CR Features by Industry
Posted: Sat Dec 21, 2024 4:38 am
CR in the B2B segment is lower than in B2C. There is a close connection and interdependence between B2B products: for example, to open acquiring, you need to issue a business card or account.
Concluding a transaction in the B2B segment is long and multi-stage due to the risks associated with high turnover and the reputation of companies. The volume of data that users provide when registering a B2B product is much larger: the questionnaires are detailed and extensive, so the analysis of competitors' offers is carried out more thoroughly.
Search Advertising for Financial Products: CR Features updated 2024 mobile phone number data by Industry in B2B and B2C
How to increase CR:
Work on brandformance metrics, increasing the reach and brand awareness. During media flights, CR for a brand segment can increase up to two times.
Use first party data to adjust bids in ad campaigns created based on look-alike audience segments. Request data from platforms to use conversion segments in targeting.
Optimize your advertising campaign by average CR per product in the following sections: gender and age, region, device type, advertising campaign types. Exclude ineffective segments.
Test standard audiences in Google Ads: interested buyers, interests, special audiences. For correct statistics collection, it is important to transfer them to "Observation" without adjustments. Transfer audiences with high CR and low CPL to "Observation". The first reporting data - in 2-3 weeks.
In both Yandex and Google, CR is higher for mobile devices due to the high adaptability of sites for mobile versions and the general trend towards mobile first. Reduced competition in search, prevailing capacity and split advertising campaigns between device types allow you to get mobile traffic cheaper on both sites.
Features of CPA by industry
In the B2B segment, CPA is higher than in B2C, since the average LTV from a lead in B2B is higher than in B2C. High competition in search: the auction in B2B is often overheated. For advertisers, the B2B segment is economically profitable, so they are willing to spend more on advertising. B2B is the flagship direction for most banks, and the difference in maximum CPC values in relation to B2C can vary up to 10 times.
Search Advertising for Financial Products: CPA Features by Industry in B2B and B2C
How to reduce CPA - middle optimization:
Use automatic strategies. Set up a tCPA strategy in Google Ads or a CPA conversion model in Yandex.Direct. In our experience, CPL can be reduced by up to 50% compared to regular manual strategies.
Set up bidding at the keyword level. Once a week, optimize keywords or groups of keywords for the target CPA: reduce bids on expensive targetings, increase bids on effective and cheap ones, stop ineffective ones.
How to reduce CPA - high optimization:
Use automated strategies with CRM data import. Import CRM conversions and set up tCPA based on approved applications or deliveries.
Automate bidding based on specified rules. The K-50 service allows you to create events for automatic optimization according to specified rules.
Switch to data-driven attribution. Data-driven attribution allows you to optimize bids based on actual data and identify which targetings played a key role in the conversion path.
Concluding a transaction in the B2B segment is long and multi-stage due to the risks associated with high turnover and the reputation of companies. The volume of data that users provide when registering a B2B product is much larger: the questionnaires are detailed and extensive, so the analysis of competitors' offers is carried out more thoroughly.
Search Advertising for Financial Products: CR Features updated 2024 mobile phone number data by Industry in B2B and B2C
How to increase CR:
Work on brandformance metrics, increasing the reach and brand awareness. During media flights, CR for a brand segment can increase up to two times.
Use first party data to adjust bids in ad campaigns created based on look-alike audience segments. Request data from platforms to use conversion segments in targeting.
Optimize your advertising campaign by average CR per product in the following sections: gender and age, region, device type, advertising campaign types. Exclude ineffective segments.
Test standard audiences in Google Ads: interested buyers, interests, special audiences. For correct statistics collection, it is important to transfer them to "Observation" without adjustments. Transfer audiences with high CR and low CPL to "Observation". The first reporting data - in 2-3 weeks.
In both Yandex and Google, CR is higher for mobile devices due to the high adaptability of sites for mobile versions and the general trend towards mobile first. Reduced competition in search, prevailing capacity and split advertising campaigns between device types allow you to get mobile traffic cheaper on both sites.
Features of CPA by industry
In the B2B segment, CPA is higher than in B2C, since the average LTV from a lead in B2B is higher than in B2C. High competition in search: the auction in B2B is often overheated. For advertisers, the B2B segment is economically profitable, so they are willing to spend more on advertising. B2B is the flagship direction for most banks, and the difference in maximum CPC values in relation to B2C can vary up to 10 times.
Search Advertising for Financial Products: CPA Features by Industry in B2B and B2C
How to reduce CPA - middle optimization:
Use automatic strategies. Set up a tCPA strategy in Google Ads or a CPA conversion model in Yandex.Direct. In our experience, CPL can be reduced by up to 50% compared to regular manual strategies.
Set up bidding at the keyword level. Once a week, optimize keywords or groups of keywords for the target CPA: reduce bids on expensive targetings, increase bids on effective and cheap ones, stop ineffective ones.
How to reduce CPA - high optimization:
Use automated strategies with CRM data import. Import CRM conversions and set up tCPA based on approved applications or deliveries.
Automate bidding based on specified rules. The K-50 service allows you to create events for automatic optimization according to specified rules.
Switch to data-driven attribution. Data-driven attribution allows you to optimize bids based on actual data and identify which targetings played a key role in the conversion path.