Google Targets BtoB

Google recently engaged in a study with Millward Brown that polled 900 respondents to show how search advertising is more effective than ads in trade magazines and other traditional business-to-business media according to AdWeek’s IQ Interactive.

Findings of the poll:

Search engines were used 30% more frequently than trade periodicals in the research phase of the buying cycle
Search engines were used 21% more frequently than the b-to-b press in the consideration phase
Search engines were used 62% more in the final purchase phase

Google now shows AdWords ads on business publications including VNU, Reed Business, Hanley Wood and Ziff Davis Media.

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About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.