Refine Labs B2B Marketing Roundtable: Paid Search Efficiency

Stacking Growth | The B2B Go-to-Market Podcast

CEO Megan Bowen and VP of Marketing Evan Hughes hosted Demand Generation Manager Ryan Olestro and Senior Performance Marketing Manager Malin Wijenayake to discuss paid search efficiency and how to stop overspending.

They dive into key tactics for improving paid advertising strategies, focusing on recognizing budget inefficiencies and balancing spending between Google Ads and Paid Social. They cover setting up effective conversion tracking, differentiating between competitor and branded campaigns, and adjusting to changing search dynamics. The discussion provides practical strategies to boost ROI and adapt marketing efforts to changing digital landscapes.

The panelists share insights on experimental approaches to Google Ads, such as optimizing for conversion value, using dynamic search ads, and writing effective ad copy. They stress the importance of evolving ad strategies in response to AI technologies and highlight the need for ongoing testing and adaptation to remain competitive in digital marketing.

Key Takeaways:

• Implement effective conversion tracking by integrating UTMs into your CRM system to accurately assess keyword and campaign performance.
• Balance your budget between demand capture and demand creation strategies to avoid overspending on Google Ads and invest in medium to long-term brand building.
• Structure non-branded campaigns by separating high-intent keywords from low-intent keywords to ensure efficient budget utilization and targeting.
• Experiment with dynamic search ads and competitor campaigns to glean insights into consumer behavior and identify new keyword opportunities.
• Continuously refine ad copy and remain flexible with Google's evolving algorithms and SERP formats to maintain a competitive edge in a changing digital environment.

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