Google is a great advertising channel for many businesses, including B2B products and services. Whether you’re targeting SMB or enterprise, Google can help you reach the right people. That, however, is not to say that Google will be the most important channel. In fact, in most cases, Enterprise B2B businesses are usually spending less then ¼ of their online ad budgets on Google, and SMB B2B is typically less than ½. This is because the targeting precision of social media, and platforms like RollWorks, are much more suited for persona and demographic based targeting (as well as Google not having any true account-based options). That said, there are still plenty of opportunities to use Google to reach your target audience. Here are some Google Do’s and Don’ts for your B2B Google Ads account.
- 1. While the audience abilities of Google aren't what they are elsewhere, they are improving. Do have a robust audience strategy in B2B search, and consider this as important the keywords you choose. This audience strategy should include:
- CRM uploads (called “customer match”): Though you should note that your match will be much lower on Google then it would on RollWorks or AdRoll. Expect match rates of <50%
- Remarketing lists from Google Ads and/or Google Analytics: This cookie based method can be crafted to segment your users. These are also important data overlays for search that you should utilize.
- In-Market audiences: These are prebuilt categories from Google that ensure users in the audiences are actively searching for a category you select from
- 1. Don’t approach the Google Display network aggressively. Lead quality here can be very, very poor. There is still a lot of fraudulent behavior on the GDN, and there are also just very careless consumers who can get in the mix. The lead value on GDN is often very low, despite very appealing CPL’s. Rather, focus on audience targeting methods, placement targeting, or strong look-alike models (AKA “Similar Audiences” in Google). Contextual targeting, in general, is a poor approach to GDN.
- 2. Don’t use regular broad match. While I almost always use this match type in environments with lots of data, B2B often operates in a situation of data scarcity. As such, Google’s machine learning algorithms are not trained nearly as well for these categories. Modified broad match can almost definitely get you all the good traffic you’re after without risking too much.
- 3. Don’t buy into the mobile first hype. For B2B, desktop still dominates the landscape. Expect at least 80% of your relevant traffic to be from desktop. If you see much more than that, take care to analyze your traffic and confirm you’re not getting too many consumer clicks.
- 4. Don’t forget to feed your CRM data. Google offers ValueTrack parameters to give extra data to your CRM. Some commonly used (and useful!) ones are:
Disclaimer: I realize this last ‘don’t’ is really another ‘do’, but I’m an optimistic guy!
Hopefully these quick tips will help you with your B2B Search Marketing. If you need more help, Four15 Digital would love to audit your Google Ads account to help your better achieve your growth goals.