Yearly, it looks like 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 trade, 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 and marketing 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 not too long ago 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 strategy, 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 funds for this account is beneath $10,000. We took a small quantity of this funds to drive brand awareness.
We created a $25 per day marketing campaign funds for video advertisements, turning it off on weekends to make the funds go a bit of additional.
After solely two months, we’re already beginning to see model visitors trickle in once more:
Whereas video continues to work properly for rising model consciousness, it’s able to doing far more.
For instance, our shopper has some great 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 value of impressions and the quantity of people that watch your complete video, click on by means of, and full a type.
So, not simply model consciousness – but additionally conversions!
You possibly can see on this screenshot how clicks and conversions elevated over just some months:
Screenshot from writer, February 2024Video property additionally lend themselves properly 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 trade – one that can solely proceed to develop.
Which brings us to the subject of Google Ads Performance Max campaigns.
Now stick with me. Even should you tried PMax final 12 months and determined to pause it, it may be time to check once more.
That’s what my workforce and I are at the moment doing.
With out query, a few of our B2B shoppers had points with PMax final 12 months, particularly when it got here to guide high quality. In some circumstances, we determined that the low quantity of leads and/or the poor return on funding (ROI) didn’t warrant us protecting PMax campaigns reside.
However it’s a brand new 12 months with a brand new alternative to check these AI-driven advertisements once more.
We’ve got 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 value taking for an additional trial run.
Frankly, AI-powered campaigns are the way in which of the longer term. They’re not going wherever.
It’s value getting on board early to be able to get one of the best out of those campaigns as they develop. And in case your opponents resist, that creates new alternatives for you.
On a associated subject, that is additionally the appropriate time to discover the ground-changing alternatives of AI-powered creative tools.
AI is making it attainable for full design novices to repurpose (and typically create from scratch) helpful advertising and marketing property that you should use in your promoting.
These instruments might quickly put to relaxation the objection that you simply “don’t have any property that you should use.”
3. Don’t Neglect The Classics
With all this discuss AI and video advertising and marketing, it’s simple to overlook about tried-and-true methods which have served us properly prior to now and are simply as essential in the present day.
To spotlight simply certainly 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, corresponding to buyer testimonials, can transfer undecided consumers from “no” to “sure” and are important in case your model isn’t 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 happy with.
The web page seemed nice, with persuasive advertising and marketing copy and constant branding. However one thing essential was lacking: No belief alerts.
You possibly can 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 essential updates that you simply shouldn’t overlook as you ponder technique for this 12 months.
In case you promote within the European Financial Space (EEA), it is advisable update Google Ads tracking with Consent Mode for EU and UK customers.
Consent Mode allows you to get consent from customers to take care of tag-based viewers remarketing performance, for instance.
Lookalike audiences for Demand Gen and different audience-based assortment points may also 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 newest information. Make sure to take a look at her February 13 publish, the place she talks about Consent Mode.
Don’t Get Left Behind In 2024
As at all times, the world of PPC is altering – however components of it stay the identical.
So, lean into video advertising and marketing and the possibilities 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 properly in the present day.
Extra Assets:
Function Picture: BestForBest/Shutterstock
