Into B2B? Make The Most of Google Advertising. Here’s How.
Today’s B2B market is young and online. Google states that 50% of B2B searches take place on a mobile platform and the Boston Consulting Group expects this number to grow to 70% by 2020. Here is another statistic – today, a B2B customer conducts up to 12 searches before singling out a supplier. They are doing their research and expect the best digital user experience no matter what kind of business you are into. This approach is different with B2B Facebook Ads
Profile of Current B2B Customers:
- The young, millennial generation
- Digitally savvy
- Conduct thorough research, mainly online
- Seek seamless digital experience
- Twist & turn; often repeat steps through the buyer journey
- Expect a high level of customer service
As if dealing with the changing buyer persona in the B2B wasn’t enough, here is more – the buying cycle in the B2B segment has also altered. Today, there are multiple stakeholders involved, and the sales cycle is also much longer. While these changes certainly bring a new set of challenges for marketers, growing a B2B business is not an impossible task.
Digital has changed how businesses and vendors are marketing. With more customers doing their own due diligence, it has become essential for brands to build a strong digital presence and focus on digital channels that deliver bottom-line results.
Current digital marketing solutions represent a huge potential for companies in the B2B space that they can tap into to expand their client base and grow their business. One of the most effective and affordable ways to expand your B2B business’s reach and visibility is via Google advertising.
How? Let’s take a step back and understand the basics first.
Google & Marketing
Over the past decade, Google has been inching its way into becoming more than just a search giant. By launching platforms such as Google Ads, Google Marketing Platform, and Google Business Solutions, it has become a prominent player in the digital marketing world. And why not? Google search is the starting point for most, if not all, digital marketing solutions. What sets Google apart from other platforms is that a lot of these tools are free and suitable for both small and large enterprise-scale set-ups, regardless of whether they are B2C or B2B. And the online, digitally savvy B2B customer further adds to Google’s leverage in this space.
So, here’s how you can leverage Google’s Advertising Services!
Culture & Trends
Every business needs to keep up with the times. Google Trends is a great way to keep up with what your customers are searching for and what the current industry trends are. Google Trends allows you to run keyword variation comparisons to understand which ones would generate the desired result. It also shows how keyword popularity varies across different regions, languages, and time.
Pro Tip: Use Google Trends in combination with Google Correlate to gain meaningful insights about your customers. Google Correlate can help you identify data across time and space. What does that mean? Imagine trying to launch a new product; Google Correlate can help you identify which geographic region might be most interested in your product. It can also help you map out content your customers want to see leading up to the launch.
The Measurement Advantage – Know the Diagnostics & Industry Benchmarks
Website traffic and performance is critical. Google values how quickly your site loads and whether the content is relevant and optimized for prime search visibility or not. Basic website analytics can be tracked via Google Analytics and Google Webmaster. However, we recommend taking a step further. It is essential to understand how your business is performing against competitors and also know that your company’s ability to accurately measure digital marketing efforts is directly tied to revenue.
- est My Site – States how your site’s performance is compared to key competitors and generates recommendations for 5 pages. A unique feature of Test my Site is that it estimates the potential impact site speed has on your revenue.
- Advance your Measurement – Track and compare how powerful your brand’s measurement maturity is – basically how good a job your organization does in tying real-world dollars to marketing activities and capturing true marketing ROI. In this digitally connected world, how B2B brands interact and connect with the consumer is constantly changing, making its measurement a challenge as well. Take the test and get a thorough study on the following three areas – overall measurement, measurement activation, and agile work strategies.
PPC campaigns are a cornerstone in a majority of B2B digital marketing strategies, and Google Ads can serve as a powerful growth engine for your business. Create the most impact by using Google’s keyword planner to create ad copies using highly relevant keywords, linking Google Analytics with your Ads account, and setting up accurate tracking via UTM codes. If you are already running Google Ads, what more can you do?
Elevate your Google Ads conversions and returns through these simple additions.
a. Include Negative Keywords into your campaign. This often-overlooked strategy allows you to narrowly focus your ads to your target group that is more likely to generate returns.
b. Remarketing your ads several times has multiple advantages. As the B2B buyer journey is longer, remarketing offers an opportunity to reword your ad and address consumer pain points that might have missed the initial mark.
Google Marketing Platform
Google Marketing Platform is an end-to-end B2B marketing automation tool that can help you plan, optimize, execute, and measure your digital marketing efforts. This tightly integrated platform places all your ads (search, video, or digital) and analytics in one place allowing you to measure and improve performance by leveraging buyer data and intent. Capture the audience right when they are ready to find out about your business, listen to them, and eventually convert them to stay competitive in an ever-changing playing field.
Pro-tip: Use the new data blending feature, available via Google Marketing Platform’s Data Studio, to integrate data from Analytics, Google Ads, Google BigQuery, Campaign Manager, and MySQL, on the same chart. Mix and merge data to get a holistic perspective of your ever-evolving B2B buyer.
Google My Business via Google Maps
The easiest way to get free advertising on Google is by setting up Google My Business account. While this might be a popular B2C strategy for many, an increasing number of B2B companies are also discovering the full potential of this tool. Google My Business is integrated with Google Maps which is used by 70% of smartphone users. When you search for a business via Google maps, not only do the results spur up companies and their contact information but they also show you reviews, verification, cross-channel visibility, and a one-click interface to the website.
Google maps marketing can be a potential difference-maker, particularly in local SEO. How? A potential B2B user may seek out a supplier based on location or identify a content creation agency. The more accurate information you provide, the more likely it is for your business to pop up in search results.
Pro Tip: Optimise your Google Business and Google Maps information by using the exact address as used by the post office, tag primary and secondary businesses, upload pictures/upcoming events, and verify your business. If you have the budget, you can also explore using paid Google Map Ads.
With a credible and thought-out digital marketing strategy, it is quite simple to use Google Advertising to curate a strong digital presence. Do understand that your digital marketing solutions will continue to evolve and progress just like your business.
However, we know that is easier said than done. And that’s why we are here! If you are looking to design a customized digital marketing strategy that utilizes Google’s advertising tools, you have come to the right place. Get in touch and let us help you find the best solution for your goals.