AdWords Tech B2B Industry Newsletter

Advice from Ansel

Prepare your campaigns for 2008 with the help of Ansel, an AdWords optimization specialist. Here are his top tips and best practices for Tech B2B advertisers:

Tip #1: Think like your customers

First, consider all the possible definitions and descriptions of your product or service. In the Tech B2B marketplace, there's a huge difference in how providers and customers define and describe a given product or service. Salespeople, small businesses, and those outside your industry might use different terms than you use.

Tip #2: Use the right keywords

Then, make a list of words you think describe and relate to your product or service. Use the Keyword Tool to find variations and see what people are looking for. Focus on the need your product or service fulfills, rather than your product's or service's brand name. For example, instead of only using the name of your data recovery software, use keywords like data recovery, recover data, and recovering lost data.

Tip #3: Organize your account

Set up a separate campaign for each of your products or services. Within those campaigns, create ad groups based on the themes of your keywords. For example, if you sell data recovery software, your campaign might look like this:

Tip #4: Make your ad stand out

Think about it from the user's perspective. They'll be more likely to click on your ad if it mentions what they just searched for. So, include as many keywords from that ad group as possible in your ad text. Try to set your product or service apart − say why you're different and why people should buy from you. And always use a call-to-action. With Tech B2B, your call-to-action might focus on getting more information, such as "Watch a Demo," "Download a Whitepaper," or "Find Out More."

Tip #5: Invite them to stay

Visitors will be more likely to stay if your site is easy to navigate and provides a good user experience. Google Analytics can tell you what visitors do once they get to your site − if they're clicking many links and leaving, your site may be too confusing. If a certain link gets a majority of your site traffic, consider featuring that link more predominantly. To convince visitors to convert, make sure your landing page matches your ad text as closely as possible. If your ad promotes CRM software and uses the call-to-action "Watch a Demo," your landing page should display the CRM software and prominently feature the link to the demo.

Want more optimization advice from Ansel? Send your questions to techbtob-newsletter@google.com.