Using Google Ads effectively for B2B: this is how you do it

Using Google Ads effectively for B2B: this is how you do it

Google Search, Google Shopping and Google Display Ads... We believe that these are required in every tool stack of a digital marketer. Google Ads will remain indispensable in the marketing landscape in the coming year. Where Google Ads are frequently used in the B2C industry, we still see a lot of opportunities in the B2B industry. Especially with all new updates coming up!

Google Ads for B2B

Okay, we have to admit: the buyer journey for a B2B customer is not really alike if you compare it to a B2C buyer journey. Where the B2C industry can do relatively quickly make decisions after a short research, it's a lot more complex for B2B. In addition, in the B2B industry, it's often necessary to consult internally before a possible purchase can be made and the time from the first contact to purchase is considerably longer. But, it's not impossible. Read our blog and find out how Google Ads can help you in B2B! 

• Always on
  In B2B it's important to see Google Ads as one of the touchpoints within your customer's buyer journey: when he or she searches for a (similar) product that you offer, your ad is shown with a link to the correct landing page where further action can be taken. Because your customer can search for a product or service at any time - and repeatedly - it is advisable to have the campaign run continuously. 
   
• Please note: match types are changed
  It's the challenge for B2B to prevent consumers from clicking on your ad. This made Google more difficult last year due to a change in the phrase match and broad match: since September 2019 your ads will also be shown on similar keywords. For example: 
   

  Broad match modifier keyword	Matched search results before the update	Matched search results after the update
  +webportal +develoment	Developing a customized web portal	Customized web portal
  	Customized web portal building	How to develop a web portal

  
  
  The update can cause the advertisement you used to reach the B2B audience also reach B2C audience. This is because the search terms on which you advertise are used more widely. This is not entirely preventable but can be adjusted properly. In a new campaign, make sure to check on a weekly basis which search terms you found and use, and exclude irrelevant keywords. 
   
• Lead form extensions
  Still in beta, but certainly a feature to keep in mind: lead form extension in advertisements. With this feature, Google is stepping up towards the B2B market. With lead form extensions, users can enter data directly and send it via google, without having to visit your website. Practice shows: the faster and easier leads can transfer data: the more leads you get. 
   
• Gallery Ads
  Coming soon: Gallery Ads. With this functionality, you can add the images to your advertisement. The expectation is that ads with images generate more interaction than regular text ads. As a B2B organization, you can make your advertisement stand out even more by adding a personal touch (for example pictures of consultants) or by mapping out the benefits for your customers. In addition, it also offers the possibility to make clear in your advertisement that it's not aimed at B2C market, which hopefully sends out a clear message for B2B audiences. 

Google Shopping for B2B

Shopping advertisements are basically developed for consumers. There is (still) no part for B2B sales. However, that does not mean that there are no opportunities at all! Google often indicates companies for stocks. So you can use Google Shopping without the products be ordered directly through a webshop. Make sure your feed is properly set up and the landing page is clear with information about the return policy for example. 

More awareness with Google Display

Google Display is particularly suitable for creating awareness for your brand. This is relevant since the buyer journey of a B2B customer longer: the more often they come into contact with your brand, the greater the chance that they will seek interaction. 

Google Display can also be used for a specific B2B target audience: for example, advertise with the display on websites that your target group often visits, such as websites or trade magazines. To target the display campaigns in a more targeted way, it is advisable to work with custom audiences. You can compile these yourself based on search terms and relevant URLs. With custom audiences, you ensure that the display ads are shown to people who have actively searched for products and services related to your chosen search terms and URLs. 

It becomes even more specific when you use display advertisements for remarketing. Create a target audience within Google Analytics that didn't convert to leads. Via Google Ads, you can approach this target group with banners to entice them to visit your website and leave contact information. When setting up your campaign, make sure you separate ads on mobile devices and desktops, the results can vary greatly per device.