How to use Google Ads for B2B? This tool helps you achieve your business goals, which can be increasing visibility, acquiring quality leads or growing sales.
The tool’s potential is numerous, but launching successful promotional campaigns requires an optimal setup. Therefore, the ideal is to prepare a solid strategy that takes into account all the prerogatives of the sale. Let’s look at some best practices for making the best use of Google Ads.
How to use Google Ads for B2B: 5 tips for successful campaigns
When advertising to a business-only audience you need to pay close attention to the targeting and message of the ad. To do it right, we have gathered some valuable tips from our Google Ads experts. Here they are.
1. Use long tail keywords in B2B
Keywords for B2B advertising must be specific and relevant. It is advisable to aim for long-tail ones, i.e., keywords composed of 3-4 terms that specify the product and/or service offered for good. This approach is particularly effective in B2B and industrial markets, where the target audience is often highly specialized, well-defined and often niche.
In fact, long tail keywords allow you to intercept fewer users, but with a concrete interest and a higher probability of conversion. In contrast, the use of more generic and simple keywords could generate high traffic, but composed of less qualified users, risking wasting resources without achieving significant results.
2. Structure campaigns to cover the different stages of the funnel
In B2B, the decision-making process is much more complex and articulated than B2C. You can plan a Google Ads campaign strategy to cover the different stages of the sales funnel:
- Top of Funnel (TOFU): use informative keywords to attract users in the initial search phase. Here you can also use display ads to increase brand awareness
- Middle of Funnel (MOFU): uses keywords with evaluation intent
- Bottom of Funnel (BOFU): focused on keywords with direct commercial intent
3. Segment your audience by company size and business sector
In B2B you can break down your target audience by company size and business sector. By doing this you can reach companies interested in what you are proposing, in the area in which you operate and in the right market, and avoid wasting your budget.
4. Use advanced remarketing
In B2B, the customer journey (the journey of the customer) is often very long. In fact, potential customers may visit your website many times before making a conversion. Use remarketing to:
- Warm up interested audiences with reminder ads, segmenting users who have already seen specific pages or downloaded the PDF catalog, but who have not yet contacted you
- Encourage re-engagement with premium content such as case studies, company news, industry news or free demos for users who have not yet converted.
5. Create a B2B-specific landing page
One of the most common mistakes in setting up a Google Ads campaign for B2B is directing traffic to a generic page that does not respond directly to the ad. Creating a dedicated landing page to promote a specific service or product can be a very effective solution. Here are some best practices for designing a landing page for a B2B audience:
- Adopt a suitable register for the B2B target audience: the tone of voice should be professional, authoritative and clarity-oriented.
- Insert targeted CTAs: call-to-actions should be clear and action-oriented, such as “Request a quote,” “Download data sheet,” or “Book a free consultation.”
Seize all the opportunities of Google Ads for B2B with Isola!
Google Ads can grow your business, help you nurture relationships with potential customers and get you new ones.
To take full advantage of its potential, it’s best to engage the services of anagency that specializes in Google Ads so it can guide you to success while profitably investing your budget. At Isola we can:
- Suggest the best campaigns to launch based on your business goals, through a strategic consulting
- Meticulously manage Google Ads campaigns by choosing the right keywords and segmenting audiences to show ads only to those who are interested
- Create effective landing pages capable of converting and getting quality leads
- Offer clear digital marketing reports with statistics on results so you can understand what the effectiveness of advertising is relative to the investment (ROI)
At Isola we are experts in the B2B and industrial market and we also offer our expertise in other areas of digital marketing besides Google Ads. We are committed to writing other useful guides for other online promotion activities that you might be interested in:
Leverage the potential of Google Ads for B2B.
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