Callie Hinman says, “Smart marketers know Google AdWords is an essential part of a strong B2B marketing strategy. Since Google searchers are actively looking for either pertinent answers or solutions, marketers can quickly capture their attention and convert them to leads with search engine marketing (SEM) campaigns—as long as they take the right approach, of course.

Neatly Organize Your Keywords and Ad Groups
One of the most critical elements of your SEM campaigns is the organization of your keywords. Here are the best practices to create ad groups:


Group keywords with similar themes: For example, put all “software” keywords in one ad group, separate from “solutions” or “platform” keywords

Divide informational keywords and transactional keywords: For example, “what is customer relationship management” versus “buy crm software”, or “do i need crm” versus “customer relationship management solutions”
Structuring your ad groups like this allows you to tailor both your ad copy and your landing page to best fit the keywords, and makes it easier to detect performance patterns and execute appropriate bid and status adjustments”.

How to Upgrade Your B2B Marketing Strategy with AdWords

Forrester

Sharing is caring