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Targeting B2B search ads at specific sectors?
Our B2B product is only relevant to banking and insurance sectors, is there any way to target google search ads at people working in these industries? I suspect not.
The only solution I could think of was to run LinkedIn ads to these sectors (LinkedIn has industry targeting), then build a remarketing audience from that?
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3 Replies
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Hello
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I run a lot of B2B campaigns for clients and this is what has worked.
Linkedin definitely has the best targeting but the cost is through the roof. We’ve gotten is down to ~$30 CPA using their lead gen ads with some sort of high quality lead magnet. You can then either continue to nurture them through email, or use the email list as an audience for display.
We haven’t done this yet, but you can now target some high level Linkedin profile data within Bing search so that would be a good option as well.
You’d also be surprised at the targeting available in Facebook and Google related to industries so its probably worth looking at the audiences available there. Shoot me a message if you have any questions.
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B2B is a multi-step, multi-person, long term conversion funnel. Get all the accounts/tags you can installed on site, for the longest duration possible, and try to build enough of an audience that you can target those users when actively searching for your potential services.
So what’s the most effective way to build those lists, so that you can use remarketing as a “search intent” targeting qualifier, and find the right person, at just the right time?
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