Adwords can be a challenge for your B2B business. The marketplace is very competitive, with lots of competition but low search volume.

You may feel like you’re throwing money into a hole, with pricey ads that aren’t effective.

Fortunately, making a few simple changes to your Adwords approach can make a world of difference. Check out these 5 Adwords best practices and reap the benefits for your business.

1. Pump up ad effectiveness with extensions

Using as many extensions as possible can help make your ads work better.

Ad extensions allow you to include more information about the company. Otherwise, you’ll be constrained by the Adwords limit of 70 characters. With extensions, a searcher doesn’t need to click the ad link to learn more about your business.

This also allows you to add more links to more landing pages.

Using an extension ultimately means your ads will take up more space on the page. That’s more space where competitor ads won’t be able to show up!

A review extension is a great choice, as it lets you add a product review to your ad. This makes you look more credible in the eyes of searchers.

The call extension is another good option, as it allows you to add a phone number. This makes it easy for searchers to contact you right away.

Best of all, Google will give you a higher quality score if you use an ad extension. This helps lower your cost per conversion rates.

Of course, not every extension is going to work for your business. But use as many as make sense to boost the effectiveness of your ads.

2. Do a negative keyword search

Finding the right keywords is considered the most important step toward making your advertising work, in terms of Adwords best practices.

However, there’s a right and a wrong way to figure out the keywords that will trigger your ads – or rather, a hard and an easy way.

The easy way? Use negative keywords to narrow the search.

Figure out what keywords you need to get rid of by first eliminating the ones that aren’t relevant. Common misspellings, homonyms, and inappropriate searches may all fall under this category.

You want your ads to appear only to people who are actually looking for products like yours, which is why it’s so important to figure out what keywords might be misleading.

Next, figure out how to eliminate searches from people who aren’t likely to buy your product. Otherwise, their clicks will cost you.

Eliminate words related to job searching, cost cutting, learning, and seeking reviews or press. Someone looking for a job, trying to save money, hoping to learn online, or trying to find a case study probably isn’t looking to spend money at your company.

Thinking about the negative, as well as the positive, in terms of keywords will save you trouble and make your ads that much more effective because they are reaching the right audience.

3. Communicate effectively

In a short amount of space, you need to sell a customer on your product. Your list of Adwords best practices has to include a way to make the sale.

This means communicating that you can meet customer needs. Customers may not care about the specifics of what you’re offering. What they really care about is what you can do for them!

Instead of listing features of your product, find a way to relate to the customer. Let them know that you understand their problem and that you can help them solve it.

You’ll need to pinpoint what it is they are trying to solve, fix, or improve. Hit on that in your ad in short form, and then in more detail on your landing page.

Your landing page doesn’t need to answer every question and give every detail about your product. It just needs to show the customer you have what they’re looking for.

Make your customers know that you can make their life better. Don’t bog them down with needless information.

4. Remarket strategically

A customized remarketing approach should be a part of your Adwords best practices for anytime you notice users dropping off.

When the user leaves, you need to find a way to offer them something that will make them want to stay.

For example, if the searcher left a full shopping cart on your site and never returned, offer them an incentive to come back and get it. Try sending a discount code or a coupon to get them back.

Of course, these tactics must be used within reason. Customers don’t like feeling that they are being harassed or guilt-tripped into buying something. The same message several days in a row won’t be effective. Try a time-delayed remarketing approach to make sure the right kind of content is arriving at the right time.

5. Challenge your competitors

As you already know, the B2B business world is highly competitive. To succeed, it’s worthwhile to find ways to reach your competitors’ customers.

One way to do this is with Gmail ads. Gmail has more than one billion users, making it a virtual goldmine of customers.

Gmail ads allow you to target users who have been on specific websites, or who have communicated with specific domains. This means you can figure out which customers are shopping with your competitors, and target them directly.

Adwords Best Practices: Final Thoughts

It’s important to stay on the cutting edge of Adwords if you want to succeed in the B2B world.

This is a constantly changing industry. For example, in 2015, Google decided that emojis would no longer be relevant in search results. But now, it looks like emojis have been rolled out in Adwords ads titles!

It’s not yet clear whether or not the emojis are here to stay, but this just goes to show that you have to keep up with an ever-changing industry.

Fortunately, these Adwords tweaks are all fairly simple, with proven payoffs in the long run. Put a few of these Adwords best practices into play and watch how your B2B company’s ads work better. And if you need help along the way, or you some questions, you can talk to us.