FYI: B2B PPC

Paid search has always been seen as a key marketing channel for the business. This isn’t a surprise - strong PPC activity allows you to target key decision-makers that are in the market to get a quote.

As this is quite a niche area to operate in, search volumes aren’t huge, making for ultra-competitive auctions and higher costs. Every click counts, so having a clear and focused strategy to drive traffic from the right keywords at the right times was going to be important.

Previous activity also wasn’t as optimised as it could have been, meaning we were inheriting an account that was limited with multiple warnings.

We had work to do.

First step? A good, old-fashioned clean-up.

Reducing the number of keywords in ad sets, removing non-performing keywords, turning off neglected automated scripts, solving any keyword conflicts and introducing new bidding strategies were just a few of the things that we did first off. But it’s important to say we didn’t change everything.

Just because we didn’t do it doesn’t mean it’s not valuable. We made sure to learn from the accounts' past activity to understand what had and hadn’t worked, and reflect that in our Google Ads strategy.

PPC activity is only ever as good as the landing page you’re working with, so we also made sure that the website was as strong as it could be. We consulted their design and development teams to make sure that the user journey was efficient and optimised, and that targeted keywords were present on the page.

Once live, we closely monitored to ensure that the new campaigns were running as they should and optimised to do more of what worked and less of what didn’t. We also focused heavily on the not-so-glamorous but ever-so-important task of tracking, working closely with their internal team to track leads all the way through the sales qualification process - right from keyword to sales value.

This meant we could keep iterating, keep improving, and keep delivering results.