What is contextual advertising in B2B: setup guide, cases
Posted: Tue Dec 17, 2024 4:08 am
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27 June 2022 11:57
What is contextual advertising in B2B: setup guide, cases
Ekaterina Samofaeva
Editor of the expert-content.ru project
Content
How B2C context differs from B2B advertising
Types of contextual advertising for B2B companies
How to set up B2B advertising in Yandex.Direct: search and YAN
How to Set Up B2B Advertising in Google Ads: Search and Display Network
Cases of successful campaigns in the B2B sector
How B2C context differs from B2B advertising
Contextual advertising in the B2B sector works according to the buy phone number list same mechanics as B2C. However, there are several fundamental differences:
High cost per click and lead.
B2B projects require much more money than many B2C projects: in narrow niches, competition is high, and the average check is in the millions. In some niches, even one successful sale can cover the annual cost of advertising campaigns. In such a situation, players are willing to pay more per click, the rates in B2B contextual advertising are high.
Frequency of requests.
There are many times fewer consumers on the B2B market, so the number of queries is also lower. For example, according to statistics from the Yandex.Wordstat service, the phrase "buy crushed stone wholesale" is requested only 547 times a month, and "buy women's sandals" - 51,005 times.
Yandex query statistics as of June 27, 2022
It's hard to find keywords
For B2B contextual advertising, it is more difficult to select keywords - the product is rarely searched for, and it is unclear by what keywords exactly. For example, someone might write "winter truck tires", and someone else "winter tires for a trailer".
Customer LTV is significantly higher.
A retail consumer can change Samsung to Xiaomi simply because he liked the new model better and it costs less. In the B2B segment, relationships are more like partnerships: companies rarely change suppliers or contractors unless there are significant problems in the relationship.
In order for an advertising campaign to be effective, it should be adjusted to the specifics of the market. This will be discussed below. If you want to know how B2B marketing differs from B2C in general, read the article " What is the B2B segment in simple terms with examples ."
Types of contextual advertising for B2B companies
Context is a way to find a hot audience with a formed commercial request for your service or product. There are two main types:
Search engine advertising
These are the ads that Google or Yandex displays in the block before the organic search results (the so-called “special placement”) and below them.
27 June 2022 11:57
What is contextual advertising in B2B: setup guide, cases
Ekaterina Samofaeva
Editor of the expert-content.ru project
Content
How B2C context differs from B2B advertising
Types of contextual advertising for B2B companies
How to set up B2B advertising in Yandex.Direct: search and YAN
How to Set Up B2B Advertising in Google Ads: Search and Display Network
Cases of successful campaigns in the B2B sector
How B2C context differs from B2B advertising
Contextual advertising in the B2B sector works according to the buy phone number list same mechanics as B2C. However, there are several fundamental differences:
High cost per click and lead.
B2B projects require much more money than many B2C projects: in narrow niches, competition is high, and the average check is in the millions. In some niches, even one successful sale can cover the annual cost of advertising campaigns. In such a situation, players are willing to pay more per click, the rates in B2B contextual advertising are high.
Frequency of requests.
There are many times fewer consumers on the B2B market, so the number of queries is also lower. For example, according to statistics from the Yandex.Wordstat service, the phrase "buy crushed stone wholesale" is requested only 547 times a month, and "buy women's sandals" - 51,005 times.
Yandex query statistics as of June 27, 2022
It's hard to find keywords
For B2B contextual advertising, it is more difficult to select keywords - the product is rarely searched for, and it is unclear by what keywords exactly. For example, someone might write "winter truck tires", and someone else "winter tires for a trailer".
Customer LTV is significantly higher.
A retail consumer can change Samsung to Xiaomi simply because he liked the new model better and it costs less. In the B2B segment, relationships are more like partnerships: companies rarely change suppliers or contractors unless there are significant problems in the relationship.
In order for an advertising campaign to be effective, it should be adjusted to the specifics of the market. This will be discussed below. If you want to know how B2B marketing differs from B2C in general, read the article " What is the B2B segment in simple terms with examples ."
Types of contextual advertising for B2B companies
Context is a way to find a hot audience with a formed commercial request for your service or product. There are two main types:
Search engine advertising
These are the ads that Google or Yandex displays in the block before the organic search results (the so-called “special placement”) and below them.