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There are some misconceptions that are common when it comes to Google Ads. Here are some examples:
"The higher the ad budget, the better the results": a higher budget does not necessarily lead to better results. It's more important to allocate the budget wisely and run targeted ads.
"Any number of clicks is a good number of clicks": it is important to consider the quality of clicks, not just the quantity. It's not about generating as many clicks as possible, but about targeting relevant users.
"A high position in the search results is always better": A higher position in the search results does not necessarily lead to more clicks and conversions. It is important to understand the target audience and their search intentions and optimize accordingly.
"A specific keyword should be in every ad": it is important to place keywords wisely in ads, but it is not necessary to use every keyword in every ad. The point is to create relevant and engaging ads.
"Google Ads is the only way to advertise online": Google Ads is an important way to advertise online, but there are other channels such as social media, display advertising and email marketing that should be considered."
The cost of customer acquisition in B2B can vary widely and depends on many factors, such as the industry, the company, the target audience, the sales channel, and the type of marketing activity.
Some common marketing activities in B2B include digital marketing campaigns such as Google Ads ads, advertising in trade magazines, direct marketing, cold calling, networking events and trade shows. The cost of these activities can vary widely, ranging from a few hundred dollars to several thousand dollars or even higher, depending on the tactics used and the intensity of the campaigns.
Especially due to the high click prices in the B2B area (= products & services to corporate customers) of up to 15 € per click and associated lead prices of several dozen euros to several hundred euros, strong optimization and testing measures are required to not burn the marketing budget.
An important factor in determining the cost of B2B customer acquisition is also customer lifetime value (CLV), or the expected revenue a customer will generate throughout the relationship with the company. If the CLV is high, higher customer acquisition costs may be justified.
Wrong keyword selection: Keyword selection is critical to the success of your Google Ads campaign. Avoid choosing keywords that are too general or focusing on only a handful of keywords. Instead, use keyword tools to find relevant and specific keywords related to your product or service.
Insufficient budget: having too little budget can result in your ads not being displayed enough times, and therefore not generating relevant clicks. It is important that you budget enough to make your ads visible and drive potential customers to your website.
Lack of landing page optimization: When you run a Google Ads ad, it is important to make sure that the landing page you link to is relevant and user-friendly. Otherwise, you risk users leaving your site quickly and you won't achieve success.
Missing ad extensions: Ad extensions are an important part of Google Ads. They can help make your ad more eye-catching and informative. Use the various ad extensions to include additional information like opening hours, location, and phone number in your ad.
Lack of conversion tracking: without conversion tracking, you can't accurately measure which ads are successful and which are not. Use Google's conversion tracking tool to see which ads are leading to conversions on your website and adjust your campaign accordingly.
Not monitoring regularly: It is important that you monitor and adjust your Google Ads campaign regularly. Otherwise, you run the risk of your ads becoming ineffective and wasting valuable budget.
No targeting: Use the various targeting options to ensure that your ads are played out to the right users. Otherwise, you risk your ads being served to people who are not interested in your product or service.
While Google Ads is a powerful tool for increasing online visibility and traffic, there are also some things it can't do:
It can't replace a poor website experience: If the company's website is not user-friendly, a Google Ads campaign alone will not be enough to achieve a high conversion rate.
It can't guarantee success on its own: Even if a Google Ads campaign is executed very well, it is not a guarantee that the company will be successful. Success requires a holistic strategy and other factors such as customer service, product quality and pricing also play an important role.
It can't convert all traffic into quality leads: although Google Ads campaigns can drive traffic to the company's website, it doesn't automatically mean that every visitor is a potential customer. It requires further strategies to convert traffic into quality leads.
It can't guarantee instant results: It may take some time for a Google Ads campaign to deliver the desired results. The campaign needs to be continuously monitored and optimized to get the best out of it.
It may not cover all keywords: although Google Ads campaigns can cover a wide range of keywords, there are some specific keywords that may not be covered. In this case, it may be necessary to use alternative strategies such as SEO or content marketing to cover these keywords.
There are many mistakes advertisers can make when advertising to potential B2B customers on Google Ads. Here are some common mistakes:
Unclear or imprecise ad copy: Ad copy should accurately describe what the company offers and how it can be used by potential customers.
Failure to target the right audience: advertisers should ensure that they target their ads to the right people who are interested in their products or services.
Lack of keyword usage: Advertisers should select relevant keywords and include them in their ad copy to ensure that their ads are displayed to the right people.
Poorly designed landing pages: advertisers should ensure that their landing pages are designed in an appealing way to attract potential customers and make them take an action.
Insufficient budget: Advertisers should ensure that they have enough budget to run their ads throughout the day to reach the maximum number of potential customers.
Lack of monitoring and adjustment: advertisers should monitor and adjust their ads regularly to ensure they are getting maximum results and using their budget effectively.
Neglect of competition: advertisers should keep an eye on the competition on Google Ads and optimize their ads accordingly to compete with other ads.
Lack of measurement and analysis: Advertisers should measure and analyze their ad performance to understand which ads are more effective and what changes need to be made to achieve better results.