B2B and B2C are different in almost every way, and Google AdWords is no different. Let's see in what ways AdWords can be useful for B2C.

1. AdWords for
B2C

2. Official Google partner
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
We Are

3. What is B2C?
Awareness
B2C = business aimed at
individual consumers
• car rentals
• apparel stores
• fitness centers
• flower kiosks

4. B2С Goals
Awareness
Brand awareness
Emotional satisfaction
Engagement
Customer acquisition
Sales
Lead generation

5. B2С Buyers
Awareness
Value
Satisfaction
B2C buyers are driven by different motivations: they want to understand the product, recognize the
value, and achieve emotional satisfaction.
The buyer’s journey for B2C is shorter than in B2B.

6. In B2C sales cycle basically comes down
to one single action: product order.
The price of the same size and brand of a
consumer product may vary by 10%
depending on the store or location. B2B
products are less standardized.
B2С Buyers

7. AdWords Tips
for B2C

8. #1. Increase brand awareness
Education
Before you can create a favorable impression or motivate customers to buy, they have to become
aware of the brand and its meaning.
Making people aware that you exist helps drive traffic to your business and create a buzz on
the market.

9. #2. Increase online sales
Education
$$
You can display ads in Google search results and on relevant websites.
AdWords – Google advertising platform - helps avoiding those who do not have the
potential to become customers.

10. How to Evaluate
AdWords Potential
for B2C

11. Search volume – US / UK / AU
Search Term
Avg. monthly
searches
Generic Keywords
car rental 673,000
rent a car 301,000
rental cars 450,000
Mid-tail Keywords
cheap car rentals 165,000
rental car coupons 14,800
car rental companies 12,100
Car Rental

12. Search volume – US / UK / AU
Search Term
Avg. monthly
searches
Generic Keywords
flowers delivery 90,500
flowers online 49,500
online flowers 8,100
Mid-tail Keywords
same day flower delivery 18,100
international flower delivery 4,400
order flowers online 8,100
Flower Delivery

13. Key Points
• Generic keywords attract bigger amount of more
irrelevant traffic with lower conversion rate.
• Mid- and long-tail keywords attract smaller amount of
less relevant traffic with higher conversion rate.

14. How to Calculate
AdWords Budget

15. Review the average CPC
bid for keywords via the
Keyword Planner
Research traffic volume
and relevant keywords
with lower CPC
Calculate the cost
of one sale coming
from AdWords
Compare it with product
price and assess profit
margin
Step by step

16. Examples
 car rental
 flower delivery

17. Realistic scenario for conversion rate is 1% => only 1 of 100 visitors will turn into a sale.
To get 10 sales, you need 1,000 visitors.
Let’s say the average CPC (cost-per-click) in your industry is $2.00 => 1,000 visitors will
cost $2,000 => cost per sale will be $200.
If page conversion rate is 2% (an optimistic scenario), cost per sale will be $100.
Budget calculation: get the idea
01
02
03
04

18. Suggested Bids & Competition Level – US, UK, AU
Car Rental

19. Approximate Budget for Car Rental
• For example, a company’s average bill is $150.
• To become profitable, AdWords campaign cost should be lower
than cost per sale.
• The average CPC in car rental industry in the chosen region is
$2.00. AdWords campaign will be profitable if page conversion
rate is not less then 2%.

20. How to Evaluate
AdWords
Performance for
B2C

21. • Measure how often
an interaction
leads to a
conversion.
Conversion rate
• This metric shows
you how much
each of your
conversions cost.
Cost / conversion
• See how many
times your ads led
customers to an
action you've
defined as
valuable, such as
sales or leads.
Conversions
Key Performance Metrics

22. 17342Pages views
56789Pages Visit
45%Bounce Rate
00:03:32AVG Visit Duration
Total duration of all sessions (in
seconds) / number of sessions.
Average Session Duration
The average number of pages
viewed during a session on your
website.
Pages / Session
The percentage of visitors to a
particular website who navigate
away from the site after viewing
only one page.
Bouce Rate
Traffic Quality Metrics

23. Impressions help you understand how often
your ad is being seen.
Clickthrough rate measures how often
people click your ad after it's shown to them.
Quality score is an estimate of how relevant
your ads, keywords, and landing page are to a
person seeing your ad.
Average position shows your ad's position
relative to those of other advertisers.
Additional Metrics

24. Other Important
Aspects

25. Efficient Landing Page
No irrelevant information
Perfect grammar
Clear and concise
headlines
CTA button is placed
above the fold

26. Regular management
Track your results several
times a week to assess
the return on investment
(ROI) of advertising, and
to refine advertising plans.

27. 02
03
01
Landing pages should contain relevant
keywords in order to get better QS.
Track and measure results on a
regular basis.
Do not forget about optimizing a landing
page in accordance with the ads.
AdWords General Tips
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28. Contact us and get AdWords checklist for free!
guru@kraftblick.com
Want to set up AdWords campaigns on your own
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