AdWords management for B2B organizations is a challenge. In B2B marketing, determining right search terms and selecting keywords is a tough task.

Search Engine Land columnist Todd Saunders has shared five tips for effectively handling AdWords for B2B marketplace.

Saunders says, “AdWords is a brutal marketplace for many B2B businesses. There’s low search volume and high competition, resulting in extremely expensive CPCs — not good. Instead of burning your cash on expensive and ineffective ads, consider these five AdWords tweaks and strategies that any company can implement immediately.

1. Start with negative keywords

Homing in on the keywords that work for you is the single most important step for running profitable advertising for your company. The best way to do that is by answering the question, “What were the keywords that actually triggered my ads?” using the Search Terms report, and trimming the nonsense using negative keywords. In this case, there are two important exclusion categories.

Irrelevant searches

Does the search have anything to do with your company? Depending on how broad your keywords are, you’ll need to exclude homonyms, pop culture references (see below), misspellings and NSFW searches”.

5 successful B2B AdWords best practices for any company


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