Google AdWords ads can be expensive in a highly competitive market as that of plastic fabrication businesses. And, in general B2B ads involve more efforts and more costs because the target market is significantly smaller than that for B2C companies.
For a medium sized plastic fabrication company, it may seem impossible to bid against international corporations for the same keyword and the same audience. However, the answer is not always in spending more. Instead, it is all about creating smarter B2B AdWords strategies in order to maximize the number of qualified leads you attract.
Stop the Cash Bleeding with a Different Approach to AdWords Ads
The core element of any AdWords ad is the keyword. This is where many B2B strategies go wrong – from the very beginning. Companies are looking for the perfect keywords to bid on. That is what everyone does, right?
What if we told you that you should look at the entire situation from the other end? Instead of searching for the perfect keyword, weed out what you don’t want your ad to show up for?
Here we have already hinted at a one of the key B2B Adwords strategies that generate more leads for less. Now we will delve straight into details:
1. Weed Out Unqualified Leads
An unqualified lead is someone who would never hire your company for plastic fabrication services. For example, if you fabricate plastic components for the automotive industry, you don’t need an individual looking for that specific component for their car clicking on your ads.
This is why you should create an exhaustive list of negative keywords so that your ads don’t show to searches most likely performed by unqualified leads. There are a few main categories of such negative keywords:
For learners/researchers (for instance, content writers who want to learn more about plastic fabrication): learn, understand, info, pictures, etc.
For jobseekers: hire, employment, jobs, recruitment, HR manager;
For consumers: cheap, affordable, best deal, discount.
Added to your main keywords, these negative qualifiers will help you save lots of money on worthless clicks.
2. Go For Those Who Didn’t Take Action
Remarketing is a valuable part of smart B2B AdWords strategies. Maybe you did not target the lead with the right kind of offer. You hurried up to get them to sign up to your newsletter, when they know very little about your company.
A good remarketing AdWords ad for the example above is an offer to attend a webinar where you talk about your plastic fabrication processes and work flow. Once they have a clear idea of what you do, your prospects will be confident enough to give you their business email address and receive your newsletters.
3. Hijack Your Competitors’ Keywords
That doesn’t sound very professional, but the B2B online marketing world is a jungle and only the toughest survive. As a simple explanation of how this works, let us consider the most popular office software suite – Microsoft Office. A competitor would be able to get clicks and leads with a keyword like “Microsoft Office alternative”, or “affordable Office suite”.
The only aspect you must keep in mind when applying this technique is this: make sure that the ad and the corresponding landing page clearly identify your company. If there is the slightest suspicion that you are trying to impersonate a competitor company, Google will remove your ads.
4. Target Competitors’ Clients with Gmail Ads
Gmail is the most popular email client for private mail accounts. At the present, over one billion people have a Gmail account. And among them you will certainly find your prospects. But how can you be sure that you reach them?
The answer is: because you can select your ad audience by the specific websites they visited and the fact that they communicate with specific domains. Thus, you can be sure that your ads will show to people who have a vested interest in plastic fabrication.
5. Design Your Forms for a Long Buying Cycle
The purchase decision in B2B transactions takes longer than it does for B2C. In various situations, the buyer needs an approval from a superior officer or a green light from the operations and financial departments.
Thus, you should remember that you have enough time to get to know your leads and ask them for additional information gradually. The first form they see on your landing page after clicking on an ad must be short and require only the basic information you need: name, email address, position. Later on, you can devise ways to ascertain how big the company is and how many people are involved in a purchasing decision.