B2B Export Start-up | Marketing Channel Establishment

3 min readOct 13, 2023

It’s the first month since I quitted my job and devoted to it. I work with my team to build up official website, optimize our products in Alibaba shop, start the Ads plan on Alibaba and Google, analysis the business data and straighten out the team work…… We completed lots of tasks together which brought me tons of enthusiasm and happiness.

In order to boost our business, I spent more time establish marketing channels this week though there were some clients I must followed up.

Except inquiry of Alibaba, we must figure out more channels to get more leads like google, social media and EDM.

Work

How to Set Up A Google Ads

At the beginning of the month, I sign up a Google Ads account and start an automatic Ads for a week which cost me 300RMB, but the conversion didn't meet expectations. So I suspended it and create a manual search plan.

This week I got touch with Google Assistant and set a meeting with Google’s tech and operational team. I learnt how to optimize keywords and configure a better ads on Google. Here are some of the lessons I learned.

If your target markets are global and you wanna make ads for different regions.

Create specific campaign for only one language or one target region rather than create a single campaign for all regions. Because the price of the same keyword is different in different countries, the budget will be used up by cheap area and it will not be showed up in other expensive but much more valuable countries.

For instance, combining US and India to one campaign will cause most of traffic coming from India but few US traffic.

2. More keywords are not always better for B2B business

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For B2B business, we prefer to search for distributors, local suppliers instead of customers. So the core keyword should be set as [product name]+[manufacturer or supplier] and add some traffic keywords( not too much) to create an ads campaign. Too many keywords will disperse budget and waste budget in customers. We’d better to spend more money on distributors who are identified by right keywords.

3. Be clear about your target rather than chasing traffic

According to the guidance of Google Ads, you’d better switch on lots of powerful features like Display Network or automatic budget, etc. But actually you don’t have to do that.

For example, you should switch off the Google search partner and google display network when your target is Google traffic and SEO.