The context in B2B continues to evolve. To be successful, it is important to consider specific assumptions based on analytics and target audience behavior. working hypotheses for increasing conversion .
Victor Desaga, contextual advertising specialist at Completo, shared hypotheses for increasing conversion that have night clubs and bars email list already proven their effectiveness and that should be tried.
Hypotheses worth testing
Website targeting
You’ve probably seen this block when setting up advertising campaigns.
We recommend focusing on special exhibitions, forums and conferences: such sites have subdomains for creating personal accounts, they are visited only by registered users and the site team.
In Yandex Direct, subdomains how much can you lose without online booking and delivery. will look like a separate site: Image taken from the author’s archive
Target ads to people who will visit these subdomains.
The advantages of this hypothesis are:
- Narrower targeting.
- The topics selected by Yandex Direct will become more relevant.
- Targeted work with a specific target audience.
Use subdomains:
- exhibitions, forums, conferences;
- B2B subdomains of competitors;
- competing sites.
Important: B2B subdomains should be launched as a separate group.
Optimize for a goal that is higher up the funnel
In B2B, we often use lead goal training to optimize a campaign. After all, not every business has enough leads for a campaign to learn well.
If you have few leads, try using goals that are turkey data higher up the funnel. That is, take the stage before sending an application. This could be a click on a button to fill out a form or a long time spent on the site.
To do this, collect information through Yandex Metrica: how site visitors behave and what goals they achieve. Analyze the data obtained and use it for additional strategy training.
Please note: such indicators are less relevant to the target audience, but there are more of them.
Addressing the target audience in the text or title
This works for almost all business topics that are searched for by both individuals and legal entities.
There will be many more individuals in any case. To cut off the non-target audience at the stage of viewing ads, write appeals like: “for entrepreneurs”, “for technologists”, “for directors”, “for business”. Be sure to insert them into the title – it is larger and more noticeable.
Then the average person is more likely not to click on the ad.
An example of targeted advertising that addresses the target audience in the text or headline: Image taken from the author’s archive
Important: in this case, CTR will drop.
This is not very good for calculating the cost per click, because the lower the click-through rate, the more expensive the click. But at the same time, a more targeted audience will get to the site, due to which the conversion will increase and the cost per application will decrease.
By increasing the number of targeted clicks and reducing non-targeted ones, the effectiveness of the advertising campaign will increase and leads will become cheaper.