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Posted by Matt Osborn - 28 June, 2019

Best Practices Google Shopping Ads in B2B

Google is one of the biggest gifts to humanity, don’t you agree? With everything going online, Google provides the perfect platform for individuals and businesses alike – to explore, to create, and to grow.

Google Shopping is just one of the many options that Google provides. While the Internet giant built the feature mainly for individuals, businesses can cash in big time. Companies that do business with other companies also take to Google for their office supplies and Google Shopping Ads are the perfect solution for them.

Let’s explore these ads better and see how B2B companies can take full advantage of them.


What are Google Shopping Ads?

You are surely familiar with the row of ads you see when you Google something. These ads are called Google Shopping Ads. They have a thumbnail image along with the product name and price. These ads make it very easy to surf, compare, and purchase instantly.

To start Google Shopping Ads, you will need a Google AdWords Account. You will also need an account in the Google Merchant Center.

Google Shopping AdsSource 

How to create Google Shopping Ads 

Whether you are doing it for individuals or for businesses, the creation process is the same. You must log in to your AdWords Account and go to the +Campaigns tab. Here you will see a Shopping option. Click on it and set up your campaign. Fill in all the required details such as country, campaign priority, etc.

You can customize your campaigns if you do not like the default parameters. However, you must remember that Google decides when to show the ads based on the keywords you use. So, you should be very careful while filling in these details.


Benefits of Google Shopping Ads for B2B

 Let’s take a look at why we must choose these ads for B2B sales: 

  1. Better leads: Right off the bat, you can expect much better leads. The quality and number, both will be higher than traditional ads.
  2. Better click-through rate: Indeed, businesses have seen a surge in the CTR after they started using shopping ads.
  3. Better presence: If you use shopping ads along with the regular text ads, you will have a very powerful campaign that ensures broad presence and, thus, more reach automatically.
  4. Better optimization: With the analysis you derive from the backend you will be able to see your performance and optimization future ads accordingly.

 Google StatsSource

Best practices for B2B companies 

More often than not, businesses create exceptional campaign but miss out on a few details. This reduces the quality of the campaign and the results are disappointing.

We will help you avoid mistakes with a few tips:

  1. Create a kickass landing page: Your landing page is where the buyer lands after clicking on your ad. It should be attractive, informative, and helpful at the same time so that it entices the buyer and coaxes him/her into buying the product. Design it just right by using good content and images. Make sure it is not too heavy or crammed. A neat, informative design will do the trick.
  2. Get the targeting right: Location, type of business, and size of business are some examples that you must remember while choosing the keywords and the audience. This is the most crucial step and it may require time. However, only the initial round is tedious. After you have set everything up, you will only work on tweaking and editing as and where necessary. If you take this lightly, though, Google will not be able to show your ads to the right businesses and you will lose out despite creating excellent ads and landing pages. 
  3. Match the data: The product and the price details on the landing page should be exactly what they were on the ad. Buyers feel mislead when details don’t match. They also lose trust and would not want to buy from you then or in the future.
  4. Make it seamless: Many buyers face issues during the checkout and businesses end up losing the sale. So, you must ensure that the checkout process is seamless and secure.
  5. Include all required data in the landing page: Privacy policy, return policy, and refunds are of utmost importance for all buyers. They want to be aware of the terms so that they don’t face issues later. You shouldn’t make them look too far for these details. The landing page must have them.
  6. Don’t forget to collect the required tax and shipping costs: If possible, include the taxes in the cost price itself. Many buyers get ticked off when the taxes are added later. If you must add them later, inform the buyer on the product page that the price mentioned does not include taxes. Buyers like to know what they are in for. Hidden fees may make you lose the sale and mind you, B2B sales are usually large.

The setup and processes are not very different from the Google Shopping Ads you would create for individuals but it is the details that you should focus on so that you reach the right audience and make a successful sale. Go on now, master the ads!

B2B eCommerce Marketing

This article was provided by Internet Geeks  

Topics: B2B eCommerce, Sales & Marketing, B2B Marketing