Top 6 B2B AdWords Practices Your Company Should Adopt

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In today’s evolving world of technology, almost everyone is on the internet at one time or the other. People go online as often as they can, for many different reasons. If it is not checking what is currently trending, then they are catching up with friends, checking their emails, clicking on photos, updating something, checking sites like, where they can hire different professionals for various jobs, and much more. Whatever the case, you are online because you are searching for something.

For business people, especially marketers, being online is the perfect moment to sell, expose their product or read through people’s feedback. To reach more customers, they get help from Google Ads. Google AdWords enable marketers and companies to reach out to the right prospects and customers, who have the intent to buy and at the right time. The automated ads appear on the right hand side, or just above, Google search results.  They appear under “sponsored links” and a click on the ads directs any prospective customer to the company’s website.

Companies also use Google AdWords to connect with other businesses. This helps them to learn more about what other businesses are selling, and what transactions are potentially viable between them. In this case, business-to-business (B2B) AdWords offer companies the best print and online marketing opportunities. It is one of the best ways for companies to transact and communicate.

B2B marketing is not an easy strategy for many companies. Sometimes they have to accept low search volumes, leading them to incur very high expenses. However, since B2B transactions are the backbone of many businesses, they need to be utilized well. Implementing the best plan is the only way for companies to succeed with B2B marketing. This requires running effective ads that attract other businesses.

Six B2B AdWords Practices

Following are the best six B2B AdWords practices that could benefit your business:

Selection of keywords

For every ad campaign, selection of the most appropriate keywords is the touchstone. You want the majority of customers to target keywords associated with your campaign, or your products. Tightly themed keywords that trigger all ads should thus be the major concern. To get hold of the correct keywords, use the search terms report effectively. This trims away any keywords that prove negative to your ads.

The best way to do this is by searching, and doing away with keywords irrelevant to your company. This will depend on how broad the keywords are. Exclude the following from the keywords if there is no need to include them - misspellings, pop culture references, homonyms, and not suitable/safe for work (NSFW) searches.

Get to know the Traffic

Knowing the audience or traffic that you need to click on your keywords is probably one of the most ignored aspects in AdWords marketing. Targeting the wrong traffic with your ads may cost your company dearly. People who are not ready to buy anything from your company have no business clicking on the searches you put across. Lead quality is something you should focus on.

The best way to do this is by excluding any traffic that is only out to gain from free resources. This is especially those users always looking out for free trials with no intention of buying into the company.

Before you go about choosing what keywords to include in your website, understand who the target is you are optimizing the keywords for. Carry out thorough market research to get into the heads of your target audience. Understand the topics most important to them, and narrow down keywords to those that are most likely to draw the target group to your company’s website.

There are different ways to filter keywords when targeting the right audience:

  • Add all your negative keywords - otherwise known as a negative broad match - to the search query. This will help the ad to not show up if they care about the order of the words.
  • Add all your negative keywords, but this time taking into account the order of the keywords matters, otherwise known as negative phrase match.
  • Add all your negative keywords in order with no extra words, otherwise known as a negative exact match.

Make use of different variations

Using different variations of effective keywords helps the company reach out to bigger and more promising customers. There are tools available, designed to help in the selection of the most effective keywords. Many of these tools give 100% good results. One of the best tools like ‘Uber Suggest’ is free. This suggestion tool is great for SEO strategies, and is also an effective search tool asset.

Having relevant phrase variations helps the company with their keyword portfolios expansion. Make this your company’s top rule for better SEO success.

Challenge your competitor

By identifying areas of opportunity, challenge your competitor’s keywords. Do this by using companies that have the ultimate resources for keywords. Some of the best resources are the Google AdWords Keyword Tool, and SEMrush. Plug in various keywords, making sure they are all relevant to your ads. When you do the search, bear in mind that you pay for any data under competition in almost all the AdWords search campaigns. This is an advantage too, because you get to find out how popular some of the keywords are.

Another important fact to note is you cannot use the brand names you search for, but you can always bid on the competitor brands. Remember that going against Google rules will see your brand removed from the ad pages.

Use remarketing strategies

When done in the right way, remarketing is very rewarding. By introducing customization, make all conversions frictionless to drive traffic to your ads. Remarketing is one of the smartest ways to reconnect with the audience that have previously visited your website, but did not make any purchase or immediate inquiries. Remarketing allows your company to place your targeted ads on several devices and websites. There is more than one way to remarket your ads such as:

  • Using higher conversion rates
  • Creating a time-delayed targeting
  • Reaching out to only your targeted audience, based on their interests or demographics
  • Creating more and better brand awareness

Use extensions

For a more effective marketing strategy and selling proposition, add bits of information onto your ads. The extension site links you choose allow you to peruse your competitor’s page. Mulling over what is on your competitor’s page, it is easy to make a clear comparison and incorporate necessary changes. This also increases the score quality for any ads, bidding on the brand terms of the competitor. Using extensions is also the best way to let your customers understand you hold that unique edge over your competitors. Extensions boost your ads through:

  • Better click-through rates
  • Increased visibility of your ads
  • Relevant information at the right time
  • Users with better experience
  • Valuable clicks with no added charges

 Some of the most common ads extensions used to increase traffic are:

  • Social annotations
  • Offer Ads
  • Communication ads
  • Review extensions
  • Location extensions
  • Seller ratings
  • Mobile app extensions
  • Image and drop down navigation ad extensions
  • Call extensions


Almost all companies want the best from B2B AdWords advertisement. Every click on the ads means something. Relevant clicks mean even more, because there is a higher chance of the person clicking on the ad, thereby converting that click into a lead or a purchase. So it is very important that you, as a company, do everything you possibly can to improve your ads.

Have you learned anything you did not know already from the above article? Is there anything you would like us to add? If this article has made any impact on you, kindly share your suggestions and comments in the comment box below.

Posted 27 September, 2017


Sales & Marketing Guru

Edward is the Sales & Marketing Correspondent for He is currently based in Sydney, and is a self-confessed ice-cream fan.

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