Google Adwords Strategy for B2B Marketing
Pay-per-click (PPC) advertising can propel your business to newer levels and deliver great returns from your online marketing expenditure. While there are several methods of PPC advertising, it is Google Adwords that reigns supreme. Namely, using Google Adwords to drive traffic to your website is the most effective to generate sales leads for your business as well as listing your business on Google plus local.
In the light of this, virtually any business looking to generate qualified, low-cost sales leads should capitalize on this powerful tool. In this article, we present you five Google Adwords’ strategies to power your B2B marketing.
Begin with Negative Keywords
It is imperative that you focus on the keywords that work for you. This is the single most important Google AdWords strategy if you want positive returns from your advertising.
To implement this, you need first to find out the keywords that triggered your ads. You can use the Search Terms report to do that; afterward, trim anything irrelevant using negative keywords.
When trimming, you should keep the following two items in mind:
- Irrelevant searches – You should ensure that every search is relevant to your business. Hence, depending on how wide your keywords are, you should exclude pop culture references, homonyms, misspellings, as well as NSFW searches.
- Unqualified traffic – You need to exclude people who are not really ready to buy and who would still cost you a click. These may include online learners, job seekers, budget hunters, online learners, as well as press and review seekers.
It is advisable to pay attention to lead quality. Users looking for free software via Google, for instance; would convert well on a free trial. Hence, you should lure-in instead of excluding traffic for free products.
These three keyword match types can help you filter out keywords more accurately and efficiently:
Negative broad match – Your Google ads won’t show if all your negative keywords appear in the search query, regardless of the order.
For instance, if your negative keywords are “Mercedes Benz”:
- Ad will show: “The German beautiful Benz”
- The ad won’t show: “Is the Benz made by Mercedes?”
Negative phrase match – Your ads won’t show if all your negative keywords appear in the search query. The order matters in this case.
Hence, if your negative keywords are “Grilled Chicken”:
- The ad will show: “Do you love your chicken boiled or grilled?”
- Ad won’t show: “Tasty grilled chicken recipes”
Negative exact match – Your ads won’t show if all the negative keywords appear a search query and there are no additional words. The order matters.
Hence, if your negative keywords are: “Brown Envelope”:
- Ad will show: “The Envelope is Brown”
- Ad won’t show: “Brown Envelope”
Bonus Tips on Negative Keyword Strategy
- Capitalize on users searching with action words such as “purchase,” “buy,” “trial,” “free,” and “demo.” When you are paying for expensive keywords, it is advisable to ensure that the converting keywords are at the bottom of your sales funnel.
- Make Use of the keyword planner tool and perform simple Google searches to see what happens. If there are trends and popular terms that don’t favor your business, consider building that negative keyword list.
- Automate the process. After figuring out all your negative keyword terms, consider adding them in bulk. This is an excellent time-saver.
Our second Google Adwords strategy is strategic remarketing. While remarketing is profitable when done correctly, most companies get it wrong and end-up achieving undesirable results. Here are a few tips to help you have successful remarketing:
Bid on conversion – You should center every retargeting effort around the value you are offering to your prospects. Present a different value proposition or message based on where the user dropped off. If the user abandoned a shopping cart, for instance, retarget them and offer them some form of discount.
Time-delayed retargeting – Targeting a prospect for two months can end up being annoying. The best solution to this is to create a time-delayed retargeting campaign. This will significantly minimize fatigue since you will be delivering new messages, designs, and ads in an organized order.
Use Gmail Ads to Target Your Competitor’s Clients
Another brilliant Google Adwords strategy is to take advantage of the at least one billion Gmail users. How do you do this?
Simply use Gmail ads to:
- Target users who have visited certain websites.
- Target users who are interacting with particular domains.
- It is worth noting that a high Cost per Action (CPA) is not always a bad thing. It is advisable to evaluate your prospect’s lifetime value and bid accordingly.
Effectively Challenge Competitor’s Keywords
Gmail Ads may not be working for you. The Google Adwords strategy for this case is to take the conventional route. Namely, target the competitors’ keywords on the search network.
SEMrush, the ultimate keyword resource, is one of the companies that have perfected the use of this strategy. When targeting your competitors’ keywords, it is imperative that your content is relevant not only to the ad but also to the search term. Otherwise, your ad would be reported and removed.
It is also worth noting that while you can bid on your competitors’ brand names, you cannot use those brand names in your advertising copy. Otherwise, your ad could be removed.
Add Extensions to Get More Real Estate and Click-throughs for Free
The last, but not the least, Google Adwords strategy is to add extensions. This will earn you more real estate, a 10-15% better click-through-rate (CTR), and improved Ad Quality score for free.
What are extensions?
These are added snippets of information, which you can tack onto your ad to enhance the effectiveness of your selling proposition. If you search “Pensacola real-estate agent,” for instance, the top position ad takes up about 35 percent of the real estate on smartphone devices.
Moreover, when targeting competitors, you should allow the site links to direct the user to a competitor comparison page; having their brand keywords thus enhancing the quality-score for ads that bid on competitor brand keywords. This is also a brilliant way to help customers understand why your brand is better than brand X.
Google Adwords is a powerful tool for B2B marketing. However, many companies have a hard time getting desirable results from their PPC advertising. This is because they don’t understand how to target and engage with their prospects. Successful B2B marketing goes beyond just knowing your customers. You should also master every Google Adwords strategy that works.
If you want any professional help with your PPC campaigns, including Google Adwords, just contact Lucid Advertising. We are a full marketing agency that will take care of all your digital marketing needs.