Every yr, it looks as if this yr would be the largest yr of change for PPC administration, particularly for B2B companies.
But this yr, this declare is greater than hyperbole.
The progress in synthetic intelligence (AI) and a continued emphasis on knowledge privateness are reverberating throughout our trade, leaving many advertisers questioning what to do on this time of change.
In this text, I’ll define three PPC methods your B2B enterprise can use to navigate these modifications and keep forward of the curve in 2024.
3 PPC Strategies To Try In 2024
1. Use Video Marketing For More Than Brand Awareness
Video continues to develop in significance as an asset for advertising and marketing and promoting campaigns. Whereas video could have been a “good to have” earlier than, it’s virtually required in 2024.
We’re additionally increasing how we use video in promoting for our B2B purchasers. Previously, we primarily used movies to develop consciousness.
We nonetheless do that, in fact.
Case in level: We lately re-engaged with a former consumer. Their prior advert company centered narrowly on search key phrases and conversions, doing little to construct consciousness.
As a results of this method, our former consumer had all however misplaced their branded search site visitors and the dear leads that got here with it.
When we took over the administration of their account once more, we set about turning this round.
The whole month-to-month funds for this account is below $10,000. We took a small quantity of this funds to drive model consciousness.
We created a $25 per day marketing campaign funds for video adverts, turning it off on weekends to make the funds go a bit additional.
After solely two months, we’re already beginning to see model site visitors trickle in once more:
Screenshot from creator, February 2024
While video continues to work properly for rising model consciousness, it’s able to doing rather more.
For instance, our consumer has some fantastic video belongings that showcase how their robotics merchandise work.
We began to make use of these movies in our promoting – and we’re all more than happy with the low value of impressions and the quantity of people that watch the whole video, click on by means of, and full a type.
So, not simply model consciousness – but in addition conversions!
You can see on this screenshot how clicks and conversions elevated over just some months:
Screenshot from creator, February 2024
Video belongings additionally lend themselves properly to repurposing throughout your advertising and marketing and promoting channels. This is just not a one-and-done asset!
2. Continue To Test AI-powered Campaigns And Creative Tools
As talked about earlier, AI is having a profound impression on our trade – one that may solely proceed to develop.
Which brings us to the subject of Google Ads Performance Max campaigns.
Now stick with me. Even if you happen to tried PMax final yr and determined to pause it, it could be time to check once more.
That’s what my crew and I are at the moment doing.
Without query, a few of our B2B purchasers had points with PMax final yr, particularly when it got here to guide high quality. In some instances, we determined that the low quantity of leads and/or the poor return on funding (ROI) didn’t warrant us retaining PMax campaigns stay.
But it’s a brand new yr with a brand new alternative to check these AI-driven adverts once more.
We have extra details about PMax right this moment than we did earlier than. I even have religion that Google is working to enhance this marketing campaign sort, so it’s value taking for an additional trial run.
Frankly, AI-powered campaigns are the best way of the long run. They’re not going wherever.
It’s value getting on board early to be able to get the perfect out of those campaigns as they develop. And in case your rivals resist, that creates new alternatives for you.
On a associated subject, that is additionally the precise time to discover the ground-changing alternatives of AI-powered artistic instruments.
AI is making it potential for full design novices to repurpose (and generally create from scratch) invaluable advertising and marketing belongings that you should utilize in your promoting.
These instruments may quickly put to relaxation the objection that you simply “don’t have any belongings that you should utilize.”
3. Don’t Forget The Classics
With all this speak about AI and video advertising and marketing, it’s straightforward to overlook about tried-and-true methods which have served us properly up to now and are simply as essential right this moment.
To spotlight simply one in all them: incorporating belief indicators on touchdown pages.
This is one thing I’ve been speaking about since 2018 (yup!), and it nonetheless holds.
Trust indicators, corresponding to buyer testimonials, can transfer undecided consumers from “no” to “sure” and are important in case your model is just not well-known.
You may suppose this technique is clear. But simply final week, a brand new startup consumer confirmed us the draft of their touchdown web page, which they have been very pleased with.
The web page seemed nice, with persuasive advertising and marketing copy and constant branding. But one thing essential was lacking: No belief indicators.
You can speak all day lengthy about how nice your services or products is. But that advertising and marketing copy won’t ever carry the identical weight because the phrases of your prospects, describing their expertise of working with you.
Reminder: Important Updates For Those Advertising In The EU And UK
Before I wrap this up, there are essential updates that you simply shouldn’t overlook as you ponder technique for this yr.
If you promote within the European Economic Area (EEA), you have to replace Google Ads monitoring with Consent Mode for EU and UK customers.
Consent Mode lets you get consent from customers to keep up tag-based viewers remarketing performance, for instance.
Lookalike audiences for Demand Gen and different audience-based assortment points may also begin to crop up.
This is a quickly evolving space. I like to recommend following Google Ads product liaison Ginny Marvin on X to get the most recent information. Be certain to take a look at her February 13 publish, the place she talks about Consent Mode.
Don’t Get Left Behind In 2024
As at all times, the world of PPC is altering – however elements of it stay the identical.
So, lean into video advertising and marketing and the probabilities of AI.
But on the similar time, don’t overlook that lots of the confirmed methods you’ve used for years will proceed to serve you properly right this moment.
More Resources:
Feature Image: BestForBest/Shutterstock
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