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Businesses can increase brand awareness and visibility by advertising on multiple platforms. An optimized B2B marketing strategy can help you drive traffic and engagement, regardless of whether your goal is to increase sales. This blog will show you how to use Instagram, Facebook, and Google ads to promote your B2B eCommerce shop.
Advertising B2B: What is it?
B2B Advertising is any paid media or marketing strategy that is geared towards businesses and not individual consumers. Groove Commerce uses B2B marketing and advertising to engage and attract our target audience, businesses.
These B2B advertising platforms are great for businesses that sell products or services, such as Groove.
Google B2B Advertising
Google is one the most popular advertising platforms for increasing visibility, website traffic and conversions. Google makes it easy to control how much you spend, target audiences and manage campaigns, as well as measure the success of advertising campaigns. To drive serious results, we encourage eCommerce businesses use the following ad formats.
Google Shopping Ads
Google Shopping ads are a great way to reach customers and draw your audience, no matter where they are in their buyer’s journey. Google allows multiple ads per company to be displayed on a result page. This gives you a wider presence and increases visibility.
There are three types Google Shopping ads. The first type is the Product Shopping Ad format. This refers to the product data submitted through Merchant Center to match a person’s search to your ads. The Showcase Shopping format is the second. It groups similar products together to allow shoppers and searchers to compare them and choose the best.
The third is the Local Inventory Ad format. This allows users to interact with you on the Google Display Network and drive foot traffic to your physical location. These ads give a clear visual representation of the product, as well as its price and company name.
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Google Search Ads
You can start writing your text ad in just a few minutes. Google allows you to choose your goal, whether it’s to increase sales or get more leads. The goal of B2B businesses that sell goods is to increase online sales. B2B companies selling services are most likely to aim for more leads and traffic.
Ad extensions can be used to add additional information such as product reviews, product pages links, and the location of your store. These elements increase the likelihood that a searcher clicks your ad.
Dynamic search ads are also easy to set-up and are great for businesses with large inventories or websites. These ads keep your campaigns current with new products and pull pages and headlines from your eCommerce website. Businesses only need to add a description.
Search engine results pages (SERPs) display dynamic search ads. However, they do not use keywords. Instead of creating lengthy keyword lists, dynamic search ads match products from your product stream to users’ searches.
Google Ads doesn’t require you to spend more than what you are willing to. Businesses can set a budget and pay per click so that they only pay the maximum amount each month.
Google Display Ads
Display ads can be used to advertise on other sites than Google. Display ads are displayed in the Google Display Network. They often include images to increase brand awareness. Remember that Google Display ads should be simple enough that viewers don’t have to click to view the content.
Your ad copy should be consistent with your company’s branding so that people associate it with your company. Use a contrast color to make the call-to action (CTA), stand out.
Advertisers have the opportunity to boost visibility through Google Display ads. They can target their audience even if they aren’t searching for it. This is an excellent way to increase brand awareness and drive traffic to your store.
Social Media Advertising for B2B
It is possible to reach your target audience directly by using social media in your B2B marketing strategy. There are many social media platforms available that can help you target new customers or nurture existing leads, prospects, and customers.
Take a look at which social media platforms are currently being used for organic social posts to get you started. The platform that drives the most traffic and engagement is likely the one you will use for your first paid promotion.
Facebook offers a wide range of advertising options, including story ads, carousel, collection, and instant experience ads. Custom audience ads and lookalike campaign are two of our favorite options for B2B businesses.
Businesses can create a custom audience on Facebook by uploading the email addresses of contacts from their database they wish to target. Facebook will then search for those customers and show your ads to them. These are great for retargeting!
Lookalike campaigns look similar but target a very similar audience to the customers rather than targeting the email addresses. Facebook creates a lookalike audience using the uploaded list. Then your ads are shown the new audience.
TrackMaven research shows that Instagram is the most popular social media platform for B2B businesses. Instagram has the highest number of interactions per user, making it a great platform for people to like, comment on, share, and repost other’s photos or videos.
Instagram, like Facebook, is great for eCommerce. It allows businesses to advertise using a variety formats. Story ads and photo ads can blend well with the rest of your audience’s newsfeed. They look exactly like an unsponsored Instagram post or story. They are only labeled “sponsored” under their account names.
IGTV is a unique Instagram feature that allows you to share your stories with a minimum of 1 minute. IGTV can upload videos up to 15 minutes from mobile, and one hour from the web. This makes it a great place for storytelling and “how-to” videos.
Promoting your posts is another great way to increase engagement and visibility. Businesses can choose from any post on their page and promote it. This will allow them to track how many people interact with the promoted posts.