How do I improve B2B marketing campaigns

The 3 Best Paid Marketing Techniques to Expand Your Brand Reach

You are spending thousands of dollars building a brilliant online business. You started publishing more consistently because you read that 79% of businesses blogging have a positive ROI on inbound marketing.

As a content marketer, I love the idea that the right people will find you because it's permission-based marketing.

But the competition has grown strong. Take a look at these statistics.

So if you only rely on inbound marketing, you're likely to get lost in the crowd.

Is there a solution that will expand your reach and boost your growth?


Let me pronounce the bad words ...

Paid Marketing.

I know. Outbound marketing is frowned upon as it is believed to disrupt the user experience. And the costs of getting a lead through outbound marketing are generally higher than inbound marketing.

People hate advertising because it's intrusive. Showing irrelevant pop-ups is a real turn off.

However, a savvy marketer like you can combine these strategies to increase brand impact.

Instead of trumpeting your advertising to be heard, you can invest your valuable money in targeted campaigns and show your brand to the right people.

That's the real power of paid advertising. You can clearly measure your results and optimize the campaigns to generate even more sales.

And that's why I experimented with 7 different advertising channels to attract new visitors when working with Timothy Sykes.

5 of these campaigns generated a positive ROI (newly marketed campaign to lure visitors back to Tim’s website achieved an ROI of 18%). Paid advertising went a long way in helping Tim earn $ 1.2 million extra.

In fact, I've been in the paid advertising industry for almost 11 years. I even explained in this article the things I learned from buying traffic from different channels like AdWords, LinkedIn and StumbleUpon.

Of course, you need to understand that the paid advertising landscape is evolving rapidly. Five years ago, Facebook ads didn't have advanced targeting options as we know them today.

You can now use this to your advantage to attract clicks for a few cents and even new email subscribers for under $ 2 to your website.

With so many paid advertising resources available, feeling insecure is inevitable. I don't want you to waste your time testing your advertising copy and the CTA button until the end of your days without seeing any noticeable improvements.

In this article, I've put together 3 effective strategies to improve your paid advertising learning curve. I tried to create case studies and a step-by-step summary of each trick to make this article informative.

Are you ready to launch high impact advertising campaigns (or make your current one more effective)?

Then let's look at Hack # 1.

1. Improve your ad relevance and lower your campaign costs by improving quality

You can put all the work in the world into making your landing page compelling.

But what if users ignore your advertising?

The typical internet user is shown 1,903 banner ads per month (data from 2012).

You have to create engaging advertising to get your customers' attention and click.

Is there a way to measure the quality of your advertising?

Yes, most advertising platforms have a quality / relevance rating based on a point system. This score helps you to measure the relevance of your advertising for your target group. It also leads to higher ad placement and lower costs.

Let me show you a few ways to improve your score on three platforms - Google, Twitter and Facebook.

1. Google AdWords

When you start paid search campaigns on AdWords, you get a quality score that determines how much you have to pay per click. This is Google’s way of showing you whether you are fulfilling your customers' wishes. Together with your maximum bid, this number of points determines your advertising placement.

How is the score determined? Nobody knows the exact relationship between the factors. However, here are 4 main factors that affect the quality score.

  • Past performance of your AdWords campaigns.
  • Relevance of your keywords to the respective ad group they are in.
  • Relevance of the advertising text and the click-through rate (CTR) of your ads.
  • The quality and relevance of your landing page.

A higher quality value not only lowers your costs per click (CPC), but also increases your conversion rate.

Here's a video by Hal Varian (Google's Chief Economist) to better explain the quality score to you.


Please note: the quality score you see (a number between 1 and 10) is not the same as that used by Google to determine your CPC. Instead, Google uses a number on a non-linear scale (along with several other factors) to determine your CPC.

How can you improve the quality? Here are 3 strategies.

i. Good keyword research and a tight organization: Itturns all about theBenuser intent. Research and add relevant Keywords to your campaign. Of course, long-tail keywords are good additions because their accuracy puts them at the bottom of the sales funnel.

WordStream has found that the prominence of long-tail keywords in a successful AdWords account (with a quality score of 8.8) is a major factor that leads to a higher score.

As you can see, the account is in the 87th percentile for long-tail keyword usage (in Wordstream's customer database). 82% of the keywords that are used are long-tail.

Also, organizing your account into tightly themed ad groups helps create more effective ads.

Here are two sample keyword lists.

Pro tip: Do you want to prevent wasting your budget in advance? Then do research, identify and add negative keywords to your campaign so your ads don't show up in irrelevant searches.

Although these keywords may not have a direct impact on your quality score, you reduce your irrelevant advertisements. This in turn improves your CTR and increases your quality score.

You can use WordStream's free negative keyword search feature to reduce the number of irrelevant keywords in your campaign.

ii. Improve yoursCTR:The number of clicks on your ads (CTR) are the crucialFactor to determine your quality score. Look at the results of theStudy by PPCHeroan.

One way to improve your CTR and increase the average quality score of your account is to increase your budget for branded keywords. Wordstream's Larry Kim recommends reserving at least 15% of your spend on branded keywords.

Since your website is also placed for branded keywords, the ads for your branded keywords get the best results in the upper, visible area.

Take the results of the search query “Barneys” below as an example. The links of the sponsored and organic search results combined give 12 results above the fold line.

Another trick to improve your CTR score is to use page extensions, app download CTAs or product listing ads, as shown below.

Ultimately, you need to continually optimize your copy to make it more relevant and targeted. Campaigns get old quickly and their ROI continues to decline.

Create more and more ads to explain your differentiated offer in different ways. Look at the number of ads that appear in the WordStream advertiser's account (with a quality score of 8.8).

You have 100 active text ads - that's double the average for an account of this size.

You need to pay special attention to creating an engaging CTA for your ad. This should encourage the visitor to click on your ad and visit your website.

Using an exclamation mark (only one is allowed by Google) in your text can also help your CTR. Test two ads, one with and the other without exclamation marks.

Check out the usage of the exclamation mark in the ad below.

iii. Optimize your landing pageThe ad text must be relevant to the content of your landing page. If you don't do that, it's a cardinal mistake that makes conversions difficult.

Take a look at the ad below, which leads to the Fine Gold Bars homepage. You don't see any value propositions (not even a headline) here to convert the visitor.

This is a typical example of a weak homepage and has a negative impact on the quality value.

Check out this video tutorial from Google discussing website design to help you get better results.


You can check your quality score by logging into your AdWords account. Go to the campaigns. Select the Keyword tab and click the white speech bubble next to the keyword status.

You can also use the WordStream Free Performance Grader Tool to check the quality of your ads. This tool does a quick check of your account based on 8 performance metrics.

Simply log in to, enter your email address and click the blue “Get your Grade” button to get started.

You will receive a graphic representation of your average quality value over the last 90 days. Together with the number of impressions assigned to the respective quality score and a graphic preparation of the industry benchmark.

2. Facebook ads

Comparable to Google, Facebook gives you a relevance value for your ads. This is how Facebook assesses whether or not your ad will be shown to the right audience.

The value is based on the engagement of your ad. A higher value helps you get more impressions for a lower price. So this is a great way to test creative campaigns and optimize the campaigns that are already running.

Don't forget that it's not about quality, but more about relevance. Because of this, even respectable design and text with perfect targeting acquire good value.

Take a look at how addressing the target group in the example below has changed the relevance value.

Do you want to know the difference between the advertising costs of a good and a bad relevance value?

Here is an ad from AdEspresso with a value of 2.9. It costs an average of $ 0.142 per click.

Then they matched their audience to the audience that visited their website in the last 90 days.


The relevance value jumped to 8.0.

And it resulted in a price per click of $ 0.03.

Exactly - four times as many clicks with the same budget.

Access to your relevance score is easy.

Log into the Ads Manager. Choose your campaign. Then select the AdSet that you want to analyze and click on the ad. You get a “relevance value” tab that shows you the value.

AdEspresso analyzed 104,256 ads created on their platform within 45 days.

Guess what happened?

63% of their ads had a relevance score above 6. The most common score was 8.

Check out this huge increase in click-through rate (and the decreased cost per click). Only with the increase in the relevance value.

Are you wondering which factors can influence your relevance value on Facebook?

This is similar to Google AdWords:

  • A higher CTR means that the ads are targeting the right audience.
  • Getting your ad shared more than once is a strong signal of quality and improves value. Even the likes and comments of your ads can be taken into account.
  • There are users who ban your ad from their news feed, which is a negative indicator of your campaign.

So how do you improve the relevance score and increase the effectiveness of your campaign?

Here are 3 strategies.

i. Split-test images: Social media are highly visualr Facebook advisual elements make up 80%. It does make a difference, Bilder to test well. Plain pictures sometimes have a better effect than bright, "Screaming" Images.

ii. Control your ad frequency: Did you know that Banner blindness has invaded the Facebook news feed? This is because 1,500 feeds for the favor andnd Attention des user struggles as soon as he logs in.

AdEspresso analyzed 500 campaigns to establish a link between frequency and performance.

Note that as the frequency increases, the CTR decreases (and the CPC increases).

At a frequency of 9, the average CPC increases by up to 161% compared to when the campaign started. Determine the optimal frequency of your ads. But don't overdo it!

iii. Rely on meticulously precise target group approach:That can make all the difference in the world. Facebook provides you with a wide range of target options (almost 1,500 data points per user). Try to limit the number of people who see your ad to the most important customer group.

You can even create a personalized target group with your email list and significantly increase your relevance score.

3. Twitter ads

Twitter uses quality adjusted bids to determine which ads to display. This bid is mainly used by the 3R’s (Resonance, Relevance and Recency) - resonance, relevance and novelty (apart from the amount of the bid) determined. Here is the official recap of the score on Twitter.

According to Larry of WordStream, for every point of engagement discount on Twitter, advertisers will get a 5% price increase per engagement.

When your engagement rate increases to 60%:

Is the price per engagement one cent. At 36% it's two cents.

Do you want to improve your quality score on Twitter?

Here are two strategies.

i. Promote only your best tweets: Find the tweets with thehighest commitmentby exporting the data from Twitter Analytics Dashboard and then allocating the maximum budget to them.

Using this strategy, Larry Kim received over 100,000 hits and 1,500 retweets when he spent $ 250 on Twitter advertising.

ii. Limit your target audience: If the CTA is yours Landing page a phone call or if the call to action is only relevant to local customers, you should only target local visitors.

You can also use partner audiences on Twitter to reach people based on their offline activity. These options can be found under “Select Behaviors”.

You can choose from a variety of 1,000 target groups and 12 categories. Make a wise choice.

If you want more strategies, you can read my detailed article, How To Increase Your Twitter Quality Rate.

2. Start a remarketing campaign by grouping your website visitors or creating an individual / tailor-made audience

70% of shoppers abandon their shopping carts. 49% of users visit a website 2-4 times before making a purchase.

That doesn't mean the prospect doesn't like your brand or offer.

He may have just been distracted.

If you act quickly, you can still close the sale.

You want to know how

With a remarketing campaign.

It's an incredibly effective and inexpensive way of advertising. I've experimented with remarketing on different platforms and it has increased my average close rate by 28%.

Why does it work?

It works because you can create pinpoint copy that targets specific user profiles in your sales funnel. You connect the user with a cookie and they then follow them with a remarketing ad on the internet that reminds them of your product.

It's also a great way to increase your brand awareness.

The Google Display Network is a good remarketing platform because it reaches 92% of all internet users in the US. Social networks like Facebook and Twitter are also good remarketing tools.

The best thing about these ads isn't the cheaper price or higher click-through rate (CTR) compared to traditional ads. The real benefit is that the more ads you add, the better your conversion rate will be. No, people don't hate remarketing campaigns. You may not even notice them at first.

Larry Kim from Wordstream advises you to be aggressive and set unlimited ad impressions. The only requirement is that your ads should be creative and fresh.

Now that you've seen how effective such campaigns can be, let me quickly show you how to create a remarketing campaign on Google.

How to Build a Remarketing Campaign List Using Google?

With Google you can create a list of your “refugee” website visitors by placing a cookie on them when they visit a certain page of your website.

Step # 1 - Find your remarketing tag by logging into Google AdWords. Then you click:

Shared library >> Set up remarketing.

Copy and paste the tag into the footer of your website. You can also hire a developer to help you implement it.

Log back into your AdWords account and check whether your remarketing tag has been activated.

Step # 2 - Go to Audiences >> + Remarketing List.

Give your remarketing list a name. Then let's go step-by-step into the other elements.

Your remarketing list should target specific users who have left the buying process halfway, such as those who have left a product page on your website. Choose who to add to the list based on the goals of your remarketing campaign.

If your data ascribes a high number of your website visitors to a certain area of ​​your website, then you should bid more for this area.

You need to determine the type of visitor you want to target. Put the exact URLs of the pages your target customers visited before and the last page they visited into a list.

Your list needs at least 100 visitors in the last 30 days for you to qualify for a remarketing campaign.

Step # 3 - Select the duration of your ad (the number of days you want your ad to follow the user). This is called Audience Membership Duration

This number varies depending on the sales cycle of the product / service. You have to test the number to find the ideal point for your target audience (Larry Kim recommends betting three times the length of your average sales cycle)

Step # 4 - When you have created the list, you can start your AdWords campaign by going to “+ Campaign”. Select “Display Network only”.

Step # 5 - You should also set your frequency capping. Don't be afraid to test a large number of impressions.

Since you deliver targeted messages, add value, and rotate your ads, it won't put the user off.

There are 14 ad formats that you can use in the Google Display Network. Therefore, you can experiment properly.

On Facebook you can create a customer-specific target group with the ad manager. You can even address your email subscribers. For more information, see my article on Facebook advertising.

You can use tailored target groups for remarketing campaigns on Twitter. Check out this article on Quick Sprout for detailed instructions.

3. Do not cling to the well-known advertising networks. Maybe you can also achieve a fantastic ROI in small niche networks

What is proven and common does not always have to mean the best ROI for your company. Maybe your customers don't like the bigger platforms. Don't just follow the flow and don't get stuck with Google AdWords and Facebook ads.

Check out the demographics of emerging social networks. Perhaps the majority of your target audience is on a smaller network.

If you want to target women under 25, Snapchat is a gold mine.

70% of users are female and 71% of users are under 25 years old.

This Sprout Social article could help you get started collecting demographic information on social media.

Notice how your competition is running their marketing campaigns. Perhaps they are getting a great ROI from Bing advertising. If that's the case, it might be worth it for you too. Here are two tools to help you spy.

i. BuzzSumo Enter the website of one of your competitors in the search field and click “Go”.

Here are the results for

As you can see, their articles are shared more often on Facebook.

But they also seem to be doing pretty well on Twitter and Pinterest. You have to dig deep into their social network presence to see if they use paid marketing campaigns.

You can even find influencers who contributed to the success of your competition's most popular content and shared its content.

Click “View Sharers”.

If you find models (or stars with a lot of fans) who have nothing to do with your market niche, but they share the content of your competition, then they may get paid for it.

I've used a similar strategy on Instagram in the past, getting deals with models and famous people. They all had a lot of fans and communities on social media, and I spent $ 57,000 getting them to keep positive mention of my name.

This is an unconventional paid marketing model that you can also consider.

ii. Rival IQThis is a great paid business intelligence tool that can help you dive deep into your competitor's marketing strategy.

You can add your competition directly and analyze the profiles of your competitors on all major social networks.

You get detailed impressions of the size of the target group, the frequency of division and the presence of your competition in the social networks. Here is an example - a snapshot of a competing Google+ report.

Monitor your competition, and if you see a big increase in weekly recruitment, that's a sign of paid advertising on the network.

Next, let me show you 3 specific case studies to show you the value that smaller networks can deliver to your brand.

1. Like a retailer Made $ 41,254.34 in income for only $ 775.50 on an ad on Pinterest- Ezra used advertised pins to the users die to tell the story of your brand and your website about the products.

And visitors clicked to buy products from the ecommerce store. Take a look at the sales funnel:

He spent a total of $ 775.50 on advertising at 17 cents per click.

And how much income did he make?

It was a staggering $ 21,969.

He even says his other source of income has been doubled thanks to Pinterest.

2. How HP Generated Over 2,000 Brand Advocates Using LinkedIn Referral Ads. Did you know that LinkedIn generates almost 3x more ROI for B2B companies than Facebook or Twitter?

You can either promote a company update or create sponsored content.

You get a ton of targeted options like company, job title, research area, skills, school, and a lot more.

Let's take a look at the HP case study. The goal of their LinkedIn campaign was to target small business owners and gain their trust. They used LinkedIn's recommended ads to accelerate their results.

You can watch a video summary of this case study.


3. How a retailer achieved 800% ROI by recycling and promoting content with Outbrain. I.I already have a lot of articles about Content promotion written. That is a very important part of everyone Content-Wheritage campaign.

Using a paid research network like Outbrain can be very helpful in some niche markets, like this department store.

They transformed their content using existing digital assets and buying guides for 7 product groups. Then they used Outbrain to strengthen their content with the Outbrain network. Here's a detailed look at their content strategy

Most of the conversions from the buying guides came after 7 days.

Just look at the difference between CPA and conversions in different quarters.

So, the estimated earnings? Yes, you read that right. $ 3.5 million.

Note: I have great success with Instagram (a smaller, nonetheless profitable social network). To give you the exact numbers, I made $ 332,640 in 3 months by spending $ 75,000 on Instagram ads. You can read the detailed case study onCheck out Quick Sprout.


Paid marketing is a very effective way to reach your target audience and increase your growth. Facebook and Google can get a great ROI.

Always make sure that you keep a close eye on your competitors and how they are doing their marketing. A smaller social network may offer better engagement and better ways to communicate with your customers.

If you invest your money wisely and keep optimizing your ads, you can quickly get more than 300% ROI.

Have you already run paid marketing campaigns? I would like to hear about your results. Just leave me a comment.