The company designs, manufactures, and installs equipment for large industrial facilities. Competition in the industry is high.
- increase the overall number of conversions;
- increase the percentage of non-branded conversions;
- reduce the cost for non-branded conversion.
There's a common misconception that contextual advertising is unnecessary in the B2B sector, or simply ineffective. Besides general factors like long sales cycles and the influence of personal connections on decision making, there are also challenges with specific targeting in contextual advertising:
- it is difficult to separate B2B and B2C requests;
- the most targeted queries are too low-frequency;
- advertising is not always targeted to decision makers.
We were able to overcome all these difficulties when setting up advertising for a company that designs, manufactures, and installs equipment for large industrial facilities.
For contextual advertising to be effective, it is necessary to correctly configure target action tracking.
On the one hand, not every user contact with a company is targeted. In the B2B case, calls are most often the target interaction for a company. To track these, it is recommended to install a call tracking system.
On the other hand, to trigger Google's smart algorithms, an account must have a certain number of conversions each month.
In this case, microconversions come to the rescue. Here's a rough algorithm:
— first, we set up goals for all actions that may indicate the user’s intention to perform the target action,
— we track user target actions,
— we analyze the achievement of the main and secondary goals, determine which of them are most closely related,
— as goals for the advertising account, we use the type of microconversion that is most closely related to the main target action.
A microconversion is a user's intention to complete a target action, so there are more of them than primary goals. By adding microconversions to an account, we ensure we have a sufficient number of conversions for our algorithms to work.
Over 11 months of operation, we were able to increase the number of conversions from 68 to 231. During this time, the share of non-branded conversions (those resulting from general queries without mentioning the company's brand name) increased from 20.61 to 51.51 per cent. The cost per non-branded conversion decreased from 149.6 to 61.7 UAH. An additional benefit was the increase in the number of branded conversions: from 54 to 112 per month.
Initially, the average cost per click for non-branded queries was 19.01 UAH. Therefore, the first task at the start of the project was to reduce the cost per click. To achieve this, we improved the keyword quality score using one of the classic methods. We created separate ad groups for each keyword and placed the keywords in the headlines and ad texts to ensure that Google considered them as relevant as possible.
After analyzing the search queries of site visitors, we discovered that the most converting of them were too low-frequency.
If you use such queries as keywords, Google simply won't trigger ads for them. There are two ways to get around this:
— using dynamic search advertising (Google itself searches for keywords on website pages),
— using the so-called Low Cost strategy: displaying ads for broadly relevant keywords at a bid significantly lower than that required to appear on the first page for the primary keyword.
We launched both advertising campaigns in parallel to determine which method would work best for our project. The results were inconsistent for a long time: over the course of four months, one campaign or the other generated more conversions at a lower cost.
The chart's columns represent the number of conversions. The lines represent the cost per conversion.
Over time, the Low Cost strategy gained a clear advantage over the dynamic campaign. The trend stabilized, and the second advertising campaign was discontinued.
The average cost per click in the Low Cost advertising campaign was UAH 5.65, and the cost per conversion gradually dropped to UAH 47.5.
Despite success in search advertising and a decrease in cost per conversion, the number of leads increased slowly.
The account had previously launched Display Network ads with classic targeting. The bounce rate was 86%, and the cost per conversion was several times higher than search ads.
We launched a Smart campaign with cost-per-conversion pricing, which allowed us to provide the account with a stable influx of conversions at a fixed cost. Today, this campaign generates over 301,000 conversions overall and 631,000 conversions for non-branded ads. Cost-per-conversion pricing allows us to focus our budget on targeted clicks only.
The Smart Campaign worked because the system was well trained: conversions from other advertising campaigns, especially branded ones, allowed Google to identify clear parameters of a potential client.
An additional benefit of launching a Smart campaign: broad reach without significantly increasing costs. With a spend of less than 6,000 UAH, the campaign generates up to 1.5 million impressions.
The increase in reach and number of visitors had a positive impact on the results: the number of brand conversions doubled compared to the period before its launch.
- Contextual advertising can be an effective promotion tool even in complex B2B topics.
- By using Google's smart algorithms, you can bypass the problem of specific targeting.
- As with any topic, the basis of optimization is testing - only this approach allows us to achieve maximum results.
Contact us - we'll conduct an audit and develop an advertising strategy for your business.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
Main works:
As a bonus you will receive:
*The price shown is for agency work and does not include the advertising budget. Web analytics systems are configured within the first month of project development.
info@imaris.ua
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