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Performance Marketing January 10, 2020

3 top tips for targeting Google Ads at B2Bs


With longer sales cycles, complex purchase processes and professional target audiences, B2B advertising comes with a different set of challenges compared to B2C. Business users tend to search using different keywords, they respond to different messaging and display different online behaviours. So, to maximise the success of your B2B paid search activity, there are several tactics that can help you to identify and target the right users, thus minimising wasted spend and improving your ROI.

Use the right keywords

One way to ensure you’re targeting B2B users is to use relevant industry keywords. Make sure you understand the business terminology well enough and swap your generic keywords with more industry-appropriate terms and abbreviations. You can also benefit from keywords containing “providers”, “vendors”, “for companies” and similar terms, especially in cases where the service/product you offer can be both B2B and B2C. Lastly, as always, adding negative keywords and regularly checking your search terms reports is essential for ensuring you’re only showing against relevant searches. 

Tailor the ad copy

Having the right ad copy can help you to filter out irrelevant (B2C) clicks and drive quality traffic to the website. There are a few ways to signal that your offering is of B2B nature.

First, you should include the key product/service information and callouts such as “We have helped x number of companies…” to show that you work with business, rather than individuals.

In some instances, including the price in your ads can also help, as a higher price point can defer B2C customers. Additionally, you can add extensions to communicate additional information about your business, or showcase case studies and customer testimonials.

Make use of audiences

Google is continuing to expand and improve its audience targeting available for search campaigns. Overlaying prospecting audiences (e.g. in-market for business services, custom affinity lists, similar users), would allow you to understand and better optimise your campaigns towards potential businesses. You can also utilise your remarketing and CRM lists to bid more aggressively on them, or run activity specifically tailored to your known users. 

What next?

The above strategies can improve your targeting and the quality of traffic you’re driving to your or your client’s website. But, what do you do with your potential B2B customers once you have their attention? Stay tuned..

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