Industrial branding - does Google Ads work in B2B?12
Posted: Wed Dec 04, 2024 6:20 am
Posted by Núria NietoBlog B2B Marketing B2B Strategy
Does Google Ads work in industry? We ask a question that we are often asked in the agency. This is a fairly common concern, especially if we take into account that many B2B companies have small potential market niches compared to B2C companies.
The answer is clear. Yes, it works, but it is not a panacea. Mainly because there is no longer a single solution for anything and in the end the list of antarctica consumer email result is achieved through joint strategies on different channels. “Doing Adwords” in the industry is a strategy that requires in-depth knowledge of the sector and, therefore, prior research, as well as an interesting value proposition.
In the industrial sector, sales are not usually transactional but personal , so to capture people's attention and generate maximum trust we must put our finger on the sore spot and show them that we know what they are talking about. Therefore, if our objective is to capture leads we must take into account these three suggestions that will help us define our campaign:
1. To generate quality leads, it is essential to thoroughly research the keywords by which we want to be found.
We are specialists in something, so we don't want to receive useless and expensive traffic. For example, if I make industrial adhesives for maintenance and I use only the word adhesive as a keyword , I will receive a lot of leads who may be looking for glue for school. And each click costs money.
Because in B2B we look for qualified leads and normally we do not have the resources to analyse each one of the leads by the marketing department. Quantity is of no use if it is not supported by quality.
Industrial branding Adwords B2B
2. The landing page must offer an interesting value proposition for our target.
If I want to be known for a specific area of knowledge or specialty (if I have several possibilities) and my campaign is well segmented for a specific target, I must be able to offer something that interests them.
Let’s think of data as a currency. What resources would you be willing to pay for with your data? What do we offer them that really brings value?
There is no standard proposal for all companies. Each company knows its target audience and must analyze what it values most in its suppliers of that product or service.
3. Focus their attention on what you would like them to do.
Don't send them to your website's home page if there's no reason to do so. It's like saying, "Hey, I'll leave you the catalogue and you can figure out what you want." If it costs you money to get them to click on your ad, don't waste the opportunity to offer them what they're looking for. For this reason, the landing page should not distract from the initial objective. In other words, I offer you something and you give me your details if you're interested.
Linking to other pages or other navigation resources can lead to them deviating from the objective.
From here, we need to develop a list of keywords that is as close as possible to how our customers search. We need to analyze whether our competition is using the words that are relevant to us and look for alternatives that position our brand in concepts that are not excessively saturated.
It is a different matter if what you want to achieve is brand positioning. But we will talk about that another time.
Does Google Ads work in industry? We ask a question that we are often asked in the agency. This is a fairly common concern, especially if we take into account that many B2B companies have small potential market niches compared to B2C companies.
The answer is clear. Yes, it works, but it is not a panacea. Mainly because there is no longer a single solution for anything and in the end the list of antarctica consumer email result is achieved through joint strategies on different channels. “Doing Adwords” in the industry is a strategy that requires in-depth knowledge of the sector and, therefore, prior research, as well as an interesting value proposition.
In the industrial sector, sales are not usually transactional but personal , so to capture people's attention and generate maximum trust we must put our finger on the sore spot and show them that we know what they are talking about. Therefore, if our objective is to capture leads we must take into account these three suggestions that will help us define our campaign:
1. To generate quality leads, it is essential to thoroughly research the keywords by which we want to be found.
We are specialists in something, so we don't want to receive useless and expensive traffic. For example, if I make industrial adhesives for maintenance and I use only the word adhesive as a keyword , I will receive a lot of leads who may be looking for glue for school. And each click costs money.
Because in B2B we look for qualified leads and normally we do not have the resources to analyse each one of the leads by the marketing department. Quantity is of no use if it is not supported by quality.
Industrial branding Adwords B2B
2. The landing page must offer an interesting value proposition for our target.
If I want to be known for a specific area of knowledge or specialty (if I have several possibilities) and my campaign is well segmented for a specific target, I must be able to offer something that interests them.
Let’s think of data as a currency. What resources would you be willing to pay for with your data? What do we offer them that really brings value?
There is no standard proposal for all companies. Each company knows its target audience and must analyze what it values most in its suppliers of that product or service.
3. Focus their attention on what you would like them to do.
Don't send them to your website's home page if there's no reason to do so. It's like saying, "Hey, I'll leave you the catalogue and you can figure out what you want." If it costs you money to get them to click on your ad, don't waste the opportunity to offer them what they're looking for. For this reason, the landing page should not distract from the initial objective. In other words, I offer you something and you give me your details if you're interested.
Linking to other pages or other navigation resources can lead to them deviating from the objective.
From here, we need to develop a list of keywords that is as close as possible to how our customers search. We need to analyze whether our competition is using the words that are relevant to us and look for alternatives that position our brand in concepts that are not excessively saturated.
It is a different matter if what you want to achieve is brand positioning. But we will talk about that another time.