In today's more and more content-focused online marketing world, "classic" advertising is considered hardly useful or outdated in many contexts. Internet users are tired of the mass of advertising messages that has been steadily growing over the past 20 years. They want to be left in peace, to move around the web in a self-determined manner and to find content that offers them real added value, i.e. that really helps them to solve specific problems or meet specific needs. In fact, modern advertising in the form of smart ads can even help to achieve the latter! Numerous international studies have proven that, under the right conditions, promotions are still extremely beneficial to business. For example, according to Wordlead.com, Google Ads bring 50 percent better new conversions than organic search results. Clutch.co states that 90 percent of Internet users are influenced by advertising in their purchasing decisions. A whopping 75 percent of all users even say that (social) ads make it easier to find the right information, according to this source. To ensure that (potential) customers do not simply ignore promotions or even exclude them through ad block programs, they should be designed in a target group-specific manner, similar to the rest of the content, with a strict focus on added value. Due to the fact that the customer journey of a significantly large part of today's (potential) customers starts online at Google and that they increasingly use social networks, it is practically indispensable to consider exactly these channels for appropriate online advertising.
What are the benefits of paid advertising in B2B marketing?
Some of the central advantages of Google Ads have already been mentioned at the beginning, whereby the fact that today most (potential) customers start their customer journey online at Google is of course particularly interesting. Thus, the own target group can or should be picked up right at the beginning of the purchase decision with a strategically clever alignment of corresponding search engine advertising. By using the right keywords, there is hardly any wastage and content can be delivered via such ads, which precisely take into account the relevant added values in the respective search context. Direct sales can be achieved or efficient lead generation can be carried out via lead ads. The possibilities to achieve new conversions are in fact enormous. In addition, Google offers the opportunity to carry out differentiated controlling and, on the basis of this, to continually optimise the ad campaigns. All this takes place with a secure, small-scale cost control. For example, ads can be placed according to a daily budget, which is not exceeded.
Most of these benefits also fully apply to social advertising. In fact, social networks (such as Linkedin, facebook, Instagram, or similar) - be they business or personal - are increasingly being used during working hours and even more often specifically for research related to professional activities. Thus, there is potentially a very good reach. Particularly in social networks geared more towards private use, such as the social media platforms Facebook or Instagram, social advertisers benefit from a comparatively personal atmosphere within which they can present themselves in a highly approachable manner and show transparency in a way that would hardly be possible on the corporate website. Insights behind the scenes, storytelling, the opportunity to interact and a direct and human communication and viral sharing ideally promote emotions that are extremely beneficial to their own branding.
What should the B2B marketing strategy bring for a purposeful use of social advertising and Google Ads?
Of course, we cannot provide a comprehensive and always applicable online marketing strategy for ad campaigns here. The aspects listed below serve more as a basic checklist that facilitates the creation of such a strategy.
Without determining your own target group, both Google Ads and social advertising can never be successful. Among other things, it must be known which channels (social media) the respective (potential) customers prefer to use and what they are looking for there. Furthermore, concrete goals - lead generation through lead ads, new conversions through native advertising, etc. - and applicable KPIs - conversion rate, click-through rate, etc. - must be defined. - These can be used to really determine successes or failures and to carry out the corresponding optimisations. Since especially in the B2B area after online research a personal inquiry by phone takes place relatively often and this means a break in the conversion chain on the web, you should always also rely on a call tracking, which measures conversions through calls that take place after ad clicks.
Keywords are extremely important in ad marketing, as they play a decisive role in determining in which contexts ads appear and whether they really fit the probable concern of the focused group of people. In addition to target group oriented keywords, B2B specific keywords should be focused on. An analysis of the competitors' keywords is very informative. This way, must-haves and unique selling propositions can be identified particularly well. Furthermore, ad texts should also be written with a clear reference to B2B. The respective target group or industry can be found in the keywords as well as in the wording and thus receive strong signals that their concerns are understood. Both the right keywords and the appropriate wording also keep wastage to a minimum. Because B2C customers ideally do not address these.
B2B ads in particular must not be too pushy and obtrusive. The purchase decision in this area is usually much broader than B2C due to the often complex and not least expensive goods or services. Prospective customers have to be convinced via numerous contact points, whereby the provision of information, transparency and trust play an important role. Call-to-actions should take this into account and, for example, first encourage people to obtain further information rather than directly calling for a purchase.
In view of the often lengthy purchase decisions in B2B, it is particularly advisable to rely on remarketing (ads). In this way, your own company will be remembered even after a longer period of time or, at best, will leave a continuously positive impression.B2B ads in particular must not be too market-shouty and intrusive. Due to the often complex and not least expensive goods or services, the purchase decision in this area is usually much broader than in B2C. Prospective customers have to be convinced via numerous contact points, whereby the provision of information, transparency and trust play an important role. Call-to-actions should take this into account and, for example, first encourage people to obtain further information rather than directly calling for a purchase.
In fact, you can and should automate many newsletter marketing processes today. Especially in the context of large email distribution lists with numerous different target groups, email marketing can only be done efficiently with appropriate tools. These systems offer, among other things, a targeted personalization in addressing as well as content, sometimes even help you to create content appropriately and have a variety of analysis tools ready.
Our support around marketing social media marketing:
- Together with you, we develop a target group-specific social media strategy for your company based on a comprehensive market and competition analysis as well as your desired target group.
- We are also happy to support you in the subsequent professional implementation, the targeted use of the channels and the subsequent measurement of the success of your social media activities.
- The planning and implementation of targeted and success-oriented ad campaigns on various channels is also one of our areas of expertise.
For holistic and successful online marketing, we are also happy to take care of the following topics:
Oliver Parrizas will be happy to answer any questions you may have on the subject. 
+49-800-911-91-91
