In B2B sales, one of the key challenges is that purchasing decisions are rarely made by a single individual. Instead, they often involve multiple stakeholders within a Decision-Making Unit (DMU) — a group of people within a company who are involved in the purchase decision process. This group can include decision-makers such as managers, financial officers, technical specialists, and influencers, each with unique interests, roles, and objectives.
For marketers using Google Ads to reach B2B clients, it’s essential to understand and address the different members of the DMU effectively. Tailoring ad campaigns to resonate with each role within the DMU can increase engagement, boost lead quality, and improve the chances of a successful sale. In this article, we’ll explore strategies to create Google Ads campaigns that effectively target the various stakeholders within a B2B DMU.
1. Understand the Roles Within the DMU
The first step in addressing the DMU in Google Ads is understanding who these individuals are, what they value, and how they influence the decision process. A typical DMU may include the following roles:
- The User: The end-user of your product or service, such as an IT team member in the case of software or hardware purchases. They focus on usability and functionality.
- The Buyer: The person in charge of procurement or purchasing. They’re concerned with costs, payment terms, and supplier reliability.
- The Influencer: Individuals who may not make the final decision but can heavily influence it, such as consultants, department heads, or technical experts.
- The Gatekeeper: The person who controls the information flow, often an executive assistant or administrative staff. Their role is to filter relevant details for the team.
- The Decision-Maker: Typically a high-level executive who has the final say. They focus on ROI, strategic alignment, and long-term benefits.
Each role within the DMU has unique goals and concerns, so crafting ads that speak to these different motivations is key for campaign success.
2. Segment Your Audience Based on DMU Roles
Google Ads offers targeting options that allow you to segment your audience based on job titles, industries, company sizes, and more. By leveraging these options, you can create ad groups that align with each DMU role’s needs and concerns.
Tips for Audience Segmentation:
- Job Titles and Functions: Target users based on specific job titles or functions. For example, target “IT Managers” or “Operations Directors” if you’re focusing on the end-users or influencers within the DMU.
- Industry and Company Size: Certain products or services may appeal to specific industries or company sizes. For instance, if you’re targeting the buyer, focusing on procurement professionals in larger companies may increase the relevance of your ads.
- Demographic Data: Google Ads allows you to use demographic targeting, such as age and location, which can help refine your audience. While B2B targeting is often broader, this can still be useful for tailoring ads based on the region or even time zone.
Best Practice
Create separate ad groups for each DMU segment with tailored messaging that resonates with their role in the decision process. For example, create one ad group targeting “IT Managers” that highlights usability and features, while another ad group targets “Finance Directors” with messaging that emphasizes cost savings.
3. Craft Customized Ad Copy for Each Role
Each role within the DMU has unique priorities, so your ad copy should reflect these distinct perspectives. Here are strategies for writing ad copy that speaks directly to different DMU roles:
The User (End-User)
Users care about usability, functionality, and how the product will impact their day-to-day work. For example, IT teams want tools that are easy to implement and integrate with existing systems.
- Ad Copy Tips: Focus on features, ease of use, and time-saving benefits. Use phrases like “Streamline Your Workflow” or “Designed for Easy Integration.”
- Example Ad: “Boost Productivity with Easy-to-Use Software Built for IT Teams. Request a Free Trial Today!”
The Buyer (Procurement Professional)
Buyers are focused on pricing, payment terms, and supplier reliability. They want to know that the purchase is worth the investment and that the supplier can meet their company’s requirements.
- Ad Copy Tips: Highlight affordability, flexible payment options, and customer support. Use terms like “Cost-Efficient Solutions” or “Flexible Payment Terms.”
- Example Ad: “Affordable Solutions with Flexible Terms – Discover Cost Savings with Our Enterprise Package!”
The Influencer (Technical Experts, Consultants)
Influencers often evaluate products based on performance and technical aspects. They may not be the primary decision-maker, but they need to see that the product aligns with their technical standards and can deliver value.
- Ad Copy Tips: Focus on technical specs, performance metrics, and reliability. Use language like “High Performance” or “Trusted by Industry Experts.”
- Example Ad: “High-Performance Software Trusted by Industry Experts. See How We’re Transforming Operations!”
The Gatekeeper (Administrative Staff)
Gatekeepers control access to information and may act as a filter for the DMU. Ads targeting this group should communicate efficiency and ease of access.
- Ad Copy Tips: Highlight ease of access to information, customer support, and quick responses. Use words like “Quick Access” or “Reliable Support.”
- Example Ad: “Get the Info You Need Fast! Reliable Customer Support to Answer All Your Questions.”
The Decision-Maker (Executive Level)
Decision-makers are focused on the big picture, including return on investment, alignment with the company’s strategy, and long-term benefits. They need to see the broader value and strategic fit of the purchase.
- Ad Copy Tips: Emphasize ROI, strategic advantages, and long-term impact. Use phrases like “Increase ROI” or “Drive Business Growth.”
- Example Ad: “Increase Your ROI and Drive Growth with Proven Solutions for B2B Leaders.”
4. Use Intent-Based Keywords to Match Search Queries
Keyword selection is critical in Google Ads campaigns, especially when targeting different roles within a DMU. Certain keywords align with specific decision-making stages, and targeting these keywords helps you reach each role at the right time.
Tips for Intent-Based Keyword Targeting:
- Top of Funnel (Awareness Stage): Target keywords that indicate general interest, such as “benefits of automation software” or “best project management tools.” These terms are more likely to capture attention from users and influencers.
- Middle of Funnel (Consideration Stage): Use more specific keywords that reflect comparison and evaluation, like “compare CRM solutions” or “best HR software for mid-size companies.” These appeal to both users and influencers as they research options.
- Bottom of Funnel (Decision Stage): Focus on high-intent keywords such as “buy enterprise CRM” or “schedule software demo.” Decision-makers and buyers are more likely to respond to these terms when they’re ready to move forward.
5. Create Dedicated Landing Pages for Each DMU Role
Sending all traffic to a single, generic landing page can reduce conversion rates, as it may not address each role’s unique concerns. Create customized landing pages that resonate with each DMU role, featuring tailored content, relevant case studies, and testimonials.
Tips for Effective Landing Pages:
- User Landing Pages: Emphasize product features, ease of use, and support resources.
- Buyer Landing Pages: Highlight pricing, ROI calculators, and payment options.
- Influencer Landing Pages: Provide technical specs, whitepapers, and industry certifications.
- Decision-Maker Landing Pages: Focus on ROI, customer success stories, and long-term business impact.
Using HubSpot or other landing page tools, you can create variations and test their performance to ensure each role’s landing page is optimized for conversions.
6. Monitor and Optimize Campaigns Based on Performance
Regularly reviewing campaign performance allows you to refine your approach based on what resonates with each DMU role. Google Ads offers insights into metrics like CTR, conversion rates, and audience demographics, which can help you identify areas for improvement.
Metrics to Monitor:
- Click-Through Rate (CTR): Indicates how well your ad resonates with each role. If CTR is low, consider refining your ad copy or targeting.
- Conversion Rate: Shows the effectiveness of your landing pages. Low conversion rates may signal that your messaging or CTA needs adjustment.
- Cost per Conversion: Helps you identify if certain DMU roles are more cost-effective to target, allowing you to allocate your budget accordingly.
Conclusion
Addressing the B2B Decision-Making Unit (DMU) in Google Ads requires a nuanced approach that recognizes the unique needs, concerns, and roles of each stakeholder involved in the buying process. By understanding the DMU’s structure, segmenting your audience, crafting targeted ad copy, and using customized landing pages, you can create campaigns that resonate with each role within the DMU and increase the likelihood of a successful sale.
By optimizing campaigns continuously and aligning your strategy with each DMU member’s goals, you can turn Google Ads into a powerful tool for navigating the complex B2B sales process and driving conversions across the decision-making spectrum.