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Welcome to the inaugural issue of our quarterly Technology Business to Business Newsletter for AdWords advertisers. Each issue will bring Tech BtoB-related information, tips, and updates right to your inbox, helping you to make the most of your AdWords campaigns.

In this issue, you’ll find a number of tips for optimizing your keywords, ads, and landing pages. We’ve also included an introduction to Google Apps, a set of next-generation communication and collaboration tools designed to meet your company’s needs.

We want this newsletter to be useful and informative, and we’re relying on you to tell us how we can improve it. Interested in new AdWords features, other Google products, or recent online marketing trends? Let us know how we can make this something you’ll want to read by dropping us a line at techbtob-newsletter@google.com.

Thanks for reading!
The Google AdWords Tech BtoB Team

Ever wish your company's communication and collaboration tools worked as well as a Google product? Are you looking to boost productivity and provide your employees with the tools they need to succeed? With Google Apps, you can do just that—without the hassle of setting up a complex and costly infrastructure.

With Google Apps, your company gets:

• Gmail: Custom email addresses with up to 10 gigabytes of storage, search tools, and integrated chat
• Google Talk: Free instant messaging, voice calling, and file sharing around the world
• Google Calendar: Sharable calendars for coordinating meetings and company events
• Google Docs & Spreadsheets: Web-based word processing and spreadsheets for real-time collaboration
• Mobile access: Email and calendar access from your cell phone or BlackBerry device

And it’s all hosted by Google, so there’s no hardware or software to download, install, or maintain. You can get up and running fast, even if you don’t have an IT staff. Free and low-cost editions are available to meet the needs of every business.

To learn more about Google Apps, take this quick tour or check out a video testimonial.

• When it comes to driving qualified traffic to your website, it’s all in the keywords. You may have a great keyword list, but there’s always room for expansion and improvement. Check out the Keyword Tool, which generates potential keywords and reports their Google statistics. Try entering your URL (or the URL of a site related to your products) into the site-related keywords box.
• Build on your core keywords by adding terms like business, enterprise, systems, solutions, and consulting.
• For each ad group, include the keyword with the highest number of clicks and impressions in your ad title or text. Users will be more likely to click on your ad if it contains the word or phrase they just typed into the search box. Remember that any keywords you include in any part of your ad text are automatically highlighted in bold type when a user enters them as part of their query, drawing even more attention to your ad.
• Looking for some editorial assistance? Try AdWords Editor, a free, downloadable application for managing your AdWords campaigns quickly and easily. You can use the bulk change wizard feature to copy and paste keyword lists, saving yourself a whole lot of time. If you’re already using this tool, make sure you’re taking advantage of version 3.0’s new features.

• Since you’re targeting businesses, take steps to filter out traffic from consumers searching on your keywords. Improve your ROI with targeted ad text that lets users know you provide enterprise solutions rather than products and services for individuals.
• Negative keywords such as personal, home, household, and shopping can help you filter out consumer clicks to send qualified traffic to your site. Avoid clicks from users doing research with negative keywords like resume, jobs, what is, define, how to, and tutorial.
• Are you marketing to specific job titles or functions? Tech staff or managers may respond to more technical language, while C-level executives are looking for business benefits. Keep this in mind as you craft your ad text. Google Analytics can also help you determine which ads drive the highest-quality traffic. If you’re targeting several types of customers, create a separate ad group for each one.

• Run your ads on the Google content network, the simplest way to reach millions of high-quality news pages, topic-specific websites, and blogs that Tech BtoB decision makers visit each day. Examples include business.com, techtarget.com, and technica.com.
• Did you know you can set separate content bids that let you choose one price when your ads run on search sites and another price when your ads run on content sites? Play around with this feature to see what works for you.
• Create a separate campaign for the ads you want to place on the content network. This way, you can allocate your budget and test out new ideas without affecting your search campaigns. If you’d rather run on the search or content only, you can easily edit your campaign settings.
• AdWords looks at the overall theme of your ad group to determine if your ad relates to a particular site. Be sure that each of your content ad groups focuses on a specific theme and audience.
• Users on the content network are mainly browsing rather than searching, so it’s important to grab their attention with sharp and compelling ad text that reflects your keyword list. Include a call to action like “Start your free trial today!” or “Learn about our solutions!”
• Get more details on these tips and others here.

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