Business-to-business (B2B) is all about business transactions between companies. Instead of marketing to consumers you are marketing to other businesses.

Developing a top-notch B2B Google Ads strategy is all about focusing on the best ways for a company to sell its products to other companies.

We all must adapt to the new reality of the digital market which is growing by the day. (Source: LinkedIn).

More and more businesses are buying and selling online. Engaging in an e-commerce is no longer optional for your company, it must become part of your business model and an active focus of your sales team’s strategy.

What is PPC?

PPC, or pay-per-click is a great way to measure the effectiveness of your B2B digital marketing campaigns.

• PPC is an online advertising model where advertisers sell ads on their platform and the buyer pays a fee whenever a reader clicks on it.
• Businesses use PPC to generate traffic, sales or inquiries from their target audience.
• PPC helps you reach these people with an accurate level of targeting that traditional advertising doesn’t allow.
• This provides the opportunity to reach your B2B audience when they’re looking for a business like yours, while collecting data to improve channel efficiency over time. (Source: Wordstream).

How Does PPC Work?

• You create an ad and every time your ad is clicked on and the visitor is redirected to the capture page. For each click, a commission is sent to the search engine which is hosting your ad.

Making Google Ads Work For You

Google Ads is the most used platform in the world. It allows you to display search and shopping ads on Google, video ads on YouTube, ads on Gmail, and display media all across the Google Display Network.

It is by far the most popular PPC platform, and offers many opportunities for virtually any business to drive success with the channel and expand their B2B opportunities. (Source: Serkan Fidanci).

Paid advertising is big business and Alphabet (Google) alone, earns more than $162 billion a year through its ad platforms. (Source: Fast Company).

Understanding the Different Ad Formats

There are various different ad formats that you can use to your benefit on Google Ads for B2B growth. These include:

• Search ads
• Shopping ads
• Display media
• Video ads
• Ads on Gmail

The Process is Actually Very Simple:

• You sign up with an advertising account on the Google Ads platform.
• You create ads (and select the correct targeting by adding keywords or target audiences, etc.).
• Set the maximum cost you want to pay for each click.
• Your ad will be competing with other advertisers who are operating under the same keywords.
• You pay the agreed-upon rate when someone clicks on your ad. (Source: Google).

What Determines How Much an Advertiser Pays for a Click?

Cost-per-click (CPC) is determined by the ad rank of the ad below yours divided by a quality score plus 1 cent. Ad ranking plays an important role in making sure your PPC strategy is sound, but it is not the only contributing factor to to determining CPC.

Why Should You Care About PPC?

• You can start getting clicks very quickly and growing your B2B presence
• Optimizing your PPC strategy gives you the ability to easily assess and monitor platform returns.
• PPC lets you analyze ROI (return on investment) in detail, not just for the overall account, but for specific ad groups and keywords.
• You have full control of how much you pay for your ads
• You have full control of when your ads are displayed (including the time of day and day of the week) and can easily turn ads on and off however you like.
• You also have full control over how much you spend per day (or month) and how much you pay per click
• It is possible to target your customers perfectly

(Source: Radd Interactive).

As you can see, coming up with an effective PPC strategy should be a foundational part of every B2B Google Ads Strategy. It is recommended to start as soon as possible in order to stand out in the business world and obtain more positive and profitable results.