AdWords Tech B2B Industry Newsletter

Making small talk

Last year, 79 percent of small businesses reported making online purchases, and 76 percent said they used the Internet to research products and services.¹ As active online shoppers, small companies can mean big business for you, if you can capture their attention.

If you offer a product or solution for smaller companies, consider tailoring your ads to show you've got something that's just right for them. Small businesses are influenced primarily by familiarity when making business purchases online, according to a recent study.² To help your ad text resonate with small business decision makers and inspire the confidence to click through to your website, try:

• Including your brand, especially if it's well-known
• Mentioning any partnerships with larger companies that your audience may recognize
• Highlighting awards or recognition you've received from trusted industry sources

If you've got it, flaunt it − but be sure to display support for award or partnership claims on your landing page so visitors know it's not just hot air.

To see what types of messages truly engage your small business customers, try creating multiple ad variations using the above tips. We'll automatically display the ads to determine which variations perform best, then show your top-performing ads more often to bring you more clicks. Use conversion tracking to learn which of your marketing messages are motivating the small business decision makers to make purchases.