AdWords for B2B - KraftblickAdWords ads suggest Efficient Landing Pages have: Prepared by Kraftblick...
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Prepared by Kraftblick AdWords for B2B
Transcript of AdWords for B2B - KraftblickAdWords ads suggest Efficient Landing Pages have: Prepared by Kraftblick...
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AdWords for
B2B
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Premier Google Partner
About US
Specialty: Digital Marketing for Tech Companies
Primary Goal: Lead Generation and Cost / Lead Reduction
We Are on Clutch
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B2B Business Cycle
AwarenessLead
GenerationRetention &
GrowthRevenue
Lead
NurturingSales
Process
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• B2B companies often get their clients
with the help of word of mouth.
• Credibility plays an important role in
the B2B area.
• To acquire clients, B2Bs have to build
personal relations.
Key Success Factors
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Typical Mistakes
of B2Bs
in AdWords
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In February 2016 IBM
Corporation paid $813K for
Google traffic
Do you think you can
outperform IBM and other
corporate giants in AdWords?
You actually can!
1. Underestimation of CompetitorsSource - Semrush
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! Do not try to win only by the budget volume.
! Pay attention to every element of your
campaign.
! Apply smart tactics (relevant ads -> landing
pages, specific vs. general keywords, flexible
bid strategies, scripts etc.).
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2. Low Budget
Some B2B companies set their
budgets pretty low in the industry
with high bids that eventually
destroy their chances to get
profitable with Google AdWords.
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Mid-tail
and long-tail
(e.g. “software development
services” and “software
development agency Sydney”)
are more expensive and not so
popular. They bring high-quality traffic
to the website because visitors looking
for services are easier to convert.
Generic
(e.g. “software development”)
are broad and can deliver more traffic
volume. Their conversion rate is lower,
but with the help of carefully selected
negative keywords they can convert as
well.
3. Too Many Generic Keywords
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4. Little Attention to Landing Pages
Landing pages help
convert more traffic into
qualified leads
With so much investment in
traffic, many forget about
the second part of lead
generation – conversion
rate
Do not expect visitors to
become talk initiators.
They may not be ready for
communication yet, but you
are the one to motivate them
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Single call-to-action on
the first screen
No distracting
information
The same idea as
AdWords ads suggest
Efficient Landing Pages have:
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5. Craving for Quick Results
There are no two identical businesses as well as advertising
campaigns => each campaign must be managed differently
Don’t be too worried if your campaign is not picking up on the
first day
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5. Craving for Quick Results
Usually B2B company starts getting leads during the first
weeks after AdWords campaign launch
Adjusting the stable process may take around 1 – 3 months
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Determine certain customer’s actions to record as conversions
AdWords for Custom Software Development Company
Conversions can be:
• Form submissions
• Newsletter subscriptions
• Account registrations
6. Lack of Сonversion Analysis
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Measure performance by
monitoring the Google AdWords
stats.
Metrics should be monitored
against your campaign goals to
determine what you need to
optimize.
7. Avoid Results Tracking
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Assessment of
AdWords Potential
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Key Points
1. Generic keywords attract bigger amount of less relevant
traffic with lower conversion rate.
2. Mid-tail keywords attract smaller amount of more relevant
traffic with higher conversion rate.
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Budget Calculation Pattern
1. Review the average CPC for keywords (use Keyword Planner)
2. Calculate the cost of one lead, considering different possible conversion
rates (1 – 5%).
3. Estimate the budget based on how many leads you need to attract.
4. Assess profit margin with the cost per lead and customer livetime value
(CLV) in mind.
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How to Calculate AdWords Budget?
Conversion rate is 1% under realistic scenario => only 1 of 100 visitors will turn into the lead.
To get 10 leads, we will have to attract 1,000 visitors.
With the average $12 cost-per-click, 1K visitors will cost $12,000 => cost per lead will be $1,200.
If page conversion rate is 2% (optimistic scenario), cost per lead will be $600.
*Targeting the US
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How To Track
AdWords Results
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Key AdWords Metrics
CONVERSIONS COST / CONVERSION CONVERSION RATE
A conversion happens when
someone clicks the ad and
takes an action on the website
(sales, form submission or a
call)
The cost divided by total
converted clicks.
It’s the percentage of visits to
the site that result in a
conversion.
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Additional AdWords Metrics
Click through Rate (CTR)
Rate of users who clicked on
the ad to the total number of
ad impressions
Average Position
The order in which your ad
shows up on a page
Search Impression Share
The number of impressions
you've received divided by the
estimated number of
impressions you were eligible
to receive
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1 2 3
Traffic Quality Indicators
Bounce rate
The rate of single-page
sessions. The lower the better
Average session duration
Total duration of all sessions
to a number of sessions
Pages / session
The average number of pages
viewed during a session
