Using Google in B2B Demand Generation Campaigns

Using Google in B2B Demand Generation Campaigns
  • Google is a useful tool for B2B businesses trying to create demand and isn’t simply for B2C marketers.
  • Google’s platforms present a multitude of opportunities for driving quality leads as more B2B enterprises move into digital marketing and Google paid campaigns.
  • This blog article will cover how to effectively leverage Google for B2B demand generation campaigns, concentrating on practical methods and tools.

Why Google is Crucial for B2B Demand Generation?

Over the past ten years, there has been a significant change in the B2B marketing market.

Traditional techniques like trade exhibitions, cold phoning, and print marketing, while still effective in some areas, are giving way to digital-first initiatives.

Google is a key tool in this new environment for B2B marketers to create demand, nurture leads, and close deals with potential clients.

Converting B2B Marketing from Traditional to Digital

B2B purchasers are better knowledgeable than ever today. Indeed, research indicates that 74% of business-to-business (B2B) customers do over half of their due diligence online prior to making a purchase.

This implies that you’re losing out on potential demand from decision-makers who are actively looking for answers if your company isn’t listed on Google.

Google is an ecosystem of tools that helps businesses access their target audiences through many touchpoints, such as search results, display adverts, and video content.

It is more than just a search engine. As more B2B buyers turn to Google to study products and services, B2B marketers have a unique chance to gain attention during this important point of the buyer journey.

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Google Ads: The Hub for B2B Decision-Makers

Google is used by B2B customers to compare products, find vendors, and solve issues. For example, the first thing that procurement managers, IT directors, or corporate executives do when they need a solution is usually search Google.

B2B marketers may use Google to directly position their brand in front of key decision-makers while they are actively seeking information and are at their most receptive.

By focusing on search intent and aligning content with the key pain points of B2B buyers, marketers can use Google to capture relevant traffic that’s likely to convert.

Tools like Google Ads and Google Display Network allow businesses to reach these buyers not just through search results but also across websites they frequently visit.

“71% of B2B buyers start their research with a generic search on Google.”

– Google & Millward Brown Digital –

Google Ads for B2B: Building Effective Demand Generation Campaigns

In order to generate demand, leads must be nurtured and kept interested until they are prepared to make a purchase.

Google Ads is a potent tool for B2B businesses to start highly targeted Demand Gen campaigns. B2B demand generation adopts a longer-term perspective, concentrating on raising awareness and educating potential customers over time, as opposed to the more immediate sales focus of B2C.

Google Ads gives you the means to accomplish this precisely.

Reaching Decision-Making Individuals Who Are Actively Seeking Solutions with Custom Intent Audiences

Custom intent audiences are among the most effective tools that Google Ads provides for B2B demand generation.

You can target potential consumers with bespoke intent based on the exact keywords and phrases they have recently searched for.

For example, if your company sells enterprise-level CRM software, you can find key executives by using search phrases like “enterprise CRM solutions” or “CRM integration for large businesses.”

You can concentrate on high-intent visitors who are considerably closer to making a choice by using personalised intent targeting instead of relying on large audiences.

Using Video Advertising to Generate B2B Demand

Video advertisements are becoming more and more successful in generating B2B demand, even though they are typically linked with B2C.

This is especially true for companies that aim to inform their audience about complicated solutions. Google’s Demand Gen campaigns give a unique chance to integrate video and display advertisements across YouTube, Gmail, and the Google Display Network, reaching users in immersive ways.

Video ads can highlight the features of your product, outline its advantages, or include client success stories.

Video advertising contribute to the development of awareness and trust, two essential elements of successful demand generation, by grabbing attention in a more captivating way than textual content.

Retargeting: Developing Leads During the Purchase Process

A single interaction is not the end of demand generation. Actually, the goal is to establish several touchpoints. Here’s where the remarketing capabilities of Google Ads are useful.

Retargeting allows you to connect with people who have already visited your website but left without converting, which helps to keep your brand in front of them as they consider their options.

The buying process is frequently drawn out and involves several parties for B2B businesses.

Retargeting makes sure that prospective clients are continually informed of your products and services, which raises the possibility that they may return later on when they’re prepared to take action.

Until they are prepared to take action, you may continuously nurture your leads by running display ads throughout the Google network.

Google Demand Gen campaign specs

Google Demand Gen – Images specs

High-quality visuals are essential to catch attention. Use JPEG or PNG formats.

  • Recommended resolution: 1200 x 628 pixels (1.91:1 aspect ratio)
  • File size: Maximum of 5MB

Google Demand Gen – Video specs

Video content is a powerful tool in demand generation, particularly for educating B2B buyers.

  • YouTube video ads:
    • Length: 6 seconds (bumper ads), 15-30 seconds (skippable ads), or longer for non-skippable ads.
    • Resolution: 1920×1080 (16:9 ratio) is recommended.
    • File size: Maximum 1 GB
    • File format: MP4 or MOV

Google Demand Gen – Ad copies specs

Headlines and Descriptions:

  • Headline length: Up to 30 characters (for text ads or image display ads)
  • Description length: Up to 90 characters
  • Call-to-Action (CTA): Keep it short, clear, and action-driven (e.g., “Learn More,” “Request a Demo”).

Google Demand Gen – Targeting options

  • Custom Intent Audiences: Target users based on their recent search behaviors and online activities.
    • You can input specific search terms, competitors’ URLs, or relevant websites to define the audience that shows high intent for your product or service.
  • Lookalike/Similar Audiences: Google Ads allows you to create Similar Audiences based on your existing customer data or website visitors.
    • This helps you expand your reach by targeting users who resemble your current leads or clients but haven’t interacted with your business yet.
  • Location and Demographics Targeting: Narrow your audience based on geography (e.g., countries, cities) and demographic details (e.g., age, industry, job title).
    • To reach decision-makers more accurately.

Maximising B2B Success with Google Demand Generation Campaigns

Google Demand Generation campaigns are essential for B2B organizations looking to increase awareness and generate quality leads.

Through the utilisation of Google’s network and tools, including Custom Intent Audiences, Lookalike Audiences, and the Google Display Network, companies can precisely connect with decision-makers at the precise moment when they are actively seeking answers.

Demand generation efforts are more successful than ever at leading prospects through the buyer’s journey because to the additional power of video ads and retargeting.

By prioritising personalisation, intelligent targeting, and consistent lead nurturing, firms can create enduring connections that yield measurable business results in addition to generating interest.

Google Demand Generation campaigns provide the adaptability and accuracy required to maintain competitiveness in a market that is constantly evolving.

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