3 Tips To Help You Enhance Your B2B Marketing Strategy With AdWords

Despite the recent increase in prices, AdWords is still a great way for companies to reach B2B audiences. Aside from customer acquisition, it is also great for increasing brand awareness, especially for new or small companies. However, AdWords can easily become a waste of money if you don’t do it properly. Here are three tips to consider before starting your AdWords campaign:

Tip #1: Organize your Ad Groups and Keywords as Cleanly as Possible

There are two main criteria that you can use to organize your keywords:

• By theme: if you’re selling more than one product or service, make sure each of them has a different group. Furthermore, you should divide your keywords according to the interest of those who search: “copywriting” should be in a different group than “digital marketing” or “inbound strategy”.
• By purpose: following the example above, “what is copywriting?” should be differentiated from “copywriting agency”. It is clear that the first search may be from someone who’s merely searching for information, while the latter can be performed by someone who’s searching for a business opportunity.

If you organize your keywords properly, you can be relevant for almost any search. Here’s an example: if someone is searching for “what is copywriting?”, you can direct them to a page that has a simple, informative landing page, with links that help him move forward in his customer by offering him more information. CTAs like “Call now” are irrelevant here, but they could be of great use on a landing page designed for someone who searches for “copywriting agency”.

Tip #2: Use Extensions in Your Ads

The primary complaint most of my clients had about AdWords was that the character limit is quite restrictive. Indeed, there is very little you can say in 70 characters or less, but this is why we have extensions. You can add call out extensions, up to 5 different landing pages (thus gaining more conversion opportunities).

The best part about this is that Google will “reward” you for going to the trouble of creating extended ads with a better quality score which, in turn, means a lower CPC and a better cost per conversion. Even more, if you use extensions, you will take up more space and push your competitors lower on the page. Last, but not least, extensions give prospective clients the opportunity to see more information without clicking on your links; thus, if they are not interested in your products or service, you won’t have to pay for their click.

Tip #3: Use Relevant Landing Pages

One of the most common mistake B2B marketers make with AdWords is to use short and to-the-point landing pages. They assume that, since the prospect has already clicked on the ad, he is ready to convert. However, you need to be prepared for prospects that are not there yet in their customer journey. For instance, someone may search for “copywriting agency” wanting to know exactly what services he could expect. This is why you need quite a lot of relevant content in your landing page.

Equally important, the content on your landing page has a great relevance in the quality score. If your content is too short or irrelevant for the keywords you chose, Google will give you a poor score. This means that you will pay more for the ads or even that your ads won’t be displayed for certain keywords (where the quality score is very poor).

Need help in setting up your AdWords campaign? Talk to a Google Partner now.

Photo source: disruptiveadvertising.com