B2B brands have to create effective marketing collateral if they expect to increase profit margins or attract wider customer bases. Many organizations have turned to the web for assistance, promoting their products or services across the ‘net and developing cross-platform experiences. As more B2B brands learn to trust innovative online advertising practices and tools, the competition for prospects’ attention will only increase. Fortunately, Google provides B2B companies with a way to get an edge over their competition.

Beta for B2BRecently, Google unveiled a beta version of Google Shopping for Suppliers. Available to U.S. electrical and electronics industries, the promotional feature helps brands get their offerings in front of new and existing customers. However, B2B brands often negotiate transactions with clients, reviewing protocol to maximize return on investment. Google understands this and altered its policies on Pricing and Payments, Shipping, Taxes and Returns and Refunds. Overall, the beta Google Shopping for Supplies presents new opportunities for B2B businesses.

A company that wants to take advantage of Google’s program must submit a one-time fee of $,1000 USD. These verified suppliers earn unique badges on their listings, which presents their products above unverified accounts in SERPs. More, verified suppliers also see their products in Sponsored results, helping introduce items to internet users through organic search.

According to the Content Marketing Institute, 91 percent of B2B brands already use content marketing to engage their audiences. With the addition of paid advertising campaigns – like Google Shopping for Suppliers – companies develop consistent branding initiatives on the internet, driving referral traffic back to their websites and creating memorable user experiences through storytelling and promotional programs.