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Pay-per-click | motarme

The Care and Feeding of An Adwords Campaign

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Motarme Google Adwords maintenance

Google Adwords should be a good source of leads for B2B technology and industrial firms. But to succeed you need to give your campaigns regular care and attention.  That’s because after your new AdWords campaign runs for a few days you will see things that need to be fixed.

Typically some of the problems with a new campaign include:

  • Some ads are bringing in poor quality visitors who have searched on phrases irrelevant to your business.
  • Your ads are not being shown because your bids are too low.
  • People aren’t clicking on your ads.
  • People start to click but when these visitors arrive on your landing pages they don’t register or convert.

To fix these problems requires that you regularly review and update your campaigns to achieve your desired results – good quality leads registering on your landing pages.

This is how we recommend you do it. Use a systematic, iterative approach – you keep circling through campaigns, then ad groups, then keywords and then ad text, making adjustments in a logical order.

1. Choose a Campaign

Login to your Google Adwords account and choose a time period to review e.g. past 30 days.

Choose a Campaign you want to improve

  • Sort the Ad Groups in that campaign by Click Through Rate (CTR) – to do this click on the column marked CTR and it will sort the table from high to low.
  • Target the lowest CTR Ad Group – this is the first one you will either improve or delete

2. Select Ad Group within Campaign

Choose that Ad Group with the low CTR

  • In the Ad Group, first look at Keywords.
  • Sort the keywords by Clicks to see which keywords are getting most clicks.
  • Sort by CTR to see which keywords perform the best.
  • Look at the search terms that have actually triggered keywords in this ad group using the ‘Details -> Search terms – All’ button as shown:

Google Adwords keyword details

3. Revise Keywords Within the Ad Group

  • Remove any ‘broad match’ keywords – change them to ‘Phrase’ or ‘Exact’.
  • Look for keywords not being displayed due to low bids and either increase the bid, try a different match type, or a closely related phrase.
  • Look for keywords not being displayed because of poor Quality Score. Google thinks these keyword / ad / landing page combinations are not working so think why this might be the case. After 3 to 4 days either change or remove low QS keywords or they will damage the performance of your ad group and campaign. One option here is to separate low QS keywords into their own ad group where you can work on them in isolation e.g. give them special ad text and landing pages.
  • Consider whether more keywords can be added – click on the ‘Add keywords’ option or use the Google Keyword Planner to look for some additional ideas.
  • Check recent searches to see if some keywords should be excluded using ‘negative keywords’ – typical keywords to exclude include “free”, “jobs”, “vacancy”, “vacancies” etc.
  • Check the number of impressions for your keywords overall – are you getting enough impressions in this ad group? If the number of impressions is low then it means not many people are searching on your keyword phrases in your target geography. The choice here is to (a) add keywords or (b) change the campaign settings so your ads run in more geographies / countries.
  • Additional Keywords – do you have enough keywords in this group? Can you add more?
  • Too many keywords / Create New Ad Group – if you have more than 80 or 90 keywords in an ad group then they usually could be separated into 2 or more ad groups.  If that is the case then split some of your keywords into a new ad group.
  • Review the Relevance of your keywords – do you still think they will bring in your target buyers?  Are they too general – could they be bringing in unwanted traffic?  Alternatively, are they too restrictive? Could you be missing out on some potential customers who are looking for related but different terms?

4. Revise Ad Text Within the Ad Group

  • Next, look at your Text Ads for that Ad Group
  • Sort the Ads by Click Through Rate.
  • Ads with a click through rate of less than 0.5% are performing badly. (We look to get to 1.2% or above as quickly as possible).
  • A CTR this low indicates that (a) the ad text is simply not compelling and /or (b) the ads are not clearly connected with the keyword in the mind of a visitor – the visitor who searched on the phrase does not expect to see the ad you show in response so he doesn’t click on it
  • Have you got at least 2 ads running in competition in the ad group? You need at least 2 running in parallel in order to draw conclusions about what does or does not work.
  • Have you selected ‘ad rotation’ at the Campaign level so the ads are being shown evenly over time to enable you to measure one against the other? To use ad rotation, you may have to go to settings and beside the ‘Type’ setting, choose “Search Network only – All features”, rather than “Search Network Only – Standard Features”
  • Have you got more than 4 ads in the ad group?  Generally any more than 4 becomes difficult to analyse and manage, particularly in the context of a larger overall Campaign with many other ad groups.
  • In this ad group, take the lowest performing ads first – is there any obvious problem? Does the ad closely relate to the set of keywords it represents?
  • Is there a compelling offer, statement of value and call to action? Is there some other reason people might not click on it?
  • Can you do comparative searches in a target geography to see what other ads are displayed for your types of keywords? How do those ads compare to yours?
  • Are you using Keyword Insertion on any ads? If you try using keyword insertion, do those ads perform better than other ads?
  • Is the display URL that shows at the bottom of your ad clearly related to the keywords and call to action? E.g. www.mycompany.com/keyword-related-term

5. Revise Landing Pages Within the Ad Group

  • Click on the blue line at the top of each of each of your text ads to open the corresponding landing pages.
  • What is the Conversion Rate on your landing page – how many visitors register per 100?  As a rule of thumb in B2B web marketing, we want a 4% to 8% conversion rate for landing pages when they have been running and tested for a couple of weeks. That means for every 100 clicks through to this page we expect to see 4 to 8 people registering.  You won’t achieve this immediately but if after 2 weeks it is not working you need to reconsider the page and corresponding ads.
  • Is there a clear linkage between keyword -> ad text -> landing page?
  • Does the landing page header text clearly relate back to the ad and the keyword?
  • Does the landing page follow standard best practice e.g. ‘hero shot’ of item or document on offer, encapsulated registration form, directional cues, text on the download button, bulletpoint text, summary of benefits, customer or partner logos and other trust anchors, social proofs such as ‘100,000 customers use product X’ etc.

6. Repeat for all Ad Groups with Campaign

  • Repeat this process for all Ad Groups within your campaign, then move on to the next campaign.

7. Check Campaign Settings

  • Your campaigns settings control the overall budgets, default keyword bids and, perhaps most importantly, target geographies.
  • Periodically look at these settings to confirm they are still valid for your campaign.
  • You usually have to test and change geographies and budgets quite a lot in the first few weeks of a new campaign.


How B2B Companies Can Use the Web to Generate Sales

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A short explanation of how Business-to-Business companies can use the web to generate sales and revenue. Most B2B vendor selections now start on the web. Procurement team members search for suppliers, for information about product categories, for case studies and reports. You can use this new buyer behaviour to ensure potential customers find you when they start looking for your kind of product or service. You can use digital marketing tools like search engine optimization, pay-per-click ads, email and social media to bring the right kind of visitors to your website. Once they are on your site you can offer high quality content in exchange for their basic contact details. This enables you to take the first tentative steps in what is usually a multi-stage interaction over a course of weeks or months, your goal being to persuade them that you are their best choice.

What is Lead Management?

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Lead Management

If you follow a standard process for managing sales leads, you can generate more leads, make more sales and earn more money. You can achieve scale.

Having an effective Lead Management process in place will help you:

  • Generate more leads faster
  • Pass better quality leads to Sales, so they don’t waste time chasing someone who has no real interest in your products
  • Cut down wasteful spend


What is Lead Management?

Lead Management and sales funnel

Sales development reps (SDRs) at business-to-business (B2B) companies spend a lot of their time trying to identify and obtain the contact details of people who might be interested in their products or services – this is ‘lead generation’. They pass these contacts to colleagues in Sales who pursue them and try to convert them to customers.

But the way companies generate and handover contacts is often badly automated and inefficient, and these contacts are often not processed effectively. Lead Management refers to the specific processes around generating leads and managing them as effectively as possible to drive sales. It can be implemented using a marketing automation system, or in your CRM system, or some combination of both.

What does Lead Management involve?

  • Lead Capturing: This is the first step – making sure you record the sales leads you generate in a standard, repeatable way. There are many ways to generate sales leads – you can capture contacts from web pages, run social media campaigns, meet people at tradeshows, try cold calling or use outbound email. But once you have obtained the contact details of a lead people are often inconsistent in how they record them and the subsequent follow-up. That means you lose those leads that your team worked so hard to generate. So it is important to have a clear and simple lead management process that follows the same steps each time. This allows you to keep track of interactions with leads and set follow up reminders, so you don’t let your prospects slip away. Step 1 is lead capture – recording your lead as soon as it is generated.
  • Lead Qualification: All leads are not created equal – some are better than others. “Qualifying” sales leads means deciding which ones are worth pursing, and which ones look most likely to be of real interest. You can rank your sales leads using a scoring model. This means figuring out how likely the contact is to become a buyer based on information about their company, their location, how often they come to your website and other online behaviors which you can observe. Leads that are more likely to turn into customers get a higher score and should be prioritized. Leads that look good but have some questions around them can go into a middle category for some kind of automated follow-up e.g. including them in a follow-up email sequence. And leads that do not match your target profile should be removed so you don’t waste the sales team’s time.
  • Lead Routing: This is assigning leads to the most appropriate sales representatives. Leads are more likely to turn into customers the quicker they are contacted. You can apply sensible rules about which salesperson should get what lead, you can specify how quickly a lead should be acted upon, and you can provide your sales staff with much richer background information on the contact.
  • Lead Nurturing: Your leads will be at different stages in your sales funnel. Some may not be ready to have a sales conversation now, but are still genuinely interested in your product or service.  It is important to build and maintain an ongoing relationship with all prospects. The goal is to keep your company ‘front of mind’ with them until they are ready to engage with your sales team. You can define a chain of communications you want to send out to leads and specify the time intervals between each email or call. The communications should be related to their industry sector  and specific role to ensure they are relevant. Then you can automate the sequence using an email marketing tool, a  marketing automation system or your CRM system.

As companies grow, lead management becomes more difficult. It is easier to manage 100 leads than 1,000. By having a lead management process in place and using automation tools to help, sales reps can identify which sources tend to generate high quality leads, and what kind of leads are more likely to convert to customers; this helps you learn how to spend your sales and marketing budget with greatest effect.

There’s a clear return on investment from automating lead management. A CMO Council Survey estimated that 80% of leads are either lost, ignored or discarded. MarketingSherpa also estimated that around 75% of leads generated by most companies are not followed up if they’re not a short-term opportunity (i.e. going to close in this quarter).

With the average lead costing around $180 or more to generate, that can quickly add up to a lot of money. Or to put it another way – calculate the proportion of your sales budget you spend on lead generation; how much is 80% of that?

So, if you want to scale up your sales, you’ll have to scale up demand generation and that in turn means you should to start looking at automating how you manage leads using a simple, consistent process. 

Interested in a 3 Month Lead Generation trial? CHECK OUT OUR 3 MONTH TRIAL