Google Ads for B2B Marketing: Here are two new dedicated features

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Google search network ads , managed through the Ads platform, will become an increasingly strategic tool for marketing B2B companies . This is a significant innovation, since Ads has always been a tool with a strong B2C footprint. Ads on the Google platform, in fact, are used above all to intercept the end consumer and satisfy their needs with targeted communications. All this depends on the very nature of the search engine: Google, in fact, is the access point to the Internet for the entire Western world, it is not a platform specifically dedicated to the business public. This has directed the features of the related advertising platform (Google Ads, formerly AdWords), which are perfect for the marketing needs of any B2C business, but still quite immature in the B2B sector . It is no coincidence that the main tool for B2B marketing is LinkedIn, a vertical platform that allows you to segment the target audience in a precise and granular way, addressing them belgium telegram data with targeted communications also through ad hoc tools such as native forms for lead generation .

In recent years, however, the number of B2B companies interested in promoting their services online to key decision makers has increased exponentially, marking the success of marketing automation. Google could not stand by and watch and has progressively introduced new features in Google Ads that are clearly aimed at marketing companies with a business-to-business model . Often, these innovations are not sensational or communicated directly, but they are able to direct the promotional strategy of the companies involved.



Audience segments related to professional sector and company size
In recent weeks, Google has clearly demonstrated its openness towards B2B by introducing some significant innovations.

The first concerns audience segments , that is, the Google Ads functionality that allows you to direct ( target ) communication towards a limited and identified audience based on demographic criteria, interests, interactions and various combinations. In the demographic data, a dedicated item for work activity has appeared, which allows you to identify the target audience based on the size of the company (with 3 levels of detail) for which they work and their reference industry, from finance to manufacturing, from healthcare to the tech world.