Yearly, it looks as if this 12 months would be the largest 12 months of change for PPC administration, particularly for B2B companies.
However this 12 months, this declare is greater than hyperbole.
The growth in artificial intelligence (AI) and a continued emphasis on information privateness are reverberating throughout our business, leaving many advertisers questioning what to do on this time of change.
On this article, 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 Methods To Attempt In 2024
1. Use Video Advertising For Extra Than Model Consciousness
Video continues to grow in importance as an asset for advertising and marketing and promoting campaigns. Whereas video might have been a “good to have” earlier than, it’s virtually required in 2024.
We’re additionally increasing how we use video in advertising for our B2B shoppers. Beforehand, we primarily used movies to develop consciousness.
We nonetheless do that, after all.
Working example: We just lately re-engaged with a former consumer. Their prior advert company targeted narrowly on search key phrases and conversions, doing little to construct consciousness.
On account of this method, our former consumer had all however misplaced their branded search visitors and the dear leads that got here with it.
Once we took over the administration of their account once more, we set about turning this round.
The overall month-to-month price range for this account is underneath $10,000. We took a small quantity of this price range to drive brand awareness.
We created a $25 per day marketing campaign price range for video advertisements, turning it off on weekends to make the price range go a bit additional.
After solely two months, we’re already beginning to see model visitors trickle in once more:
Whereas video continues to work nicely for rising model consciousness, it’s able to doing way more.
For instance, our consumer has some great 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 price of impressions and the quantity of people that watch all the video, click on via, and full a kind.
So, not simply model consciousness – but additionally conversions!
You may see on this screenshot how clicks and conversions elevated over only a few months:
Video belongings additionally lend themselves nicely to repurposing throughout your advertising and marketing and promoting channels. This isn’t a one-and-done asset!
2. Proceed To Take a look at AI-powered Campaigns And Inventive Instruments
As talked about earlier, AI is having a profound impression on our business – one that can 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 12 months and determined to pause it, it could be time to check once more.
That’s what my group and I are at present doing.
With out query, a few of our B2B shoppers had points with PMax final 12 months, particularly when it got here to steer 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 preserving PMax campaigns stay.
But it surely’s a brand new 12 months with a brand new alternative to check these AI-driven advertisements once more.
We’ve extra details about PMax in the present day than we did earlier than. I even have religion that Google is working to enhance this marketing campaign kind, so it’s price taking for an additional trial run.
Frankly, AI-powered campaigns are the way in which of the long run. They’re not going wherever.
It’s price getting on board early so to get the perfect out of those campaigns as they develop. And in case your opponents resist, that creates new alternatives for you.
On a associated matter, that is additionally the proper time to discover the ground-changing alternatives of AI-powered creative tools.
AI is making it doable for full design novices to repurpose (and typically create from scratch) useful advertising and marketing belongings that you should utilize in your promoting.
These instruments may quickly put to relaxation the objection that you just “don’t have any belongings that you should utilize.”
3. Don’t Overlook The Classics
With all this discuss AI and video advertising and marketing, it’s simple to neglect about tried-and-true methods which have served us nicely prior to now and are simply as necessary in the present day.
To spotlight simply considered one of them: incorporating belief alerts on touchdown pages.
That is one thing I’ve been talking about since 2018 (yup!), and it nonetheless holds.
Belief alerts, comparable to buyer testimonials, can transfer undecided consumers from “no” to “sure” and are important in case your model just isn’t well-known.
You would possibly assume this technique is apparent. However simply final week, a brand new startup consumer confirmed us the draft of their touchdown web page, which they had been very pleased with.
The web page appeared nice, with persuasive advertising and marketing copy and constant branding. However one thing necessary was lacking: No belief alerts.
You may discuss all day lengthy about how nice your services or products is. However that advertising and marketing copy won’t ever carry the identical weight because the phrases of your clients, describing their expertise of working with you.
Reminder: Vital Updates For These Promoting In The EU And UK
Earlier than I wrap this up, there are necessary updates that you just shouldn’t overlook as you ponder technique for this 12 months.
Should you promote within the European Financial Space (EEA), it’s essential update Google Ads tracking with Consent Mode for EU and UK customers.
Consent Mode allows you to 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 can be a quickly evolving space. I like to recommend following Google Adverts product liaison Ginny Marvin on X to get the most recent information. You’ll want to try her February 13 publish, the place she talks about Consent Mode.
Don’t Get Left Behind In 2024
As all the time, the world of PPC is altering – however elements of it stay the identical.
So, lean into video advertising and marketing and the possibilities of AI.
However on the identical time, don’t neglect that most of the confirmed methods you’ve used for years will proceed to serve you nicely in the present day.
Extra Assets:
Function Picture: BestForBest/Shutterstock
