Most business operators often think that having their own business name on the first page of Google Search results is one of the best ways to reach potential customers, generate sales, and profit. But in fact, this is not the answer to all if we do not have the right search marketing strategy. Mr. Pakorn Monsiriruengdet (Bird), Founder of Ads Now – Google Premier Partner & Google Product Expert, appointed by Google will answer all questions in Search Marketing to be the most effective.

Google Ads vs SEO

When entering a search keyword, Google Search results will be divided into 2 parts: Google Ad in the upper area which can be used to buy money to make the website of the business to appear. Another part is SEO (Search Engine Optimization), which is a website that is on the first page in an organic way. Keywords are of appropriate quality in accordance with search engine performance.

Mr. Pakorn summarizes the differences between Google Ad and SEO as follows:

·        Google Ads charges Pay-Per-Click. You will be charged when someone clicks on the link, so the cost per lead is worth when compared to other types of advertising. And when the ad set is complete, it will be displayed within 15-30 minutes. You can choose the target audience, gender, age, location, language, and keyword that you want to see Ad. There’s a flexibility in budget, ability to adjust budget according to the season of the business, an outstanding in flexibility and see results.

·        SEO, even if you don't have to pay for advertising. But there are other costs that require human effort, time to make a website appear in Google's Search and can't be on the first page immediately. It takes 3-6 months to invest and put in effort to do it first, which if we do SEO for the website can be on the first page. If the Keyword is popular, there will be a lot of people searching for our business without any additional investment.  

Here are 7 reasons why Google Ads is good for B2B businesses:

1) Get people with specific interests: Google Ads can target customers more targeted than Facebook Ads. For example, a furniture wholesaler, Google Ads will run Ads for people to search by keyword, sell sofas at wholesale prices, find manufacturers, while in Facebook Ads. will approach people interested in general furniture, including freedom to choose keywords that are suitable for B2B businesses with specialized products because you can buy keywords for specific products.

2) Get people who are interested at that time: Google Ads has the strength to get people who are interested really in buying more currently search keywords. Make it more likely to sell products, while Facebook Ads that select the target audience based on their interests. Maybe run to meet people who are starting to be interested or finished the purchase

3) Budget in relation to market demand: budget can be used appropriately for the season of the product, less searcher, less budget. During the peak period, there are many people searching, can increase the budget, allowing the business to control expenses in accordance with the market demand, unlike Facebook Ads, which focuses on spending money running Ads for customers to see as much as possible regardless of market demand.

4)  Flexible budgeting: increase/decrease the budget to suit the time period that customers are expected to find, such as season, weekends and holidays, time after work, etc.

5) Specify the location, language: Google Ads can advertise in other countries and change the language. So, it's a way for businesses to try to market other countries leading to business expansion abroad.

6) Try new products and services all the time: When there is an idea for a new product or service, use Google Ads to shoot market trial ads. which will know the feedback quickly

7)  Easy to measure and concrete results: we will know the keywords that we choose to buy and make Google Ads, how they get results, how much, which keywords, how much they cost. Measure advertising results in a concrete way Businesses can continue to improve their advertising plans

The 4 Hearts of Google Ads for sustainable business results

Mr. Pakorn emphasized the factors that will make the business more profitable with Google Ads that consist of 4 things that need to be focused as follows:

 

• Objectives & Goals : Businesses must set clear objectives, KPIs, for example, the business needs awareness or sales. If you want both, you must clearly divide the proportion of the budget to answer each objective, for example, the budget to create 30% Awareness, 70% sales, etc. because this will affect the bidding strategy that is the engine of Google Ads.

 

• Keywords & Insights : The better you know your customers. It will be easier to sell products, for example, if you know who plays a role in purchasing decisions and what words they use to call the name of the product, besides the Technical Term, we can also buy Keywords, words that customers can find our business. That is, if we understand Insight, customers will know other terms. which he uses to call the name of the product and lead to the purchase of Keywords effectively

Mr. Pakorn uses the Keywords Funnel theory to manage the purchase of keywords by dividing the Funnel into 3 steps, namely Awareness > Consideration > Purchase Intent. While the purchase rate will be from ascending to high, which the characteristics of each keyword are different. In the Awareness Keyword stage is a broad word Then go specific until you reach the Purchase Intent stage. It's the Keyword. Enter the product details that you will actually buy. For example, looking for a package manufacturer. Keyword at the Awareness stage is lotion bottle, packaging, later in the Consideration Keyword stage. It narrows into a beautiful lotion bottle. beautiful packaging lotion bottle production Lotion bottle factory comes to the word production of lotion bottles with screen, produce bottles of food supplements, tea color at Purchase Intent stage, Keyword acquisition, Awareness and Consideration stage. This is to create familiarity for customers to know about our business but buying keywords at the Purchase Intent stage is the most important because if customers decide to buy and Search cannot find our business. We will lose this customer to other competitors that the search customer encounters at that time. Keyword in the Purchase Intent stage will help us not miss the opportunity to lose customers to other competitors.

·  Landing Page & Branding: ·  This relates to customer psychology, location, and language in creating a landing page that makes our business stand out from competitors appearing on the same search page as us. and attract customers to choose to contact us in order to write a good landing page, you have to start with understanding your customers what factors affect their decisions, including branding, website, content, ad text, video, images, etc.

o Good ad text: Customers like concrete messages such as numbers, percentages, and keywords that we buy in the text. Emphasize selling points Answer the questions of the target customers

o Ad Extension, ad extension, add function, call contact, map link to the storefront Sub-pages on the website special promotions, etc.

·  Measuring and improving Ads: Businesses can measure Google Ads results which keywords yield good and bad results. Leads to improving ads for better sales and profits.

 o Conversion Tracking: Giving customers online action that we define as a measure of success, such as buy, request a quote, add LINE, Facebook Inbox, subscribe, etc.to track Google Ads conversion count, it can be done by setting the page used, can measure conversion

From the experience that Khun Pakorn has given advice to entrepreneurs, most of the search marketing efforts are not as effective as they should be. This is due to keyword selection that doesn't answer the question, chooses the network, doesn't answer your own purpose, doesn't do well landing page, doesn't do remarketing, doesn't measure results, etc. Therefore, if the entrepreneur understands the mechanism of Google Ads and the factors that affect Ads. very well Will be able to use Search Marketing strategies effectively.

 

Source: Webinar, SCB IEP Project, Generation 17 B2B Digital Commerce: Open the game to invade online, increase B2B business sales on May 19, 2022