Why B2B Businesses Should Utilize Google AdWords

Business-to-business (B2B) marketers seem to have a love-hate relationship with Google AdWords. On one hand, they love the ability to experiment with extremely specific search terms like “device manufacturing” and “medical software.” On the other hand, they struggle to come to grips with the fact that Google is primarily a business-to-consumer (B2C) tool, and therefore, most of their specific search terms fall into the 10-100 results page range. Read on as we detail how a refined Google AdWords strategy can improve lead generation for B2B advertisers.



According to Forbes, even if you’re new to Google AdWords, you’ll want to start your campaign with multiple keywords. This allows you to test various search terms and a variety of categories, even for one company or advertising program. Remember to always filter out keywords that aren’t relevant to your audience. It doesn’t matter how many keywords are created for each ad group; what’s more important is how relevant those keywords are to a particular ad group. Why? It’s the ad group that defines which ads are served up, regardless of the keyword searched.


That said, people search weird things all the time, and naturally, not all of these queries may be relevant to your brand. According to AdHawk, the addition of negative keywords will help minimize the risk of a wasted click. There are currently three negative keyword settings that allow you to filter out words that you don’t want to trigger your ad.


Landing Page

A landing page that’s optimized for your AdWords ad groups can make all the difference in your campaign’s success. While sending clicks to an old existing page that doesn’t have much to do with the ad group itself may prove effective, sending them to a custom landing page that’s loaded with specific, relevant keywords can offer dramatically improved results.


By featuring content relevant to your ad group — such as customer testimonials, videos and more — all on one landing page, visitors who’ve clicked through your ad to your website will find information that’s relevant to them, increasing the likelihood of an action or purchase. The best part of this method is that you’ll know if it’s working or not through Google’s array of tracking tools. Create tracking codes through Google AdWords and Google Analytics through the platform’s URL-building tool to accurately measure traffic to your campaign’s landing page. This allows you to monitor your campaign’s success in real time and make adjustments accordingly.


We Can Help

With certifications in both Google AdWords and Analytics, the team at Jennings Social Media & MarTech can assist business-to-business organizations of every size and scope in increasing website traffic and driving leads through digital advertising with Google. Contact us today to learn more.