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As the Forrester research indicates, brands must build a strong position with prospects as early as possible when it comes to the B2B buying process. Display advertising is an ideal strategy for this, as marketers can target ads and keep their brands in front of the right audiences.
AdSense is quite different from AdWords as it allows publishers to monetize their websites or blogs by earning money from relevant ads displayed next to their content.
According to David Hirsch, director of business-to-business in Google’s vertical markets group, “AdSense works really well with specialized content. The more specialized the content, the more relevant the advertising.”
Google is looking forward to B2B marketers with non-transactional advertising goals with AdWords. Instead of the expected categories of travel and retail, Google is seeing more advertisers coming from other B2B categories like manufacturing, business services, technology and healthcare.
There are over 2 million published sites that use Google’s ad serving platform, AdSense.
Since AdSense generates revenue for the publisher on a per click model, they are heavily motivated to get clicks by any means necessary. The following are some tried and tested tips which can be used by B2B marketers:
Customize the site so that the ads look and feel like a natural part of it. This can easily confuse users and get them to click on something that may seem like a natural category link or article.
YouTube is the king for video ads, but it’s also responsible for a large percentage of Google’s display inventory. Here you run the risk of being associated with improper or irrelevant content.
Universal App Campaigns can serve your ads on the Google Play Store or within specific apps and games.
Whether you’re just thinking about using Google AdSense for the first time or about to launch your tenth campaign, here’s how to ensure that you’re boosting your brand value:
Emotions run high when it comes to B2B sales. Display advertising brings credibility to your brand and reduces the feeling of risk in the B2B buying process.
B2B purchases are highly emotional—not only are multiple people involved in the typical buying decision, but also the product or service under consideration is often a very large financial investment.
Even if you’re an SMB on a limited budget, don’t overlook the value that display AdSense ads can bring to your growing brand.
One of the most effective ways that SMBs can take advantage of display is through retargeting—the ability to serve relevant ads to users who have visited your website before.
Make use of display AdSense to differentiate your brand with B2B target prospects even before they know they need you.
As the Forrester research indicates, brands must establish a strong foothold with prospects as early as possible in the B2B buying process. Display advertising is an ideal strategy for this, as marketers can target ads and keep their brands in front of the right audiences and reap maximum profits through it.
