How to improve the conversion effect of Google advertising?

The first step - how to judge the problem of certain keywords

During the operation, I found that many product keywords will also bring inquiries (B2B), but generally the search volume of these keywords is lower than the accuracy of the long-tail keywords of the products. Now we are required to determine whether these keywords should be included in our promotional keywords.

Usually my approach is as follows:

Get a product and collect all the words with direct purchasing needs through Keyword Planner and Google search tips.

Image source: Jinan HNA Chemical Co., Ltd.

Generally, there is no need to judge the words such as price, suppliers, manufacturers, etc., and you can add them for promotion directly. ADS may prompt that the search volume is too low (some words will change the system's prompts by changing the matching method).

The main word for the product. Start by searching the term on Google.

For example:

Image source: Jinan HNA Chemical Co., Ltd.

The term potassium bicarbonate has 14,800 searches per month. There are no websites selling this product on the first page of Google (Google tells us that most users search for this product to learn about it). However, starting from the third page, there are related B2B websites.

Then search for pictures

Image source: Jinan HNA Chemical Co., Ltd.

Most of the products shown in the picture are bottled, probably B2C, etc. The red framed part is B2B.

The word conclusion will have a certain effect, but it should be treated specially. (Usually, all collected words should be judged using this method)

The second trick - adjusting the keyword bidding and regional equipment budget

For words similar to the example above, I usually put this ad at the top of the third page (if there are your naturally ranked pages below, the conversion will be better). By adjusting the price (this may take several days to adjust slowly)

For B2B search advertising, the general places to set prices are keywords, devices, and geographic locations .

Keywords : Each keyword has a recommended homepage bid (this price is the average bid for the keyword in the low range of Google’s homepage). Generally, I will set a low price and then increase the bid based on the data. (The low price standard is different for each industry. For example, for chemical raw materials, the bid is generally 3￥ per word. Wait a few days for the data to come out before raising or lowering the price.)

Equipment : For the B2B industry, most inquiries come from desktops. Usually, the price of mobile devices is lowered (it can be judged based on the search volume of the word. For example, for words with a global search volume greater than 1k, the mobile bid is reduced by 50%. This can be judged based on different products) to avoid unnecessary clicks (generally, fewer people use tablets to search, so it depends on the actual situation).

Geographic location : Generally speaking, Indians are most likely to click on ads, and the click costs in the United States are relatively high. Avoid unnecessary expenses by reducing budget costs in the Indian region.

The above detailed operations should produce certain results (for example, the price of each inquiry in the chemical raw materials industry is approximately between 50￥-100￥, and I wonder if it can be lower).

Related reading:

1. Introduction to Google advertising promotion

2. Google advertising promotion account opening price

3. Google advertising promotion effect

4. Google Ads Account Opening Process

5. Google Ads Display Style