AdWords Technology Business-to-Business Newsletter

Search and the Tech B2B buying cycle

The Tech B2B buying cycle is often long and complex, involving a number of key decision makers and spanning three distinct phases: research, consideration, and purchase. While online searches play an integral role from start to finish, they are particularly influential early on. In their 2007 Technology Buying and Media Consumption Benchmarking Survey, TechTarget and CMO Council asked a group of U.S. IT professionals which sources they use to research new products and technologies before buying them. Over 62 percent of respondents cited search engines

Keep the entire Tech B2B buying cycle in mind as you're designing your AdWords campaigns. These strategies can help you target your audience during the research phase:

Show your stuff

Business solution shoppers are on the lookout for free trials, white paper downloads, webinars, case studies, and demos - especially during the research phase. Grab their attention by mentioning these resources in your AdWords ads.

State your case

During the research phase, your prospects are busily and methodically comparing all available offers. Make yours stand out by including benefit statements in your AdWords ads. How do your products and services add value? Are they "easy to deploy, manage & monitor"? Do they offer "enterprise-class functionality & reliability"? Don't hesitate to let the world know.

Did someone say free?

When prospects aren't yet sold on a specific product or service, free offers can help tip the scale in your favor. Try a call to action like "Get a free assessment now!" or "Get free analyst reports & reviews!"

Give it a chance

Don't give up on keywords that don't immediately lead to conversions. The Tech B2B buying cycle is longer than most, so potential customers may check out your site multiple times before making a purchase or contacting you. If keywords are driving return visits that may convert down the line, they're still extremely valuable. Google Analytics can help you track their performance as well as the breakdown of new and returning visitors.