In this edition of the 3 Things Newsletter, we’re sharing actionable insights to help you get the most out of your Google Ads campaigns. Learn why some ad formats, like Call Ads, may not be the best fit for every business and how to leverage tools like Google Analytics 4 (GA4) for advanced audience targeting and event tracking. If you’re exploring external support, discover the benefits of hiring a freelance PPC specialist to create tailored, scalable strategies for your B2B business. Plus, don’t miss our quick tip on optimizing landing pages for mobile users to maximize conversions. These insights are designed to help you improve your campaigns and make every ad dollar count!
1. Google Is Phasing Out Call Ads – What You Need to Know
Starting in June 2024, Google Ads is retiring Call Ads to “streamline” its ad offerings. Call Ads have been a go-to for businesses aiming to generate phone calls directly from search results, but it seems this channel didn’t gain the traction Google hoped.
2. Use GA4 & Google Ads for Smarter Audience Targeting & Conversion Event Tracking
Are you fully leveraging Google Analytics 4 (GA4)? Many marketers aren’t tapping into its potential for audience targeting and key event conversions in Google Ads.
GA4 and Google Ads Audience Targeting
3. Hiring a Freelance PPC Specialist for B2B Success
If managing Google Ads campaigns feels overwhelming or underperforming, large agencies might not always be the best fit. While they offer resources, they often bring higher costs, slower response times, and a less personalized approach. This can leave smaller businesses with campaigns that don’t feel tailored to their specific needs. Hiring a freelance PPC specialist provides more flexibility, direct communication, and a focused approach, often resulting in better ROI and more scalable strategies for your B2B business.
The differences between freelancers and agencies
Quick Marketing Tip
Review the performance of your Google Ad campaigns’ click path regularly. For example, a campaign report might reveal that 90% of your ad clicks come from mobile devices. If you notice a low conversion rate, consider optimizing your landing page to provide a better experience for mobile users… the low conversion rate might be because they have to scroll a very long page.
I know this might seem like common sense, but marketers are moving so fast we often don’t take the time to analyze the data to see where the money is going and think of ways to improve the conversion rate. Oftentimes, the ad targeting is working well, but the post-click experience is turning people away.
This first appeared in the November, 2024 edition of my 3 Things email newsletter. Click here to subscribe to future editions.
