October 26, 2022
If you’re considering using Google Ads to drive B2B leads for your business, check out these expert tips today!
Sometimes, capturing leads can feel like fossicking for gold. It’s hard work that requires the right tools and a deep understanding of the methods used to create results. And with a poorly targeted marketing strategy, you may as well be mining fool’s gold, sifting through worthless lead after worthless lead.
But what if we told you that fool’s gold has some value? Pyrite (the actual name of fool’s gold) can contain amounts of natural, valuable gold. It’s difficult to extract and only apparent at a molecular level, so much so that scientists call it “invisible gold”. Nevertheless, it’s there. And we’re here to help you find that invisible gold within your own business and marketing opportunities too.
Improving your B2B marketing strategy can lower ad spend while increasing your target audience. One of the easiest ways to achieve this is to reach high intent customers looking for what you do. At EngineRoom, we drive B2B leads with highly optmised and targeted Google Ad campaigns. We also develop websites that talks to your key target markets through highly optimised and conversion-focused pages.
In this article, we’ll take a look at B2B Google Ads campaigns and give you some tips on how to best use display advertising, Google Ads, and landing pages to your advantage so you can find the hidden gold within your business.
B2B targeting is about giving prospective customers the tools for success. They are looking to use your product or service to further their own success in business. You need to understand who they are, what they’re looking for, how they search, and what they respond to.
You can better understand your target audience by:
And audience research doesn’t all have to be geared towards active search. For example, negative keywords can prevent your content from being shown to people outside your audience - our fool’s gold leads. Generating a negative keyword list can ensure that your PPC campaigns are more highly optimised than your competitors.
Custom audience targeting can ensure that you don’t waste ad spend. Through the EngineRoom platform, you can develop richer audience insights. By understanding what your customers are searching for using your services, you can create industry pages that speak to their needs.
Creating the optimal ad experience often relies on having your Google Ads account optimised for success. Before you even begin thinking about creating ads, you need to structure your Google Ads account so that it is firing on all cylinders. Optimising your PPC efforts at the account, campaign, and ad level can produce a better return on your investment.
Don’t just blindly follow Google’s recommendations - that’s a surefire way to find yourself spending money on a poorly optimised campaign. For the best Google Ads account experience, ensure you are consistently:
It’s important to understand that in the world of PPC marketing, nothing is set in stone. Things can always be changed. The best results come from accounts that are geared toward generating better ROI and achieving business goals.
That’s where the EngineRoom platform comes in. While our PPC experts can keep your account structured for B2B success, our platform can help you attribute your Google Ads campaigns to business goals. Every dollar you spend on B2B advertising can be attributed to an outcome, allowing you the clarity you need to make better campaign decisions.
Targeting a user’s search query can get you in front of customers. Creating great non-disruptive ad content seals the deal. When a B2B customer conducts a Google search, they want to be presented with ads that answer questions and deliver solutions. You also need to produce ads that extoll the virtues of your business effectively through copy and imagery.
Here are some tips to keep in mind when getting ready to create your ads.
If you’re looking for a helping hand in the creative and technical departments, look no further than the team at EngineRoom. Our PPC team has had experience creating winning B2B ads in industries ranging from water treatment to accountancy. Our strategists can understand your business goals, and will feed those insights to our creative and production teams, who will produce ads that convert.
There’s no such thing as a free lunch. In B2B, this works both ways. By offering an incentive to gain a lead, you are generating mutual benefit for both parties. You are also generating a great icebreaker through which to engage with a prospective customer.
Incentives in search engine advertising are a crucial strategy for success. Some examples of incentives include:
There’s no limit to what you can offer. The only thing to remember is that it needs to be worth it. No B2B customer will waste time filling in a form if they aren’t interested in your offer. Talk to your existing customers and find out what gets them out of bed.
Having access to the right data is crucial for gathering B2B insights that give you an edge over your competitors.
Not only can you identify new market opportunities, you can also maximise your exposure to them by reverse-engineering the ‘roadmap’ that will help you achieve your goals. When it comes to Google Ads and search engine marketing, in the face of cutthroat competition, such insights are the difference between brands that sink and those that swim.
Take, for instance, the outcome of our work with Cleanawater. We purchased a traditionally offline business to show the power of digital and the end result surpassed even our own expectations.
Cleanawater specialises in the design, manufacture, installation and service of commercial and industrial water treatment equipment. By using competitive industry data, and applying it to online marketing channels including Google Ads, we were able to grow revenue by 1266%.
Perhaps best of all, however, is that our newfound online presence secured contracts from:
Leveraging such opportunities in the B2B sector requires data that can fuel your brand’s digital strategy.
We bought a company to show exactly what EngineRoom’s methodology could do. Five years later, we had grown revenue by 1266% and increased the equity value of the business 10x.
No matter your industry or type of service, you can’t go wrong with a data-driven strategy. If you’re wondering how to out it into action, here’s another example walking you through how to apply the same to your business.
One of our clients, Policrete, trusted us with the creation and execution of a tailored Google Ads strategy to connect with more industry partners.
After researching their market, we started by creating a range of highly-targeted industry landing pages like this one.
With each of these landing pages, we were then able to drive relevant leads through a Google Ads campaign that was deliberately crafted to reach specific audience segments.
For instance, for the example page above, we created a campaign that targeted highly-relevant, long-tail keyword opportunities around “concrete floors for car parks”.
Instead of wasting our client’s ad budget on “fool’s gold” by targeting highly competitive terms like “concrete flooring”, we applied a more nuanced approach that works exceptionally well for many B2B campaigns. It’s simply a matter of quality over quantity.
But it doesn’t just stop with the ads, the experience that people have once they click through to the website also matters. So in this example, we designed the pages with a number of high-converting elements, quality visual assets and a prominent call to action visible before you scroll.
As a business owner though, managing the details of B2B ad campaigns is not always you highest priority. Nor should it be, you’ve got a business to run after all! That’s where we can help.
Like Policrete, and countless other B2B clients that have partnered with us, we can also craft a customised strategy for your business.
[feature_link]Book a free 90-minute strategy session with one of our senior digital advisors[/feature_link]
B2B ads can be one of the best ROI drivers for your business. They work by lowering marketing spend, increasing brand awareness, capturing leads, and converting leads into sales.
There are several differences between B2B and B2C marketing strategies in search engine marketing.
Businesses face several challenges when creating ad campaigns to target other companies. Here are some of the most prevalent:
If you overcome these challenges with great ad portfolio practices, you can create better ROI for your business.
B2B ads work best in conjunction with a well-strategised digital marketing plan. Here are some questions to ask before undertaking a new digital marketing strategy.
At EngineRoom, we’re all about untangling complexity. B2B search engine marketing can seem complex, but it doesn’t have to be. By following our tried and tested tips for success, you can create more leads for your business.
Our final tip is to work with EngineRoom. We are a full-service marketing agency that creates success for B2B businesses. We work with business owners to create marketing that we can align with business goals. We’ll work with you to increase your marketing ROI while creating new opportunities for your business to grow. You can get started with a free strategy session with one of our digital advisors.
Book your free 90-minute strategy session and get a clear plan for business growth in the B2B sector.
Google Ads Specialist
Drew is a results driven SEM strategist with a keen interest in unlocking business growth through Google Ads.