Google AdWords can be used to target B2B (business to business). Since “professional” targets are by nature much rarer than “private” type targets , it can be complex (and expensive) to approach these targets.
There are still as many advertisers but far fewer targets: It is therefore an ultra-competitive environment where many advertisers position themselves on the same requests, aiming to reach the same targets.
It is for this reason that B2B targets generally correspond to relatively expensive keywords.
Also, the B2B world revolves around the internet too. While purchases can be made elsewhere, 93% of B2B buyers do a Google search before they buy!
This for different reasons: compare prices, quality, seek opinions or recommendations to confirm your choice… In short, so many reasons for you to be there.
Junto explains how to efficiently (and without waste) reach B2B targets with Google Adwords
Optimize your keywords for B2B on Google Adwords (negative keywords)
As you probably already know, the main lever to obtain more results with less investment on Google Adwords is keyword optimization. You should only keep those that work for you (again, that makes sense). And therefore use the negative keywords.
Look at the Search Terms report and compare with the keywords in your ad: start by excluding anything that is of no use to you. Explanation: There are generally two categories of keywords to throw in the trash.
The object of the game here is to eliminate all possibilities for a surfer to confuse your content with another. Put yourself in your target’s shoes and assess whether some of your keywords may be confusing.
For example, you are owner (or rather its Head of Digital Marketing) and you are launching a set of Adwords campaigns. You naturally place yourself on several keywords such as “plastic granules buyers” etc… But also on the term “plastic granules” .
This is a mistake since the term “Duck” can give you impressions of people looking for cooking recipes for example. Watch out for Irrelevant Searches!
To do this, be sure to exclude homonyms, references that may be confused (films, music, animals and so on) etc …
The Scotch Case:
The Search Terms report is a really interesting place, here you can see everything people have typed (keyboard searches) to reach your ad / site.
Are these terms consistent with:
• The image you had of your customers
• The image you give to your brand
• The keywords in which you have invested?
Adwords offers a solution for this: It will also help you separate yourself from people who will be interested in your ad but who are not yet ready to buy.
You have several tools on Google Adwords to deal with this:
Negative Broad Match:
The ad will not appear if all of the selected keywords appear in the query. The order does not matter. If we set the negative broad match “blue bike” , this will give:
Request: blue padlock for bicycle = the ad does not appear
Query: racing bike = the ad appears
Negative Phrase Match:
The ad will not appear if all the selected keywords are present in the query. The order must be respected. If we set the negative phrase match “cereals with milk” , this will give:
Query: How to keep your cereal crispy = the ad does not appear
Request: should you put milk with your cereals = the ad appears
Negative Exact Match:
The ad will not appear if all the selected keywords are in the query (and only those words). The order must be respected. If we set the exact negative match “flashlight” , this will give:
Query: Flashlight = the ad does not appear
Query: Cheap flashlight = the ad appears
Here is a list of keywords that you can use to build your list of negative keywords:
• Job search: -recruitment -employer -job -jobs -emploi -function -career-full-time-part-time -work -CV -salary -employee -stage
• Promos seekers : -free -not expensive -ebay -le-bon-coin -promo -collidation -quote
• Online training: -learn -course -school -tutorials -tuto -university -programme -manual -book -learning
• Press & review researchers: -revue -avis -option -articles -info -images -how-to -tuto-case-study -journal -magazine -statistics -stats
Some good practices in setting up negative keywords
o Look for people typing action verbs like buy: If you’re spending on competitive keywords, you might as well be sure those keywords are at the bottom of your list!
o Use the Keyword Planner and do some simple research to see what pops up. If there are diagrams and general words that do not correspond to your activity; then you can build your negative keyword list with it!
o Automate the process: Once you have your list (your lists?) Of negative keywords, add them en masse to save time.
Remarketing (and optimizing)
Remarketing is a technique that is nothing new, it is even a classic: Even if it means trying to sell, you might as well address those who already know you well.
They are that much more likely to convert. We already wrote a great article on Facebook remarketing, if that interests you.
Again, remarketing can be optimized to get the best results from your investment. Explanations:
Personalize your remarketing
Remarketing allows you to target someone who has visited your site before. But not all of these people have the same level of involvement with your site.
Some spent 30 seconds on your site, the time to realize that they did not like it, some spent it from top to bottom, even added items to the basket etc …
You need to craft your remarketing based on what the person did on your site – where they left off.
For example, if we retarget a user who has abandoned his cart, we can offer him a discount code!
Basically, the further the Internet user has gone through your purchase tunnel, the more it is justified to invest! If you pay enough, the user will come back and maybe even buy.
Targeting your competitors’ customers with Gmail Ads
There are a lot of Gmail users, (around 425 million to date) but the vein is still little exploited in terms of Ads.
The advantage is that you can target people who have visited a particular website, not just yours (yes, your competitor’s for example!).
Gmail Sponsored Promotions billed at Cost per Click and consist of a small ad called a “teaser” that the Internet user can enlarge by clicking.
Setting up a GSP campaign follows the same process as creating a display ad. It’s just a different channel that’s chosen.
Google offers 3 templates:
A clickable image that acts as a call to action
A product promotion with a small description
A product showcase with a button
As said above, you can target:
By domain name
By product purchased
This novelty therefore offers very interesting possibilities, and allows you to address yourself to qualified customer groups!
Indeed, you do not have to collect addresses, nor to keep only qualified customers: Google brings you that on a silver plate by exploiting the requests of Internet users!
Use the keywords of your competitors
Like GSP targeting explained above, building on what your competitors have built is a good option, and saves you valuable time.
You can therefore target their keywords in search. Without further ado, the rolls of keyword identification is SEMrush. Not to mention Yooda, who begins to overshadow him.
When using this tactic (legal eh, no worries) pay attention to two important aspects, otherwise you may have your ad deleted:
Don’t pretend you are the business in question. Do not even use their company name, that too can fall on you.
Don’t be disappointing: If you take keywords to attack an interesting market, do it with products that match those keywords.
Use your competitor’s brand name: Brand Bidding
Brand names are generally inexpensive (with the exception of some: No surprise when I tell you not to take Coca Cola or Audi for example) compared to generic keywords.
Plus, it’s qualified traffic too: When people type in a brand name, they’re looking for a specific product or service. There is therefore every chance that your product similar to theirs will appeal to this clientele.
If, however, it does not take, it is because you are not yet well known enough compared to your competitor. On the other hand, your Ads serves as an advertising panel: Each time it is seen, you gain visibility and recognition (patience, clicks arrive).
Work and select your landing pages
We often overlook the importance of the right landing page. And this aspect comes out of our tutorial on Adwords only. But it is impossible not to talk about it.
Most search experts consider getting the customer to their site the most important, because after all: once they’re there the hard part is done. All the more reason not to miss everything at this moment!
Example: Send a prospect who clicked on your ad to your contact page. It’s a bit like proposing on the first date.
You owe it to yourself to have a page that matches the promise of your Adwords ad: Don’t hesitate to build a specified page if you don’t have one.
The hardest part is (again) getting the customer back to your site. You have to go all out so that he feels like he has found what he or she is looking for once he arrives.
Show that you are meeting your promise and the customer’s expectations very well. In a world where the offer is varied and saturated, it’s up to you to show that you are the best.
Do not hesitate to propose several entries on your special prospect page; It takes for everyone. Some will want to talk to you right away, find out who you are, some others prefer to find answers without engaging in discussion.
Suggest for example:
A downloadable PDF of content related to the ad
A contact form
A cat window
Examples of your achievements
Thus, all types of Internet users will find their account there! Here are the tactics used in general:
Little bonus just for you
To go even further, two tips that add significant visibility in the SERP (Search Engine Result Page):
o Add extensions: They take the form of a call button, additional link or geolocation link. These extensions, taking the form of snippets, add a layer of information and give you the equivalent of an extra line of sight. Not negligible when you see this video offered by Google itself.
o Emojis in Adwords ads are a bit like the song by Claude François. Apart from the occasion of a pun of mediocre quality I grant you, the emoticons seem to be present in the ads again (following their disappearance in 2016). Blame it on Google’s usual transparency, I can only tell you that it works at the time of this writing.
You are now armed to get started in B2B through Google Adwords. These tips, well applied, will allow you to rationalize your spending and pay only when it pays off.
Of course, these tips are generic and it will take some time to adapt so that the experience allows you to apply them perfectly to your activity.
Ultimately, you will be able to maximize your ROI!