Many B2B marketers are probably wondering if Google AdWords is the right tool for B2B lead generation for their business. As all worldwide searches begin with Google so do B2B related searches.
The classic form of B2B marketing when companies need to cold call the potential client and schedule a meeting to present their products and services and to discuss needs is fading away.
Nowadays, in the era of the internet everybody does an online search first, to check out all products and services available out there.
Then, they leave their contact information with the companies that are the closest match to what they need. This means that the buyer already has greater control of the situation because he/she already knows what you and your competitors have to offer.
Stats show that 90% of business purchases begin with an online search of potential solutions. And of course an overwhelming percentage of these searches are done via Google. And more than 85% of those who search never go past the first page of the results. This means that you need to be present on the first page of the results for the search queries of your interest.
However, you cannot expect that you will be optimized for every keyword that’s relevant to your business. You cannot expect that you can organically fight with competitors that have been on the market for many years. You cannot expect that you will rank higher than those with 6-figure budgets. You cannot expect results within 6 months.
What you can expect is to invest your time and money in Google AdWords and generate real qualified leads. Although B2B campaigns with Google AdWords cost more than B2C campaign, still the generated revenues from B2B are always higher.
If you are a skeptic whether Google AdWords is the right tool for your business, you should check if your competitors are using it. But, do not search the queries on Google because there’s a chance you are not the target (country, age, language etc.) of their ads. So, you can use this great tool Keyword Spy which shows all relevant information for your competitors’ PPC campaigns: number of ad copies, organic keywords, average daily budget, average CPC… I am not sure how precise this tool is, but even if it is only 50% it provides a clear picture of the market challenges ahead.