I don’t need to be the one to tell you this, but B2B tech companies have it hard when it comes to getting their advertising to perform.
They’ve got complicated products. And sophisticated audiences (who are all but totally allergic to buzzwords and fluff). And together, they make communicating your company or product’s value super hard.
Having helped countless B2B companies over the past 9 years I’ve learned more than a thing or two about writing copy for these companies.
And today I’m sharing with you my top 10 copywriting tips – tips you can use right away (literally, try them out after you finish reading this) to evaluate your existing ad campaigns and improve their performance, stat.
TABLE OF CONTENTS
The first tip is more of a mindset shift: remind yourself that your ad is selling the click, not the product (as a whole).
Prospects don’t see your ad in isolation. They see it in the context of everything else that happens throughout their day, AND in the context of everything else they see on LinkedIn, Google, Facebook or whichever platform your ad is served to them. So unlike an ecom ad, the goal of your ad here is to build excitement and anticipation. You want your prospect to be inspired enough to click on the ad and go where they can learn more about what you have to offer.
This still applies even if you’re providing a free trial, or something else that is free.
Because if you have an average contract value of $50,000-$100,000/year your prospect is NOT going to click on your ad and buy right away.
Instead focus on giving the prospect something – a tip, an idea, an emotional twinge – that will motivate them to click.
This could be through:
Remember: You can always go into more depth on the landing page. But that won’t happen if your prospect doesn’t click through in the first place.
Focus on getting one really memorable takeaway across in your ad copy.
Writing copy by committee is never a great strategy and it’s easy to end up with ads that are saying so many different things that the prospect won’t take away any one thing in particular.
Let’s say your product’s main value propositions are: it’s fast, it’s easy to use, and it saves money.
Instead of stuffing all of that information into the same ad, I would write 3 variations:
Test each message separately so you can see which performs better AND so the prospect can remember your core value proposition.
Pro tip: you can say the same message 1,000 different times or more by repurposing the way you communicate that message to the market through different creatives, ad types, and copy.
There are so many times when we sit down to try to write an ad and it’s really hard.
First get all your thoughts, ideas, and concepts out in a document, then let it sit for a couple of hours, and finally go back to it with fresh eyes.
If you just try to write it in one session it’s going to be messy and you’ll spend forever tweaking it.
The idea is that you get to write a really stupid first draft. But you KNOW that it’s going to be bad. So that gives you the chance to get the bad ideas out to make way for the good stuff. Your goal is to come back later to edit and make it better.
I’ve lost count of how many times my first line in the body copy becomes my headline or other parts of my copy shift places with each other because they’re better suited for a different part of the ad. But I’m only able to make these connections with fresh eyes.
Pro tip: you can use ChatGPT for brainstorming but even still you need to let the copy sit. Give yourself time to process it so you can edit it and not just run with it at face value.
Each element of your ad is a part of the puzzle.
People will stop the scroll because the creative caught them. Then they'll look at the headline. Then they go up and read the body copy. And finally they go back down to the headline before clicking.
The prospect's eyes are going all over the place which means you can’t afford to have copy that’s disjointed.
The headline leads into the body copy and should support the creative. And the body copy should support the headline. All the elements have to work together.
As Eugene Schwartz once said “copy is not written, it’s assembled".
Treat each element of your ad with equal importance and make sure it makes sense when you look at it from the eyes of your prospect.
Pro tip: you can’t create ads in isolation, you need your designer and copywriter working together to ensure each variable in your ad works together (headline, body copy, creative).
Your first line of copy should get the reader excited to read the second line. The second line should motivate the reader to read the third line. And so on. Direct marketer Joseph Sugarman calls this the “slippery slope”. It makes sure your ad is interesting to read and that the ideas inside it are easy to digest.
The best way to check and test your messaging for clarity and word choice is to read it out loud.
If you’re in the middle of a sentence and you paused for breath, you should place a period. That will help your sentences flow more naturally one into the other.
I have a bone to pick with people who say “nobody reads online!” Because of course they don’t – if they don’t have something interesting to read.
People binge on Netflix series, video games, novel trilogies, and more for hours in one go.
When you have people's attention you can keep sharing with them new details. But you have to earn their attention, first. (Which won’t happen with clickbait.)
What can you give them in your ad that will make them feel they got value from this interaction, no matter how fleeting it was?
If you can do at least one of those three things you’ll earn their attention.
It’s hard to do this in 150 characters which is why long form copy is so powerful.
Don’t be afraid to push up until that 600 character limit if needed.
Long copy will also lead to a greater dwell time and provide so much more context and opportunity for you to build motivation so they have a reason to click through.
The takeaway here is that people will read your long form ads if it’s interesting to them. But they won’t read even short copy if it’s terrible.
Side note: When writing ad copy I create 2-3 variations for the headline and the body, usually testing out different lengths (short vs long).
Here’s my simple but effective copywriting template I use in Google Docs:
LinkedIn ads template | Eden Bidani
Pro tip: it’s easy for ads to get stuck in the same creative loops, don’t forget to brainstorm new creative concepts to test.
If no one in the product marketing or CS team is interviewing your customers do this ASAP.
Get on a call with them and ask them questions such as:
The goal here isn’t to get testimonials, it’s to understand how your customers talk.
You’ll walk away knowing the benefits that matter to them and challenges.
I’d also recommend talking with sales and asking them what are the top customer objections that prospects say and exactly how they describe it.
Using the same words and language your customers use allows you to communicate in their voice.
These insights are so powerful that not even ChatGPT can brainstorm this for you.
For example I used to work with a company that created $700 work bags and I interviewed a customer that mentioned she used to carry around a “mom bag”.
What did she mean by that? “A shapeless, old ugly bag.”
That word “mom bag” is so unique and reflective of the voice of our customers that using that in our landing page copy instantly resonated and resulted in tremendous lifts in conversion rates.
Five customer interviews can be all it takes.
Jay Abraham once said sometimes the easiest way to sell a horse is to say “horse for sale”.
You have a fleeting moment with your prospects engaging with your ads.
So even if you have to use specific, complicated terms (for your sophisticated audience) you need to focus on making your copy as clear as possible.
For example, try to simplify your language as much as possible. Yes, this might result in you using less voice of customer, or using a different brand tone of voice, and other elements of your messaging. But clear will always convert best.
Consider the words you are using and find synonyms that imply the same meaning with less cognitive load.
John Carlton refers to these as “power words” for example:
Sometimes you want to say fast but you should be saying swift.
Swift implies a very different connotation than fast.
It’s a whole different level of sophistication above “fast” but it’s still a simple word.
How would you say this same thing to a friend? Is a great frame to have.
Remember to avoid complicated and overdone words like omnichannel 🤮
Everyone LOVES to talk about benefits – think: “Grow your business!”, “Transform your workplace!", “Win more customers!”, or “Optimize your life…!” 🙄
It’s not that it’s not true. They are. But they’re just so high-level and vague people struggle to grasp them. You need to tie them back to something tangible – something realistic that your prospects identify with. Otherwise, they just come off as fluff.
So make sure the claims you make in your ads are specific. And even better, back up your claims by connecting them to a feature or capability of your product.
Take the step to connect your benefits back to something realistic.
Pro tip: even better than talking about how your benefits connect to something realistic, SHOW PROSPECTS HOW this happens with supporting images or videos.
You should be totally skeptical about your copy (just like prospects will be).
People aren’t stupid — even if they fall victim to clickbait they will bounce from your landing pages.
Every time you look at your copy ask yourself so what? And pick it apart to see where it’s fluff.
Sit back and look through to see where you’re missing proof points or what can be removed.
You’ll be able to find all those tiny things that will throw people off reading your ads.
At the end of the day your audience will look at the total sum of your ad (headline, body copy, creative) and if there are elements out of place such as:
All of these details will affect whether the audience feels they can trust you with their click.
So what allows you a third person frame to find what looks off, and what can be stronger.
Pro tip: search for free ad mockup software on Google to find tools you can use to see what your copy will look like to your audience within the platform you’re advertising.
Hope you found this article helpful! 👏
Connect with me on LinkedIn and let’s keep the conversation going.
And if you’re in need of copywriting assistance check us out at CAPE Agency.
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Working with an advertising agency, freelancer, or consultant?
After the past 12 years working in-house I know what good and bad looks like.
In this article I’m going to share with you my hard lessons learned on working with these partners.
And if you’re an agency owner, freelancer, or consultant reading this (take notes!) 📝
These tips are bucketed into four parts: people, product, process, and results.
Let’s dive in!
TABLE OF CONTENTS:
You have to be upfront about this from the beginning.
Where and how often are the two key questions here:
You need to tell your partners what you expect from them in terms of communication.
Steal this template:
“Hey {Name}, I want to be really clear that with the agencies I work with I expect a response from my slack or emails within {timeframe, ex: 12 business hours}”.
This is equally as important for those of us managing clients as it allows you to more effectively prioritize your communications with clients and triage your day.
This tip connects with the previous around framing expectations.
You have to get clear on how often you’re going to be meeting, is it weekly, bi-Weekly, monthly?
Communicate your expectations on how often you’ll meet and the options available.
By getting clear on your needs and how fast you want to get things done will allow you to answer this.
The best part about defined meeting cadences is that it allows you to hold people accountable.
It’s a forcing function that makes sure you’re getting what you need fast enough.
My preferred meeting cadence:
Weekly for the first six weeks to build trust and create momentum then move towards bi-weekly.
Within the first 6-weeks of working with a new agency or consultant you’ll want to ensure they are set up with:
From here everything is addressed and you can move to a bi-weekly cadence.
Again this is my personal preference align according to your needs!
If you want some tips on how to run an effective meeting check out my LinkedIn post 🎉
The last thing you want is for it to take four weeks for your agency to get plugged into your system.
Get your new partners access to your systems as fast as possible so they can begin adding value.
Build a document with a clear list of all the primary tools they’ll need access for and who to contact.
If the agency, consultant, or freelancer you’re onboarding already has clear documentation already on how you can provide them access to their primary tools this is a green flag! 🟢
If you can take the initiative to build an internal version of this document even better.
You know your marketing operations person's name, make sure they know as well.
The more people working together across teams the more important this becomes.
Make sure your agency, freelancer, or consultant understands your brand.
Your brand foundations consists of:
Even better if your partners can sit in on a live demo (or at the minimum watch a recording).
If your partners don’t get sold on the unique value you provide they will never be able to make an impact with the campaigns they create for you (and red flag if they don’t want to know! 🔴).
We touched on this on tip #4 but this is so important it deserves its own tip.
Audience targeting is the foundation of everything you’re going to be doing.
You need to be absolutely clear on:
Really, really, really hone in on this! 🙏
Make sure your extended teams knows this as well.
This is where your buyer persona comes into play, if you need help on how to craft one check out Module 2 of my B2B Advertising Foundations course where I show you how to piece it together.
Give them as much customer information as possible because they have to know this.
They need to know what good vs bad leads look like.
Pro tip:
Keep all this customer information in a shared document so your partners can refer back to it in the future when needed and setup a shared channel to monitor lead quality 🔥
You need to be specific on how things should be tracked.
The goal isn’t to just drive leads, it’s to scale legit qualified pipeline and revenue.
Work with your extended teams to map out your customer lifecycle operations.
For example, they should be clear on:
From here it’s piecing together the right UTM conventions for measurement, connecting forms in our marketing automation tools so be able to route appropriately.
Walk through all of these steps and the points in-between so things are tracked.
Take my word for it, defining this will save you a lot of headaches at the end of the quarter! 😅
You need to first understand your historical benchmarks so you can share them.
Reverse engineer your funnel to understand your performance between steps.
This will look different for every company but here’s an example for sales led:
Knowing the difference between steps is crucial to improve efficiency.
If your agency or consultant isn’t trying to reverse engineer your funnel that’s a red flag! 🔴
Share these historical benchmarks and hold them accountable.
Your partners need to be able to jump inside your ad accounts and understand what’s happening.
The first step is making sure they are informed on your naming conventions.
Align on naming conventions for:
And if you’re reading this and don’t have existing naming conventions, ask yourself:
What are the questions I’d like to answer from my campaigns?
For example, I want to know:
Then use these answers to include them in your naming convention.
This is a really small in the weeds tactical step but worth sharing.
Determine the metrics that matter that your advertising partners should track and the frequency in which they should be reporting on these goals to you.
I personally like to report on these weekly to make sure everything is pacing appropriately.
This also allows you to pivot quickly when things start to go off track.
When determining the metrics that matter, also brainstorm your leading indicators.
Leading indicators are clear metrics that help you determine early signs of success.
For example, depending on your campaigns objective it might look a bit different:
Just choose something that can happen quickly within the first 7 days of a campaign going live and is a relevant milestone that will ultimately lead to your end goal.
🟢 An early and specific goal is better than no goal at all.
Without this clarity you or your partners won’t be able to prioritize what needs to be done.
If you’re struggling with deciding on your goals go back to tip #7 and understand your benchmarks.
Defining the success metrics that matter and the roadmap to get there is CRUCIAL.
You have to be clear upfront timelines for both parties or it’s going to get squirrely 🐿😅
If it’s not defined upfront as you go things will go sideways.
Communicate to your agency, consultant, or freelancer:
Here’s what we expect from month 1, 2, and so on…
You’re hiring these experts to come in and solve a specific problem.
The goal is to hold your partner accountable to the outcome and not tasks.
This keeps you focused on the things that matter (ex: funnel optimization, benchmarks, goals).
I hope you found these 10 tips helpful and the best of luck in your future partnerships! ♥️
Connect with me on LinkedIn, and let’s keep the conversation going.
You can also visit my website here for more valuable content.
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Mastering quality score is essential if you want to pay less per click and outrank competitors.
In this article you’ll learn the 80/20 of what you need to know about quality score.
Let’s dive into it!
Back in 2005, Google released Quality Score.
This is a number from 1-10 that Google created to determine how relevant your ads are to what people are searching for (1 being the lowest relevance, and 10 being the highest).
Google want’s people who search to find what they are looking for.
This way they come back to Google and search again in the future.
Quality Score is how they gamified the system to achieve this objective.
It’s the perfect trinity between advertiser, searcher, and Google:
Before Quality Score was introduced Google was filled with tons of irrelevant ads leading to a poor experience for searchers and ultimately less people using Google in the future.
(In my opinion) Quality Score was one of the most important features released that transformed Google into the most dominant search engine in the world.
The secret to improving Quality Score is relevance.
Ad relevance, landing page experience, and expected CTR are the three variables that go into calculating your Quality Score. Depending on how relevant each is to your keywords you’ll have a final score between 1-10 (1 being the lowest relevance, and 10 being the highest).
A metric that determines how relevant your keywords are to your ad copy.
Above average signifies great relevance, below average signifies room for improvement, below average signifies poor keyword and ad copy relevance.
Ad relevance is 100% in your control and below average ad relevance is usually the result of poor ad group structure resulting from too many keywords and/or few variations of ad copy.
A metric that determines how relevant your keywords, ads, and post click experience matches the search intent of the user.
It’s not just about having your keywords on the page, it also takes into consideration page load speeds, page structure (ex: H1, H2s, H3s), and mobile optimization.
Above average signifies a great landing page experience, average signifies room for improvement, and below average signifies poor post click experience.
A metric that determines the likelihood of someone clicking on your ads once seen in the Google search results.
In my experience auditing Google Ads accounts this is the #1 most common variable that drags down quality score for most accounts since it’s the least in your control.
This is Google’s perception based on historical and predicted performance on how well you believe your ad will be engaged with.
Above average signifies a highly engaging ad, average signifies room for improvement, and below average signifies poor ad engagement.
Once you understand the basics of quality score that it is a factor of relevance and three components that determine whether you’re a 1-10 the next logical question becomes:
What’s impacting my quality score performance?
Here’s how to run a Google Ads quality score to find what’s impacting your performance.
[EMBED YOUTUBE VIDEO]
Within your Google Ads manager navigate to the keywords section within your account:
Campaigns > Keywords (press G + K for a keyboard shortcut)
Modify your keyword columns to include:
Once completed download your keywords into a CSV.
Pivot tables are great for summarizing large amounts of data.
Within Excel navigate to Insert > PivotTable to summarize your keyword report.
Once complete format your table as follows:
With your table setup now you can easily see overall quality score performance and drill down into specific elements such as ad relevance, landing page experience, and expected CTR.
Switch your rows to drill down into each element of quality score to diagnose performance:
After completing your Google Ads Quality Score audit it should be pretty clear which factor of QS is hurting your performance? (ex: ad relevance, landing page experience, expected CTR).
Here’s some recommendations on how to improve each QS factor:
Below average ad relevance is a symptom of poor ad group structure.
If you have below average ad relevance, fear not! Because this is 100% in your control.
Here’s some tips to improve your ad relevance:
Below average landing page experience is a symptom of poor post click experience.
If you’ve been neglecting your landing pages this is where it’s going to bite you.
Here’s some tips to improve landing page experience:
This is Google’s perception on how likely your ads will be clicked.
Unfortunately this aspect of Quality Score is the least in your control but that doesn’t mean there isn’t anything you can do to improve it.
Here’s some tips to improve your expected clickthrough rate:
Technically every time your keyword enters an auction quality score is recalculated to determine placement of your ad in relation to your competitors.
However in my experience it usually takes a month to see significant changes in your overall score.
Yes, low quality scores should cause concerns but it shouldn’t be your initial priority. The first goal should be to drive relevant traffic and convert users.
If you’re not currently accomplishing this then stressing about quality score is pointless as it’s really only a factor of reducing your costs and improving visibility.
If you’re not already converting the visibility you do have, getting more of it won’t help.
A good quality score will fluctuate depending on your keyword strategy but overall I’d recommend having 70% of enabled keywords in your account with a score > 7.
Just know this is highly circumstantial and if you’re running a competitive keyword strategy you will have lower quality scores by default given the difficulty of including your competitors in your ads.
Hope you found this article helpful! 🔥
Check out our video tutorial linked if you want a visual walkthrough.
