Running B2B PPC search campaigns is complex and wrought with pitfalls. With over 10 years of digital agency and in-house marketing experience, Jeroen Maljers will share hard learned tactics to avoid non-business clicks, competitive clicks and non-intended impressions. You'll learn best practices on bidding, keywords, negatives selection, use of Expanded Text Ads, Ad Extensions and more to optimize ROI for your B2B lead gen campaigns.

1. Jeroen Maljers
SWYDO

4. Top 10 Adwords Tactics For
B2B Lead Gen Campaigns

5. Before Any Tactic (1)
○ Who is your target audience
○ What is their intent
○ What would they search on
○ Can you define a ‘persona’

6. Before Any Tactic (2)
○ Who are the competitors
○ What other products/services could be
found on the search terms
○ What is a new client worth? LTV

7. Before Any Tactic (3)
○ Do your homework
○ Test the products
○ Talk to customers
○ Measure (almost) everything

8. Tactic 1: Campaign Structure
○ High volume products or services?
=> Structure by them
○ Lots of countries/ low volume
products/services?
=> Structure by geography/language

9. Tactic 2: The Right
Keywords
○ What problem do you really solve?
○ Why would anyone buy YOUR product or
service?
○ What would you search on when you were
in their position.

10. Tactic 2: The Right
Keywords
○ Avoid broad match, unless…
○ Optimize again and again
○ Add new keywords based on past success

11. Tactic 3: Negatives
○ Negatives are your best friend in B2B
○ Organize them top-down
General list
List per Campaign
List per Ad group

12. Tactic 3: Negatives (con’t)
○ Re-use your lists.
○ Most used negatives in B2B:
Free, complaint, used, second-hand, occasion, job, intern,
game, toy, broke, repair, parts, education, course, training.

13. Tactic 4: Ad Scheduling

14. Tactic 5: Dynamic Search
Ads
○ Ideal for B2B shops
○ Alternative to Google shopping
○ Optimize your targets and Ad copy
○ Exclude via negatives and targets

15. Tactic 6: Auction Insights
And Act Upon It

16. Tactic 7: Ad Extensions, Use
Them Wisely
○ Sitelink extension
○ Callout extension
○ Structured snippet
extension
○ Call extension
○ Message extension
○ Location extension
○ Affiliate location extension
○ Price extension
○ App extension
○ Review extension
○ Promotion extension

17. Tactic 7: Ad Extensions
(example)

18. Tactic 8: Ad Copy
○ Avoid generic phrases
○ No jargon/business slang
○ Focus on the problem you are solving
○ Tailor to Campaign/ Ad Group structure
○ Make sure to be clear what you do NOT offer
○ What do you want them to do?

19. Tactic 8: Ad Copy (example)
Hyperconverged? lots of buzz
words
Can I get this Ebook?
Can I get this report?
1 Call to action
What do you
want me to do?

20. Tactic 9: Search Retargeting
○ Remarket for Search (RLSA)
○ Tailor ad copy
○ Target & bid or bid (differentiate)
○ Exclude when you know they will not
convert
○ Length of cookie and frequency cap

21. Tactic 10: The Landing Page
○ Congruent with your ad copy and CTA
○ Do not give too much options
○ Mobile friendly
○ But most of all: What was the intent of the
searcher?

22. Tactic 10: The Landing Page
○ Back to my search

26. ○ Competitor 1:
=> thinks I’m interested in reading a book
○ Competitor 2:
=> thinks I want to buy a piece of hardware
○ Competitor 3:
=> thinks I want to download and later buy software
Same Search Term

27. Bonus Tactics
○ Use relevant Emojis
○ Competitor bidding, be friendly! Focus on your brand
○ Bid adjustment for devices
○ Gmail sponsored ads
○ Dynamic remarketing for B2B with a feed
○ SMBs : please update your My Business Locations!!

28. Jeroen Maljers
swydo.com