How to Maximize AdWords For Your B2B Marketing Strategy

B2B Marketing AdWords

B2B marketers always aim for higher traffic, and it’s quite easy to guess why. By attracting more visitors to their websites, businesses can gain a plethora of opportunities. This is because the increase in web traffic can result in higher sales, making it essential for B2B brands to invest in effective lead-generation strategies. Here is where Google’s AdWords comes into play.

Google Adwords, now known as Google Ads, is an advertising platform developed by Google that permits businesses to display their ads on the said site’s search engine results pages (SERPs) and other websites as long as they’re a part of the Google Ads network.

Using Google Ads to attract potential customers who are actively searching for products or services similar to what your business offers are a powerful way to generate high-quality traffic. It can also boost the number of your website visitors, receive more phone inquiries, and even heighten in-person visits to your physical location.

For sure, countless methods and tactics can help marketers achieve their goals. While adopting a social media campaign is a no-brainer, marketers will need to diversify their strategy by incorporating other tools and platforms that focus on other important approaches such as retargeting and strategic PPC schemes.

Google Ad Types

Google Ads may appear on all Google properties and its network of third-party websites. Here are the Google services you can place your ads on:

  • Google Search
  • Gmail
  • Google Maps
  • Google Shopping
  • YouTube
  • Google Discovery

Depending on the content style you’re producing, you have many options on what ad type to use for your campaign.

No doubt, we can count AdWords as among the most powerful implements a B2B brand should have in its arsenal. The benefits it brings to companies struggling with their marketing campaigns are just too important to ignore.

The Benefits of Adwords

  1. Increased Brand Awareness

    Advertising, traditionally, is done through billboards, newspapers, and radio and TV ads. These methods have brought favorable results for consumer products, but aren’t really budget-friendly and effective in communicating messages for B2B products.
    Google AdWords has revolutionized digital advertising by providing businesses with a highly targeted and effective way to reach potential customers. By allowing businesses to advertise to people who are actively searching for their products or services, Google AdWords has changed the advertising game and made it easier for businesses to connect with their target audience.
  2. Deliver faster results than SEO

    New websites and businesses may have to wait for several months to see the impact of their SEO efforts. Way back, this was called the Google sandbox effect. This was perceived as Google’s way of filtering out new websites from the search results. The real reason behind the delay in results, however, is the fierce competition as it takes time for a website to establish its credibility and gain recognition through links and authority.
    Google Ads is an excellent workaround for business since it eliminates the need to wait around for a long time before you can see the results. You can invest resources in a Google Ad campaign and start receiving clicks and impressions right away while working on your site’s SEO.
    Due to its speediness, it’s an efficient way to determine if a certain keyword or audience is worth pursuing using organic search.
  3. Targeting capacities

    Using targeted words in Google Search Ads is a potent way of reaching clients at the right moment when they’re looking for products and services. These keywords can come in different formats. You can either target precise queries that are more profitable for you, or you can use general ones that match a wider range of search items.
    To limit who sees your campaign, Google Ads offers content and audience targeting tools. Here are some specific targeting options to help you find the right audience:

    Demographics (Age, Gender, Parental Status, Household Income)
    Ad schedules

    Combining these targeting options with the best keywords can affect your profitability and reach.
  4. Offers flexibility in advertising

    You can choose specific actions with Google AdWords, such as:

    Get business inquiry calls (Call Now option)
    Drive traffic to your website (Shop Now, Visit Website options)
    Encourage users to download the app (Install Now, Download option)
    Display your brand (video or image ads)
    Compel website visitors to take action (lead generation)

    With Google AdWords, you can personalize your advertising in a variety of ways to meet your marketing goals.
  5. Reconnect with relevant leads through remarketing

    Any person who visits your website could become a customer, but not everyone will buy something on their first visit. With so many ads everywhere, people can forget about your brand after just one visit.

    One of the features that Google Ads provides is remarketing. This is a type of marketing that enables you to focus and re-engage with customers who have previously shown interest in your company or website but have not yet completed a purchase.

The Merits of AdWords

Writing for Forbes, John Rampton is able to underline the essential benefits that only AdWords can provide. One such benefit, according to Rampton, is that the service allows for a higher click-through rate compared with other online strategies such as SEO.

With that in mind, Google has been incessant in improving the service, giving B2B companies a potential window through which high-quality leads can enter. What’s more, it also comes useful in remarketing your products and offers to visitors who declined during the first engagement. AdWords locate them online and make sure that they are continually exposed to your message.

Another important reason is its value in targeted marketing. Accuracy is everything in the world of B2B and it becomes essential to create content that’s relevant to a certain demographic. In this case, the service allows for effective behavioral marketing. Companies can define their target audiences better and deliver content that pulls at their heartstrings.

The fact that it is “faster than SEO” in delivering results and that it is easier to track makes the platform that much more popular with both large and smaller companies. It’s only a matter of practice and using the right approach to be able to bring out the best that this nifty marketing tool has to offer.

Tips and Tricks

Know your goals

Just like any other B2B marketing strategy, using AdWords should start from square one – defining your goals. Before you can embark on using the service, you will need to identify what you want to achieve first.

This is vital as it allows you to create clearer approaches. If your main focus is to generate high-quality leads, then you might as well focus on keyword matching. And speaking of keywords…

Conduct keyword research

Ah, yes, keywords. The fuel that powers many a digital campaign and also a difficult resource to master. Google has become a lot stricter in regulating the number of online ads being promoted through its search pages. The situation has compelled marketers to take up keyword research more seriously.

Using a combination of broad and phrase matching can certainly get things going, but to be sure you’re on the right track, you will need to use the Keyword Planner to determine the best search queries and phrases to use in crafting your messages.

Use negative keywords

You can’t always expect the right user to click on your ad. More often than not, PPC campaigns can also generate a ton of unqualified traffic. You can effectively get around this issue through the use of negative matching. This works by simply telling Google to ignore certain keywords that would target the wrong people and by promoting your message to the right people.

Know your numbers

To know the extent of your successes, it’s always important to look at your numbers and see whether your campaign is delivering the expected results. For this reason, you need to make use of analytical tools that can aid you in planning future PPC campaigns. Accurate reporting can lead you in the right direction in your efforts to generate higher-quality B2B leads. 

By knowing which keywords to use and which to drop, you can improve your messaging and eventually improve your online traffic. More importantly, analyzing the successes of your campaign allows better control over ad spending, ensuring that your bottom line remains unscathed.

Stay proactive and engaged with your strategy!

One of the benefits of Google is that it offers fast and relevant feedback. So instead of sitting back and waiting every quarter with AdWords, utilize all your resources to remain competitive and track your performance weekly. Keep a watchful eye on your progress to see what’s working and what’s not. This is crucial in getting the most value out of your budget and making sure each click counts.

As much as Google AdWords can bring in favorable results for your B2B business,  you can amplify its benefits and your marketing strategy by partnering with a reputable B2B lead generation services provider like Callbox. 

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The primary objective of a marketing strategy is to persuade customers to purchase our products and services. However, if we restrict the options available to them, it becomes difficult to achieve success in selling our services.

Our team’s multi-touch, multi-channel marketing approach is a marketing strategy that uses a combination of different channels, namely Voice, Email, Web, Chat, Social Media, and Webinars, to reach out to potential clients and convert them into customers.

It also entails using a variety of touchpoints to establish relationships with prospects and encourage them to buy. Callbox aims to build a more comprehensive and efficient marketing campaign that magnifies the likelihood of generating leads and closing business by merging different channels and touchpoints.

You can avail of our services with flexible and tailored pricing according to your business needs (request for pricing).

With the right Google AdWords strategies and partnering with Callbox, you’re sure to generate more sales and stay ahead of the competition.

Book an appointment with us now!