B2B marketing budgets are hard-fought, and with the economy potentially heading for a recession, marketers may have to fight even harder to achieve their business goals. It doesn’t help that many marketing departments are still struggling to engage potential customers with their ads. In a report analyzing thousands of Google Ads accounts with a combined $3 billion in annual spend, a quarter of all accounts were found to have less than 1% conversion rates.
This low performance may be due to many marketers failing to fully utilize the tools provided by Google—the ad platform of choice for many—lacking the time and resources needed to continuously monitor and optimize their ads. Many then turn to digital ad agencies for help. However, with a fee structure that often incentivizes increased ad spend, they end up inflating your ad budget at a time when marketing is facing greater scrutiny than ever.
“A lot of marketing agencies that are doing Google work are generally billing for their time as a percentage of the ad budget. They might say, we’ll manage your Google spend, let’s say $100,000 a month, and charge you an additional 15% for management. That incentivizes them to make that $100,000 ad budget $120,000 or $150,000—which may not necessarily make your ad program more effective. At 2X, we practice fixed-fee resourcing. We believe in optimizing your ad program and making it more effective with your existing ad spend. If anything, we benefit if we can reduce it while increasing the conversion and impact. With the help of our team of Google-certified ad managers, we’ve been able to help our clients do just that,” said 2X CEO Domenic Colasante.
We’re proud to announce that 2X is now a Google partner, providing clients access to the platform’s full suite of functionalities, plus a team of Google-certified ad managers adept at running and optimizing Google Ads campaigns including Search, Display, Video, and Shopping ads.
Improve Conversion Rates with 2X’s Google-Certified Talent
In a 2022 survey of more than 400 stakeholders from the world’s largest advertisers, agencies, media platforms, and technology companies, almost half of all respondents (46%) believe marketing is facing its “worst-ever talent crisis.” The study reported that the talent crisis is greatest in data and analytics (89%). Omnichannel planning (70%) came in fourth, while ad tech (65%) and ad operations (65%) shared the fifth spot.
Beyond ad campaign setup and management, marketers dedicated to conversion rate optimization (CRO)—a field of expertise focused on increasing ad conversion rates by optimizing ads and landing pages with A/B testing—are few and far between. In fact, in another study, some 56% of CRO professionals say they only have less than three years of experience, while less than 5% have more than 10 years of experience.
To address this talent shortage, 2X has spent years growing its team of Google-certified ad managers who—with the help of data analysts, designers, writers, and more—leverage Google Analytics data, keyword research, and ad and landing page creative best practices to drive conversion. Our partnership with Google inspires us to continue expanding our robust pool of digital ad managers to help more B2B companies boost their advertising ROIs and ultimately increase revenue.
Client Success Director and Google-certified digital ad expert Michael Kesuma is devoted to making his client’s B2B marketing budget work harder. “When it comes to ad optimization, the biggest challenge lies in constantly being on the lookout for trending keywords, and optimizing our Google Ads campaigns accordingly. For example, with the sudden collapse of Silicon Valley Bank making headlines recently, how can we optimize an existing ad campaign for a client in the financial sector? An effective digital ad manager would quickly determine the most relevant keywords, craft a series of compelling ad copy, and pair them with a suitable piece of content. It’s not about having a bigger budget. It’s about being constantly clued in on what’s happening in our client’s industry and seizing the moment—which requires dedicated expertise and attention.”
Cost-Effective Online Advertising Strategies
At 2X, we focus on creating cost-effective online advertising strategies that align with our clients’ business goals. By implementing comprehensive Google Ads services and optimizing Google Ads management services, we ensure that every dollar spent contributes to achieving a desired action from potential customers. Our team specializes in improving user experience through refined ad copy and landing pages, which translates into more qualified leads and a better overall sales funnel.
With our expertise in social media and Google Ads campaigns, we provide a holistic approach to digital marketing, integrating display ads, keyword research, and account-based marketing (ABM) strategies to enhance lead generation efforts. By leveraging our knowledge of marketing channels and account-based marketing (ABM) campaigns, we ensure that your products or services reach the target audience effectively.
About 2X
A pioneer in the B2B marketing-as-a-service (MaaS) category, 2X enables operating model transformation that drives growth in marketing’s contribution to businesses’ revenue and overall enterprise valuation. With global headquarters in Philadelphia, US, and delivery operations in Kuala Lumpur, Malaysia, 2X comprises a world-class, diverse team of marketing strategists, developers, analysts, designers, and writers who work together to deliver high-impact account-based marketing and demand-generation programs, data analytics, and marketing technology management.
2X’s unique approach brings scale to B2B marketing for greater revenue impact, execution efficiency, and capacity for innovation. It currently ranks #663 on the Inc. 5000 list and is recognized as a 2021 Diverse and Inclusive Employer by The Startup Weekly. For further information, visit: 2X.Marketing/Career.
About Google Marketing Platform
Google Marketing Platform is an integrated ad-technology platform that enables agencies and advertisers to more effectively create, manage, and grow high-impact digital marketing campaigns. Google Marketing Platform integrates world-class solutions to help buyers run holistic campaigns across multiple channels.
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