Amazon FBA Guide for Amazon Marketers – Top-7 Unique Ideas for B2B Marketing for Google Ads
There’s no denying that the continuing digital shift is changing how entrepreneurs and enterprises conduct their businesses. But with too much information available in the digital space and constantly shortening attention span among the audiences, you’ll wonder how business organizations can stay on top of the consumers’ minds.
These changes that we cannot control affect the lives of ordinary individuals, workers, and even the decision-making ability of business organizations.
Even the strongest forces in the business world can’t stop the changing of times. Because of this fact, businesses have to develop relevant, actionable, and sustainable strategies that will keep their audience engaged, entertained, and informed of their brand message.
With too much information and content competing with one another, businesses have to devise unique yet effective marketing strategies to stay on top of the competition.
What is B2B Marketing?
B2B marketing stands for Business-to-Business marketing. From the name itself, B2B is the process of selling products or services from one company or business to another.
In other words, one company develops or manufactures the products and provides the service for another company’s use. In this business model, one business’ target audience is another business.
The target audience would usually use one company’s products as raw materials to create a new product to sell to their consumers (b2c or business-to-consumer).
In terms of marketing and advertising campaigns, b2b provides more informational and straightforward content than b2c. It’s because the brand or campaign messaging is directed to key stakeholders who will make the purchasing decisions for the company.
As much as possible, the content should help the deciding committee make an informed decision as they are more concerned about the ROI or return of investment.
What is Google Ads?
Google Ads, previously called Google Adwords, is Google’s advertising platform. Businesses can launch paid advertising campaigns and adjust their budget and marketing goals depending on their business needs. It helps raise brand awareness, generates leads, increases web traffic, web conversions, and ultimately, sales.
Though the steps mentioned above look simple, in reality, winning an ad placement on Google requires the system to run intricate algorithms and match keyword bids. Advertisers need to bid on a keyword, with the bid amount being the maximum amount they can pay for every click on a keyword.
The bid amount, the relevance of the campaign content to the keyword you bid on, and the authority of your content or the links included in your content are vital criteria for winning the Google ad space.
Google ads operate under the PPC or pay-per-click advertising model. Advertisers only pay a fee when visitors of Google or any Google Display Network (GDN) click on the ad in this advertising model. In advance and more specific campaign settings, Google ads make use of its GDN to offer five campaign solutions:
- Search Campaigns
- Display Campaigns
- Video Campaigns
- Shopping Campaigns
- App Campaigns
Top 7 Unique B2B Marketing Ideas for Google Ads
- Set up and use geotargeting
One of the greatest features of Google ads is its ability to target audiences in a specific location.
Although this strategy may appear more ideal for brick-and-mortar businesses, it can still be used by B2B companies to leverage their business.
For one, the location gives your business authority and legitimacy of your operation, thus giving a reason for your target to trust your business.
Additionally, it also provides an advantage to businesses operating and supplying in specific areas.
By setting a more advanced geotargeting feature called radius targeting, also known as proximity targeting, your ads will appear within a 2 to five miles radius around your physical store. It is advantageous, especially for businesses supplying raw materials to other business establishments.
By doing this strategy along with location bid adjustments, your ads will show better performance, deliver personalized experiences to your specific targets, and avoid wasted clicks from people outside your target audience.
- Utilize negative keywords
Negative keywords, also called a negative match, are kind of blockers that prevent your ads from appearing when people search for a certain term or phrase. Usually, negative keywords are terms similar to your keywords but can trigger search results different from your products or service.
You want to avoid this scenario to focus only on users interested in your products or services and filter out irrelevant searches.
There are three types of negative keywords: irrelevant search terms, unqualified search terms, and special case terms.
- Irrelevant search terms are words similar to your keywords but unrelated to what you do or offer.
- Unqualified search terms are keywords used in or related to your industry, but the people who use them are unqualified to avail of your products or services.
- Special case terms are budget hunting terms. These terms, like “free trial,” “free quote,” and “demo,” can be used only in special cases and are ideal for B2B companies because their target businesses can try and attest to the value of their service or products.
While there are four keyword match types available on Google Ads, negative keywords have their own set of match types. These are negative broad match, negative phrase match, and negative exact match. You can use the Google keyword planner tool to narrow down your keywords to the ones that will actually convert leads and build on negative keywords.
- Make use of ad extensions
Google ad extensions are additional pieces or snippets of information about your business, making your ad more informational and encouraging to users. Examples of ad extensions are telephone numbers, price extensions, site links, app extensions, and a few more.
Ad extensions help minimize bounce rates and enhance user engagement and interest in your ad. It also expands your ad visibility and prominence on Google’s search result page.
Although Google sometimes automatically adds extensions (automated extensions) based on its performance prediction of your campaigns, you can manually set up extensions (manual extensions) that will allow more interaction between your ads and audiences.
B2b businesses target stakeholders and decision-makers in the company. Email remains one of the most popular tools for stakeholder communication.
A Harvard Business Review study revealed that CEOs spend 24% of their time on email.
You can use Google’s email service provider, Gmail, to consolidate stakeholders who had already interacted with your ads or your business but whom your ad failed in converting.
Remarketing, also known as retargeting, is a strategy used to win audiences who had previously visited your website, any webpage connected to your business but left without taking any desired action. Desired actions are not always buying your products.
Sometimes, subscribing to newsletters or voucher updates is enough because they generate leads.
- Target your competitor’s keywords
Here’s a competitive tip: you can target keywords your competitors use and grab new clients away from them. Competitor keywords and branded keywords, or keywords with your brand in them, can capture audiences at the bottom of the marketing funnel or those who are very much ready to avail of the product or service.
Yet, while you can use your competitor’s keywords to your advantage, using their brand names in your actual ad content can get your ad removed or banned by Google. You can instead use terms similar to “alternative for,” “replacement for,” or “substitute for.”
- Optimize landing pages
Among the B2B marketing strategies listed here, this seems to be the most basic. And yet, businesses lose prospective customers and leads because of problematic landing pages.
You might have highly engaging and killer ads, but when customers clicked on them, arrive at a website or webpage that has hard-to-read fonts and texts, they’ll more likely leave your page before doing anything on your website.
Moreover, low-quality images, awful color and graphics combinations, and not to mention a page that takes a long time to load and is not user-friendly, will kill your chance of finally getting a client. Solution? Enhance and personalize the user experience by customizing landing pages and investing in SEO.
- Use GDN and optimize display ads
The difference between B2B and B2C target audiences is that B2C customers or clients want real, practical answers to their issues or business concerns. It’s because the stakes are higher compared to b2c consumers. Therefore, it’s not farfetched when you align your ads and content to keywords like “fix” or “troubleshooting.”
They want answers, so they would normally search for solutions. This is, in fact, an opportunity for your business because when it comes to how-to videos, tutorials, and demos, YouTube is the go-to video-sharing website.
So why is this an opportunity? YouTube is owned by Google and part of Google’s Display Network. You can expand your ad targets not only on Google search but on platforms like YouTube through its ability to more effectively answer or solve issues with demos and tutorials.
Furthermore, using display ads or video ads appeals to the problem of shortening attention span. Visuals are more catchy and engaging than plain, immovable texts. It is also more interactive and appealing more to the real human experiences than plain texts.
If you want to maximize Google, you should look at Google AdWords Best Practices for more tips to maximize your reach!
Do B2B ads on Google work?
is a proven marketing strategy for B2B businesses to get leads. It is an advertising model that is effective in lead generation and prospecting. It is also promising in terms of ROI results.
How much does Google Ads cost?
Your Google Ads campaign will depend on the budget you set for your business and the bid amount you set for every keyword you bid on. On average, advertisers pay between $1- $2 per click on their ads. In a month, small to medium size businesses spend $9,000 to $10,000 on their Google ad campaigns.
What tools can I use to find keywords that will most likely match Google search queries?
Google Keyword Planner and Google Trends are two reliable tools you can use in keyword research. Keyword planner even gives additional business analytics features. Moreover, they are both solutions offered by Google, so the keywords are more likely based on its analysis of queries it receives from millions of visitors.
The B2B audience cares more about sustainable and realistic solutions for their business, so it’s crucial to launch Google ads that appeal to their needs and provide real human experiences. There are Google ads settings usually overlooked by advertisers but worth exploring.
Try exploring Google ads’ advance setting next time you launch an ad, and you might stumble upon even better B2B marketing techniques for your business.