PPC - Increasing conversions for B2B campaings

Where are you advertising?

Hi, Claudioa

What match type do you use?

That's very important because if you use broad or phrase then you might be receiving impressions and clicks from irrelevant queries such as promo video maker, free promo video, promo video music, promo video software etc.

It appears to me your keywords are too broad. If you are creating videos, don't use “promo video” as a keyword. That could show a lot of different intents on searchers' parts. Expand that with descriptive words like production and company. If you look into the search query report, you'll see actual search terms people used to click your ads. You'll likely come up with other ideas and maybe negatives. But “promo video” is not a keyword I'd use. Check the keyword tool for ideas. As Bright Future pointed out, some may be looking for software and that's not the type of prospect you're after.


Now, you got 180 clicks but the vast majority are likely of low quality. A 1% conversion rate is not that great but it could be in your case. You use Upwork. What's your conversion rate there? If you responded to 180 job postings, how many leads/clients would you get?


You only have one ad. You need to have another to test against. What's your Quality Score by the way?


I find some good things in the ad but also things I wouldn't do either. Your QS will be a gauge of how you are doing but my guess is it's five.


You say animated video in the ad. I assume that's all you do, animation. Why not use that as a keyword? In fact, it should be part of all keywords if animation is all you do.


I like your description line except for mentioning the price. It may work in this case but price should rarely be mentioned in the ad. Again test. You used “cheap video” so would a starting price of $175 be considered cheap? It's a relative term so I would not use it myself as a keyword plus I don't think it's very relevant.


While I like the get free quote now part of the ad, I don't think it's best as your second headline. Testing is in order to find out. That's why you need more ads.

Also, u need WAY more keywords & the adwords keyword tool is excellent 4 this.

Hi Claudioa,

Oh my...

You are a Video Production Company selling video production services and you are strictly using Search for advertising?

Snap out of it...

You are a video production company, you need to do video ads.

Nothing wrong with highly targeted Search ads, but don't stop there... Use search ads to build an audience list and then blast your targeted audience with some of your best work promoting your video creatives using a video Remarketing campaign. Video ads are mere pennies per impression.

Don't stop at video remarketing, use Display Network Remarketing campaigns as well as Remarketing for Search Ads.

Your Remarketing campaign will usually convert at a much higher rate and for a lower cost than Search, so do take advantage of that, and your own video creatives.

If you need help getting that setup just let us know. There a handful of AdWords Agency pros that are members here on the Warrior Forum and we are almost always glad to help out.

Now to some specific mistakes that you appear to be making based on the little bit of information in your post.

Your targeting appears to be way off.

DO NOT TARGET ALL TERRITORIES IN A SINGLE CAMPAIGN!

That is a colossal waste of ad spend. Your target audience members are located in very specific countries, and the ad campaign for each country needs to be tailored to the specific needs of that audience.There will likely be no more than a handful of countries that are worth targeting. If you look at your ad spend so far you will likely notice that an inordinate amount of traffic went to nations that operate Pay-to-click scams that cheated you out of your money.

Those keywords are not the search terms your audience is using to search for your business, I can promise you that. You need to do your keyword research. Find the search terms that are actually driving conversions in your niche. The AdWords Keyword Planner Tool will show you the specific terms that are being searched, based on location. The best converting keyword terms will be easy to spot because they always have high competition.

You need to write better ads, and you need more than one ad. Do some research on other advertisers in your space. Look to see what value propositions and selling points they are using in their ads. Make a list of the most promising value propositions and write one ad for each of the best 2-4 value propositions. You will want to run those ads simultaneously as a test to see which value proposition your audience responds to the best.

Your ad text message lacks clarity. It strings together a series phrases and makes no clear connection between them. Based on your ad text alone, it's not clear if you are buying or selling "Animated Promotional Videos", you are leaving it to your audience to guess which is true. Your ad text lists some generic selling points that could apply to any type of creative, or to other types of services, it's just way too general. The use of generic selling points is a well known conversion killing tactic. Avoid it like the plague.

Based on the data from the Keyword Planner Tool, targeting just the United Kingdom, the following 10 keywords are likely to produce the greatest total conversions for your campaign targeting the UK:

1. animated explainer video
2. animated video services
3. best corporate videos
4. corporate video animation
5. corporate video production
6. corporate video production companies
7. explainer video
8. explainer video company
9. explainer video cost
10. make your own explainer video

This list is based on data not a guess.

Rewriting your ad text just a little can bring clarity to your offer.

Here are a couple ad examples:



The changes may seem subtle, but the impact is huge.

HTH,

Don Burk

narrow down your keyword, as using long tail may increase number of clicks but not the ads. Hence concentrate only on the targeted audience. Select the short keyword that would be suitable for your niche for the campaign.

Claudioa, to answer your latest questions, or at least give you more guidance:


It's often, if not always, a good thing to have specific campaigns targeting specific regions. In your case, there may be differences in each country that you'll want to know about. Are Australians going to want to use your service? They may not instead preferring someone closer.


You have the price in one of your ads as dollars. Is that going to put off UK searchers? Maybe, maybe not. While most Canadians are used to the differences, the current value of our dollar is not advantageous. You'll want to track this and see and a separate campaign will make that easy.


There's also the differences in terms or spelling. Again, to Canadians it may not matter if you use the UK or US spelling but it may be more obvious to a UK searcher. More so if you use a US term. There may not be different words such as elevator and lift in your industry but still a good thing to separate them.


There should be no problems in the keywords. Use those that define your product or service. Seems you are doing better. But monthly searches, bid or competition should not be a factor.


Look at it this way as for the bids. The keywords you mentioned at first may cost $0.30 and the new ones may be $1. If the first ones converted at just 1%, you spend $30 for your conversion. But for the newer ones, because they are more relevant may convert at 5% costing only $20.


Bids by the way and your actual CPC are two very separate things. You also need to understand what the keyword tool's bid means. It supposes you have average ad quality since it doesn't know your quality. It also supposes you want top position. You could bid lower and get lower position and pay less. You could bid lower too and get top position if you have high quality.


You have three different but related keywords. Normally I would have them in separate groups. Because of that, I'd have different ads to at least match the keyword, the keyword almost always in the headline. I'd try different ads too, not just copy the same descriptions. You have a chance here to test and there may be differences between your keywords that you'd want to emphasize.


The idea is not to get the keyword in your ad as many times as possible which is just going to look weird and spammy. It's to get the reader interested and promising that you provide better value than the next animation company. That will get them to click and click often. Your last step will be to close the sale on your landing page.

Maybe you've misunderstood why you've made sales on the freelance sites.

I haven't seen your fiverr sales page but odds are that traffic only exist because they thought they were going to get something for $5, even If you charge more than $5. My point is traffic most likely started out with $5 on their brain.

So... research fiverr PPC ad campaigns that target your niche and reverse engineer to get traffic on your own site.

Next, do some split testing on your prices. Start out with $5 like fiverr did (offer upgrades for additional profit) then split test up to your maximum price (ex: $175) to see which converts better.

It's possible the $5 (example) + upgrades outperforms your $175 price when you look at the BIG picture of overall monthly sales. Don't just focus on a single sale.

Google Adword is best Ad network for run campaign but I think once you should try Facebook also or contact any experienced guy who can well manage your google adwords and other PPC campaign.

well 1st lesson in business there has to be a market/need for your product/service. Maybe that is not the case?