What bidding strategy should you choose for a new Google Ads account? This question is the most frequently asked by friends recently. If you are a brand, just set up a website, and are ready to start placing Google Ads, you might have some concerns:
How to choose the type of advertisement?
How to choose a bidding strategy?
How to write keywords and copy?
How to effectively check keywords and track advertising effects?
Combining these questions, here is a reference for everyone.
First, what type of advertisement should you start with?
For B2B brands, search ads are the first choice, as they are displayed based on keywords actively searched by users, and can accurately reach potential customers with needs.
1. Why choose search ads?
High precision: The keywords searched by users are highly relevant to your product, such as "wholesale food drying machines" and "industrial drying machine suppliers".
High conversion rate: B2B customers have clear purchase intentions, and search ads can directly guide them to your website, facilitating inquiries or purchases.
2. Other types of ads:
Display Ads: Suitable for brand exposure, but the conversion effect is not as good as search ads.
Video Ads: Suitable for product demonstrations, but the cost is relatively high, not recommended as a priority in the early stage.
Recommendation: Start with search ads, accumulate some data and customers, then consider display ads or video ads as a supplement.
Second, what bidding strategy should you choose?
For newly started B2B brands, it is recommended to start with "Maximize Clicks" rather than directly choosing "Maximize Conversions".
1. Why choose "Maximize Clicks"?
Data accumulation: Just having built a website, you may not yet have enough conversion data to support the "Maximize Conversions" strategy.
Rapid testing: By "Maximizing Clicks", quickly test which keywords and ad copy perform better, accumulating data.
Cost control: B2B customers have a longer decision-making cycle, initially focusing on traffic and exposure to avoid pursuing conversions too early, which could lead to high costs.
2. When to switch to "Maximize Conversions"?
When the ad account has accumulated sufficient conversion data (such as inquiries, form submissions, etc.), and the system can identify users with high conversion potential, switch to the "Maximize Conversions" strategy to further enhance ad effectiveness.
Third, how to write keywords and copy?
1. Keyword selection
B2B customers' keywords are usually quite specific, it is recommended to explore from the following perspectives:
Product words: Such as "food drying machine", "industrial drying machine", "commercial drying equipment", etc.
Scenario words: Such as "food processing equipment", "fruit and vegetable drying solutions", etc.
Long-tail words: Such as "wholesale price of food drying machines", "large drying machine suppliers", etc.
Competitive words: Such as "XX brand drying machine alternative solutions" etc. (pay attention to compliance).
Tool recommendation: Actually, the tool I use most often is the AI tool, Google Keyword Planner to find related keywords, filtering out those with moderate search volume and low competition.
2. Ad copywriting
B2B customers focus differently from B2C customers, they value the professionalism, reliability, and service of the product. Several key points for copywriting:
Highlight professionalism: Like "Professional food drying machine supplier, 10 years of industry experience".
Emphasize solutions: Like "Providing efficient drying solutions for food processing enterprises".
Show service advantages: Like "Free custom solutions, 24-hour technical support".
Add a call to action: Like "Get a quote now" "Free consultation for solutions".
Fourth, how to check keywords and track advertising effects?
1. Checking keywords
Using negative keywords: Exclude irrelevant search terms, such as "household drying machines", "second-hand drying machines", etc., to avoid wasting budget.
Regularly check search term reports: View the "search term report" in the Google Ads backend, analyze the keywords actually searched by users, and timely adjust the keyword list.
2. Tracking advertising effects
Set up conversion tracking: Set conversion goals on the website, such as form submissions, inquiries, etc., and enable conversion tracking in Google Ads.
Use UTM parameters: Add UTM parameters to the ad links, facilitating tracking of traffic sources and user behavior in Google Analytics.
Regularly analyze data: Focus on click-through rate (CTR), conversion rate, cost per conversion, etc., to optimize ad performance.
Tool recommendation:
Google Analytics: For tracking website traffic and user behavior.
Google Ads Report: For analyzing ad performance and keyword effectiveness.
B2B customers have a longer decision-making cycle, and ad placement requires patience and continuous optimization. It is recommended to start with a small budget for testing, gradually expanding the scale of deployment. At the same time, combine SEO, content marketing, and other long-term strategies to enhance brand influence and customer trust.
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