3 Things You Must Include In An Effective B2B Google AdWords Campaign
by Leanne Mordue on 06-Jan-2017 13:00:00
Google AdWords is an important part of B2B lead generation. It complements organic search by giving your business greater visibility for the search queries that your prospects are using. If you are successful in providing prospects with the answers they need in response to their searches, then you have a good chance of developing a business relationship with them.
Effective Google AdWords campaigns depend as much on the way you manage your content as on your choice of keywords. We would argue that there is a clear crossover between a B2B AdWords strategy and content marketing, as we will explain below.
1) Create Ad Groups For Your Keywords
To ensure you provide relevant and valuable content to your prospects, it is good practice to divide your keywords into different Ad Groups. This makes it easier for you to monitor the performance of each keyword and adjust your bids. It also gives valuable insights into the appropriate landing page content to use.
There are three ways you can create a keyword Ad Group:
- By keyword theme: For instance, you could create different Ad Groups for ‘software’ keywords and another for ‘services’ keywords.
- By Information seeking keywords: e.g. ‘what is marketing automation’, ‘do I need marketing automation software’.
- By transaction, or sales based keywords: e.g. ‘marketing automation services’, ‘buy marketing automation software’, ‘cheap marketing automation solutions’ etc.
2) Keep Your Content Relevant
Having grouped your keywords into Ad Groups, you can tailor your CTAs and content to make them relevant to your prospect’s enquiry.
This starts with your advert headline. Searchers have a preference for headlines that match their search as closely as possible. For instance, if someone searches for ‘marketing software’ and is presented with two otherwise identical ads with the titles ‘marketing apps’ and ‘marketing software’, they are far more likely to select the ‘marketing software’ advert.
It continues with how you present your landing page content. This should be different for every Ad Group to reflect the different priorities of your prospects. A person using an information keyword such as ‘what is marketing automation’ is unlikely to be at a stage where they want to sign up for a 12 month contract, or even get in touch with you yet. However, they may appreciate a free e-book, such as an Essential Guide to Marketing Automation.
It is a mistake to assume that one landing page will serve all your Google AdWords keywords equally and that you should ‘always be closing the deal’ in your calls to action. This is a sales approach but is not always appropriate here. It is far better to approach PPC landing pages as a form of content marketing, which is more about dialogue than sales.
Your transactional keyword searchers, on the other hand, may be ready for a more sales-based approach. People searching for ‘cheap marketing automation solutions’ will be looking for prices and clear value propositions, so provide this information and give a means to get in touch. These prospects are at a different stage of their buyer journey to those just looking for information.
3) Have A Fall-Back Position
Your landing pages should always be clear about what you are inviting your prospects to do. As far as possible this should be tailored to the nature of their search. However, it does not hurt to adopt a fall-back position by giving them a secondary choice. For example, on a transactional keyword landing page you explain the benefits of your marketing automation software and provide a form which prospects can use to sign up for a free trial.
Having read your content they may decide they are not yet ready and retreat into Google, never to be seen again.
If on the same page you also have a download link to a free e-book – perhaps explaining 10 Essential Benefits of Marketing Automation, then they may go for that instead. By providing this added value you still end up gaining a lead and a potential sale down the line, albeit at a ‘lower stage’ of the sales and marketing funnel.
FREE Google AdWords Checklist
Is your Google AdWords campaign as effective as it could be? Find out where you are going wrong and how you can improve your performance by downloading our free Google AdWords Checklist. The guide contains practical tips about how to manage your keywords, reduce your cost per click (CPC) and secure a better ROI.
- Inbound Marketing (SEO, PPC, Social Media, Video) (804)
- Strategy (348)
- Marketing Automation & Email Marketing (180)
- Sales & CRM (176)
- Website Design (156)
- Business Growth (145)
- Hubspot (123)
- Lead Generation (107)
- Google Adwords (97)
- Content Marketing (90)
- News (46)
- Case Studies (43)
- Conversion (43)
- Ecommerce (36)
- Webinars (30)
- SEO (22)
- Events (19)
- Video (17)
- LinkedIn Advertising (15)
- Video Selling (15)
- AI (13)
- Software training (13)
- Niche business marketing (11)
- The Digital Prosperity Podcast (10)
- Facebook Advertising (6)
- August 2025 (12)
- July 2025 (14)
- June 2025 (5)
- May 2025 (19)
- April 2025 (15)
- March 2025 (13)
- February 2025 (13)
- January 2025 (8)
- December 2024 (2)
- November 2024 (4)
- October 2024 (21)
- September 2024 (4)
- August 2024 (8)
- July 2024 (14)
- June 2024 (16)
- May 2024 (25)
- April 2024 (15)
- March 2024 (18)
- February 2024 (5)
- January 2024 (10)
- December 2023 (6)
- November 2023 (10)
- October 2023 (13)
- September 2023 (12)
- August 2023 (14)
- July 2023 (13)
- June 2023 (14)
- May 2023 (15)
- April 2023 (13)
- March 2023 (14)
- February 2023 (13)
- January 2023 (15)
- December 2022 (13)
- November 2022 (6)
- October 2022 (8)
- September 2022 (22)
- August 2022 (15)
- July 2022 (13)
- June 2022 (16)
- May 2022 (14)
- April 2022 (16)
- March 2022 (17)
- February 2022 (11)
- January 2022 (8)
- December 2021 (6)
- November 2021 (7)
- October 2021 (11)
- September 2021 (10)
- August 2021 (7)
- July 2021 (7)
- June 2021 (4)
- May 2021 (4)
- April 2021 (1)
- March 2021 (3)
- February 2021 (5)
- January 2021 (4)
- December 2020 (7)
- November 2020 (6)
- October 2020 (5)
- September 2020 (9)
- August 2020 (18)
- July 2020 (17)
- June 2020 (17)
- May 2020 (10)
- April 2020 (21)
- March 2020 (24)
- February 2020 (21)
- January 2020 (12)
- December 2019 (23)
- November 2019 (12)
- October 2019 (14)
- September 2019 (16)
- August 2019 (15)
- July 2019 (13)
- June 2019 (6)
- May 2019 (8)
- April 2019 (4)
- March 2019 (2)
- February 2019 (2)
- January 2019 (2)
- December 2018 (3)
- November 2018 (24)
- September 2018 (11)
- August 2018 (9)
- June 2018 (3)
- May 2018 (6)
- April 2018 (14)
- March 2018 (12)
- February 2018 (16)
- January 2018 (15)
- December 2017 (15)
- November 2017 (18)
- October 2017 (23)
- September 2017 (19)
- August 2017 (28)
- July 2017 (27)
- June 2017 (25)
- May 2017 (18)
- April 2017 (17)
- March 2017 (16)
- February 2017 (17)
- January 2017 (14)
- December 2016 (21)
- November 2016 (27)
- October 2016 (25)
- September 2016 (16)
- August 2016 (20)
- July 2016 (19)
- June 2016 (14)
- May 2016 (20)
- April 2016 (24)
- March 2016 (22)
- February 2016 (28)
- January 2016 (27)
- December 2015 (28)
- November 2015 (19)
- October 2015 (9)
- September 2015 (12)
- August 2015 (5)
- July 2015 (1)
- June 2015 (10)
- May 2015 (3)
- April 2015 (11)
- March 2015 (14)
- February 2015 (15)
- January 2015 (12)
- December 2014 (2)
- November 2014 (23)
- October 2014 (2)
- September 2014 (2)
- August 2014 (2)
- July 2014 (2)
- June 2014 (7)
- May 2014 (14)
- April 2014 (14)
- March 2014 (7)
- February 2014 (2)
- January 2014 (7)
- December 2013 (9)
- November 2013 (14)
- October 2013 (17)
- September 2013 (3)
- August 2013 (6)
- July 2013 (8)
- June 2013 (4)
- May 2013 (3)
- April 2013 (6)
- March 2013 (6)
- February 2013 (7)
- January 2013 (5)
- December 2012 (3)
- November 2012 (2)
- September 2012 (1)
Subscribe by email
You May Also Like
These Related Blogs

How Twitter Analytics Works And How To Use It For Improving Your B2B Social Media Marketing
If you have ever struggled to make sense of the reams of data conjured up by your Twitter account, then you are not alone. Twitter itself recognised t …

LinkedIn Advertising Targeting Options: Reach Your Ideal B2B Customers
LinkedIn advertising gives you a way of reaching a specific B2B audience with ads, videos, images, or inbox messages. Thanks to LinkedIn's customer ta …

What Is B2B Marketing Automation And Why Does It Matter?
Two of the questions that often come up when chatting to customers are: What is B2B marketing automation, and why does it matter? This article will an …