adwords for b2c businesses
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AdWords for B2C
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
What is B2C?
AwarenessB2C = business aimed atindividual consumers
• car rentals• apparel stores• fitness centers• flower kiosks
B2С Goals
Awareness
Brand awareness
Emotional satisfaction
Engagement
Customer acquisition
Sales
Lead generation
B2С Buyers
AwarenessValue
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.
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
AdWords Tips for B2C
#1. Increase brand awareness
Good Ideas 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.
#2. Increase online sales
Good Ideas 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.
How to Evaluate AdWords
Potential for B2C
Search volume – US / UK / AU
Search Term Avg. monthly searches
Generic Keywordscar rental 673,000rent a car 301,000rental cars 450,000
Mid-tail Keywordscheap car rentals 165,000rental car coupons 14,800car rental companies 12,100
Car Rental
Search volume – US / UK / AU
Search Term Avg. monthly searches
Generic Keywordsflowers delivery 90,500flowers online 49,500online flowers 8,100
Mid-tail Keywordssame day flower delivery 18,100international flower delivery 4,400order flowers online 8,100
Flower Delivery
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.
How to Calculate AdWords Budget
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
Examples car rental flower delivery
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
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Suggested Bids & Competition Level – US, UK, AU
Car Rental
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%.
How to Evaluate AdWords
Performance for B2C
• 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
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
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
Other Important Aspects
Efficient Landing Page
No irrelevant informationPerfect grammar
Clear and concise headlines
CTA button is placed above the fold
Regular management
Track your results several times a week to assess the return on investment (ROI) of advertising, and to refine advertising plans.
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01Landing 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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