Many companies in a B2B area already use Google AdWords and see the impressive results. But B2B and B2C areas are completely different and approaches to using AdWords are different as well. Let's see what it means!

1. AdWords for
B2B
PRESENTATION

2. 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

3. B2B Business Cycle
Awareness
Lead
Generation
Retention &
Growth
Revenue
Lead
Nurturing
Sales
Process

4. • 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

5. Typical Mistakes
of B2Bs
in AdWords

6. 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 Competitors
Source - Semrush

7. ! 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.).

8. 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.

9. 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

10. 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

11.  Single call-to-action on
the first screen
 No distracting
information
 The same idea as
AdWords ads suggest
Efficient Landing Pages have:

12. 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

13. 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

14. 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

15. 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

16. Assessment of
AdWords Potential

17. User Queries Volume - US
Let’s take software development and
engineering.

18. Search Term
Avg. 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

19. Search Term
Avg. 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

20. 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.

21. 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.

22. 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

23. How To Track
AdWords Results

24. 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.

25. 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

26. 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

27. Contact us and get AdWords checklist for free!
guru@kraftblick.com
Want to set up AdWords campaigns on your own or
have a partner agency doing it for you?
www.kraftblick.com