Need some ideas for targeting B2B with Adwords

[macdonjo3]

Hey guys,

Been running some Adwords ads for the past month. One of the main issues is that the keyword for this particular business is searched both by enterprise buyers and leisurely individuals. Yeah, it's complicated.

So anyways, does anyone have any ideas on how to narrow down to make sure my budget is prioritized towards the enterprises searching the keyword?

So far I've prioritized desktop searches during 8am to 5pm, mon-fri.

I also added this under audiences:

 

[Trueblood]

Eat the cost or change platforms to linkedin?

 

[LucidMarketing]

Forget the audience, it's likely not going to help. It's too generic, unless what you're selling is software and there is "non software" keywords. Hard to say since you don't provide much details.

Often, doing B2B is difficult because, as you say, keywords can be used by consumers and businesses. Try more specific keywords if possible. Targeting only desktop is a good first step, but not always. I think scheduling might be a bad idea.

 

[BlogPro]

I cannot comment without knowing your niche (or at least a broad idea of it).

But there are several unexplored ways to get B2B clients with and without adwords.

 

[JackySan@ClickerVolt]

Since you're paying per click, you can pre-qualify who's going to click by making your ad clearly targeted to businesses.

If the ad is clear enough, individuals won't feel it's a good fit for them.

 

[Deleted member 658642]

by making your ad clearly targeted to businesses.

The question is 'how'?

 

[Ste Fishkin 3]

Unblock me on twitter and DM me I have gift.

 

[JackySan@ClickerVolt]

The question is 'how'?

The power of copywriting

Let's imagine he's selling an accounting software (both enterprises and individuals buy those), it wouldn't be too hard to exclude individuals with an ad like:

XYZ Accounting Software | Perfect for Your Enterprise
Businesses run better with XYZ. Simplify your accounting, billing and payroll with XYZ. ​

I don't imagine many individuals would feel this ad would target them

 

[macdonjo3]

Since you're paying per click, you can pre-qualify who's going to click by making your ad clearly targeted to businesses.

If the ad is clear enough, individuals won't feel it's a good fit for them.

Well the CPC is going to go up due to a lower quality score from lower CTR. So I don't know if the total cost would be any difference.

 

[JackySan@ClickerVolt]

Well the CPC is going to go up due to a lower quality score from lower CTR. So I don't know if the total cost would be any difference.

It may not go up for 1 simple reason:
Your landing page will be more relevant to clickers and Google knows that, in part, when the bounce rate is lower.

More targeted ad --> more targeted visitors --> lower bounce rate = you pay only for better clicks, that end up making you look higher quality to Google

Anyway, all your decisions must be driven by data - not by ideas.

It's easy, just create a new ad and you will see if the CPC for that ad is higher or not, and more importantly if it yields a better ROI than your other ads or not.

 

[Ezzocard]

Try to adapt your ads. Indicate that you are interested in the B2B segment. You can also try targeting GDNs on business portals.