Yearly, it looks like this yr would be the largest yr of change for PPC administration, particularly for B2B companies.
However this yr, this declare is greater than hyperbole.
The expansion in synthetic intelligence (AI) and a continued emphasis on knowledge 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 Marketing For Extra Than Model Consciousness
Video continues to develop in significance as an asset for advertising 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 promoting for our B2B shoppers. Beforehand, we primarily used movies to develop consciousness.
We nonetheless do that, in fact.
Living proof: We just lately re-engaged with a former shopper. Their prior advert company centered narrowly on search key phrases and conversions, doing little to construct consciousness.
On account of this method, our former shopper had all however misplaced their branded search visitors and the dear leads that got here with it.
After we took over the administration of their account once more, we set about turning this round.
The full month-to-month price range for this account is beneath $10,000. We took a small quantity of this price range to drive model consciousness.
We created a $25 per day marketing campaign price range for video adverts, turning it off on weekends to make the price range go a bit of additional.
After solely two months, we’re already beginning to see model visitors trickle in once more:
Screenshot from creator, February 2024
Whereas video continues to work effectively for rising model consciousness, it’s able to doing rather more.
For instance, our shopper has some fantastic video property that showcase how their robotics merchandise work.
We began to make use of these movies in our promoting – and we’re all very happy with the low price of impressions and the quantity of people that watch the complete video, click on by way of, and full a type.
So, not simply model consciousness – but in addition conversions!
You’ll be able to see on this screenshot how clicks and conversions elevated over just some months:
Screenshot from creator, February 2024
Video property additionally lend themselves effectively to repurposing throughout your advertising and promoting channels. This isn’t a one-and-done asset!
2. Proceed To Take a look at AI-powered Campaigns And Artistic Instruments
As talked about earlier, AI is having a profound influence on our business – one that can solely proceed to develop.
Which brings us to the subject of Google Advertisements Efficiency Max campaigns.
Now stick with me. Even for those who tried PMax final yr and determined to pause it, it is perhaps 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 yr, 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 protecting PMax campaigns dwell.
However it’s a brand new yr with a brand new alternative to check these AI-driven adverts once more.
We’ve got extra details about PMax as we speak than we did earlier than. I even have religion that Google is working to enhance this marketing campaign sort, so it’s price taking for one more trial run.
Frankly, AI-powered campaigns are the best way of the longer term. They’re not going anyplace.
It’s price getting on board early to be able to get the very best 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 suitable time to discover the ground-changing alternatives of AI-powered artistic instruments.
AI is making it doable for full design novices to repurpose (and generally create from scratch) precious advertising property that you need to use in your promoting.
These instruments may quickly put to relaxation the objection that you just “don’t have any property that you need to use.”
3. Don’t Neglect The Classics
With all this speak about AI and video advertising, it’s simple to overlook about tried-and-true methods which have served us effectively prior to now and are simply as necessary as we speak.
To spotlight simply one in all them: incorporating belief alerts on touchdown pages.
That is one thing I’ve been speaking about since 2018 (yup!), and it nonetheless holds.
Belief alerts, resembling buyer testimonials, can transfer undecided patrons from “no” to “sure” and are important in case your model will not be well-known.
You would possibly assume this technique is clear. However simply final week, a brand new startup shopper confirmed us the draft of their touchdown web page, which they have been very pleased with.
The web page seemed nice, with persuasive advertising copy and constant branding. However one thing necessary was lacking: No belief alerts.
You’ll be able to speak all day lengthy about how nice your services or products is. However that advertising copy won’t ever carry the identical weight because the phrases of your prospects, 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 yr.
Should you promote within the European Financial Space (EEA), you want to replace Google Advertisements monitoring 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 will even begin to crop up.
It is a quickly evolving space. I like to recommend following Google Advertisements product liaison Ginny Marvin on X to get the most recent information. You should definitely 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 components of it stay the identical.
So, lean into video advertising and the chances of AI.
However on the similar time, don’t overlook that lots of the confirmed methods you’ve used for years will proceed to serve you effectively as we speak.
Extra Sources:
Function Picture: BestForBest/Shutterstock