Regardless of which marketing channel a B2B company leverages, relevancy is always key – firms should strive to hit the right target with the appropriate offer. Google is helping AdWords advertisers accomplish this goal through new interest categories.

With the new behavioral system in place, Google will begin analyzing how consumers browse the web, tracking which websites the go to and how frequently they visit them. After a number of queries, the search giant will assign them to an interest category, which searchers can modify themselves or opt out of the system altogether.

AdWords advertisers will then be able to leverage this data to more effectively target their campaigns and assign their ads to specific categories.

"Whether the goal is to generate awareness or drive sales, marketers share a common objective: reach people likely to be interested in their product or service," notes Google Display Network product manager Jon Krafcik on the company's blog.

AdWords are an integral part of many B2B online marketing campaigns, allowing companies to appear at the top of search engines. A recent report from Optify suggests the majority of consumers at least look at these sponsored links before going to the organic results.
 

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