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B2B Case Study: Increasing Conversions and Reducing Costs

Introduction to the B2B Case

• The speaker introduces a case study focused on B2B, highlighting significant improvements in conversion rates and cost reductions.

• The business involves working with various models of drive belts, indicating a complex advertising landscape with numerous campaigns and keywords.

Achievements in the Project

• Notable results include an 89% increase in conversions and a 60% decrease in conversion costs.

• The project was not initiated from scratch; it had prior history with other contractors, leading to specific client expectations for improved performance.

Importance of Auditing Existing Campaigns

• The first step upon taking over a project is conducting an audit of existing advertising campaigns to understand previous efforts.

• Key components of the audit include reviewing the ad account, analyzing reports from previous contractors, gathering analytics data, and creating forecasts based on findings.

Analyzing Previous Efforts

• A standard commercial proposal is insufficient without understanding past mistakes; this can lead to repeating errors made by previous contractors.

• Essential data includes sources of leads, their costs across different channels, and overall campaign performance metrics.

Developing an Action Plan

• After auditing, a work plan is created based on what exists versus what needs improvement. This may involve enhancing existing campaigns rather than starting anew.

• Website usability audits are crucial; tools like Yandex Metrica can provide insights into user behavior that inform necessary changes.

Regional Advertising Strategies

• Advertising strategies are tailored for specific regions (Russia and Belarus), utilizing Google Ads for Belarus and Yandex for Russia.

Identifying Problems in Campaign Semantics

• One major issue identified was poor keyword semantics within ad campaigns that mixed B2B and B2C terms improperly.

• Misalignment between target audiences led to irrelevant leads cluttering sales processes—specifically physical individuals instead of businesses.

Addressing Outdated Tools

• Another challenge faced was outdated tools used in Yandex Direct from previous years that no longer performed effectively.

Key Insights on Advertising Strategies and Optimization

Standardization of Performance Companies

• The transition to a unified performance company model by Yandex in May 2024 necessitates the removal of outdated methods from client accounts, as these can hinder optimization efforts.

Issues with Bid Adjustments

• Incorrect bid adjustments often arise from intuition rather than analytics, leading to bids that may fall below auction levels. This results in poor visibility for clients in search results.

Strategy Misalignment

• A strategy focused on maximizing conversions is ineffective when there are no conversions occurring. Continuous ad display during non-business hours (e.g., B2B sectors) is generally unnecessary and should be evaluated based on audience engagement statistics.

Retargeting Practices

• Retargeting previous buyers can be less effective than engaging potential customers who have not yet made a purchase. It's crucial to track results effectively to gauge interest accurately.

Common Mistakes Identified

• Key mistakes include using identical headlines across diverse product groups without A/B testing, which limits understanding of what resonates with the audience.

Steps for Improvement in Advertising Campaigns

Semantic Preparation

• Effective segmentation of semantics is essential, especially when dealing with both B2B and B2C markets. Updating semantic structures alongside campaign adjustments can enhance targeting accuracy.

Data Collection Techniques

• Utilizing tools like Kколлектор allows for efficient gathering of around 2,000 relevant queries necessary for campaign optimization, facilitating better organization and focus on transactional requests.

Detailed Query Cleaning Process

• Implementing thorough cleaning processes involves categorizing queries into specific groups (e.g., "buy toothed belt" vs. "toothed drive belt") to ensure clarity and relevance in advertising strategies.

Collaborative Efforts with Clients

• Engaging clients directly in the cleaning process fosters better outcomes; their expertise on products aids significantly in refining keyword lists and eliminating irrelevant terms.

Comprehensive Analytics Overhaul

Advertising Strategies and Results

Importance of Targeted Advertising

• The speaker discusses the limitations of using a global list for advertising, emphasizing that it may not suit specific groups or companies. This leads to ineffective targeting in platforms like Google and Yandex.

Daily Query Cleaning

• It is recommended to clean query lists daily, especially during the first two weeks of working with complex themes. This practice helps eliminate non-targeted queries and improve audience engagement.

Performance Metrics After Optimization

• After three weeks of optimization, the campaign achieved a conversion rate (CR) of approximately 12% and a click-through rate (CTR) around 16.5%. These metrics indicate significant improvement compared to previous performance.

Cost Efficiency Through Strategic Keyword Selection

• The speaker notes that despite maintaining a similar budget, there was an increase in conversions and traffic due to better keyword selection and management of bids across campaigns.

Audience Engagement Techniques

• The discussion includes strategies for remarketing aimed at users who previously engaged with the site but did not complete desired actions. This involves creating targeted offers based on user behavior.

Growth in Conversion Rates Across Different Segments

• Transitioning from B2B to retail led to further growth in conversion rates after refining keywords and adjusting marketing strategies tailored specifically for each segment.

Summary of Results Achieved

• The results showed a decrease in cost per conversion from 4 to 2.1 while increasing both traffic volume and conversion numbers, demonstrating effective campaign management techniques.

Call to Action for Potential Clients