesting message in the right places, consistently. Make it easy for them to remember you, find you, and buy from you when they are ready. For practical advice, Go through the LinkedIn ebook 'How B2B Brands Grow", study demand generation, join communities, and ask questions there.
Roman Krs
Before you blame the channel, do the research to see if there are some other reasons why leads aren't converting to opportunities.
For example:
WEBSITE
- Does the ad align with the landing page?
- Is it easy to understand how it works, who it's for, how much it costs, and the outcome it drives?
- Do you have relevant social proof?
CONVERSION
- Is the form simple and short?
- Does it offer an easy way to schedule a meeting?
- Are there clear CTAs across the website?
- Do you address common objections on the demo page?
LEAD HAND-OFF
- How long does it take to set up a meeting with a buyer after the form is filled take?
- Did we align the follow-up with the intent level?
- Do we offer a demo at the first meeting?
- Do we identify the core problems of the buyer and how our solution can help solve those issues?
SALES CYCLE
- Did we create a close plan?
- Have we gotten all key decision-makers involved?
- Do we add value along the sales process?
- Do we always set up the next meeting with a clear agenda?
- Have we properly differentiated ourselves against competitors and keeping with the status quo?
80% of the above don't directly involve the "channel"
Jonathan Bland
For someone starting with B2B advertising, I highly recommend following the right B2B content creators on LinkedIn, as well as other paid media ones - then block some time to go through their posts/videos to learn new strategies/tips, or merely understand their point-of-view. Then, find ways of testing those strategies/quick wins with your own clients to get your own insights and takeaways - plus, it's a great way of implementing what you learn
Gonçalo Prates
Make sure that you nail your fundamentals before you launch your campaign. Know where your ICP spends time online and what they are searching for.
If you don't, you won't be able to nail down your targeting for paid social and you won't go after the right keywords on paid search.
Start with the understanding of your buyer (the qualitative and quantitative) insights, and then go and build your strategy based off of that. There are a lot of great resources on how to technically set up your campaign - just keep it as simple as you can to begin with.
The final part of the fundamentals is to make sure you have tracking in place in your CRM. You need to be able to know what leads came in from your paid ads, and be able to track them throughout the sales process. Otherwise you'll never be able to answer the question at the executive level, "How are our ads performing?
Blake Strozyk
Seasonality in B2B is real & should be taken into account when optimizing & experimenting with paid ads.
Here is what I mean: We have grown very rapidly over the last 1.5 years and therefore don't have reliable base data from last summer, so only this year we started to feel the summer slow down properly. Many experiments that we ran have to be pre & post (sometimes it's technically not possible to run A/B), so if you launch an experiment in June & compare results with May the results will be heavily impacted by external factors (summer period slowdown).
It's not something new, but something we faced a lot this summer. So don't disregard the importance of taking seasonality into account.
Borys Khodan
1. When building advertising campaigns, be hyper focused on audience and targeting. Your best advertising campaign won't be successful unless you target the right people at the right time.
2. The biggest gold mine for ad copy is customer calls. If you have a tool like Gong, you should be listening to calls every day to find insights on what your customers care about.
Liam Barnes
The B2B Buyer's journey is complex, make sure you are filling all the content gaps on your paid ad strategy.
Miguel Sánchez
Offers are the most underused and underappreciated lever in B2B ad performance, and it’s not even close.
People associate Offers with e-commerce style, “buy one get one free” marketing messages. But the category is so much broader than that - it’s offering different things to your audience to see what they respond best to.
In short: Everything you promote with an ad is an Offer, whether you think of it that or not. Some example Offers that B2B companies can use:
a.) Click this ad and schedule a sales call
b.) Click this ad and get access to a demo
c.) Click this ad and get an eBook
d.) Click this ad and get an incentive.
You should start with an Offer when building campaigns, don't make it an afterthought.
Kevin Lord Barry
Advertising can be daunting as a new B2B marketer, when you don't have a full grasp on how the ad platforms work or you haven't spent as much money on them, you might feel like you are not ready to run ads.
But here's the thing, you will never be 100% ready till you actually take action, and as scary as this might feel, there's a great thing about this too, you are also more prepared than you actually think.
That first campaign won't be perfect, you will make mistakes, and you will lose some $$$ in the process (sad reality about advertising 😅), but as long as you see this as a learning experience, you will accelerate your knowledge about the platforms and become strong in them in no time.
Diego Oquendo
Never skip out on creative. With all the targeting features that we have access to as B2B marketers, creating content specific to the persona you're going after is important. Whether it's copy or the images you use, I recommend investing time into making sure they resonate with your ICP.
Ali Yildirim
Ultimately it boils down to establishing trust. Your objective is to educate prospects from various angles and persuade them to take the desired action. Providing value upfront through various means is the most sustainable approach to accomplish this.
Rory Conroy
Put a real effort into the ad creation on social channels. Create a list with the prospects’ pain points, their headaches, and how your product could solve any of these pain points, then transform it into ad copy that talks directly to your prospect in a humane language, it’s B2B but we’re talking to people, this will make ads that will stand out on the crowd. We can have the best audience and an infinite budget, but if we don’t master the message (and have a compelling design), chances are that our ads will not be noticed.
Jessica Amaral
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10 Tips You Need to Know Before Hiring Your Next Ad Agency or Consultant
Working with an advertising agency, freelancer, or consultant?
After the past 12 years working in-house I know what good and bad looks like.
In this article I’m going to share with you my hard lessons learned on working with these partners.
And if you’re an agency owner, freelancer, or consultant reading this (take notes!) 📝
These tips are bucketed into four parts: people, product, process, and results.
Let’s dive in!
TABLE OF CONTENTS:
- Tip #1: Be clear on your communication needs and expectations
- Tip #2: Decide your meeting cadence
- Tip #3: Get clear on who and what for your tools
- Tip #4: Review your brand foundations
- Tip #5: Make sure your extended team knows the audience targeting
- Tip #6: Define your operational plumbing
- Tip #7: Share your historical benchmarks
- Tip #8: Be clear on your naming conventions
- Tip #9: Have clear trackable goals
- Tip #10: Set clear timelines and deliverables
[process] Tip #1: Be clear on your communication needs and expectations
You have to be upfront about this from the beginning.
Where and how often are the two key questions here:
- Where will we be communicating? (ex: Slack)
- How soon should you expect a response? (ex: within 24 hours)
- How fast can I expect a certain task to be completed? (ex: 72 hours)
You need to tell your partners what you expect from them in terms of communication.
Steal this template:
“Hey {Name}, I want to be really clear that with the agencies I work with I expect a response from my slack or emails within {timeframe, ex: 12 business hours}”.
This is equally as important for those of us managing clients as it allows you to more effectively prioritize your communications with clients and triage your day.
[process] Tip #2: Decide your meeting cadence
This tip connects with the previous around framing expectations.
You have to get clear on how often you’re going to be meeting, is it weekly, bi-Weekly, monthly?
Communicate your expectations on how often you’ll meet and the options available.
By getting clear on your needs and how fast you want to get things done will allow you to answer this.
The best part about defined meeting cadences is that it allows you to hold people accountable.
It’s a forcing function that makes sure you’re getting what you need fast enough.
My preferred meeting cadence:
Weekly for the first six weeks to build trust and create momentum then move towards bi-weekly.
Within the first 6-weeks of working with a new agency or consultant you’ll want to ensure they are set up with:
- Systems access
- Clearly defined goals
- Clarity on your ICP and audience
From here everything is addressed and you can move to a bi-weekly cadence.
Again this is my personal preference align according to your needs!
If you want some tips on how to run an effective meeting check out my LinkedIn post 🎉
[process] Tip #3: Get clear on who and what for your tools
The last thing you want is for it to take four weeks for your agency to get plugged into your system.
Get your new partners access to your systems as fast as possible so they can begin adding value.
Build a document with a clear list of all the primary tools they’ll need access for and who to contact.
If the agency, consultant, or freelancer you’re onboarding already has clear documentation already on how you can provide them access to their primary tools this is a green flag! 🟢
If you can take the initiative to build an internal version of this document even better.
You know your marketing operations person's name, make sure they know as well.
The more people working together across teams the more important this becomes.
[product] Tip #4: Review your brand foundations
Make sure your agency, freelancer, or consultant understands your brand.
Your brand foundations consists of:
- What does your solution do?
- What’s your unique value prop?
- What’s your origin story?
- Who are your competitors?
- What’s your tone of voice?
Even better if your partners can sit in on a live demo (or at the minimum watch a recording).
If your partners don’t get sold on the unique value you provide they will never be able to make an impact with the campaigns they create for you (and red flag if they don’t want to know! 🔴).
[product] Tip #5: Make sure your extended team knows the audience targeting
We touched on this on tip #4 but this is so important it deserves its own tip.
Audience targeting is the foundation of everything you’re going to be doing.
You need to be absolutely clear on:
- Job titles
- Job functions
- Company size
- Industries
Really, really, really hone in on this! 🙏
Make sure your extended teams knows this as well.
This is where your buyer persona comes into play, if you need help on how to craft one check out Module 2 of my B2B Advertising Foundations course where I show you how to piece it together.
Give them as much customer information as possible because they have to know this.
They need to know what good vs bad leads look like.
Pro tip:
Keep all this customer information in a shared document so your partners can refer back to it in the future when needed and setup a shared channel to monitor lead quality 🔥
[process] Tip #6: Define your operational plumbing
You need to be specific on how things should be tracked.
The goal isn’t to just drive leads, it’s to scale legit qualified pipeline and revenue.
Work with your extended teams to map out your customer lifecycle operations.
For example, they should be clear on:
- Once someone fills out a form, now what?
- How are leads being handed off to sales?
- How is the team being notified on new leads?
- How are they being followed up with?
From here it’s piecing together the right UTM conventions for measurement, connecting forms in our marketing automation tools so be able to route appropriately.
Walk through all of these steps and the points in-between so things are tracked.
Take my word for it, defining this will save you a lot of headaches at the end of the quarter! 😅
[results] Tip #7: Share your historical benchmarks
You need to first understand your historical benchmarks so you can share them.
Reverse engineer your funnel to understand your performance between steps.
This will look different for every company but here’s an example for sales led:
- Meetings Booked
- Meetings Completed
- Opportunities
- Pipeline
- Revenue
Knowing the difference between steps is crucial to improve efficiency.
If your agency or consultant isn’t trying to reverse engineer your funnel that’s a red flag! 🔴
Share these historical benchmarks and hold them accountable.
[Process] Tip #8: Be clear on your naming conventions
Your partners need to be able to jump inside your ad accounts and understand what’s happening.
The first step is making sure they are informed on your naming conventions.
Align on naming conventions for:
- Forms
- Campaigns
- Creatives
And if you’re reading this and don’t have existing naming conventions, ask yourself:
What are the questions I’d like to answer from my campaigns?
For example, I want to know:
- What’s my performance by region?
- What’s my performance by campaign objective?
- What’s my performance by ad?
Then use these answers to include them in your naming convention.
This is a really small in the weeds tactical step but worth sharing.
[results] Tip #9: Have clear trackable goals
Determine the metrics that matter that your advertising partners should track and the frequency in which they should be reporting on these goals to you.
I personally like to report on these weekly to make sure everything is pacing appropriately.
This also allows you to pivot quickly when things start to go off track.
When determining the metrics that matter, also brainstorm your leading indicators.
Leading indicators are clear metrics that help you determine early signs of success.
For example, depending on your campaigns objective it might look a bit different:
- Lead gen = qualified leads created
- Awareness = engagement rate by ad type
Just choose something that can happen quickly within the first 7 days of a campaign going live and is a relevant milestone that will ultimately lead to your end goal.
🟢 An early and specific goal is better than no goal at all.
Without this clarity you or your partners won’t be able to prioritize what needs to be done.
If you’re struggling with deciding on your goals go back to tip #7 and understand your benchmarks.
[results] Tip #10: Set clear timelines and deliverables
Defining the success metrics that matter and the roadmap to get there is CRUCIAL.
You have to be clear upfront timelines for both parties or it’s going to get squirrely 🐿😅
If it’s not defined upfront as you go things will go sideways.
Communicate to your agency, consultant, or freelancer:
Here’s what we expect from month 1, 2, and so on…
You’re hiring these experts to come in and solve a specific problem.
The goal is to hold your partner accountable to the outcome and not tasks.
This keeps you focused on the things that matter (ex: funnel optimization, benchmarks, goals).
I hope you found these 10 tips helpful and the best of luck in your future partnerships! ♥️
Connect with me on LinkedIn, and let’s keep the conversation going.
You can also visit my website here for more valuable content.
Jumpstart Your B2B Marketing Career
If you’re serious about mastering B2B advertising, then you definitely need to check out my free course that will teach you the foundational knowledge to becoming a high-performing B2B marketer who knows how to use advertising to drive legit business and revenue impact without the fluff or wasting your time and money learning the ropes the hard way.
- Module 1: you’ll get a crash course in the B2Bverse and master terminology, sales processes, and working across teams.
- Module 2: you’ll learn how to become your customer's psychologist and understand them deeply with buyer personas that allow you to craft effective messaging.
- Module 3: you’ll master the B2B funnel and learn how to think like a CEO to identify performance bottlenecks and convert more leads into revenue.
- Module 4: you’ll learn how to put it all together and build your go-to-market strategy that gets your ad in front of your dream buyers and converts attention.
This course was designed with absolute beginners in mind.
Accelerate your learning curve and start the course today for free.
People Also Ask
What should I look for when evaluating a digital marketing agency’s or freelancer’s portfolio?
Look for case studies or examples of work relevant to your industry or goals. Examine metrics like ROI, lead generation, or brand awareness improvements. Ensure their style and results align with your business objectives.
How can I assess the expertise of a digital marketing agency or freelancer before hiring?
Ask about their certifications (e.g., Google Ads, HubSpot), years of experience, and client testimonials. Request examples of campaigns they’ve worked on and inquire about their understanding of your niche.
What key questions should I ask during the discovery call with a potential agency or freelancer?
• Questions might include:
• What industries have you worked with?
• How do you approach campaign strategy?
• What KPIs do you typically focus on?
• How often will we receive updates or reports?
How can I ensure smooth communication and collaboration with a marketing agency or freelancer?
Establish clear communication channels (e.g., Slack, email) and agree on response times. Schedule regular check-ins or status meetings to align on progress and adjust strategies as needed.
What are red flags to watch out for when hiring an agency or freelancer?
Be cautious if they guarantee immediate results, avoid sharing clear metrics, or lack transparency about pricing or deliverables. A reputable partner will provide realistic expectations and detailed proposals.
Should I choose an agency or freelancer for my marketing needs?
Agencies offer a team with diverse expertise, while freelancers may provide more personalized attention. Choose based on your budget, the complexity of your campaigns, and the need for specific skills.
How can I track the ROI of hiring a digital marketing agency or freelancer?
Set clear goals and KPIs upfront, such as lead volume, cost per lead, or revenue growth. Use analytics tools to monitor campaign performance and schedule regular reviews with your partner to evaluate progress.
Google Ads Quality Score: Everything You Need To Know (2024)
Mastering quality score is essential if you want to pay less per click and outrank competitors.
In this article you’ll learn the 80/20 of what you need to know about quality score.
Let’s dive into it!
TABLE OF CONTENTS:
- Quality Score Simplified
- How is Quality Score Calculated?
- How to audit your Quality Score?
- How to improve your Quality Score?
- Quality Score FAQ
Quality Score Simplified
Back in 2005, Google released Quality Score.
This is a number from 1-10 that Google created to determine how relevant your ads are to what people are searching for (1 being the lowest relevance, and 10 being the highest).
Google want’s people who search to find what they are looking for.
This way they come back to Google and search again in the future.
Quality Score is how they gamified the system to achieve this objective.
It’s the perfect trinity between advertiser, searcher, and Google:
- Advertisers are rewarded with lower costs when having higher quality scores
- People searching for answers on Google will now find more relevant information
- Because people find relevant information they use Google again in the future
Before Quality Score was introduced Google was filled with tons of irrelevant ads leading to a poor experience for searchers and ultimately less people using Google in the future.
(In my opinion) Quality Score was one of the most important features released that transformed Google into the most dominant search engine in the world.
The secret to improving Quality Score is relevance.
How is Quality Score Calculated?
Ad relevance, landing page experience, and expected CTR are the three variables that go into calculating your Quality Score. Depending on how relevant each is to your keywords you’ll have a final score between 1-10 (1 being the lowest relevance, and 10 being the highest).
Ad Relevance
A metric that determines how relevant your keywords are to your ad copy.
Above average signifies great relevance, below average signifies room for improvement, below average signifies poor keyword and ad copy relevance.
Ad relevance is 100% in your control and below average ad relevance is usually the result of poor ad group structure resulting from too many keywords and/or few variations of ad copy.
Landing Page Experience
A metric that determines how relevant your keywords, ads, and post click experience matches the search intent of the user.
It’s not just about having your keywords on the page, it also takes into consideration page load speeds, page structure (ex: H1, H2s, H3s), and mobile optimization.
Above average signifies a great landing page experience, average signifies room for improvement, and below average signifies poor post click experience.
Expected CTR
A metric that determines the likelihood of someone clicking on your ads once seen in the Google search results.
In my experience auditing Google Ads accounts this is the #1 most common variable that drags down quality score for most accounts since it’s the least in your control.
This is Google’s perception based on historical and predicted performance on how well you believe your ad will be engaged with.
Above average signifies a highly engaging ad, average signifies room for improvement, and below average signifies poor ad engagement.
How to audit your Quality Score?
Once you understand the basics of quality score that it is a factor of relevance and three components that determine whether you’re a 1-10 the next logical question becomes:
What’s impacting my quality score performance?
Here’s how to run a Google Ads quality score to find what’s impacting your performance.
[EMBED YOUTUBE VIDEO]
Step 1 - Download a keyword report
Within your Google Ads manager navigate to the keywords section within your account:
Campaigns > Keywords (press G + K for a keyboard shortcut)
Modify your keyword columns to include:
- Quality Score
- Ad Relevance
- Landing Page Experience
- Expected CTR
Once completed download your keywords into a CSV.
Step 2 - Summarize your keywords into a pivot table
Pivot tables are great for summarizing large amounts of data.
Within Excel navigate to Insert > PivotTable to summarize your keyword report.
Once complete format your table as follows:
- Rows = Quality Score
- Values = Count of Keywords
- Filter = Quality score 1-10 (exclude —)
Step 3 - Drill down to understand Quality Score performance
With your table setup now you can easily see overall quality score performance and drill down into specific elements such as ad relevance, landing page experience, and expected CTR.
Switch your rows to drill down into each element of quality score to diagnose performance:
- Ad Relevance; rows = Ad Relevance, values = count of keywords
- Landing Page Experience; rows = Landing Page Experience, values = count of keywords
- Expected CTR; rows = Expected CTR, values = count of keywords
How to improve your Quality Score?
After completing your Google Ads Quality Score audit it should be pretty clear which factor of QS is hurting your performance? (ex: ad relevance, landing page experience, expected CTR).
Here’s some recommendations on how to improve each QS factor:
Improving Ad Relevance
Below average ad relevance is a symptom of poor ad group structure.
If you have below average ad relevance, fear not! Because this is 100% in your control.
Here’s some tips to improve your ad relevance:
- Add more headline variations to your responsive search ads to include the keywords within your ad groups.
- Keep your ad groups tightly grouped with thematic keywords, for the keywords that can’t fit the theme consider putting it into its own group with relevant copy.
- Consolidate your active keywords and remove below average ad relevance variations that are not receiving any worthwhile impressions or clicks.
Improving Landing Page Experience
Below average landing page experience is a symptom of poor post click experience.
If you’ve been neglecting your landing pages this is where it’s going to bite you.
Here’s some tips to improve landing page experience:
- Include your primary keyword in your headline 1 to match search intent and your ad copy.
- Run your landing page through PageSpeed Insights to find how you can improve the mobile and desktop experience.
- Follow on page SEO best practices and have proper headline, and content formatting. Remember Google will crawl your landing pages so make sure it’s technically sound.
- Install a session recording tool to see how users behave on your landing page, the insights here are invaluable at understanding gaps.
Improving Expected CTR
This is Google’s perception on how likely your ads will be clicked.
Unfortunately this aspect of Quality Score is the least in your control but that doesn’t mean there isn’t anything you can do to improve it.
Here’s some tips to improve your expected clickthrough rate:
- Use as many ad extensions as possible (ex: sitelink, image, structured snippet, etc). Ad extensions provide more info to the searcher and make your ads larger.
- Test new RSA ad copy on a monthly basis to consistently try and improve your ad clickthrough rate performance on an ongoing basis.
- Monitor your account clickthrough rate trends month over month to combat negative trends. You can set up an automated rule within Google Ads to be notified automatically via email.
- Audit your search terms report and build your negative keyword lists. Block irrelevant impressions of your ads so that you can actually drive clicks.
- Experiment with dynamic keyword insertion to see if it positively affects your ad CTR.
Quality Score FAQ
How long does it take to improve your quality score?
Technically every time your keyword enters an auction quality score is recalculated to determine placement of your ad in relation to your competitors.
However in my experience it usually takes a month to see significant changes in your overall score.
Should you worry about low quality scores?
Yes, low quality scores should cause concerns but it shouldn’t be your initial priority. The first goal should be to drive relevant traffic and convert users.
If you’re not currently accomplishing this then stressing about quality score is pointless as it’s really only a factor of reducing your costs and improving visibility.
If you’re not already converting the visibility you do have, getting more of it won’t help.
What is a good quality score?
A good quality score will fluctuate depending on your keyword strategy but overall I’d recommend having 70% of enabled keywords in your account with a score > 7.
Just know this is highly circumstantial and if you’re running a competitive keyword strategy you will have lower quality scores by default given the difficulty of including your competitors in your ads.
Hope you found this article helpful! 🔥
Check out our video tutorial linked if you want a visual walkthrough.
From Clicks to Conversions: Master Google Ads for B2B 🔥
If you want to become a Google Ads pro, check out our free B2B Google Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.
Here's what you'll learn in each course:
⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners
- The Googleverse: The Game You're Playing & How To Win
- Measurement: How to Make Sure You're Profitable
- Targeting: How to Show Up For the Right Searcher
- Planning: Putting It All Together
🎯 Google Ads 102 - How to Clicks Into Profit
- Visibility: How To Find the Hole Sucking Profits
- Workflows: How to Optimize On a Daily, Weekly, Monthly & Quarterly Basis
- Experimentation: How to Test & Automate Profitability
- Troubleshooting: How To Solve Inevitable Problems
🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers
- Methodology: How to Vertically Scale Google Ads From A-Z
- Campaigns: Scaling Horizontally Through Campaign Themes
- Channels: Scaling Outside of Paid Search
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
How To Use The Google Ads Editor In 2024: Bulk Upload Campaigns, Ads & Keywords
There’s nothing worse than making bulk changes natively in Google Ads.
If you’re ready to save hours bulk uploading campaigns, ads, and keywords.
Mastering the Google Ads Editor is essential.
Let’s cover everything you need to know 👇
TABLE OF CONTENTS:
- What is the Google Ads Editor?
- How to get started with the Google Ads Editor?
- How to bulk upload campaigns, keywords, and ads with the Google Ads Editor
60-second crash course on the Google Ads Editor
What is the Google Ads Editor?
It’s a free tool that you can install to update your campaigns offline including altering campaign settings, adjusting keyword bids, and creating new campaigns, ads, and ad groups.
Any serious Google advertiser uses the editor to save hours performing tedious tasks.
Make sure you download the latest version of the editor to follow along in this article.
How to get started with the Google Ads Editor?
After installation add your Google Ads account within the Account Manager and download all campaigns so you have the most recent version of your account.
The Google Ads Editor follows the same account structure:
Account > Campaign > Ad Group > Keyword > Ads
Highly recommend using the Hide Empty Types filter to reduce irrelevant options visible.
How to bulk upload campaigns, keywords, and ads with the Google Ads Editor
The easiest way to bulk upload campaigns into the editor is using a google sheet template.
This template should have the following fields fields available (at minimum):
- Campaign
- Ad Group
- Keyword
Get a copy the example template below here <<
Once you have your template copy you’re ready to get started.
Step 1: configure your campaign import template
Fill in your import template with all the relevant campaign names, ad group, keywords, and ads.
Do not modify the column headers as these are meant to match the editors default fields.
Feel free to fill in whichever fields you find most relevant.
Step 2: Upload your campaign import template
Once you’ve completed setting up your campaign import template with all your relevant details it’s time to import your campaigns into the editor.
Navigate to Account > Import > Paste Text to begin the import process:
Once complete copy all of the column headers and rows you filled in in your import template and paste them into the import from text window:
Don’t worry about the blank “Not importing” columns this is due to the formatting of the import template I provided, instead review the fields that are filled in the column headers.
Make sure everything is looking accurate according to what you want to import.
Once complete click Process to import the campaigns, keywords, and ads.
Step 3: Configure your campaign settings and publish
After reviewing your changes make sure to select Keep in order to retain them.
Now you should have all of your campaigns, ad groups, keywords, and ads that you filled into your import template visible within the Google Ads Editor.
The final step is to configure your campaign and publish your changes.
Highlight each of your new campaigns at the sametime to apply the same campaign settings across of all them at once 🚀
Review all available campaign settings and uncheck the Display Network for search.
If you don’t want your campaigns to spend when published, change the status to Paused.
Once your campaigns are ready to be published into your live Google Ads account.
Select Post > Post Changes > Selected Campaigns
That’s it! 🎉you’ve just saved hours and created campaigns in bulk.
Hope you found this article helpful, see you in the next one!
From Clicks to Conversions: Master Google Ads for B2B 🔥
If you want to become a Google Ads pro, check out our free B2B Google Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.
Here's what you'll learn in each course:
⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners
- The Googleverse: The Game You're Playing & How To Win
- Measurement: How to Make Sure You're Profitable
- Targeting: How to Show Up For the Right Searcher
- Planning: Putting It All Together
🎯 Google Ads 102 - How to Clicks Into Profit
- Visibility: How To Find the Hole Sucking Profits
- Workflows: How to Optimize On a Daily, Weekly, Monthly & Quarterly Basis
- Experimentation: How to Test & Automate Profitability
- Troubleshooting: How To Solve Inevitable Problems
🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers
- Methodology: How to Vertically Scale Google Ads From A-Z
- Campaigns: Scaling Horizontally Through Campaign Themes
- Channels: Scaling Outside of Paid Search
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
People Also Ask
How can I ensure data accuracy when performing bulk uploads in Google Ads Editor?
Before uploading, validate your data by checking for formatting errors, duplicate entries, and alignment with Google Ads policies. Utilize the “Check Changes” feature in Google Ads Editor to identify and resolve any issues prior to posting.
What are the best practices for structuring CSV files for bulk uploads in Google Ads Editor?
Ensure your CSV files have clear headers corresponding to the fields in Google Ads. Maintain consistent formatting, use UTF-8 encoding, and include all required columns to prevent upload errors.
How can I manage and track changes made through Google Ads Editor?
Regularly download the latest account data to keep your offline version updated. After making changes, use the “Post Changes” feature to upload them. Keep detailed records of modifications for future reference and accountability.
What are common pitfalls to avoid when using Google Ads Editor for bulk changes?
Avoid making extensive changes without intermediate uploads, as this can complicate troubleshooting. Ensure all changes comply with Google Ads policies to prevent disapprovals. Regularly synchronize your offline and online accounts to maintain consistency.
How can I leverage Google Ads Editor to optimize campaign performance?
Utilize bulk editing features to efficiently adjust bids, update ad copy, and refine targeting across multiple campaigns. Regularly analyze performance data to inform strategic adjustments, enhancing overall campaign effectiveness.
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10 Tips for Free Competitor Research Using Ad Libraries
With so many different tools available for competitor research it can be a bit overwhelming.
I’ve lived and breathed paid ads over the past eight years, and in this article I’m going to share with you 10 tips on how to conduct competitor research for free using ad libraries.
Grab a notebook and let’s dive in!
TABLE OF CONTENTS:
- Tip #1: Familiarise yourself with all the available ad libraries
- Tip #2: Leverage time and location filters
- Tip #3: Estimate platform demand by volume of creatives
- Tip #4: Build a swipe folder of ad inspiration
- Tip #5: Research brands in adjacent industries
- Tip #6: Build a matrix to document your competitors’ movements
- Tip #7: Build a checklist to uncover strategic insights
- Tip #8: Review the ad formats being used
- Tip #9: Clickthrough to review landing pages in use
- Tip #10: Review your competitors’ UTM string
Tip #1: Familiarise yourself with all the available ad libraries
The first step is to know what options you have available.
Here are the primary ad libraries available for the top 3 ad platforms:
LinkedIn Ad Library
Meta Ads Library
Google Ads Transparency Center
Within each library you can study creatives for your competitors and relevant brands.
Using them on a quarterly basis to spy on your competitors is a key habit to develop.
Tip #2: Leverage time and location filters
You can filter by time and location within each ad library to understand:
- Which markets are my competitors investing in?
- How many creative variations are my competitors testing?
- Are they testing localised campaigns outside of english?
You won’t know exactly how much your competitors are investing but you can use the volume of ads as a proxy to estimate the level of investment, and interest for a given market.
If you spot certain markets where you’re finding organic traction AND you see your competitors have gone through the commitment of localising these regions,these are great signals for you to consider running a pilot campaign.
Tip #3: Estimate platform demand by volume of creatives
We touched on using the volume of as a proxy to estimate the level of investment for a market.
The same logic applies to also understanding the demand for a specific ad platform.
Let’s use a hypothetical example, imagine you see the following for your competitor:
- LinkedIn Ads = 20 active ad variations in the past month
- Meta Ads = 10 active ad variations in the past month
- Google Ads = 5 active ad variations in the past month
Based on the volume of ads you can assume LinkedIn could be their primary platform followed by Meta, and finally Google. Look up your competitors and take note of their volume of ads by platform.
You’ll never know with 100% certainty but it’s a good approximation for at least the effort they are expending on each channel, if not their level of success.
Pro tip: get buy-in from leadership to test new ad platforms by showing them how active your competitors are within those channels, this creates FOMO which is quite powerful.
Tip #4: Build a swipe folder of ad inspiration
A swipe folder is a simple collection of screenshots of ads, landing pages, and offers that stand out.
As you’re going through the ad libraries take note of the ads that catch your attention from competitors, relevant brands, and from scrolling through social platforms.
Inspiration comes from all sources and by building this swipe folder you can:
- Better communicate and share guidance with your creative team
- Avoid reinventing the wheel with tested concepts
- Reduce the time to produce new creatives
This can be as simple as a folder in a Google Drive, it doesn’t need to be complicated.
If you want to be organised about it you can also group ads by concept, such as:
- Social Proof
- Thought Leadership
- Product Marketing
The most important piece to takeaway from this is you have some sort of folder to refer to.
Pro tip: create a shared slack channel for people across teams to upload examples of great ads they come across to crowdsource inspiration.
Tip #5: Research brands in adjacent industries
Oftentimes your competitors might be behind the ball when it comes to advertising.
In these instances researching them won’t be very helpful or worthwhile.
Instead what you can do is research brands in adjacent industries, for example:
- eCommerce
- E-learning
- Retail
You can take what works in other industries and adjust it to fit in yours.
Creativity is often taking what works from one sphere and applying it to another.
Tip #6: Build a matrix to document your competitors’ movements
If you want to take your competitors’ research to the next level, build a documented matrix.
This can be as simple as:
- Competitor Namesome text
- Month/Year
- Channel
- Ad Count
It will take a bit of work to put this together but the primary benefit is you can now monitor your competitors’ activity by ad platform on a quarterly basis.
Here’s a simple example of what this can look like in Google Sheets:
Pro tip: if you’re looking for a role in paid media, do a competitor research analysis on the brand you’re applying for. It's a great way to differentiate yourself against other candidates.
Tip #7: Build a checklist to uncover strategic insights
When reviewing your competitors’ ads in the library you’ll want to think deeper than just the surface level of the styles and examples of ads in front of you to uncover strategic insights.
Create a simple checklist to remind yourself to think about:
- Are the ads running to gated or ungated content?
- Is there a mixture of content that focuses on demand creation or capture?
- What stage of the funnel are their ads focused on? (ex: ToFu, BoFu)
- What mixture of offers are they testing? (ex: Conferences, Webinars)
- Are they driving to a landing page or lead form?
Compare the insights you uncover against your current approach.
If you notice 3 of your competitors are promoting events and you’re not then it’s worth testing.
Tip #8: Review the ad formats being used
This was touched on slightly before but it deserves to be in its own tip.
As you’re reviewing competitors in the library take notes of the ad formats being used.
For example, when it comes to LinkedIn are they testing:
- Image
- Video
- Spotlight
- Carousel
- Document
- Conversation
If you notice a large volume of a certain ad format it’s safe to say it must be working.
Compare the formats they are using against your own to inspire future experiments.
For videos take special note of aspect ratio, short vs long form, and other nuances like humour.
Pro tip:assign your competitor research tasks to an intern or junior person as pulling these insights is quite time-consuming and can be done by an entry level team member.
Tip #9: Clickthrough to review landing pages in use
The remarkable thing about these libraries is that you can click through on the ad and view the landing pages your competitors are using. This insight is not otherwise easily discoverable.
This all of sudden opens up a lot of homework for you to perform landing page teardowns.
- What are the calls to action on the landing page?
- How is the page structured compared to yours?
- Do they have better social proof than you?
Now suddenly your swipe folder can be filled with print screens of their entire landing pages.
Which can be shared with your team to test new page variations.
Pro tip:
If you’re using Google Chrome you can use the extension called GoFullPage to take screenshots of entire pages with the click of a button.
Tip #10: Review your competitors’ UTM string
To close out on our final tip, I wanted to share a more advanced approach.
When you’re clicking through to the landing page of your competitors’ ads take note of the UTM string in place to potentially uncover insights on how they’ve set up their campaigns.
By reviewing the URL structure I might gather the following information:
- Network = g | they’re advertising on Google Search
- Device = c | they’re running ads on Desktop devices
- Keyword = crm software | they’re bidding on crm software
- Matchtype = e | they’re using exact match
Hope you found this article helpful! 👏
Connect with me on LinkedIn and let’s keep the conversation going.
Resources for mastering B2B advertising
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Scale their ideas
- Level up their careers
- Make a positive impact
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People Also Ask
How can I ensure the insights gained from ad libraries are effectively integrated into my marketing strategy?
Establish a systematic process for documenting and analyzing the information gathered from ad libraries. Regularly share these insights with your marketing team to inform campaign planning and creative development, ensuring alignment with current industry trends and competitor strategies.
What are the ethical considerations when using ad libraries for competitor research?
While ad libraries provide publicly available information, it’s important to use this data responsibly. Avoid directly copying competitors’ ads; instead, use the insights to inspire and inform your unique strategies, maintaining originality and respecting intellectual property.
How frequently should I review competitors’ ads in ad libraries to stay updated?
Conduct reviews on a regular basis, such as quarterly, to stay informed about competitors’ advertising activities and market trends. More frequent reviews may be necessary in rapidly changing industries to ensure your strategies remain competitive.
Can ad libraries provide insights into the performance of competitors’ ads?
Ad libraries typically showcase the creatives and targeting details but do not provide direct performance metrics. However, by analyzing factors like ad longevity and variations, you can infer which ads might be performing well for your competitors.
How can I use ad libraries to identify emerging trends in my industry?
By regularly reviewing a diverse set of competitors and industry leaders in ad libraries, you can spot recurring themes, new product offerings, and innovative ad formats, helping you stay ahead of emerging trends.
LinkedIn Ad Formats: How to Choose the Best One for Your Campaign
LinkedIn has become an essential platform for B2B marketers, offering a variety of ad formats designed to reach professionals and decision-makers.
But with so many options, how do you choose the right one for your campaign?
In this comprehensive guide, we’ll delve into LinkedIn's diverse ad formats, uncovering detailed insights and actionable best practices.
Whether you're looking to increase brand visibility, generate quality leads, or drive traffic to your website, mastering LinkedIn's ad formats can give you a competitive edge in the market.
TABLE OF CONTENTS:
- Overview of LinkedIn Ad Formats
- Single Image Ads
- Video Ads
- Carousel Ads
- Thought Leader Ads
- Text Ads
- Conversation Ads
- Message Ads
- Spotlight Ads
- Follower Ads
- Document Ads
- Lead Gen Forms
- Connected TV Ads
- How to Choose the Right Ad Format
- How to Measure Performance of Each Ad Format
Overview of LinkedIn Ad Formats
Selecting the right ad format depends on your marketing objectives and target audience.
Let’s explore each primary LinkedIn ad format in detail, and reference this article for all ad specs:
Single Image Ads
Single Image Ads are a staple of LinkedIn advertising.
These ads feature one static image and appear directly in the LinkedIn feed, making them highly visible and engaging.
- High engagement with minimal content.
- Simple to create and easy to manage.
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Pro tip: Use images and copy that resonate with your target audience. The best-performing ones often use your Ideal Customer Profile's (ICP) language or even direct words. Remember, in B2B, we are still advertising to people, not to robots! 😃
Video Ads
Video Ads are perfect for storytelling and driving engagement.
They allow you to share dynamic content that captures attention and conveys your message effectively.
- Excellent for storytelling and capturing attention.
- Engaging format that can explain complex ideas
Pro tip: Video ads excel at both brand building and showcasing testimonials. They are particularly effective for demonstrating product functionality. Make sure to add subtitles, the videos usually autoplay on mute.
Carousel Ads
Carousel Ads allow you to showcase multiple images or videos in a single ad unit, each with its link.
This format is ideal for highlighting different aspects of a product or telling a story more interactively.
- Interactive format that encourages engagement.
- Multiple visuals to showcase different products or features.
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Pro tip: Carousel ads can be used for explaining the product, showcasing use cases and features, or explaining customer success stories in the feed. Ensure you have a consistent flow across all cards.
Thought Leader Ads
Thought Leader Ads are a powerful way to build brand credibility and engage your audience by leveraging the influence of key figures within your organization.
These ads allow you to sponsor posts from your company's thought leaders, positioning them—and by extension, your company—as industry experts.
- Build Credibility: Sponsoring posts from thought leaders enhances your brand's authority and trustworthiness.
- Engagement: These ads typically receive higher engagement rates as audiences are more likely to interact with content from recognized industry experts.
- Content Variety: Showcase a variety of content, from personal insights to industry analysis, that resonates with your audience.
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3 tips for implementing thought leader ads:
- Authenticity: Ensure the content from thought leaders is authentic and reflects their genuine perspectives.
- Consistency: Regularly publish thought leadership content to maintain engagement and visibility.
- Interactive Content: Use content that encourages interaction, such as questions or calls to action, to drive higher engagement rates.
For more insights refer to 14 Powerful LinkedIn Thought Leader Ad Strategies Worth Testing.
Text Ads
Text Ads are simple yet effective.
They appear on the right-hand sidebar of LinkedIn and are great for driving traffic to your website or landing page.
- Cost-effective and easy to set up.
- Ideal for driving traffic to your website.
Pro tip: Text ads are very effective, allowing you to stay top of mind at a low cost in front of your target audience. Also, they always help to keep your logo in your ICP’s LinkedIn Feed.
Conversation Ads
Conversation Ads offer an interactive way to engage your audience by allowing recipients to choose their own path through multiple call-to-action buttons.
This format fosters engagement and ensures high visibility in LinkedIn Messaging inboxes.
- Highly engaging format that fosters engagement.
- High visibility in LinkedIn Messaging inboxes.
- Great for generating leads
Pro tip: Create engaging and relevant conversation flows tailored to your audience's needs and interests. The message subject can be a game changer for open rates! Also, try incentivized ads, sometimes they can work miraculously 🚀
Message Ads
Message Ads are direct messages sent to LinkedIn members’ inboxes, making them highly personal and effective for driving immediate action.
- High visibility in LinkedIn Messaging inboxes.
- Personalized and direct communication.
Pro tip: Craft personalized messages that speak directly to your target audience’s pain points and offer clear, actionable solutions. Keep the tone to the one that your target audience is using.
Spotlight Ads
Spotlight Ads are personalized ads that appear on the right-hand side of the LinkedIn feed.
These ads use the viewer's LinkedIn profile data, such as their photo, company name, and job title, to dynamically personalize the ad content.
- Lower CPM and High Ad Recall
- Personalized Ad Content
Check out LinkedIn Spotlight Ads In 2024: Are They Worth The Investment? to dive deeper into this ad format.
Pro tip: Spotlight ads are particularly effective for remarketing, allowing you to stay top of mind at a low cost in front of audiences that already know and trust your brand.
Follower Ads
Follower Ads help increase the number of followers for your LinkedIn page, promoting your company to a wider audience.
- Effective in promoting LinkedIn pages to acquire followers.
- Increases organic reach on LinkedIn.
Pro tip: Highlight the unique value your LinkedIn page offers to followers. Use eye-catching visuals and compelling copy that resonate with your target audience.
Document Ads
Document Ads allow you to share in-depth content directly within the LinkedIn feed.
You can share whitepapers, e-books, or case studies that members can view and download without leaving LinkedIn.
- Share in-depth content directly within the LinkedIn feed.
- Options to gate content with a Lead Gen Form to capture leads or share freely to build brand awareness.
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Pro tip: Offer valuable content that addresses your audience's challenges or interests. Use a strong call-to-action to encourage downloads and interaction with your documents. Some say they prefer Document Ads to Carousel Ads because you can build retargeting audiences for Document ads.
Lead Gen Forms
Lead Gen Forms are a versatile tool that can be used with various ad formats to capture quality leads directly on LinkedIn. These forms are pre-filled with LinkedIn profile data, making it easy for users to submit their information.
- Captures quality leads with pre-filled forms.
- Provides a seamless user experience.
- Can be used for booking demos, downloading guides and templates, event registrations
Pro tip: Minimize the number of fields in your form to reduce friction. Use pre-filled form fields to make it easier for users to submit their information quickly. Don’t use “work mobile” or “work email” because they are usually not pre-filled.
Connected TV Ads
Connected TV Ads allow you to reach professional audiences through streaming content.
These ads appear on connected TV platforms and are ideal for reaching a hard-to-reach professional audience in a large-screen environment.
- Reach professional audiences through streaming content.
- High visibility on large screens.
For detailed ad specifications and additional tips, check out 50+ Ad Specs for The Top 10 Ad Platforms.
How to Choose the Right Ad Format
Choosing the right LinkedIn ad format is crucial for achieving your marketing goals. Here’s a guide to help you align your campaign objectives with the most effective ad formats and measure their performance.
What's Your Primary Campaign Goal?
First, identify your primary campaign goal. Are you aiming to capture demand, create demand, accelerate open cases, or brand awareness?
How to Measure Performance of Each Ad Format
Effectively measuring the performance of your ad campaigns is key to optimizing and achieving your marketing goals.
Here are the KPIs and bidding recommendations for each ad format:
By aligning your ad formats with your campaign goals and following these tips for measuring performance, you can create more effective LinkedIn ad campaigns that drive results and maximize your ROI.
You can read more about Objectives and Bid strategies here.
Hope you found this article helpful! Connect with me on LinkedIn, and reach out with any questions.
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- Foundations For LinkedIn Ads Success
- Measurement: Tracking & Key Principles
- Targeting: Reaching Your Dream Buyers
- Ads: Mastering The 9 Ad Formats
🎯 B2B LinkedIn Ads 102 - The Blueprint for LinkedIn Ads Optimization
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- Concepts of Scaling
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People Also Ask
What are the different ad formats available on LinkedIn?
LinkedIn offers various ad formats, including Single Image Ads, Video Ads, Carousel Ads, Thought Leader Ads, Text Ads, Conversation Ads, Message Ads, Spotlight Ads, Follower Ads, Document Ads, Lead Gen Forms, and Connected TV Ads. Each format serves distinct marketing objectives and engages audiences differently. 
How do Single Image Ads function on LinkedIn?
Single Image Ads feature a static image and appear directly in users’ LinkedIn feeds. They are designed for high engagement with minimal content and are simple to create and manage. 
What are the benefits of using Video Ads on LinkedIn?
Video Ads are ideal for storytelling and capturing attention. They allow you to share dynamic content that effectively conveys your message and engages your target audience. 
How can Carousel Ads enhance my LinkedIn advertising strategy?
Carousel Ads enable you to showcase multiple images or videos within a single ad unit, each with its own link. This format is perfect for highlighting different aspects of a product or telling a more interactive story. 
What are Thought Leader Ads, and how can they benefit my LinkedIn campaigns?
Thought Leader Ads allow you to sponsor posts from your company’s thought leaders, positioning them—and by extension, your company—as industry experts. This approach builds credibility and fosters trust with your target audience.
10 Expert Tips For Scaling Google Ads Demand Capture
Do you need to scale your paid search campaigns and find new ways to increase demand capture?
As the head of Marketing at Catalyst, I build and mentor teams to maximize ROI in paid ad channels including Google.
Here’s my top 10 tips & tactics to scale your Google ads efforts.
(In no particular order, they all matter)
TABLE OF CONTENTS:
- Tip #1 - Leverage Dynamic Keyword Insertion (DKI)
- Tip #2 - Tap into Device & Location Bid Modifiers
- Tip #3 - Shift Towards Smart Bidding ASAP
- Tip #4 - Sync Your CRM with Google Ads
- Tip #5 - Steer Away From Broad Match As Much As Possible
- Tip #6 - Take Advantage of the Google Ads Editor
- Tip #7 - Lean on Google Ads Script & Rules
- Tip #8 - Exclude Search Partners & Display Network
- Tip #9 - Install Behavioral Analytics Tools for Landing Page Optimizations
- Tip #10 - Consider Bing as a Second Demand Capture Channel
Tip #1 - Leverage Dynamic Keyword Insertion (DKI)
DKI is a powerful method to improve the relevancy of your ads based on user search terms.
When managing ad groups with multiple keywords on a similar theme, this technique ensures that you are displaying ads that closely align with users' query terms.
How Dynamic Keyword Insertion Works:
DKI automatically updates the ad’s headline to include the exact keywords that triggered the ad.
This way, the ad's first impression is highly relevant to the user's search, which improves overall engagement.
Even a slight increase in click through rate (CTR) can impact the performance of a campaign by driving more traffic to the landing page.
Best Practices for Using Dynamic Keyword Insertion:
Prioritize the First Headline: Always aim to have the first headline of your ad matches as closely as possible to the user’s search query.
Group Keywords by Theme: Make DKI more effective by grouping your keywords by themes.
There are generally 6 buckets of themes for search ads:
- Brand
- Non-brand
- Competitive
- RLSA (Search Remarketing)
- Content
- Dynamic Search Ads
With this organization, DKI can create more coherent ads that display the most relevant headline for each bucket.
Tip #2 - Tap into Device & Location Bid Modifiers
A critical aspect often overlooked in Google ads is the optimization of device and location modifiers.
For most B2B SaaS campaigns, the quality of traffic can vary significantly across different devices.
Desktop vs. Mobile vs. Tablet:
Typically, desktop traffic yields the highest quality in terms of conversion rates and user intent.
Users on desktops are generally more engaged and possibly in a professional setting, compared to mobile users who might be multitasking or browsing casually.
Tablets often perform the worst in terms of conversion rates and traffic quality, which is why many advertisers choose to exclude them entirely from campaigns.
Strategic Use of Location Modifiers:
If you target several states or countries, you should modify your bids based on the areas that perform best.
This could mean adjusting bids upward in high-performing regions to capture more traffic or decreasing bids in lower-performing areas to conserve budget.
In extreme cases, you can exclude low-performing regions altogether.
Pro Tip:
Start with a conservative approach focused on proven strategies. As results come in and budget allows, gradually introduce new variables and expand your focus to optimize the overall campaign performance. Maintain detailed records of campaign performance across different devices and platforms. This data will be invaluable for making informed decisions about where to allocate resources most effectively.
Tip #3 - Shift Towards Smart Bidding ASAP
Smart bidding strategies can help improve campaigns’ performance by focusing on conversions rather than clicks.
The Maximum Conversion strategy is particularly effective, as it lets Google optimize your bids to meet a specific CPA target, ideal for campaigns with regular conversions.
Key Considerations for Smart Bidding:
Google recommends having at least 30 conversions per month to effectively utilize Target CPA.
However, for campaigns with lower conversion rates, setting a minimum threshold of 10-15 conversions can still be sufficient.
Ensure that your conversions are properly set up and that Google receives clear signals about which conversions to prioritize by setting specific values for each conversion action.
This is crucial for smart bidding algorithms to function properly, as mixed signals can dilute the focus of your campaign optimization.
Pro Tip:
For businesses, especially in B2B sectors where conversion volumes are low, it's important to track higher funnel events. These can include engaged visits, interaction with forms, and even form abandonment. Each of these steps can be set through Google Tag Manager (GTM), providing richer data for optimization. Apply a structured conversion funnel that captures various stages of user engagement. From initial website interaction to form submissions or CRM entries, each stage should be defined and tracked as separate conversion events. You can then design custom goals and bundle your conversion actions together to add them to your campaigns.
Tip #4 - Sync Your CRM with Google Ads
Performance marketers thrive on optimizing for meaningful conversions. It will take emotions out of the decision-making process.
Integrating CRM lifecycle stages into Google Ads can profoundly impact your ad optimization and overall marketing strategy.
By linking stages such as MQL (Marketing Qualified Lead), SQL (Sales Qualified Lead), opportunities, and customer status directly from a CRM platform like HubSpot, you enable a more nuanced and powerful approach to ad targeting and bid adjustments.
How to Implement Your CRM Sync:
Depending on your CRM system, various tools and plugins can facilitate this integration. Ensure that the tool you choose can sync data reliably and in real-time to maintain accuracy in your campaigns.
Define which CRM milestones are important for your campaigns and set Google Ads to track these as conversions
Use the data from your CRM to set up automation rules in Google Ads. For example, you could decrease bids or pause campaigns if the cost per SQL exceeds a certain threshold, ensuring you maintain profitability.
Regularly review the data flow and synchronization between Google Ads and your CRM to ensure accuracy. Adjust your strategies based on new insights and continually refine your approach to improve outcomes.
Tip #5 - Steer Away From Broad Match As Much As Possible
Broad match can drive a high volume of traffic due to its extensive reach. This can result in a large number of conversions, which initially might seem cost-effective.
However, the quality of these conversions often needs to be revised when scrutinized more deeply in the sales funnel.
Despite lower upfront costs, the conversions from broad match often fail to convert into valuable leads or sales.
They may also attract clicks from irrelevant queries, leading to wasted ad spend and diluted performance metrics.
Best Practices for Keyword Match Types:
Phrase match offers a balance by allowing your ad to show only when a searcher's query includes the exact phrase or close variations of the phrase, in the same order. This strikes a better balance between reach and relevance, providing more control than Broad match type.
Exact match targets queries that are much closer to the keywords.
While this reduces reach, it increases the relevance and quality of traffic, making it ideal for targeting high-intent users and optimizing conversion rates.
Regardless of the match type used, a comprehensive negative keyword list is crucial.
Finally, test different match types to see what works best for your specific campaigns. This could mean comparing the performance of Phrase match versus Exact match or testing different variations of your keywords.
Tip #6 - Take Advantage of the Google Ads Editor
Google Ads Editor is an indispensable tool for marketers aiming to streamline their campaign management processes.
This desktop application allows users to manage their Google Ads campaigns offline, offering robust functionalities for bulk editing and optimization.
Google Ads Editor is particularly advantageous for managing large accounts with numerous campaigns and extensive lists of keywords.
Best Practices for Using Google Ads Editor:
Develop a standardized template with predefined columns and settings that align with your campaign's requirements.
This setup ensures that you can quickly import data from spreadsheets directly into Google Ads Editor without compatibility issues.
Always synchronize Google Ads Editor with your online account to ensure all changes are up-to-date and to avoid discrepancies between offline edits and online status.
Before uploading changes to the live environment, use the review function to ensure accuracy and prevent potential errors from impacting your campaigns.
While Google Ads Editor is incredibly powerful, it does have a learning curve.
Invest time in learning its features and shortcuts.
Tip #7 - Lean on Google Ads Script & Rules
Automation is a key component in optimizing campaigns. Google Ads scripts and rules offer powerful tools to automate routine tasks and strategic operations.
Scripts allow for advanced, customized automation that can modify bids, pause ads, or adjust budgets based on specific conditions.
Rules can be set to trigger based on performance metrics such as CTR, conversion rates, or cost per acquisition.
For example, automatically increasing the budget for high-performing campaigns or reducing bids for underperforming keywords helps maintain efficient spending.
Utilize scripts to automatically apply a tracking template across all campaigns, incorporating dynamic elements like campaign and ad group names.
This will detach personal bias from campaign management. Scripts and rules operate based on data, not preference, enabling objective decisions that focus solely on performance metrics.
You must regularly review the outcomes of automated actions. Automation is powerful, but it requires oversight to ensure it aligns with changing campaign goals and market conditions.
Tip #8 - Exclude Search Partners & Display Network
When managing Google Ads, especially for substantial budgets, it's crucial to ensure that every dollar spent is driving quality traffic and conversions.
A common oversight is not excluding search partners and the display network from search campaigns.
While these features can increase visibility, they often compromise the quality of traffic and the overall effectiveness of your campaigns.
Understanding the Impact by Network:
Including Search Partners and Display Networks can inflate your impressions without a corresponding increase in clicks.
This dilution of CTR can harm your campaign's overall performance metrics, misleading you about its effectiveness.
Google's quality score is a critical metric in determining your ad rank and the cost per click (CPC) you pay.
A lower CTR resulting from irrelevant impressions on search partners and display networks can decrease your quality score, leading to higher costs and reduced ad placement.
Pro Tip:
Conduct regular audits of your Google Ads accounts to identify any inefficiencies or overlooked settings that could be draining your budget or diminishing your campaign’s effectiveness. While Google may provide recommendations, always assess them critically in the context of your specific campaign goals and historical data. Consider experimenting with settings on a smaller scale before applying them broadly, especially when dealing with large budgets. This cautious approach allows you to gather data and make informed decisions based on actual performance metrics.
Tip #9 - Install Behavioral Analytics Tools for Landing Page Optimizations
One of the most effective strategies for enhancing landing page effectiveness is to implement behavioral analytics tools, such as Hotjar or Microsoft Clarity.
These tools provide deep insights into how users interact with your page, allowing for data-driven improvements.
The Importance of Behavioral Analytics:
Most of these tools offer features like heatmaps, scroll tracking, and session recordings that reveal how users interact with your landing page.
You can identify which parts of the page attract the most attention and where users lose interest.
You can make informed decisions about layout adjustments, content placement, and calls to action.
For instance, if users frequently abandon a form, you might simplify it or adjust its placement on the page to increase completion rates.
Use the insights gathered to A/B test different versions of your landing page.
Pro Tip:
Before implementing any changes based on behavioral data, be clear about what you’re trying to improve. Having specific goals will guide your optimization efforts, whether it's increasing time spent on the page, reducing bounce rate, or boosting form submissions. Combine quantitative data from analytics tools with qualitative feedback from user surveys or feedback forms. Keep a detailed record of all changes made and the results they yield. This documentation will help you understand what works, what doesn’t, and how future landing pages can be designed for maximum impact.
Tip #10 - Consider Bing as a Second Demand Capture Channel
To extend the reach of your successful Google Ads campaigns without significantly increasing your budget, consider importing your best campaigns into Bing Ads.
Bing, while smaller than Google, still captures a unique audience segment that may not overlap completely with Google users. This can increase your campaign's overall reach and exposure.
Generally, competition on Bing is lower than Google Ads, leading to lower cost-per-click (CPC) rates.
Hope you found these 10 tips helpful!
For more tips or to connect, please reach out via LinkedIn.
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- Visibility: How To Find the Hole Sucking Profits
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Takes < 90 seconds to sign up (seriously we timed it 😂)
People Also Ask
How can Dynamic Keyword Insertion (DKI) enhance my Google Ads performance?
DKI automatically updates your ad’s headline to include the exact keywords that triggered the ad, increasing relevance and engagement by closely aligning with user search terms. 
What are the benefits of using device and location bid modifiers in Google Ads?
Adjusting bids based on device and location allows you to allocate budget more effectively, ensuring your ads reach the most relevant audience segments and improving overall campaign performance. 
Why should I consider implementing smart bidding strategies in my campaigns?
Smart bidding utilizes machine learning to optimize bids for each auction, enhancing conversion rates and return on investment by automatically adjusting bids based on performance data. 
How does integrating my CRM with Google Ads contribute to demand capture?
Syncing your CRM with Google Ads enables precise tracking of leads and conversions, allowing for more accurate measurement of campaign effectiveness and better-informed optimization decisions. 
What role do Google Ads scripts and rules play in campaign optimization?
Utilizing scripts and rules automates routine tasks and strategic operations, such as modifying bids or adjusting budgets based on specific conditions, leading to more efficient and effective campaign management.
10 Proven Landing Page Tips You Can Apply Today To Boost Your Conversion Rates
Increase your SaaS landing page conversions with strategies you can apply today.
I’ve had the pleasure of crafting more than 100+ landing pages for top SaaS brands.
Here are my top 10 tips and landing page best practices for increasing conversion rates.
(In no particular order, they all matter)
TABLE OF CONTENTS
- Tip #1 - Showing the “Aha Moments” in the Hero Section
- Tip #2 - Switching from “Call to Action” to “Call to Value”
- Tip #3 - The Art of Showcasing True Value
- Tip #4 - Contrast: The Psychology Behind Decision-Making in SaaS
- Tip #5 - The Art of Show vs Tell
- Tip #6 - Increase Conversion by Selling Indirectly
- Tip #7 - Showcasing the Crucial 20% That Truly Resonates
- Tip #8 - Minimizing Risk to Maximize Conversion
- Tip #9 - How to Find Those “Aha Moments”
- Tip #10 - The Three Pillars for an Effective Landing Page
- Bonus Tip: Enhance Your Mental Reference
- Conclusion
- Resources for Mastering B2B Advertising
Tip #1 - Showing the “Aha Moments” in the Hero Section
Unlike traditional approaches that cram the hero section with exhaustive product details, the most effective strategy is to spark curiosity.
The hero's purpose transcends mere product selling; it's about unveiling those 'aha' moments that resonate deeply with the audience, compelling them to explore further.
'Aha' moments are those instances of sudden insight or discovery that leave a lasting impression on the audience.
In the hero section, showcasing these moments effectively can be the difference between a visitor bouncing off the page and one who stays to learn more.
For example, rather than just stating that a product simplifies a complex process, demonstrating this transformation through a brief, engaging visual or interactive element can be far more compelling.
The Case for Clarity and Creativity:
Consider a tool that converts audio instructions into a polished presentation.
A straightforward statement like "You talk, we'll write" paired with a generic AI-themed image does little to convey the true potential of the product.
A more effective strategy would involve a dynamic display of an audio clip evolving into a complete slide deck right within the hero section.
This visual demonstration not only clarifies the product's purpose but also instantly showcases its efficiency and innovative approach, making the value proposition clear and compelling from the outset.
Tip #2 - Switching from “Call to Action” to “Call to Value”
A compelling call to action (CTA) is effective not just because it tells users what to do, but because it clearly shows the value they'll get from taking action.
This principle is particularly relevant when discussing how to entice potential users to engage with a SaaS product, whether through booking a demo, signing up for a trial, or merely exploring the features of a tool.
The Strategy of Value-Driven CTAs:
A common misstep in crafting CTAs is the assumption that a straightforward directive—such as "Sign up for free" or "Book a demo"— suffices to motivate action.
However, this overlooks the critical need to communicate the unique benefits that await the user.
We need to shift from a generic call to action to one that vividly presents a 'value proposition'.
For instance, rather than merely inviting potential customers to "book a demo," a more effective approach would illustrate what they can expect to gain from that demo, such as “Book a 30-Minute Demo & Walk Away With 5 Tailored Tips”
Tailoring Experiences to Overcome Skepticism:
Marketers need to ensure that CTAs are not just gateways to product features but also to experiences that address the visitors' needs and concerns.
Particularly in industries where customers are overwhelmed with choices, standing out requires demonstrating immediate and tangible value.
Practical Example:
A service offering insights into optimizing YouTube ad placements might offer a "Free consultation to uncover 10 high-impact ad placements you're missing."
This approach directly speaks to the user's desire to gain an advantage and assures them of receiving valuable insights regardless of their decision to commit to the service.
Leveraging Trust Through Transparency and Results:
Trust plays a major role in converting users from interested observers to active participants. This trust can be significantly bolstered by transparency and evidence of potential results.
A case in point involves a service that automates customer feedback collection, where the CTA emphasizes the realistic outcomes users can expect, such as "Join our trial and see how businesses gain 10+ new reviews in just a week."
Such a statement not only sets clear expectations but also addresses common concerns around efficacy and value for time spent.
Tip #3 - The Art of Showcasing True Value
The debate between emphasizing features versus benefits has long been a topic of discussion.
However, a more profound approach focuses on selling outcomes—a strategy that transcends the traditional split by aligning a product's capabilities directly with the customer's success.
This method does not just highlight what the product can do or the advantages it offers but rather, it shows the tangible impact it will have on a user's objectives, such as enhancing profitability, efficiency, or operational insights.
For example, instead of stating that an analytics tool provides comprehensive data analysis (a feature) or delivers actionable insights (a benefit), outcome-based selling would focus on how it enables businesses to identify and rectify inefficiencies in their ad spend, ultimately increasing ROI.
Crafting an Indirect Promise:
One of the critical nuances of this approach is the subtlety of the promise being made.
Directly stating that a product will lead to more revenue or savings might trigger skepticism. Thus, the art lies in painting a scenario that leads the customer to reach these outcomes naturally.
By detailing the insights or efficiencies a tool provides, customers begin to see the path to increased profits or reduced costs themselves, making the conclusion feel like their discovery rather than a bold claim from the company.
Practical Example:
Consider a service that offers AI-driven call answering for small businesses. Rather than simply stating it answers calls, the marketing message could focus on the outcome:
"Never miss a sale again with our AI receptionist, ensuring you capture every opportunity, 24/7."
Such framing not only addresses the immediate feature but also connects it to a desirable business outcome—increasing sales by capturing every call.
Tip #4 - Contrast: The Psychology Behind Decision-Making in SaaS
Mastering the subtle technique of drawing contrasts does more than just emphasize a product's strengths;
It vividly contrasts the potential customers' current challenges with the brighter prospects that the right solution can offer.
Fundamentally, selling through contrast means outlining the challenges or limitations customers currently face and comparing these with the transformative benefits the product can provide.
The effectiveness of this strategy lies in its ability to magnify the perceived value of a solution, making the switch or become not just logical but, essentially, inevitable.
Crafting Compelling Contrasts:
Creating compelling contrasts requires a deep understanding of the customer's current struggles and how they align with the unique capabilities of the SaaS solution.
This involves asking probing questions that uncover pain points and limitations of current tools or processes and demonstrating how the product not only addresses these issues but also offers additional, unforeseen benefits
Tip #5 - The Art of Show vs Tell
Transcend beyond the superficial allure of adjectives like "fast," "easy," or "better," which, while enticing, often fall short of conveying the true essence and capability of a product.
Demonstrating Value Through Evidence:
The key lies in demonstrating value through clear, undeniable evidence.
For instance, showcasing a time-lapse video of creating a 25-email sequence in 15 minutes delivers a powerful, visual affirmation of the tool's efficiency.
This method not only captures attention but also dispels doubts by providing a visual benchmark for the tool's capability.
The Synergy with Earlier Strategies:
"Show, don't tell" beautifully complements earlier discussed strategies like focusing on outcomes and creating contrast.
It provides the tangible proof that underpins these approaches, ensuring that the marketing message is not just heard but felt and understood.
The landing page below has a short video demonstrating the value to prospects.
Tip #6 - Increase Conversion by Selling Indirectly
The ability to sell outcomes indirectly is not just a tactic; it's an art form.
The essence of this approach lies in the subtle but powerful shift from telling prospects about the benefits of a product to showing them the tangible impact it can have on their operations, revenue, or efficiency.
Direct claims often invite skepticism, whereas indirect suggestions inspire imagination and belief.
The Power of Indirect Selling:
Direct selling, especially when it involves bold claims like being the "number one CRM for a niche," tends to be met with skepticism.
Prospects are bombarded with similar claims daily, making them numb to such assertions.
The challenge, therefore, is to engage their imagination and lead them to the conclusion that your product is the superior choice without explicitly stating it.
This involves painting a picture of the outcomes in a way that the prospect can see themselves achieving these results with your product.
Practical Example:
Consider the scenario of a dental practice missing calls—and thereby potential business—outside of office hours.
Instead of merely stating that an AI receptionist tool can save them money and time, the narrative is constructed around the loss incurred when calls go unanswered.
By quantifying the potential loss (e.g., "every missed call could cost you a thousand dollars"), the message effectively highlights the cost of inaction.
This approach leverages the fear of loss, a potent motivator, making the solution offered by the product not just desirable but necessary.
Another innovative approach is using analytics and user feedback mechanisms within the product itself to remind users of the value they're missing by not upgrading.
Tip #7 - Showcasing the Crucial 20% That Truly Resonates
The effectiveness of a landing page can significantly influence a company's conversion rates.
Simplicity is one of the most important components of a successful landing page, yet it is often overlooked.
Rather than bombarding potential customers with every detail and feature of the product, present just enough information to pique interest and guide visitors to the next step.
The primary goal of a landing page is not to sell the product in its entirety but to entice visitors with a compelling overview that encourages them to explore further.
Say more with less:
- Show, Don't Overwhelm: overloading a page with information can deter potential leads.
- Simplify the Decision-Making Process: by offering a snapshot rather than a deep dive, companies can make it easier for prospects to decide and engage further with the product.
- Address Key Objections Proactively: incorporating elements that address key objections can transform a passive viewer into an active lead.
Every potential customer comes with a set of preconceived notions and concerns that could hinder their willingness to engage with a product.
Successful landing pages anticipate these objections and address them upfront.
This proactive strategy serves two purposes:
- Reassures visitors that their concerns are recognized
- Positions the company as attentive and customer-centric.
For instance, if a common objection is the perceived complexity of integrating a new software tool into existing workflows, a landing page might feature testimonials from users who found the process straightforward and supported.
This kind of social proof can alleviate concerns and motivate visitors to take the next step.
Practical Example:
Consider a SaaS product designed to enhance project management.
Instead of listing every feature and tool available, focus on showcasing how it simplifies project tracking, enhances team collaboration, and leads to better project outcomes.
Use visuals and brief case studies to demonstrate the benefits.
This method not only captures interest but also sets the stage for visitors to discover more by trying the product themselves.
The Role of the Landing Page in the Sales Process:
The landing page itself is not the end goal but a means to an end.
The ultimate objective is to guide visitors toward making a decision.
So, the landing page should be designed with this goal in mind, ensuring that the call-to-action (CTA) is clear, compelling, and aligned with what visitors are seeking.
This concept extends to product-led growth companies, where even free products require a degree of selling.
In this context, the landing page must convincingly communicate the value of trying the product, addressing any barriers to action, such as time investment or skepticism based on past experiences with similar tools.
Tip #8 - Minimizing Risk to Maximize Conversion
Removing perceived risk is often more straightforward and impactful than detailing the outcome.
This approach centers on simplifying the decision-making process for potential users by alleviating their concerns and highlighting ease of use.
The Challenge of Clarifying Outcomes:
Clarifying the outcome a product or service offers can be a complex task, requiring precise language and a deep understanding of the audience's needs and expectations.
It involves not just stating what the product does, but also communicating its value in a way that resonates with potential users.
This can be particularly challenging when dealing with innovative or complex solutions where the benefits are not immediately apparent.
Easing the Path to Conversion:
Contrary to the complex process of defining outcomes, mitigating risk for the user often follows a more straightforward path.
It involves clear, actionable steps that directly address common concerns and barriers to entry.
Possible actions include:
- Enhancing Call to Actions
- Addressing Objections Proactively
- Showcasing Practical Examples
Removing risk transforms the decision-making process from a calculation into an opportunity.
When potential users feel that they have nothing to lose and everything to gain, the barrier to taking the next step lowers significantly.
Tip #9 - How to Find Those “Aha Moments”
Identifying “ Aha Moments” requires a deep understanding of the user experience, often achieved through collaboration with teams directly interacting with customers, such as sales and support.
Once identified, these moments should be prominently featured on the landing page.
This could involve detailed case studies, interactive demos, or succinct bullet points that directly address common questions or concerns.
For instance, if a product offers unprecedented ease of use, showing a quick video of someone setting up a complex task in minutes can be incredibly persuasive.
Practical Example:
Illustrating how a product can solve a problem in a way that no other can, such as automating a task that typically takes hours into just a few clicks, can instantly communicate its value.
Practical examples not only aid in understanding but also help potential users envision themselves benefiting from the product.
Tip #10 - The Three Pillars for an Effective Landing Page
Creating an effective landing page is like constructing a building.
It requires a solid foundation and supportive pillars to ensure stability and function.
There are three critical pillars that, when thoroughly crafted and harmonized, can significantly enhance the page's effectiveness and conversion rates.
These pillars are:
- Results: the promise of value
- Perceived Superiority: standing out from the competition
- Risk Mitigation: lowering the barriers to adoption
This approach ensures that every element of the landing page works in harmony to support the ultimate goal:
Driving conversions and achieving business objectives.
Bonus Tip: Enhance Your Mental Reference
Just as artists draw from a vast mental library of images and concepts to create something novel and breathtaking, landing page designers and copywriters must build their own collection of inspirational references.
This mental database enables them to recognize and apply successful elements from various sources, combining them in innovative ways that resonate with their specific audience.
How to build your mental reference:
- Curate Examples: actively seek out and save examples of landing pages, ads, copy, and designs that catch your attention. some text
- Tools like Pinterest or dedicated design inspiration websites can be invaluable.
- Tools like Pinterest or dedicated design inspiration websites can be invaluable.
- Analyze What Works: don't just collect examples; study them.some text
- What makes a particular landing page effective?
- How does it engage its audience?
- How are the visuals and copy aligned to convey a compelling message?
- Learn from Various Industries: broaden your horizons by exploring successful landing pages across different sectors.
- Stay Updated: the digital landscape is ever-evolving, and so are the trends in landing page design and copywriting. Keeping up-to-date with the latest trends ensures your mental reference is not only vast but also relevant.
Conclusion:
In crafting effective landing pages, the key lies in simplicity, clarity, and focusing on the product's true value.
By enticing users with outcomes rather than overwhelming them with features, addressing their concerns upfront, and demonstrating the tangible benefits they stand to gain, companies can significantly boost conversions.
This holistic approach, from spotlighting product essence to leveraging contrast and indirect selling, transforms landing pages from mere entry points into powerful catalysts for customer engagement and success.
Resources for Mastering B2B Advertising
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Scale their ideas
- Level up their careers
- Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
People Also Ask
How can I effectively measure the success of my landing page optimizations?
Utilize analytics tools to monitor key performance indicators (KPIs) like conversion rates, bounce rates, and average session duration. A/B testing different elements can also provide insights into what changes resonate with your audience.
What are common pitfalls to avoid during landing page optimization?
Avoid cluttered designs, slow load times, and unclear calls-to-action. Ensuring mobile responsiveness and aligning content with user intent are also crucial to prevent high bounce rates.
How often should I update or test my landing pages?
Regularly review performance metrics and conduct A/B tests, especially when introducing new products or campaigns. Continuous optimization helps maintain relevance and effectiveness.
What role does SEO play in landing page optimization?
Incorporating relevant keywords, optimizing meta tags, and ensuring fast load times can improve search engine rankings, driving more organic traffic to your landing page.
How can I personalize landing pages for different audience segments?
Use dynamic content to tailor messages based on user demographics, behavior, or referral sources, creating a more personalized and engaging experience.
10 Insider Tips on Event Promotion From $1M+ In Ad Spend
Looking to boost registrations for your next event?
I’ve been a part of a team that has driven 10,000+ registrations for events like Ascend, and Innovation Day.
Here are my top 10 event promotion best practices for increasing registrations through paid ads.
(In no particular order, they all matter)
TABLE OF CONTENTS
- Tip #1: The Four-Stage Framework for Event Marketing
- Tip #2: Utilizing Partnerships & Internal Networks
- Tip #3: Mastering Segmentation & Efficiency
- Tip #4: Remarketing Mastery: Capitalizing on Targeted Engagement
- Tip #5: Cross-Channel Integration
- Tip #6: Geo-Targeted Ads: Precision Marketing for Event Success
- Tip #7: Gamification: Turning Engagement into a Competitive Advantage
- Tip #8: Display Advertising & Maximizing Visibility
- Tip #9: Remarketing Campaigns: Sharpening the Focus for Better ROI
- Tip #10: Mastering ROI: The North Star of Marketing Success
- Conclusion
- Resources for Mastering B2B Advertising
Tip #1: The Four-Stage Framework for Event Marketing
Maximizing ROI on event marketing demands more than just throwing money at promotions.
It requires a carefully structured budget across four critical stages:
- Pre-Event
- Event-Day
- Post-Event
- Repurpose-Phase
Let’s break down each stage.
1/ Pre-Event: The Hype Machine:
The goal here is to generate buzz and build anticipation. It's about investing wisely in creating brand awareness with assets like videos, static images, that get people excited and start conversations.
The aim? To discover what truly resonates with your audience.
2/ During the Event Day: Capturing Attention:
As the event unfolds, there's a golden opportunity to keep marketing with timely emails and live updates.
It's not just about informing; it's about keeping the engagement needle moving by reminding attendees of the value they're getting, right as it happens.
3/ Post-Event: Leveraging Assets:
Post-event, the focus shifts to capitalizing on the event's content.
Recorded sessions and dedicated landing pages become key tools in extending the event's lifecycle.
How? By marketing these assets to both attendees for reinforcement and to those who missed out, providing them a chance to engage.
4/ After The Event - The Repurpose Phase:
Finally, we enter the "Repurpose-Phase," where content from the event transcends its original context.
This is where smart marketers reuse and recycle event content in ads or promotions for future events, turning one-time efforts into long-term assets.
Budget distribution:
Whatever your budget may be, the principle remains the same—allocate strategically.
Invest heavily in the “Pre-Event Phase” to find your audience's pulse and save a portion for the "Repurpose Phase" to fuel future events.
This staggered approach not only maximizes exposure at each stage but also ensures that registrations and engagement peak when it matters most.
Practical Budgeting Example
With a $1,000 budget, consider allocating $600 towards the Pre-event phase to test and refine your marketing approach.
Reserve $200 for live engagement during the event, and use the remaining $200 to promote your post-event content and seed future events, ensuring your marketing efforts continue to bear fruit long after the event has concluded.
Tip #2: Utilizing Partnerships & Internal Networks
When your marketing budget seems like a drop in the ocean, it's time to get creative with what you have.
Even with $5,000 in hand, there's a wealth of untapped potential lying within your LinkedIn connections and internal team networks.
Strategic Content Sharing:
Kickstart your campaign by encouraging your team to engage with your event posts on LinkedIn.
This simple action can significantly boost your visibility, pushing the algorithm into recognizing your content's importance.
Influencer Collaboration:
Whether it's through LinkedIn, Instagram, or niche forums like Reddit, reaching out to influencers with a teaser of your event will extend your reach beyond your immediate circle.
Pro-tip:
Offer influencers engaging assets like short videos to make sharing easier and more appealing. The goal is to make your event resonate within their networks, amplifying your message through trusted voices in the community.
How to Craft Influencer Outreach:
Semrush: When faced with promoting an event with limited resources, leveraging Semrush to identify key content creators in your domain can be a game-changer.
Once you find out which websites are most suitable, cold emails to these targeted individuals proposing collaboration opportunities can open doors to new audiences.
LinkedIn Strategies: Joining LinkedIn groups and engaging with active members can also unearth opportunities for partnership.
It's about finding mutual benefits, even if it comes with a price tag.
Influencers typically have set rates, so budget accordingly. However, when reaching out directly to content creators or platforms, there's more room for negotiation.
Boosting Organic Posts: Another proven method is enhancing your LinkedIn posts organically through employee engagement before opting for paid promotions.
Remember, it's not just about spending money but making every dollar work smarter.
Example of Boosting an organic post for LinkedIn
For additional tips on promoting events, check out this LinkedIn post by AdConversion.
Tip #3: Mastering Segmentation & Efficiency
Let’s start with critical pitfalls to steer clear of.
Broad targeting equals wasted effort.
Dial into the specifics of your audience to ensure your content reaches the right eyes and ears.
- Segmentation is Non-negotiable: Specificity in targeting not only enhances engagement but also optimizes your budget by focusing on the most promising prospects.
- Creativity within Constraints: Don't let the perfect be the enemy of the good. "Good Enough" can often be your best starting point. Launch with what you have, then adapt and improve.
- ROI vs. ROE: While ROI (Return on Investment) reigns supreme, don't overlook the ROE (Return on Effort).
Evaluate the potential returns against the effort required. Sometimes, the simplest strategies yield the best results without exhaustive planning and resource allocation.
Pro-tip:
- Launching event promotion comes with its share of delays and edits. Start early and simplify.
- Overcomplicating creative requests can bottleneck the process, jeopardizing your timeline.Embrace minimalism in your initial creative assets.
- Focus on refining the message rather than getting lost in the design details. There will be room to iterate and enhance based on real-world feedback.
Tip #4: Remarketing Mastery: Capitalizing on Targeted Engagement
After laying the groundwork with audience segmentation, remarketing emerges as the strategic follow-through that ensures your message continually reaches those most likely to act.
It’s about reconnecting with website visitors, video-view watchers, image interactors, etc.
Reaching to those who demonstrated interest but haven't yet taken the desired action.
By targeting these engaged users with specific, relevant ads, the probability of conversion (registration) significantly increases.
If you want a crash course on remarketing check out this 35-page blueprint on How to Build a Multichannel B2B Remarketing Strategy by Silvio Perez.
Tip #5: Cross-Channel Integration
Using just one platform for event promotion is like whispering in the midst of a loud crowd.
The essence of cross-channel integration lies in presenting a unified brand narrative across various platforms.
From LinkedIn's precise targeting capabilities to the broad reach of YouTube and the personal touch of Meta's networks, each channel plays a critical role in amplifying your event's visibility.
Pro tip: Check this article to learn how to get LinkedIn-like targeting on YouTube ads for B2B.
Platform-Specific Strategies: A Closer Look:
YouTube: Leveraging YouTube for its vast audience and cost-effective view rates turns your event promotion into an engaging visual narrative.
Here, remarketing shines, allowing you to reconnect with interested viewers through compelling video content.
- LinkedIn: With unmatched segmentation options, LinkedIn stands out for B2B event promotion. Tailoring your message to reach specific professional demographics ensures your event resonates with the right audience.
- Meta: Often underestimated in B2B contexts, Meta (Facebook and Instagram) offer a unique space for testing and remarketing. Here, the personal intersects with the professional
Navigating the Creative Challenge:
A common hurdle in cross-channel marketing is content creation, especially video for platforms like YouTube.
The solution? Creativity and repurposing. Utilize existing assets, from high-engagement talks to website walkthroughs, and repurpose them into new video content with minimal effort.
Think of content as modular components that can be assembled and reassembled to suit different platforms.
A blog post can transform into an infographic, a webinar clip, or a social media snippet, maximizing your content's reach and lifespan.
Tip #6: Geo-Targeted Ads: Precision Marketing for Event Success
For events that offer both in-person and virtual attendance options, geo-targeted ads stand out as a proven tactic.
By targeting potential attendees within a specific radius of the event location, you ensure that your advertising dollars are spent on those most likely to attend in person.
Example of Meta’s radius targeting:
Measuring the Impact of Geo-Targeted Campaigns:
Leveraging tools like Gradual allows for detailed tracking of event registrations, distinguishing between virtual and in-person sign-ups.
This segmentation is key in evaluating the effectiveness of geo-targeted campaigns, providing insights into lead quality and audience relevance.
Creative and Tactical Considerations:
While geo-targeting primarily focuses on the pre-event phase, its implications for brand visibility are vast.
Creative tactics, such as mobile digital billboards, can also play a role in maximizing local awareness, even in relation to competitors' events.
Pro-tip
- For events with significant local interest, consider augmenting your digital geo-targeting with physical advertising moves.
- This can create a buzz around your event and ensure your brand remains top-of-mind among your target audience.
Tip #7: Gamification: Turning Engagement into a Competitive Advantage
Gamification: A strategy to break through the noise!
By switching up event promotion into an interactive and competitive experience, you not only capture attention but also foster a sense of community and excitement around your event.
Practical Example
- Offering a free drone to the attendees with the most referrals turns the event sign-ups into an engaging competition.
- This not only increases exposure but also incentivizes participants to become advocates for the event, effectively turning them into an extension of the sales team.
Operationalizing Gamified Content:
Using tools like Gradual, attendees receive a virtual ticket upon registration, complete with a unique referral link for sharing on social platforms.
This system not only simplifies sharing but also tracks referrals back to the source, enabling a competitive leaderboard to emerge.
Tip #8: Display Advertising & Maximizing Visibility
Stepping beyond traditional advertising channels can lead to remarkable visibility.
Display advertising, mainly used through Google Display Network or programmatic ads, holds untapped potential when approached through direct publisher partnerships.
Direct Publisher Engagement:
The strategy here isn’t just to place ads but to place your event promotions on websites specifically relevant to your niche.
By using tools like SEMRush to identify these niche publishers and reaching out directly, you can secure ad placements that speak directly to an engaged audience.
The Operational Dynamics:
Differentiating from the wide net cast by typical display networks, focusing on publisher partnership involves negotiating directly with site owners.
This can range from pop-up ads to dedicated ad slots on their site, leveraging their audience for your event’s gain.
Reducing Variables for Success:
The common pitfalls of display advertising come from an overwhelming array of variables. From ad dimensions and placements to the diversity of websites.
By choosing a direct partnership with publishers, you drastically reduce these variables, focusing on what matters most: context and audience relevance.
Tip #9: Remarketing Campaigns: Sharpening the Focus for Better ROI
We touched on the importance of remarketing in tip #4 but this is such an easy win for most brands that it deserves emphasizing. Since users have interacted with the brand before, remarketing can be ideal for high-intent offers such as "demos" or "free trial". The initial challenge often lies in cultivating a large enough audience size.
Start by building broad prospecting campaigns to stir interest and engagement across your target demographics. This boosts awareness and seeds your remarketing pool with individuals who have shown an initial interest in your offerings.
Remarketing should be viewed not just as a conversion approach but as a nurturing mechanism. With the ability to promote a mix of content—from event announcements to demos and trials—remarketing can support the entire customer journey, especially in B2B contexts where sales cycles are longer.
If you want a crash course on remarketing check out this 35-page blueprint on How to Build a Multichannel B2B Remarketing Strategy by Silvio Perez.
Tip #10: Mastering ROI: The North Star of Marketing Success
Knowing your numbers and directly tying marketing efforts to revenue generation and pipeline acceleration is fundamental. The ultimate measure of marketing’s effectiveness lies in its ability to influence revenue.
Every campaign, ad, and event should be scrutinized through the lens of its potential to contribute to the bottom line. This requires a deep understanding of your audience, the sales cycle, and the points at which marketing interventions can make a tangible difference.
Operationalizing ROI-Focused Strategies:
Quantitative Analysis: Adopt a data-driven approach to every marketing initiative.
This means setting clear, measurable objectives upfront, rigorously tracking performance, and continually refining tactics based on empirical evidence of what works.
- Strategic Alignment: Ensure that marketing activities are fully aligned with broader business goals. Collaboration with sales, product development, and customer success teams can provide valuable insights that help tailor marketing efforts for maximum impact on revenue and pipeline progression.
- Cultivating a Business Mindset: Transitioning from a pure marketing perspective to thinking like a CEO involves a broader appreciation for how marketing activities contribute to the overall health and growth of the business.
It’s about seeing beyond immediate metrics to understand the strategic importance of marketing as a driver of long-term success.
Conclusion
In this article, we covered 10 actionable tips for promoting your next successful event through paid ads.
Just to highlight a few key points, we talked about the 4 pillars of event promotion and how to distribute your budget in each phase, utilizing partnerships & internal networks, audience segmentation, and thinking like an investor to maximize your return on investment (ROI) and return on effort (ROE).
Each of the 4 event planning stages plays an important role, from generating buzz and capturing live attention to extending the event's influence and repurposing its content for future efforts. The power of partnerships, strategic content sharing, and influencer collaborations cannot be overlooked. It’s an effective way of broadening reach without proportionally increasing spend.
Remarketing and audience segmentation are essential for converting initial interest into conversions (registrations), while cross-channel integration expands your digital footprint to reach your audience on all key platforms.
I hope you got a ton of insights from this article and wish you fruitful results for your next events.
Resources for Mastering B2B Advertising
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Scale their ideas
- Level up their careers
- Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
People Also Ask
How can I effectively measure the success of my event promotion campaigns?
Utilize key performance indicators (KPIs) like registration numbers, attendance rates, engagement levels during the event, and post-event feedback. Tools like Google Analytics and social media insights can help track these metrics.
What are some common pitfalls to avoid in event promotion?
Avoid neglecting audience segmentation, underestimating the importance of follow-up communications, and failing to allocate sufficient budget across all promotional phases. Ensuring a balanced approach can prevent these issues.
How can I leverage user-generated content to enhance event promotion?
Encourage attendees to share their experiences on social media using a dedicated event hashtag. Feature this content in your promotional materials to build credibility and engage potential attendees.
What role does influencer marketing play in promoting events?
Collaborating with industry influencers can expand your event’s reach and add credibility. Influencers can share event details with their followers, potentially increasing registrations.
How can I ensure a seamless transition from online promotion to on-site engagement?
Maintain consistent messaging across all platforms and provide clear information about the event schedule, location, and activities. Utilize event apps or social media groups to keep attendees informed and engaged before and during the event.
10 Tips to Boost B2B SaaS Marketing Beyond Ad Platforms
Are you looking to drive a greater return from your paid ads?
The answer often lies outside of the ad platforms themselves.
Here are 10 actionable tips to improve ad performance outside the ad managers.
Let’s dive into it! 👇
TABLE OF CONTENTS
- Tip #1: Unleash the Power of GA4’s Page Path Report
- Tip #2: Leverage Multiple Data Sources to Measure Performance
- Tip #3: Work with the Product or Service Team to Design Lead Magnets
- Tip #4: Meet with Sales & Customer Success for Insights
- Tip #5: Get Hands-on with Your Product or Service
- Tip #6: Dive Into CRM Metrics for a Holistic View
- Tip #7: Get Regular Insights from the Sales team
- Tip #8: Link Marketing Efforts to Business Results
- Tip #9: Incorporate Leading Indicators into Your Success Metrics
- Tip #10: Practice Patience
- Conclusion
- Resources for mastering B2B advertising
Tip #1: Unleash the Power of GA4’s Page Path Report
Have you ever wondered how visitors wander around your site before hitting that sweet 'convert' button?
In B2B, it's pretty rare for someone to convert after just one page visit. So, imagine discovering that a whopping 90% of your future clients check out your pricing page before deciding you're the one.
That's your cue! With this intel, you can strategically place pricing info where it matters most, like in your ads or on key landing pages. It's all about making that path to conversion as smooth as possible.
GA4's Page Path report is like a treasure map showing you the most popular pit stops.
You can access the page path report by signing into your GA4 account, on the left-hand side, click on “explore” and select the pre-made template called “path exploration”.
In the example below, we can see out of 1,958 page views, we had 17 form submissions ↓
Bonus tip from episode insights:
Tools like Hotjar can be like a pair of X-ray glasses for your website. They let you peek into how users navigate your pages, showing you exactly where they bounce off or get hooked. This information can help tweak your landing page by identifying unaddressed user concerns or areas for expansion.
Tip #2: Leverage Multiple Data Sources to Measure Performance
Effective marketing decisions require more than just ad platform insights.
The in-platform metrics are a great starting point, but what you gain out of it is quite limited.
You can get the initial results for optimization such as CTR, CPC, frequency, open rate, or impression share depending on the channel, but the true source of data would have to be combined with CRM data.
By bringing together data from Google Analytics 4 and your CRM, you can create a multidimensional view of your campaigns' effectiveness.
This is more important than ever before with the deprecation of third-party cookies.
Bonus tip from episode insights:
Ideally, you would have at least 3 supporting data points to back up recommendations.
This is especially true for recommendations that will require a major lift.
Tip #3: Work with the Product or Service Team to Design Lead Magnets
A lead magnet involves providing valuable content in return for information such as a name, email address, job title, and company name.
To stand out, we need to create offerings that genuinely attract and provide value to our audience, moving beyond ebooks and webinars to create lead magnets that are both informative and irresistible.
Rather than offering an e-book that your prospect may or may not find valuable, try offering resources or workshops that speak to the prospect’s unique pain points.
This shift not only aligns with consumer preferences but also sets the stage for more meaningful interactions.
Now, the question still remains: "Do content lead magnets contribute to the pipeline?"
For most B2B SaaS companies, less than 5% of content actually leads to pipeline conversions.
The most effective conversions come from meetings that address the prospect's real issues without any intention of selling them something (absolutely no hidden agendas!).
Tip #4: Meet with Sales & Customer Success for Insights
Use the insights from the Sales and CS team to fine-tune your strategy, offers, audience, ad copy, or any key piece of information that might be misaligned with current campaigns.
Understanding customer pain points, questions, and feedback directly can guide you in creating content that resonates deeply and addresses real needs.
Sales and CS teams possess in-depth knowledge about the demographics, pain points, and motivations of existing customers.
Marketers can leverage this information to refine buyer personas, ensuring that marketing messages and content resonate effectively with target audiences.
Tip #5: Get Hands-on with Your Product or Service
There’s no substitute for experiencing what you’re marketing firsthand.
Dive into demos, use the product daily, or participate in the service being offered.
This deep dive helps you understand the nuances and unique selling points from a user's perspective.
Understanding the core value of the product or services will help you communicate the value proposition when writing your ad copy.
It also provides your clients with a fresh perspective to fill any potential gaps.
If you are not sold on the product/service, then how can you sell it to someone else?
Tip #6: Dive Into CRM Metrics for a Holistic View
Regularly reviewing CRM data helps you see the real-world impact of your campaigns.
This feedback loop is crucial for making data-driven decisions that can improve campaign performance and ROI over time.
3 key metrics you should always consider as a B2B Marketer:
- Pipeline-to-spend ratio
- Average time to close
- Average deal size
If you have not already, request CRM access from your clients so you have context around the key metrics and speak the same language as your clients.
As a marketer, you must connect all activities directly to revenue since that's ultimately what matters most to businesses.
It will make clients see you as a strategic partner in their business.
Tip #7: Get Regular Insights from the Sales team
Adding on to tip #4, the sales team’s daily interactions with prospects and customers are a treasure of insights that can refine your marketing approach.
Often, marketing and sales operate in silos, even though they're both working towards the same goal.
Having a monthly or quarterly meeting with your main point of contact (POC) can help close the gap, but if that is not possible then download the CRM notes to make necessary adjustments to your campaigns.
Bonus tip from episode insights:
If you've got a substantial list of prospects who passed on your offering due to specific reasons (ex: product gaps), you can build an audience list of these closed lost customers and run ads against them when you roll out a new product feature that addresses those concerns.
Tip #8: Link Marketing Efforts to Business Results
Awareness campaigns might not deliver immediate conversions, but their role in nurturing leads and supporting the customer journey is crucial.
Work with other Marketing team members to build case studies and analytics to illustrate how awareness campaigns contribute to overall business goals.
A compelling way to validate the impact of awareness campaigns is to assess the performance disparity between remarketing campaigns and cold audience initiatives.
For example, showing a significantly lower cost per demo from prospects with prior brand exposure can justify the investment for awareness campaigns.
Tip #9: Incorporate Leading Indicators into Your Success Metrics
By understanding what early success looks like, you can refine your strategies in real time, ensuring your marketing efforts are always moving in the right direction.
These leading indicators could be top-of-funnel metrics such as:
- Clickthrough rate (CTR)
- Cost per click (CPC)
- Engagement rate
Leading indicators are vital for navigating the complex B2B landscape, offering the insights needed to steer your marketing efforts toward success, even when immediate sales results are not visible.
Tip #10: Practice Patience
B2B sales cycles are naturally longer than B2C, requiring a mindset that values persistence and long-term strategy over instant results.
By analyzing attribution data and understanding the nuances of traffic sources, you can refine the strategies.
The key is to establish a robust measurement system and integrate leading indicators to track progress.
Recognize and celebrate the small milestones along the way to keep morale high and maintain focus on the long-term goals.
Conclusion
Yielding results for your B2B SaaS marketing is not about quick wins; it's a marathon, not a sprint.
Deeply understanding your product, closely aligning with sales and customer success teams, and strategically utilizing a variety of data sources lay the foundation for sustainable success.
Real growth comes from consistently applying insights, adjusting based on performance indicators, and staying committed to your long-term vision.
Here's to marketing smarter, not harder, and seeing your efforts pay off!
Resources for mastering B2B advertising
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Scale their ideas
- Level up their careers
- Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
People Also Ask
How can I effectively measure the impact of these non-advertising strategies on my overall marketing performance?
Utilize analytics tools to track key performance indicators (KPIs) such as website traffic, lead generation, and conversion rates. Implement UTM parameters to monitor the effectiveness of specific campaigns and assess their contribution to your marketing goals.
What are some common challenges when integrating these strategies, and how can I overcome them?
Challenges may include aligning cross-departmental goals, ensuring consistent messaging, and accurately attributing results. Overcome these by fostering collaboration between teams, maintaining clear communication channels, and employing comprehensive attribution models to understand the impact of each strategy.
How can I ensure that the insights gathered from sales and customer success teams are effectively incorporated into my marketing campaigns?
Establish regular meetings with sales and customer success teams to share insights and feedback. Create a centralized repository for this information and integrate it into your marketing content and strategies to ensure alignment with customer needs and preferences.
What are some best practices for designing lead magnets that resonate with my target audience?
Develop lead magnets that address specific pain points or challenges faced by your target audience. Ensure they provide actionable value, are easily accessible, and align with your brand’s expertise. Formats like e-books, whitepapers, and webinars can be particularly effective.
How can I maintain patience while waiting for these strategies to yield results, especially under pressure to demonstrate immediate ROI?
Set realistic expectations by establishing short-term milestones that lead to long-term goals. Communicate the anticipated timeline and benefits to stakeholders, emphasizing the importance of sustainable growth over quick wins.
B2B Advertising in 2024: The Definitive Guide
Today I’m going to give you a crash course in B2B advertising.
In this comprehensive guide I’ll cover:
- What is B2B advertising?
- 7 ways B2B differs from B2C
- 20 B2B Terms and Metrics you need to know
- Top 3 B2B Revenue Models
- B2B ad examples by revenue model
- How to create a B2B advertising strategy
- The Five Stages Model
- The Best B2B Ad Channels
- Advice from 20 B2B Advertising Experts
So if you need to get up-to-speed on B2B as quickly as possible, you’ll love this guide.
Let’s get started 🔥
What Is Business-to-Business Advertising?
B2B advertising is the process of any paid marketing efforts directed toward influencing multiple individuals within a company for a purchase decision (known as a buying committee) vs a single consumer.
7 Differences between B2B and B2C Advertising:
- Longer sales cycles (3 - 36 months)
- Larger average deal sizes (< $1,000 - $250,000+)
- More stakeholders involved in the purchase decision (ex: c-suite, finance)
- Focus on impacting the entire buyer's journey not just the first conversion (unlike B2C).
- Smaller audiences (< 300,000) with a focus on reaching the right person and company vs B2C with broad audiences ( > 300,000) as more people can purchase your product.
- B2B requires strategic alignment between marketing and sales as you’re joining forces (inbound and outbound) to win accounts.
- B2B supports multiple revenue models, the big three being; product-led, sales-led, and hybrid. Whereas e-commerce is solely product-led.
Check out more examples in the article: B2B vs B2C Advertising: 8 Differences & Examples You Need To Know.
20 B2B Terms and Metrics you Need to Know
One of the first things you realize when you get into B2B is how much jargon there is! MQL, SQL, ACV, ARR, and the list goes on!
In order to make sure you understand the language, here’s 20 B2B terms and metrics you need to know:
Unfortunately there are many more terms you’ll need throughout your B2B career 😂 and every company creates their own (it’s a constant struggle) but these 20 will give you a solid foundation. For a great list of b2b terms check out our B2B Advertising Glossary.
Top 3 B2B Revenue Models
If you’re working in B2B there are three common revenue models you’ll likely work with.
If your job is to promote this organization, understanding the revenue model is key as it will change everything from how you approach your strategy, the offers you choose, channels, and more.
B2B Ad Examples by Revenue Model:
Sales Led
Product Led
How to build a full-funnel B2B Advertising Strategy
Now that you know how B2B differs from B2C.
How do you build a full-funnel B2B advertising strategy?
Full-funnel refers to building a strategy that covers all touch points along the customer journey.
This means advertising to individuals who are (e.g. Eugene's Schwartz Stages of Awareness):
- Unaware = have no clue they even have a problem in the first place (ex: blissfully mismanaging customer relationships)
- Problem Aware = know they have a problem but are not sure how to solve it (ex: realize managing customer relationships is important but don't know how).
- Solution Aware = need help deciding on the right solution (ex: should I use Google Sheets, a filing cabinet 😂 or a CRM?).
- Product Aware = know of your brand/product but not sure if you're the best option (ex: comparing CRM software; Salesforce vs HubSpot vs Pipedrive).
- Offer Aware = know of your brand and exactly how you can help but need some nudging (ex: pricing discounts, better contract terms, customer references).
- Most Aware = Existing customers, familiar with your brand and working with you (ex: referral program).
Understanding your prospects' stage of awareness allows you to create messaging, and offers that better resonate with where they are in the customer journey.
It helps to have a model (think of it like a map) to make complicated topics simple.
We’re going to use The Five Stages model covered in our course Building a Paid Media Program.
Here’s how it works:
Based on the stage; the outcome, awareness level, offers, tactics, and KPIs differ.
- Outcome = the end goal you're trying to achieve in each stage.
- Awareness = the familiarity level of your brand/product/solution.
- Offers = what you're providing your target audience in each stage.
- Tactics = how you're going to actually execute your strategy per stage.
- KPIs = how you're going to measure success in each stage.
Let's dive into examples for each stage so you really understand!
The Five Stages Model
Stage 1: Create
Stage 2: Capture
Stage 3: Accelerate (Sales Led) / Activate (Product Led)
Stage 4: Revive
Stage 5: Expand
The Five Stages model allows you to plan across all the lifecycle stages past initial conversion.
Ultimately no one knows for certain where someone is in their buyer's journey and everyone moves through it at different speeds. Use your best judgment.
If you're confused on which stage someone would be, remember the target audience's level of awareness dictates the stage they fall under.
Which stage should you invest in?
Generally speaking if you want to maximize ROI in the short-term you should work from the bottom of the Five Stages and move towards the top (Expand → Create).
You don't have to build a full-funnel strategy at once, take it one stage at a time.
Putting The Five Stages into practice
- Decide on which stage you want to focus on based on the outcome you’re after. If you have a smaller budget (ex: < $5,000/month) focus exclusively on one stage first.
- Once you’ve decided on the stage fill in your budget, and leading + lagging KPIs. If you’re unsure of what KPIs to select refer to Module 5- Lesson 1 of Building a Paid Media Program.
- Next decide on which channels you’ll advertise on to reach individuals in this stage and how you’ll target them and exclude the wrong audience. If you’re unsure of what channels to advertise on, refer to Choosing the BEST channels.
- Finally decide on what offers you’re going to promote in these channels for this stage (the offers listed above are only examples to give you ideas).
- If you’re targeting multiple stages repeat steps 1-4 for each.
Click here to become an AdConversion student and get free access to The Five Stages planning template in Module 2 - Lesson 1 where we cover how to build your paid media strategy in depth.
After you’ve filled in The Five Stages planning template you now have your strategy in place and can easily move into execution and start assembling your campaigns, creatives, and messaging.
What are the BEST B2B advertising channels?
The obvious answer is where your audience hangs out online!
But not all channels are equal, some are more effective at certain stages.
Most channels can be grouped into these 5 primary categories ↓
How to decide on the best channel?
There's four key criteria to consider when deciding on a channel:
- Targeting options
- Media cost
- Reach
- Policy
Let's dive into each ↓
If the channel you’re considering meets all four of these criteria then you should consider running a test campaign for $100 to get your real average CPC & CPM.
Recommended Channels by Stage
Based on my experience these channels work best for each stage:
(Use this as inspiration not restriction)
Let this be a guide to help you get started, take what serves you and abandon the rest.
Test what works for you until proven otherwise.
Advice from 20 B2B advertising experts
One of the best parts about being in B2B is the quality of marketers in this space.
We asked 20 B2B advertising experts:
What’s 1 tip you’d share with new marketers getting into B2B advertising?
50+ Ad Specs for The Top 10 Ad Platforms
Have you ever wondered what dimensions does that ad require? 🤔
Then started searching to find the answer? (same here lol)
To save you (and ourselves) trouble, we gathered the most popular ad specs across 10 channels in one place:
- Google Display Ad Specs
- LinkedIn Ad Specs
- Twitter (X) Ad Specs
- Quora Ad Specs
- Reddit Ad Specs
- YouTube Ad Specs
- Google Discovery / Demand Gen Ad Specs
- TikTok Ad Specs
- Meta Ad Specs
⭐️ Bookmark this article and refer back to it when you need ad specs.
Google Display Ad Specs
Source: support.google.com
Browse examples at adstransparency.google.com
LinkedIn Ad Specs
Source: business.linkedin.com
Browse examples at: linkedin.com/ad-library/home
X (Twitter) Ad Specs
Source: business.twitter.com
- You can request to have video lengths increased up to 10 minutes
- Carousel can use images or videos but must be in the same aspect ratio (ex: 1:1 or 16:9)
Quora Ad Specs
Source: image ads, video ads
Reddit Ad Specs
Source: reddit.my.site.com
* Headlines will be truncated to 100 characters on mobile/mobile web for the conversation placement.
Youtube Ad Specs
Source: support.google.com
Browse examples at adstransparency.google.com
Google Discovery / Demand Gen Ad Specs
Source: support.google.com
Browse examples at adstransparency.google.com
TikTok Ad Specs
Source: ads.tiktok.com
Browse examples at library.tiktok.com/ads
Meta Ad Specs (Facebook/Instagram)
Source: business.facebook.com
Browse examples at: www.facebook.com/ads/library
Resources for Mastering B2B Advertising
Hope you found this ad specs article useful!
If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.
Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:
✅ 100% free access.
✅ Taught by vetted industry experts.
✅ Have workbooks, resources, and templates.
✅ Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
• Scale their ideas
• Level up their careers
• Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously I timed it 😂)
People Also Ask
How often do ad platforms update their ad specifications, and how can I stay informed about these changes?
Ad platforms periodically update their ad specs to accommodate new features or policies. To stay informed, regularly check the official guidelines of each platform and subscribe to their newsletters or blogs for updates.
What are the common pitfalls to avoid when designing ads to meet platform specifications?
Common pitfalls include using incorrect dimensions, exceeding file size limits, and neglecting safe zones, which can lead to ad disapproval or poor display. Always adhere to the latest specifications and test your ads across devices.
How can I ensure that my ad creatives are optimized for both desktop and mobile viewing?
Design responsive ads that adapt to various screen sizes. Utilize platform-specific preview tools to see how your ads render on different devices, ensuring readability and visual appeal across all formats.
Are there tools available to streamline the creation of ad creatives that comply with multiple platform specifications?
Yes, tools like Canva, Adobe Creative Cloud, and Figma offer templates tailored to various platform specs, simplifying the design process and ensuring compliance.
How do ad specifications impact the performance and effectiveness of my advertising campaigns?
Adhering to specifications ensures that your ads display correctly, preventing issues like cropping or distortion. Properly formatted ads enhance user experience, leading to better engagement and higher conversion rates.
3 Powerful Strategies For Scaling SaaS Google Ads You Need To Know
Google Ads is a blessing and a curse.
You're blessed with intent and cursed with scale.
It’s a powerful channel for scaling pipeline for SaaS startups but low search volume is a challenge.
In this article you’re going to learn 3 powerful strategies for scaling your SaaS google ads further.
This won’t solve your limited search volume issues that's just the nature of your target keywords and B2B SaaS but these strategies will help you squeeze more performance from your account.
Let’s dive into it 👇
TABLE OF CONTENTS
- Strategy #1: Broad Match Discovery
- Strategy #2: Advertising outside of English
- Strategy #3: Industry campaigns
Strategy #1: Broad Match Discovery
Before you click away I’m not talking about using broad match in the traditional sense.
Where you let Google show your ads for WHATEVER they think is relevant.
Broad match discovery is where you combine broad match keywords AND an audience.
It essentially means you’re giving Google the flexibility to show your ads for whatever they feel is relevant but within the confines of your targeted audience.
I would not recommend testing this approach unless you have:
- Strong negative keyword lists
- Proven converting phrase match keywords
- Significant conversion volume (> 15/month)
The benefit is you get to scale your top keywords safely past phrase match.
How to implement broad match discovery:
Step 1: Find proven converting phrase match keywords
Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.
Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).
Once you’ve identified some worthwhile keywords it’s time for step 2.
Step 2: Brainstorm your targeted audiences
Google has 5 audience types you can leverage for targeting in your search campaigns.
- Your data = website visitors or contact lists
- In-market = people actively researching a given topic
- Life events = people who’ve accomplished a life milestone (ex: create a business, get married)
- Detailed demographics = industries, company sizes, education level.
- Affinity = people who are interested in a certain topic
You can use a mixture of all these different types of audiences to layer on top of your broad match discovery campaigns.
If you’re dealing with < 500 searches/month for your keywords I recommend clustering a minim of 10-15 audiences on top of your campaigns to help with delivery.
Step 3: Setup a campaign experiment
The safest way you can test broad match discovery is in a 50/50 experiment alongside your top converting phrase match campaign.
You can easily AB test in Google Ads using the campaign experiments feature.
Located under Campaigns > Experiments
Using this feature build an experiment splitting the traffic by 50% for your original campaign vs the experiment version using broad match AND the targeted audiences you brainstormed in step 2.
Strategy #2: Advertising outside of English
English is the most competitive language in the world with the majority of advertisers.
We’ve seen reductions of up to 70% in our average CPC targeting other languages.
If your company has the resources to sell in multiple languages – take advantage of localization!
Localization campaigns are when you target keywords, write ad copy, and design landing pages that all are in your audience's native language (ex: Spanish, German, Portuguese).
You’ll reap the benefits of lower costs due to less competition.
The downside however with localization is search volume.
If you’re already advertising in English outside of North America and finding success, definitely recommend testing this strategy.
How to implement localized campaigns:
Step 1: Find proven converting phrase match keywords
Review your performance across converting phrase match keywords to identify which you’re going to prioritize testing with broad match discovery.
Don’t rely on “total conversions” make sure you’re viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).
Step 2: Brainstorm your targeted languages
Ask your internal team what languages your sales team is able to sell in.
Based on your options make a list of potential languages.
Next, if you’re advertising outside of North America, review the top performing countries and identify their local languages and see if you have the internal resources that can speak that language.
If you can’t sell in this language then this strategy won’t make sense.
Step 3: Hire a local translator
Don’t make the mistake of relying on Google Translate to perform the bulk of your translation.
You’ll want to hire a translator that grew up in the area in which you want to advertise.
For instance, if you’re advertising in Portuguese.
The dialect for Europeans living in Portugal and those living in Brazil is very different.
A local Brazilian can tell if it’s not their dialect just like a native Portuguese.
I recommend hiring locals off Upwork can be as low as $12/hour depending on the language.
These translations will make a world difference in your ad and landing page copy.
Strategy #3: Industry campaigns
Industry campaigns can be great for coverage and quality.
This is where you’re going to bid on a desired keyword and add a related industry term.
For example, let’s say bidding on the keyword “crm software” here’s how you can modify this keyword to make it industry specific:
- healthcare crm software
- crm software for fintech
- crm software for small businesses
The benefits of industry campaigns:
- Personalized ad copy that can yield greater CTRs
- Higher quality leads due to a more qualified search term
- Lower cost per click prices due to less competition
The downside however is search volume (the constant struggle of Google for SaaS 😅).
How to implement industry campaigns:
Step 1: Find proven converting phrase match keywords
Just like the other strategies we’re going to identify proven keywords first that we can create industry variations for.
Step 2: Brainstorm your target industries
Run a win rate analysis in your CRM and understand which industries have the shortest sales cycles and largest deal sizes? Based on your findings, prioritise the industries in which you want to target.
Step 3: Build and prevent keyword overlap
Once you have your keywords and target industries you’re ready to build your campaigns.
Make sure to add your industry terms as negative keywords in your generic non-brand campaigns.
Otherwise you can have people seeing your generic ads for your industry terms.
Hope you found this article helpful!
Best of luck scaling your Google Ads campaigns for your SaaS.
From Clicks to Conversions: Master Google Ads for B2B 🔥
If you want to become a Google Ads pro, check out our free B2B Google Ads courses, where you'll learn how to launch, optimize, and scale your campaigns to drive pipeline and revenue.
Here's what you'll learn in each course:
⚙️ B2B Google Ads 101 - How to Launch Dangerously Effective Campaigns for Beginners
- The Googleverse: The Game You're Playing & How To Win
- Measurement: How to Make Sure You're Profitable
- Targeting: How to Show Up For the Right Searcher
- Planning: Putting It All Together
🎯 Google Ads 102 - How to Clicks Into Profit
- Visibility: How To Find the Hole Sucking Profits
- Workflows: How to Optimize On a Daily, Weekly, Monthly & Quarterly Basis
- Experimentation: How to Test & Automate Profitability
- Troubleshooting: How To Solve Inevitable Problems
🚀 Google Ads 103 - How to Scale Google Ads For Advanced Advertisers
- Methodology: How to Vertically Scale Google Ads From A-Z
- Campaigns: Scaling Horizontally Through Campaign Themes
- Channels: Scaling Outside of Paid Search
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it 😂)
People Also Ask
How can I effectively measure the success of my Google Ads campaigns for SaaS products?
Utilize key performance indicators (KPIs) such as conversion rates, cost per acquisition (CPA), and return on ad spend (ROAS). Implement tracking tools like Google Analytics to monitor user behavior and campaign performance.
What are the best practices for creating compelling ad copy that resonates with my target audience?
Focus on highlighting unique selling propositions (USPs), addressing customer pain points, and including clear calls-to-action (CTAs). A/B testing different ad variations can help determine what resonates most with your audience.
How can I optimize my landing pages to improve conversion rates from Google Ads traffic?
Ensure landing pages are relevant to the ad content, load quickly, and have a clear, concise design. Incorporate strong CTAs and minimize distractions to guide users toward the desired action.
What role does keyword research play in the success of Google Ads for SaaS, and how should I approach it?
Keyword research is crucial for targeting the right audience. Use tools like Google Keyword Planner to identify high-intent keywords relevant to your SaaS product, and consider long-tail keywords to capture more specific search queries.
