Optimization of contextual advertising in b2b using the example of a supplier of children’s shoes – ppc.world

Almost all paid traffic specialists have come across the concepts of b2b and b2c topics more than once, but not everyone understands that the promotion strategies in the first and second cases are significantly different. In this article, we will talk about the specifics of setting up advertising for a b2b company using the example of a client of our agency.

The client is one of the largest suppliers of children’s footwear, operating on the Russian market for over 11 years.

The main task of promotion is to increase income and the number of transactions using paid traffic channels, reducing CPO by 20%.

We managed to overfulfill this task and reduce the CPO by 7 times. How we did it – and we will tell in this material.

Emphasis on competitive advantage in ad copy

A person is more likely to complete a transaction if you talk about company benefits and free convenience features. To identify them correctly, you need to understand all the stages of purchasing and shipping goods.

Thus, having analyzed sales over the past six months, we realized that the presence of a large catalog of footwear along with attractive prices is a significant competitive advantage for the client: in the overwhelming majority of orders there are up to 5-7 different brands of footwear.

By ordering all goods from one supplier, the buyer saves time on choosing shoes, discussing the nuances of the purchase with a manager, and also reduces transportation costs.

After consulting with the client, we identified a number of other advantages:

  • there are always up-to-date shoe models in stock, which allows customers to replenish the assortment in their store at any time and not waste time looking for another supplier, who will have this or that model in stock or available for order;
  • prompt shipment of goods from one working day;
  • no minimum order value and some others.
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Taking into account the seasonality of demand

Launching campaigns in YAN, we understood that in order to maintain the audience’s interest in products, every 2–2.5 months we would have to change almost all images in ads. For example, at the end of September, the season for the purchase of winter children’s shoes begins – and we replace all the pictures of demi-season models with winter ones.

At first glance, these are works that should be carried out by all specialists, but in reality this is not always the case. As a result, the user will see inappropriate products that will not interest him.

Analysis of associated conversions

The B2b sector is characterized by a longer purchase cycle and more interactions with the advertiser through different channels and sources. Because of this, a significant portion of transactions are associated conversions.

If you ignore the Associated Conversions report in Google Analytics and ignore it when adjusting bids, then budget allocation between ad channels and keywords will be ineffective.

Let me give you a real example. For a month of work, the key spent almost 2,000 rubles, but did not bring a single direct sale. It seems that you need to turn it off, because even if there is a sale, the CPO will be several times higher than the allowable one. However, upon deeper analysis, we found that it brought in 14 associated conversions for a total of almost RUB 530,000. This radically changes the situation, doesn’t it?

Advertising management based on product availability

The catalog of shoes is dynamic, some models may run out of stock, and brands are completely removed from the range. It is almost impossible to check hundreds of ads every day and disable “disappeared” brands and products. But if this is not done, there is a great risk of “draining” the budget. Combined with high demand, this can bring up to several thousand additional costs per day.

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Thanks to the automation system, we have created an event that turns off the ad if the product is out of stock, and turns it on if the product appears in stock. This allowed us to significantly save the budget and direct it to target key phrases.

Geo-targeting events

One of the peculiarities of the b2b sector is that the target audience is looking for suppliers not only on the Internet, but also at various business events, for example, at exhibitions.

At the time of the appropriate events, we created advertising campaigns and set up targeting of its participants. They increased brand awareness in the industry and attracted the target audience to the site: such campaigns brought registrations on the site (which is necessary for the checkout). In addition, at the exhibition, the client asked potential buyers how they learned about his stand. Many replied that they got to him thanks to advertising.

Analytics of calls from advertising campaigns

In many b2b sectors, a significant portion of transactions can be made over the phone. Therefore, when optimizing campaigns, you need to focus not only on data from analytics systems, but also on calls from customers. This way you can correctly distribute advertising budgets between search engines and keywords.

Now there are many call tracking systems on the market – services that show which advertising systems, campaigns, and key phrases bring the most calls. They are paid, but their cost is small and usually not significant compared to the advertising budget of any b2b business.

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Optimization results of advertising campaigns

For six months of conducting contextual advertising, we managed to:

  1. Increase the number of transactions by more than 14.6 times.

  2. Increase income by 13.5 times.

    We increase income

  3. Increase the number of associated conversions by 25 times, and their value by 20 times.

    Increasing the number of associated conversions

  4. To increase the number of registrations on the site by 4.6 times.

    We increase the number of registrations


When setting up advertising for b2b companies, it is important to understand the specifics of marketing optimization in this sector:

  • add descriptions of competitive advantages to ad texts;
  • keep an eye on the relevance of your ads if there is seasonality in your business;
  • regularly analyze associated conversions and calls from advertising campaigns;
  • control the availability of goods on the site and stop or enable ads if necessary;
  • try setting up your ad campaigns to target specific locations where your target audience might be.

Adjust, analyze, try!

Tutorials for September-October 2019. Issue 19 – ppc.world talking about ad conversion – ppc.world

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