Ditch Your PPC Fax Machine

Are Single Intent Ad Groups the Key to B2B PPC Success?

If your B2B campaigns feel like they're stuck in the past, it might be time for a change. Recently, I discovered some PPC strategies dominated by Single Keyword Ad Groups (SKAGs). So it made me wonder, in today's always evolving PPC landscape, are SKAGs still relevant to B2B lead gen success? Especially with the growing focus on intent based strategies? 

Remember: Intent-based marketing is all about understanding what your B2B audience actually wants to achieve. Keywords are part of this, but they're not the whole picture. Understanding the 'why' behind a particular search is the key to smarter more strategic campaigns.

The B2B Landscape: Why Lead Gen Needs a Game Plan

B2B marketing is a whole different ball game from B2C. Here's why your Google campaigns can't just be a copy-paste of other tactics:

• It’s A Marathon, Not A Sprint: you can't expect a prospect to sign a contract just because they saw a single ad. It's about consistent, targeted nurturing throughout each stage of the decision-making process.
• Aiming For The Correct Hoop: broad, unfocused campaigns in B2B are like trying to shoot baskets with a baseball. You need precise targeting (keywords, audiences) to have a chance at landing those high-value leads.
• Competition Is Crazy: high-value B2B keywords are expensive! That means every penny of your ad budget has to pull its weight strategically to get around competitors and get those quality leads.

Overall precision and patience are key for B2B marketing success (I know you hate to hear that - talking to you sales reps). But, before I discuss ad structures, it's important to remember that these unique needs are what set the foundation for developing the best strategies for B2B marketing programs.

SKAGs: When to Use Them & When to Ditch 'Em

SKAGs do have a place in the PPC toolbox. But the B2B world is always shifting, and clinging to old ways can hold you back. Let's look at the downsides of a SKAG-heavy strategy, and when a broader SIAG approach is the smarter play.

• Limited Growth: SKAGs focus too narrowly on specific words, not the intent behind them. That limits your ability to reach new audiences who are actively demonstrating interest in your B2B offering.
• Data Fragmentation: SKAGs can make it harder to get a clear picture of overall campaign performance, especially when dealing with longer sales cycles. You lose sight of the bigger trends, making it harder to optimize based on true user intent, which is key to driving those long-term B2B wins.
• Time Is Money: imagine managing a team where you only coached players one-on-one. That's the kind of time commitment SKAG management can demand, especially with big accounts. You’d need a vacation just to think about your vacation! The constant tweaking, A/B testing, and maintenance required can become a major drain on resources, taking focus away from the big picture strategy.

BUT…They're Still Good (sometimes): if you've got a few super high-value, low-search volume keywords that are absolutely core to your business, SKAGs can help you hyper-target. Think of them like a SME brought in for one specific topic.

Why Broader SIAGs Work

Broader campaigns, especially using the SIAG approach, focus on the user's intent behind their search terms. This aligns perfectly with the B2B world, and brings a ton of advantages:

• Keyword Discovery: broader SIAGs act like a networking event. You get exposed to more potential leads and discover new keywords reflecting search intent that can lead to strong converters.
• Messaging Flexibility: broader SIAGs with RSAs let you test different ad copy variations across audiences way more effectively. This helps optimize messaging for maximum impact and allows you to nail down the perfect messaging to connect with the right people at the right stage of their journey.
• Data-Driven Decisions: SKAGs can feel like navigating with a series of disconnected snapshots, making it hard to see the bigger picture. Broader SIAGs are like a roadmap, showing you how everything interacts across the funnel so you can make those smart, data-backed decisions for long-term success.
• It's All About Efficiencies: broader campaigns with SIAGs are streamlined, letting you get out of the weeds and focus on the strategy that drives those B2B wins. It's about finding the balance between precision and expanding your reach for higher volume and better conversion rates. This streamlined approach unlocks easier budgeting, flighting, and provides a more organized view of your campaigns.

• Adapting To A Privacy-First World: broader campaigns with SIAGs prioritize contextual targeting and broader audience segments – an approach that helps you future-proof your B2B strategy in a privacy-focused market.

In Conclusion...

Yes, SKAGs have their occasional place but they're not the answer for B2B success anymore. Think of them like fax machines – sure, technically they still work, but who wants to go back to that? Broader campaigns with the SIAG approach are better suited for that long-term lead nurturing, data-driven decision-making, and flexibility you need.

Struggling to generate leads with your current B2B PPC strategy? Let's discuss how SIAGs can improve your campaign performance and drive better results.