Lead generation using contextual advertising is one of the most popular methods of promotion not only in B2C, but also in B2B, which, of course, has its limitations and nuances.
Victor Desaga, a specialist in contextual advertising at the Traffic Completo unit , spoke about the main difficulties of contextual advertising for B2B niches, the specifics of working with semantics and ads, and ways to mitigate all difficulties.
Peculiarities of contextual promotion in B2B
Conventionally, all the restrictions that quality directors email lists manufacturers face when choosing this method of promotion can be divided into three fairly large categories, due to:
- business niche . These include:
- smaller (compared to B2C) target audience;
- lack of generated demand;
- differences between the motivation of a decision maker and a person who is directly involved in finding a contractor/product.
- advertising system . In our case, Yandex Direct:
- There are topics prohibited for advertising. For example, cigarettes, alcohol, gambling;
- In some areas, a license is required. For example, when providing medical services.
- features of business processes :
- limited geography of service provision or product sale;
- limited product matrix;
- sales through dealers. Let’s say sales are conducted on the manufacturer’s website, and then distributed among dealers push designers to become content curators depending on geographic location, or by tags embedded in B2B2C advertising;
- the impossibility of using third-party whatsapp data scripts, such as GTM for setting tracking goals, call tracking systems or end-to-end analytics, which generally greatly reduces the quality of contextual advertising. Moreover, in Yandex Direct, campaigns are increasingly being tailored to automatic strategies.
What are the restrictions and how exactly can they be circumvented?
The characteristics of the target audience, limited geography and product matrix, and the lack of formed demand can be mitigated by:
high-quality base . This life hack works best in an expensive niche. In our practice, such an advertising campaign worked in the IT services niche. Of course, the downside of this method is the burnout of the base, which happens quite quickly, but nevertheless, attracting leads with its help can recoup all costs.
retargeting , including mutual retargeting, between your own landings with different products. When you have several directions and groups of goods that you offer to similar segments of the target audience, you can arrange mutual retargeting: users who visited one page but did not submit an application, “switch” to other pages. Such mechanics, as our experience shows, increase the number of leads by 25% while reducing their cost by 30%.