Kelso Consulting News

Making Google Ads work for your B2B business

By Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

 

Google Ads are used by many businesses and can be a very cost-effective way of generating leads. 

However, others shy away from them - some are unsure of how to set them up, while others are convinced they won't work for their market (although in 9 out of 10 times such beliefs are generally unfounded in our experience!).

Because we felt more of our clients should be considering Google Ads for campaigns, we teamed up with Google Ads expert Dominic Renshaw of AdExtra who on our recent webinar gave an excellent explanation of what is involved and how to set up and maintain a successful campaign.

However, ranking well on Google Ads isn’t plain sailing nor is it as easy as it used to be.

For instance, there are many things that could trip you up as Google frequently changes how its interface works.  Keeping control of your budget and preventing it being used-up too rapidly by poorly constructed campaigns is also a challenge for new users.

Here are a few of the relevant points for getting an Ad Words campaigns as successful as possible:  

  • Identify your "customer journey" before you start your campaign, being clear what specifically you want visitors to your website to do once they arrive on the "landing page" after clicking the Ad.  Too many campaigns simply point people to the business home page and hope they will find the relevant information... the chances are they won't be that patient.

  • Investing sufficient time identifying the likely search phrases the sort of visitors you want is key.   Failure to get this bit right will almost certainly doom the rest of the campaign.
    Often people spend a few minutes on this, or maybe an hour.  But there are invariably more search phrases than you first think, and Dominic recommended you take half a day or more.  He showed how Google identifies the ones most relevant to you that are being used, helping ensure you have the best impact.

  • Adding a "negative" keyword list will save a lot of money and is just as important as your positive one.  For instance, adding such phrases as "jobs" and "vacancies" ensures your Ads don't appear in front of job-seekers (unless of course you are doing recruitment), making sure your budget isn't depleted by having ads clicked by irrelevant people. Our webinar covers these in more detail, including how Google can help you identify these

For the full advice-packed webinar, simply click on the image below:

 

Making Google Ads work for consultancy & professional businesses - CTA (2)

 

Topics: SEO, Website, Professional firms, B2B, Google Ads, PPC



Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Written by Tim Prizeman, Director - Kelso Consulting (Public Relations agency)

Director of Public Relations agency Kelso Consulting. We specialise in working with B2B tech companies, management consultants, financial and professional firms to help them build business-winning reputations. We do this through award-winning PR skills and a proven approach to creating high-impact thought leadership campaigns. I am the author of The Thought Leadership Manual: www.kelsopr.com/thought-leadership-manual-book