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New to PPC
Posted by on July 27, 2024 at 5:54 pmCurrently on AdWords for a B2B software business – not performing well – I have urge to optimize the AdWords setting but my Google account rep is telling me to give it 2 weeks for the machine learning to kick it.
What truth is there behind that statement?
Do I need to leave it alone for a while? -
1 Reply
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Yeah give it 10 days minimum and monitor performance.
But be wary of what a Google rep tells you to do for sure.
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B2B is usually far more complex and less likely to reach statistical plausibility.
Depending on what kind of volume you can pull in, it’s unlikely for automation to actually work well.
In theory, what they’re saying is true. Google is not magic.
It uses statistical probability to identify which sets of variables do or do not result in a target KPI.
Statistics require time and data, so what they’re saying is true.
But that doesn’t mean it necessarily applies to your specific situation.
B2B typically requires a disproportionate amount of education relative to B2C.
This means Google usually only captures demand for your product/service that’s already been created by other initiatives—or just makes sure you show up as another touch point in the decision making process.
It’s not incredibly effective at converting on the first touch point for B2B as is it is with B2C.
It will really depend on the product and purchase process complexity.
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That’s a good point. We also have other initiatives in place… calls/email/events
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Depends on your budget, target country and how many conversions you are getting each day. Spending $100 per day is very different than $500 per day in B2B Google Ads. For a lot of B2B you can easily spend $100 – $250 per lead for a conversions. The Google machine can only learn with conversion data.
The other issue could be maybe your site/landing page is why thing are not going well. If your CTR is high and the search term report looks correct for what you are selling. Then a low conversion rate would lead me to say you need to work on your landing page you are sending traffic too. Your site is 50% of the work on getting Google ads to convert.
If your CTR is low and your conversion rate is low. Then I would start to look at your ad account and where the issue is within your ad account. Leaving something alone to get stable is good but that process has to be done within the context of the ad account and based on what is being left alone is set up correctly. Otherwise, leaving it alone won’t do anything.
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