5 Tips on How to Create a Profitable Google Ads Campaign

Google Ads is a great tool to have in your marketing toolbox if you’re looking for profitability in your business. The tools, techniques, and strategies available allow businesses to grow exponentially in a very short period of time. There’s a reason why companies worldwide collectively spend billions of dollars on Google Ads– if done right, it’s profitable. Here are five tips on how to create a profitable Google Ads campaign.

Understand ROI and ROAS

Having a profitable Google Ads campaign requires you to think mathematically. In a nutshell, it all comes down to how much traffic you generate, how much of that traffic converts, and how much it costs you to make that happen. The name of the game in Google Ads is ROI (Return on Investment) and ROAS (Return on Ad Spend). 

ROI = Revenue-Cost / Cost of Ads

*You must know your profit margins to calculate your true ROI. This means keeping in mind things like associated costs with onboarding new leads or making a sale.

ROAS = Total Revenue / Cost of Ads

It’s important to recognize which model you should use for your campaigns and how they can affect your perception of their performance. If you have associated costs with your marketing, you may want to consider the ROI model.

Calculate Your Break-Even Point

The understanding of ROI and ROAS is crucial in effectively tracking your profitability in Google Ads and can be the difference between good vs. great. Calculating your break-even point gives you an excellent benchmark and goal to aim towards for your Google Ads campaigns. So how do you know what your ROI should be to break even? The answer is fairly simple. Divide your profit margin by one. So for the above example, our break-even point would be calculated by the following formula:

Break-Even Point: 1/.4 = 2.5 or 250%

What this means is that in order to be break-even, you need to make $2.50 on every dollar spent on advertising. Why? It’s because, for every $2.50 in revenue, you’re only generating a dollar (40%). Thus, you net zero dollars.


Verify Search Volume and Gain Keyword Insight

Before you start advertising on Google, it’s essential to research the space you are entering. Take a look at key metrics like how much the historic average CPC has been for your target keywords and much search volume there is. One way to do this is by using Google’s keyword planner. This tool even gives you some more insight into how much you can spend to expect specific results. It also allows you to see how your max CPC bid and conversion rate will affect the performance of your campaigns. Doing this research also will enable you to understand whether your budget is optimal for a profitable campaign or not. Sometimes as little as an extra $5 a day can be the difference between a profitable campaign and one that is not.

Google keyword planner

One thing to note though, Google’s predictions are not always accurate and will not ensure any such performance for your campaigns. It’s merely Google’s best insight based on the data that they have on hand. Use these insights as a general guide and helping hand during your planning. Don’t let it influence too much of your expectations and judgment. It’s best to start slow and a bit cautious while carefully monitoring your data as it comes in instead of relying on the keyword plan’s overview. 


Another resource for Google ads insight is Wordstream’s Google ads benchmarks, which are updated annually. These reports provide information on many industry’s average cost per click, conversion rate, and cost per action.

Image Source:
Wordstream

Utilize Conversion Rate Optimization

Increasing your conversion rate is another key component in how to create a profitable Google Ads campaign. This can include a variety of different things, including your ad copy, having the right CTA’S, and optimizing your landing pages. This aspect of Google Ads is where you should spend considerable time on and continue to improve. It’s also where you can get very creative and utilize A/B testing and data to increase your conversion rates further.

Maximize Extensions To Gain SERP Real Estate and Increase Relevancy

You can also increase your conversion rate in Google Ads by simply aiming to be helpful to the user. This means that you should give them everything they need to solve their issue and provide as much value as possible. 

A way to be more helpful is to maximize your extensions. The SERP (Search Engine Results Page) has four limited spots for text ads at the top of the page. Once you get there, use that space wisely and take advantage of it. You also want your ad to take up as much space on that page as possible. 

Lake One ad extensions

Utilize ad extensions of all types. Here’s a brief overview of what they are and what they’re best used for:

Read more about Google Ads extensions here.


Many businesses struggle with focusing on what they know works for them. Don’t make things too complicated. If you know something has worked well for your business in the past, continue to promote and refine it. If you know that targeting a certain persona leads to a larger order value, then put more advertising dollars towards that persona. Think about what conversion actions are most important and will have the most impact. Working within your budget means that you need to make the most out of it. So treat every last dollar with care, purpose, and a vision.

Interested in learning more about how to create a profitable Google Ads campaign? Talk with one of our experts today.

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Why Understanding Your B2B Buyer Persona is the Crux of all Marketing Efforts

Do you fully understand your B2B buyer personas? If not, you could be missing out on some serious opportunities in your marketing campaigns. After all, 71% of companies who exceed revenue and lead goals have documented personas. Understanding your B2B buyer personas is a vital part of any effective marketing plan.

Personas. Don’t have them? Make Some.

With the world of marketing becoming more reliant on data, relevancy, and personalization, there is no question whether you should sit down and create personas for your business. 

Having a persona allows you to plan and execute your marketing campaigns with some very valuable insights in your toolbox that can help you:

  • Maximize your ROI
  • Use your ad dollars efficiently 
  • Generate qualified traffic and leads
  • Create a great customer experience
  • Improve engagement across all of your channels
  • Collect data/insights on the right people

Establishing your B2B buyer persona is the piece of the marketing puzzle that allows you to narrow down who you need to market to and how you can tailor your messaging and strategy to the needs of those people. The last thing you need is to be marketing to someone who will never buy from you and has zero interest in your product or service. 

Master your B2B website strategy. Grab the guide here.

Researching Your B2B Buyer Persona

In order to understand your B2B buyer persona, you need to conduct some extensive research. Getting to know your persona is all about being open-minded and putting yourself in the customer’s shoes. Throw away any bias thoughts, personal preferences, and assumptions about the industry that you might have and then ask yourself:

  • Who could benefit from my product/service?
  • Who might be looking for my product/service?
  • Where or on what channels are these people most active?
  • Who has used products or services similar to mine in the past?
  • What problems do these people have, and how can I solve them?

Facebook insights

Couple these kinds of questions with research on how your B2B buyer personas behave online and what their demographic might look like. Start by utilizing your current CRM system to see if you notice any kind of trends in your customer database. Maybe the majority are located in a specific area or have interacted with your business in similar ways. You can also use tools like Google Trends and Facebook Insights to get valuable analytics and data on what your personas are actively searching for and what they might look like demographically.

b2b buyer persona

Image Source: Amwyright.me

Buyers are naturally drawn to businesses that they know and trust. To build that trust, you must show a comprehensive understanding and concern for your B2B buyer persona. Keep in mind that at the end of the day, these are people, people who are very complex, educated, and typically have a long sales cycle. This means that your research should be based on a long-term, well thought out strategy.

Related Reading: How to Master B2B Website Strategy and Drive Growth

How to Create Your B2B Buyer Personas

It’s very common for businesses to have multiple personas, so don’t restrict yourself to just one. In fact, try to create as many as you can without going overboard. Distinguish your individual personas by things like their pain points, change drivers, and job status.

A great tool to use to create your B2B Buyer personas is Hubspot’s make my persona tool. This tool implements all the best practices of creating personas and gives you tips and tricks along the way. This tool includes metrics like your persona’s preferred communication method, tools they need to do their job, seniority level, and more. 

Understanding Your B2B Buyer Persona

Your buyer persona is the bedrock of your marketing strategy. It dictates which channels you will utilize, what kind of strategy you will create, how much you will spend — the list goes on and on! Learn how to speak your B2B buyer persona’s language and speak it fluently. Speaking their language makes your persona comfortable; it builds credibility and helps your company build that trust with them that will help lead you to success. The more you know about your B2B buyer persona, their industry, and their organization, the better equipped you are to market to them in an effective and personable manner.

New to buyer personas and incorporating them into your marketing or sales strategy? We can help. Chat with one of our experts today.

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Content Marketing for Manufacturers: How to Build a Successful Strategy

While traditional marketing efforts have served manufacturers well for many years, incorporating a modern approach now is a must. Content marketing for manufacturers, in its simplest form, is creating content that answers your potential buyer’s questions early in their research process and throughout the buying journey. 

The content you create serves many purposes: create brand awareness, generate leads, build credibility with buyers, and much more. So, if your buyers are searching for answers to their questions and you haven’t created any content for them to find, who will they get their answers from? Your competitors.

Why is Content Marketing Valuable for Manufacturers? 

Marketing and selling to B2B buyers, in general, can be tricky, and the landscape is ever-changing. Add in the complexities of product and channel for manufacturers, that only compounds the challenges. Focusing on content marketing can help. Here’s how:

Build Credibility and Trust

A B2B buyer is looking for a solution to their problem that they can trust. It’s not common that they will just accept the first solution they find. They will likely look around to find the best solution for their needs before making any decisions. That’s why it’s important that your content showcases your expertise, experience, and showcases the value you can bring. Ultimately people want to work with someone who is credible and trustworthy. Highlight those things by creating case studies, client testimonials, and more.

Increase Visibility

Organic searches can be your most significant source of traffic and revenue. According to HubSpot, their biggest source of traffic is and continues to be blogging! Part of your content marketing strategy should include promoting your content across the channels that your persona uses. Whether it’s using SEO to show up on the Google SERP, posting on Facebook, or using paid ads on LinkedIn. This allows you to reach more people and increase your brand awareness.

Gain a Competitive Advantage

Content marketing for manufacturers is especially important because if you’re not doing it, you can trust that your competitors are or will at some point. And if they aren’t yet, then you’ll have an advantage by getting your content out there first. Content marketing is a great way to gain market share and move up the ranks in your industry.

Recommended Reading: Solutions to 5 Common Manufacturing Challenges in 2020

Opportunity to Share Mission and Personality

This is a benefit of content marketing that is often overlooked but can be a powerful one. Content marketing allows you to give life and a personal touch to your products or services. People don’t just want to work with a company, they want to work with people. Your buyers want to work with people who truly care about their customers and provide value to them. Creating content that showcases your mission and the company’s personality can help build trust and humanize you further.

Solve for Complex B2B Buying Cycles

We don’t have to tell you that products in manufacturing are usually technical and complex. While the buyer is often sophisticated and specialized themselves – like an engineer, they’re still looking for educational materials. In fact, a survey conducted by engineering.com found that overwhelmingly – engineers still turn to search or website blogs to find answers to their most technical questions. Your content should be what guides them to a solution and exceeds their expectations. 

b2b buyers journey

Content Marketing Strategies for Manufacturers

Fewer than one in four respondents of the Manufacturing Content Marketing Benchmarks, Budgets, and Trends survey noted that they have a documented content marketing strategy. Those with a written strategy report the top benefits as being an aligned team around joint mission and goals, and that it makes it easier to determine which content to develop. 

Every marketing initiative needs to be driven by a solid strategy and end goal in mind. Content marketing for manufacturers is no different. Here are some tried and true strategies below. Also, who says you have to pick just one? Often the best results come from layering strategies.

Content for SEO

Supercharge your content marketing efforts by aligning it with SEO. Not only will you be educating and helping potential buyers who are coming to your website, but you’ll also be casting a wider net by adding the Google SERP to your arsenal.

Start by doing some keyword research on what your personas are searching for on Google. The idea is to find out what questions your personas are asking and use that information to create an SEO strategy that promotes your helpful content.

Look for keywords with a lower keyword difficulty and a fair amount of search volume to use as a blog topic. Focus on providing value for your persona and solving their pain points, while keeping in mind some SEO best practices, like including your keyword in your title and linking to outside sources of information. 

Account Based Marketing 

HubSpot defines ABM as a focused growth strategy in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts.

Account based marketing

At its core, it turns the funnel upside down and aligns sales and marketing to hunt with spears instead of nets. Manufacturers benefit from building an account-based marketing framework by:

  • Creating higher quality opportunities
  • Tightly aligning sales and marketing
  • Streamlining and often speeding up the sales cycle
  • Expanding business relationships in key accounts
  • Better measure ROI

Related Reading: 4 Account Based Marketing Email Examples to Inspire You

DemandBase found that companies that have been using ABM for at least one year saw an increase in 10% revenue, 19% of those surveyed saw revenue growth in excess of 30%. 

So, where does content come in to play? You use highly relevant content to engage your target accounts. For example, ABM could call for a LinkedIn ad for a white paper or video with a call to action to download your case study. The best part about content for ABM? It can be repurposed elsewhere for inbound marketing or leveraged in nurture sequences.

Inbound Marketing

Inbound marketing is a great way to establish credibility and be present when your persona is ready to have a more sophisticated sales conversation. Having that credibility reflects on your company’s products and services. It shows that you’ve thought about your persona’s pain points and address them in your services. The goal is to keep your company top of mind when they are ready to solve their problem. Here’s are the three phases:

inbound marketing for content marketing for manufacturers

Image Source: HubSpot.com

Attract: Here is where you draw in the right people (right being the key word) with content and resources that they will find valuable. This will help establish you as a trusted source and someone they’ll want to engage with. Whether it’s using SEO to show up in the Google SERP, utilizing an email list for email marketing, regular social media posts, or even pay-per-click advertising. 

Learn more about email marketing services here.

Engage: This is where you will present your insights and solutions to their problems and goals. If you can either solve their pain point or help them reach their goal, they are more likely to do business with you. Every professional buyer has their own unique sales process. This is why it’s important to create content that addresses each stage of the buyer’s funnel. This includes having a diverse field of topics while using different delivery methods such as blogs, tools, e-books, and pillar pages. You’ll also engage by leveraging marketing automation to nurture your leads into customers.

Delight: Last but not least, delight. Here you provide help and support customers to find success with their purchase.

Related Reading: 5 Signs Inbound is Right for Your Business

Sales Enablement

Content marketing plays a major role in a sales enablement strategy. Implementing a B2B sales enablement strategy can align your internal teams and empower your sales team with the tools they need to close more deals. Marketing does this by providing should provide various resources such as blogs, guides, and demonstrations to help sales close more leads. For example, a sales rep can refer to a helpful pillar page to showcase your company’s expertise in a certain area. 

Related Reading: A Roadmap to Sure-fire B2B Sales Enablement Strategy

strategies for content marketing for manufacturers

Image Source: Salesforlife.com

Social Media Marketing

According to Oberlo, 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active social media users. With an audience on social media that continues to grow, more and more of your target personas will become social media users as well. Businesses using social media as part of their marketing strategy saw an increase in revenue of 24%

Before you put together an effective social media strategy, you must ask yourself:

  • What channels are my target personas using? (Facebook, LinkedIn, etc.)
  • What kind of content will they engage with?
  • How can I get them within my reach?
  • What is the goal of my social media campaign?

Social media can be a great way to engage with your persona’s, but don’t spend too much time on a channel that might not make sense. Focus on creating a strategy that works within the areas your personas are spending the most time. Each social media channel should be used to promote the content you create. Pay attention to who engages with that content and how they respond to it. This can give you a better idea of what their looking for and provide any insight you might have never thought about. It can also be a method of qualifying your leads.

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Content Marketing Tips for Success

Be Consistent

Content marketing for manufacturers should be organized and consistent. The content you produce should be created with a purpose and part of a well planned, longer-term strategy. Creating content once every six months isn’t going to move the needle for your overall strategy. Find a content creation cadence that works for your company and stick with it.

Align Sales & Marketing

Having your sales team tightly aligned with your content marketing strategy will maximize your results. When your sales and marketing teams are aligned, sales is more likely to use the content that marketing is creating and marketing is more likely to create good content for sales. Everybody wins. It’s essential to have the right tools and technology on hand to allow sales to follow up with any qualified leads as soon as they engage with your content. 

benefits of content marketing for manufacturers

Image Source: Organimi.com

Diversify Content

Content marketing doesn’t need to be cranking out blogs every single week. Make it a fun and creative way to portray your business’s personality, expertise, and value. Everyone digests information differently. Some enjoy reading a blog post, while others will benefit from an infographic or tool. Utilize the many different formats and get creative with it. One great way that’s proven its worth is video marketing. Learn about the benefits of video marketing here.

how to achieve sales and marketing alignment

The Role of Google Adwords in Your B2B Strategy

Google and Google Adwords are complex and continue to change rapidly. For B2B businesses, Adwords can be very challenging, but it can also be the catalyst to success in your overall campaign. 

You’ve used Google before, right? Given that Google processes over 3.5 billion searches per day, it’s probably safe to assume you have. You {likely} use Google to search for things like clothes, housewares, and more… As a consumer. But what about as a business professional? Do you ever search for work-related things? Search for an answer to a problem? I imagine if you’re using it for that purpose, your customers are as well, which is why it’s important that you consider it in your strategy. 

In this post, we’ll cover how Google Adwords can play a role in your B2B strategy, including:

  • What role Google Adwords plays in B2B specifically
  • How B2B and B2C Adword strategies differ
  • How to successfully target your B2B buyer with Google Adwords
  • Goal and budget setting for your PPC campaign

10 Google Search Statistics You Need to Know [April 2020]

Image Source: Oberlo.com

Google Adwords and Your B2B Strategy

To better understand the B2B Adwords strategy, one must first understand the role it plays in the overall B2B marketing strategy. Just like any other tool in your toolbox, Google Adwords plays its own critical role. Put simply, its main role is to find the right people who are directly or indirectly searching for your products or services and provide them with the answers they’re seeking. 

Your target personas have many questions and pain points and will almost always turn to Google for those answers. To put this into perspective, Pardot surveyed over 400 B2B buyers and found that 78% of B2B buyers turn to Google search after consulting with a colleague. Google Adwords allows your business to be there as soon as your personas hit that search bar. What’s more, if you’re not using Google Adwords, your competitors likely are. They will be there to answer those questions even if you aren’t. 

B2B vs. B2C Adwords Strategy

So, how do you adjust your strategy to tailor it to B2B buyers? B2B and B2C marketing in general differ mainly in their target audiences and the strategies used to reach them. Adwords is no different. This means there will be significant differences in your overall account structure, how you target your personas, what types of keywords you use, how you write ad copy and how you remarket. It all starts with knowing your B2B buyer persona. 

The B2B Buyer Persona

Your persona and how you target your persona can arguably be the most important part of your campaign. The B2B and B2C persona actually have a lot in common. They both have a goal, a problem to solve, change drivers, and a sales cycle associated with them. That said, the B2B buyer is much more complex. Unlike the B2C buyer, their main goal isn’t focused on personal things like entertainment and other luxuries. Their goals are focused more on ROI, increased efficiencies, solving a problem, and their organization’s needs as a whole. An important question to ask yourself is not only what your persona is looking for, but what their organization is looking for. Once you answer those questions, you’ll be better able to target that persona more effectively. 

B2B vs B2C marketing

Image Source: Wordstream.com

Targeting the B2B Persona

Just like any other campaign, ask yourself what the key demographics of your persona are:

  • Where are they hanging out digitally?
  • What age group are they in?
  • What is their job title and role?
  • Do they have the power within their organization to make decisions?
  • Do they have to consult with many others before taking action?

All of these questions are a great place to start and can help you narrow down your audience. A great way to target these factors of your audience is by utilizing audience lists imported from analytics, custom intent audiences, and custom affinity audiences. 

These features in Adwords help you target users based on things like what they’re interested in, what sites they frequently visit, what they search for most often, and what “market” they’re in. Learn more about these strategies here

Keep in mind not to get too narrow with your targeting. Each time you apply an audience, interest, or category, you are decreasing your reach. Try to test a few aspects at a time and different combinations of them. For example, you might have one campaign that targets people in the market for sports and nutrition items, and another campaign that targets people who frequently visit websites about sports teams and healthy recipes. Test combinations of audiences and tailor your ad copy to be helpful and relevant.

b2b buyers journey

Selecting the Right Keywords

As mentioned above, search intent is essential to a B2B Adwords strategy. You won’t always know what keywords are most likely to convert right off the bat. B2B buyers often ask much more complex questions when they search on Google than B2C buyers. They typically use long-tail keywords and phrases when they search instead of directly searching for a specific product or solution. 

When setting your campaign keywords, don’t get too granular. Start by casting a wide net using:

  • Broad match
  • Broad match modified
  • Phrase match keywords

This allows your campaign to pull in search term data. Next, give your campaign a good amount of time so you can gain insight into how your customers are searching and what they’re looking for. As the data comes in, analyze the search terms report to find potential keywords to add to your campaign and to add as negative keywords. 

Over time, you’ll start to notice trends in the search terms report that point toward a specific customer action. Keep your eye out for search terms that may express an opportunity for a new keyword group.

Pro Tip: Put the higher-performing keywords in their own ad group so you can treat them individually. You may add bid adjustments, ad copy changes, or add highly relevant extensions.

Carefully Approach Your Ad Copy

The biggest thing to keep in mind when writing Google Adwords copy for a B2B buyer is that you aren’t going to be the only company on their radar. You need to make sure the ad copy is relevant and will get their attention. This applies to almost every Google Ads strategy but much more in a B2B Adwords strategy because the B2B buyer tends to do a lot more comparison shopping and research than a B2C buyer. 

So, when you think about creating your ad copy, ask yourself how you would stand out to the user. Look at your ad and put yourself in the consumer’s shoes. Ask yourself: 

  • What would make you click on it? 
  • What elements or phrasing tend to catch your eye? 
  • What would make it more appealing than the others? 

Try to highlight your organization’s strengths and showcase the value you add as much as possible. Most people aren’t looking for a list of features, they’re looking for a solution to a problem. Focus on how you can solve that problem and what you can do for them. 

Pro Tip: Once you have ad copy you like that’s tailored to your buyer, give it time to see how it performs. With a little data under your belt, we suggest doing A/B testing to see which ads perform better than others. Adjust accordingly. 

Setting Your Goals and Budget for Google Adwords

Last, but certainly not least, when building your campaign, ask yourself “what is my main goal?” and “what is my budget?” Your campaign goal and budget will help you dictate what the overall account structure will look like and how you approach its various components. Start by defining success and what KPIs are most important. 

Goals

A goal or measure of success could look like a lead: 

  • Contacting you via phone
  • Filling out a form
  • Downloading a resource
  • Spending a certain amount of time on a page
  • Registering for an event or blog subscription

If the main objective or goal is to have leads contact you via phone, followed closely by filling out a form, then you may consider having a campaign for each of those things. Segment out your campaigns by these goals. This way you can tailor certain settings and targeting to each. 

Pro Tip: No matter what your goals are, make sure they’re SMART. Specific – Measurable – Attainable – Relevant – Timely.

Budget

You should have a sense of what your budget is as you’re creating campaigns and have hard and fast numbers ready for launch. It’s ideal to have different campaigns with different campaign types, strategies, and then run tests within those campaigns. However, your campaign and what you’re able to do is restricted by your overall budget. 

It wouldn’t make sense to bid on top of funnel keywords with a small budget. So, if your budget is small, focus on what will be most profitable for you, and dedicate a few keywords at a time for things like testing and data mining. 

This is just the tip of the Google Adwords iceberg and the role it can play in your B2B strategy. But once you understand the role it plays, how to target your persona, identify keywords, and set up a campaign for success, the next thing to do is to try it out for yourself. 

Still not convinced or looking for some guidance on how to successfully set up, launch and manage your Google Adwords strategy for B2B? One of our strategists can help. Let’s chat Adwords!

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