Google AdWords is an effective way to increase your own visibility through B2B SEO (search engine optimization) by targeted marketing on the Internet and thus to secure competitive advantages in the long term. This proven online advertising format is in principle interesting for all B2B industries – but especially for services that require explanation or are cost-intensive or represent a longer-term investment.
But Google AdWords also offers companies in niche segments great advantages in the area of SEO marketing: The competitive pressure here is manageable, which leads to low click prices and promising lead generation. Smarketer, the successful full service AdWords agency, presents nine expert tips for effective AdWords use in the B2B sector:
Tip 1: Optimize strategy from website presence to mobile B2B customers.
Mobile devices are nowadays often the first information medium. Therefore, a mobile-optimized website is also a must for B2B companies. Since experience shows that B2B customers call providers for the first contact, direct contact options (phone number, Skype or live chat) and a clear call-to-action (“Contact now”) should be prominently integrated into the website in both the mobile and desktop versions. A good B2B website is also clearly structured and provides a good overview of the range of products or services offered. Of course, the keywords should also be right, so that the topics through which a customer has come to the website match. It is important to get an overview of possible SEO tools.
Tip 2: Adapt advertising media to the target group
Every successful AdWords campaign is based on the knowledge of an exact definition and knowledge of the own target group. It is important for the advertising media to choose a professional terminology that is familiar to the target group. If a service provider serves different sectors (e.g. gastronomy and hotel industry), the formats should be differentiated accordingly and geared to the respective target groups. The advantages over the competition should be in the foreground as much as possible, ideally in combination with a call-to-action such as: “Request a Offer from the test winner now”.
Tip 3: Include appropriate calls to action in ads (“Call now”).
B2B companies often have products or services that require explanation or are costly, and prospects won’t make up their minds right away. B2B companies should therefore always appear serious and inspire confidence. This should also be taken into account when designing the ad texts. In addition to the keywords, you can, for example, omit call-to-actions such as “order” or “buy now” in text and banner ads and instead integrate phrases relevant to the respective lead generation such as “download” or “call now”. Because more clicks also generate a higher ranking for search engine optimization.
Tip 4: Place ads at the right time
B2B customers usually find out about B2B companies during normal office hours. This should be taken into account in the advertising scheduler in Google AdWords. With the help of this tool, it is possible to define exactly at the campaign level to 15 minutes at which times of the day the campaigns should run. It often makes no sense to run AdWords on the weekend, as the availability of the contact person cannot be guaranteed. This leads to poor conversion rates.
Tip 5: Use all AdWords channels to strengthen the brand
Optimizing AdWords campaigns in the B2B sector should generate relevant traffic and interactions with the website, such as filling out contact forms. The cost-to-sales ratio is often secondary to this. In order to achieve the best possible SEO result, it is advisable to use all AdWords channels, i.e. to place ads not only on Google Search but also, for example, on Google’s partner websites (Google Display Network), on YouTube and in Gmail inboxes (Gmail Sponsored Promotions).
Tip 6: Launch remarketing campaigns for higher ranking
In the B2B sector, purchasing decisions are more protracted and time-consuming. The use of remarketing is therefore particularly advisable here in order to continuously attract the attention of potential customers. Possible wastage can be minimized through the use and ongoing evaluation of various remarketing lists for search ads (RLSA).
Tip 7: Monitor & regularly evaluate AdWords campaigns
It is also possible to measure the success of AdWords campaigns in the B2B sector – but the relevant parameters are different here: for example, calls and the submission of contact forms can be tracked precisely, assigned to the respective keyword and evaluated. This means that the costs and revenues per lead can be precisely recorded and the campaigns can be better targeted, thereby improving search engine optimization.
Tip 8: Strengthen the partner network through B2B SEO
AdWords can be used to strengthen and promote not only direct sales, but also the company’s own partner network. This way, retailers (more information on SEO in retail) can be advertised locally – especially interesting for cost-intensive products, such as agricultural machinery, which customers like to see live before they buy them. However, this also means that partners must be taken into account accordingly when designing the website. In this way, manufacturers and dealers benefit equally from Google AdWords advertising.
Tip 9: Switch AdWords internationally and grow globally
It is possible to run Google AdWords campaigns in different languages and even globally while improving SEO marketing. In this way, B2B customers and partners from abroad can be addressed on the Internet in a cost- and time-efficient manner. But be careful: International B2B AdWords campaigns only work in conjunction with a professional B2B website in the respective national language.