Optimizing for the Business & Industrial Vertical

The Business Services and Industrial Markets (BIM) vertical generally includes all companies that sell products and solutions to other companies. The optimization tips below offer solutions to some of the most common challenges for BIM advertisers.

As always, when running Google AdWords™ advertising, make sure your ads comply with our guidelines, as well as all applicable laws and regulations. For more details, please review our Terms and Conditions.

Getting the Right Traffic

Google's platform lets advertisers target their audience with pinpoint precision and drive top-quality traffic. Here are things to think about as you create a marketing plan.

	•	Do define your goals for using AdWords as a marketing vehicle.
	•	Do build a robust keyword list to capture all searchers, of every mindset, who would be interested in your product/service/solution.
	•	Do use your brand and product names as keywords.
	•	Do write targeted, action-oriented ad text that can capture the right traffic for your specific goal(s).

	TIP: Organize! Strategic organization is critical to campaign success. Thoughtfully structure campaigns to ensure growth potential & meaningful data-mining.

Organization – Create Scalable, Manageable Campaigns

	•	Create product- or theme-specific Ad Groups. This ensures appropriate audience segmentation, scalability and easier tracking. Examples include:  • Product categories and/or sub-categories  • Product and service names/brands  • Part numbers  • Applications or service areas  • Industry lexicon
	•	Match budget and bidding strategy to your marketing priorities.

Keywords – Be Targeted & Thorough

	•	Use available keyword suggestion tools to expand and refine your list(s).
	•	Start with general core terms and expand to more specific terms.  • ‘electronic components' & 'automotive electronic components'; ‘auto brake light switches,' etc.
	•	Also, identify and include terms as negative keywords to filter irrelevant traffic.  • For the keyword ‘auto components,' add the negatives -parts & -Kragen to filter consumer-oriented searches

	TIP: Target Your Ad Text BtoB users often search on the same keywords consumers use. Text messaging lets advertisers target the right viewers.

Ad Text – Entice Users by Highlighting What they Want

	•	Emphasize unique messages – distinguish yourself against competitors.  • "Database of 35,000+ accountants"
	•	Leverage brand equity, where appropriate.
	•	Take advantage of highly specific Ad Groups by addressing the niche and market (if applicable) in the creative.  • "Free real-time LTL freight quotes"
	•	Use dynamic keyword insertion to efficiently target each ad text.
	•	Keep your audience target in mind – content should appeal to the user.  • Engineers or designers – more technical language  • Project or business managers – tactical business benefits  • C-level executives – strategic business benefits

Optimizing for Conversions

Consider your marketing goals e.g. (lead generation, awareness, e-commerce) as you develop your campaigns. To turn decision-makers into customers, target your audience with relevant keywords and ad text combinations. When keywords and ads are matched appropriately, your message will appeal to your audience at the peak of their interest: when they're searching for the product or service you provide. Here are additional tips to optimize the efficiency of your advertising.

	TIP: Make Your Offer Compelling Entice your audience with compelling offers. Certain offers resonate with the Tech BtoB audience. 1. Free Trial 2. White Paper Download 3. Webinar / Web Seminar 4. Free Demo

Landing Pages – Orient Users Effectively

	•	Make certain your landing page delivers on your ad message and audience.
	•	Land users on the most niche-appropriate area of the site.
	•	If ad text refers to a signup, land users on the web form.  • Provides less opportunity to lose users between clicks.

Negative Keywords – Filter Irrelevant Impressions

	•	Filter irrelevant impressions to improve conversion and return on spend.
	•	Best used with keywords on broad match.

Campaign Tracking/Analytics – Measure Performance

	•	Establish values to various marketing goals & objectives.
	•	Utilize performance tracking application to evaluate and optimize campaigns.

Content Network Optimization

Google's content network offers BIM advertisers access to high-quality, industry-specific websites and products. AdWords ads are targeted to the actual content of publisher pages that day. These are specific tips to increase your success in content targeting.

	•	Utilize negative keywords at the Ad Group level, rather than campaign level.  • Ad delivery in content is based on Ad Group theme, so filter there.
	•	Keep ad text wording specific to Ad Group theme to improve delivery opportunity.  • Avoid heavy use of tag lines or terms irrelevant to theme.
	•	Review referral logs to identify potential site negatives for your campaigns.  • Referral URLs will have "http://pagead2.googlesyndication.com".

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