We like to slice up time with useful reference points so we can improve our efficiency and measure success. Designating quarters in the year is a clear example. Many of us charge into each year with bold new strategies and then measure and optimize based on quarterly performance. Doing this enough can lead to stale practices, so it can be helpful to shake things up. A new year is a perfect opportunity. Today, Search Engine Journal is offering some PPC strategies to try for your B2B business in 2021
- Call Recording. Do you know what happens when your customers leave your website and pick up the phone to call your business? Knowing whether or not the call resulted in a purchase is crucial in determining just how effective your paid ads are in boosting conversions. Google includes its own simple call recording feature so you can dive into your calls and connect the dots.
- Audience Targeting. Keyword-only targeting strategies can be very effective, but you may not know what you’re missing if you’re not using audience targeting as well. Used alongside keyword targeting, audience targeting can better shape your strategy and get you the clicks that matter most.
- Remarketing & Customer Match. Remarketing takes into account those who have previously visited your site and may be interested in your offerings. Customer match allows you to serve ads directly to individuals you have compiled in a customer list. Take the bird in the hand and target people who have already shown some interest.
- Dynamic Search Ads. Google gets better and better at automating its ad capabilities. Dynamic Search Ads are helpful in uncovering some effective long-tail keywords by referencing quality content on designated pages of your website. Give it a test before plunging into the deep end and see how it works for you.
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