AdWords for

B2BPRESENTATION

Official Google partner

We Are

Experienced in online marketing for B2B businesses

Operate mainly on the AU, CA, DE, UK and US markets

Goal #1 is lead generation and cost per lead reduction

Use Agile – growth through iterations – to achieve results

B2B Business Cycle

AwarenessLead

GenerationRetention &

GrowthRevenue

Lead

NurturingSales

Process

• 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

Typical Mistakes

of B2Bs

in AdWords

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

! 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.).

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.

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

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

Single call-to-action on

the first screen

No distracting

information

The same idea as

AdWords ads suggest

Efficient Landing Pages have:

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

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

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

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

Assessment of

AdWords Potential

User Queries Volume - US

Let’s take software development and

engineering.

Search TermAvg. monthly

searches

Generic Keywords

software developer 18,100

software development 6,600

software developers 4,400

software companies 2,400

software company 1,900

Mid-tail Keywords

custom software development 880

software development company 720

software development companies 590

software development services 320

custom software development company 480

Software Development

Source – Keyword Planner

Search TermAvg. monthly

searches

Generic Keywords

engineering 135,000

civil engineering 60,500

aerospace engineering 33,100

environmental engineering 27,100

industrial engineering 22,200

Mid-tail Keywords

mechanical engineering design 1,300

civil engineering companies 720

mechanical engineering companies 720

civil engineering consultants 320

mechanical engineering firms 210

Engineering

Source – Keyword Planner

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.

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.

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

How To Track

AdWords Results

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.

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

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

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guru@kraftblick.com

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