Basic knowledge you need to know when running ads for your B2B business
Posted: Wed Dec 04, 2024 6:29 am
This article is aimed at those involved in advertising management at B2B companies and systematically summarizes the thinking necessary to "break through a baseline of 70 to 80 points in advertising management aimed at lead acquisition."
The target audience is B2B businesses that operate advertising accounts with a monthly advertising budget of approximately 3 to 5 million yen or less, depending on the market size of the service.
Although this is only a guideline, if your budget exceeds 5 million yen, the contents of this article alone will likely not be enough to aim for a score of 70 to 80. Therefore, we recommend that you first check whether there are any aspects of the contents of this article that have not been reflected in your company's advertising account, and then proceed to read other related articles.
The specific topics covered in this article include: 1) how to select advertising media, 2) best practices common to all media, and 3) account design for search ads and meta ads , and reflect the knowledge gained from Ollie's experience in supporting the advertising operations of many B2B companies.
In addition, there are best practices for advertising management that are common to both BtoB and BtoC.
Therefore, if you are not yet confident that you have fully mastered best practices for advertising operations in general, we recommend that you first understand the following article, which systematically summarizes the basics, and then use this article to learn know-how specific to B2B businesses.
First, in this chapter, we will explain how to choose advertising media. In order to increase the cost-effectiveness of advertising, it is important to select advertising media according to the characteristics of the market in which you are competing.
1. Search Ads
As a general rule, if your product or service is in a market where it can be competed with search advertising, the basic rule is to allocate your budget to search advertising first.
The reason for allocating budgets preferentially job seekers phone number list to search advertising is that it is an advertising method that has a large impact on lead generation, as it allows ads to be delivered to potential users who are likely to be interested in your company's products and services based on search keywords (for example, users who search for keywords such as "how to choose an advertising agency" are likely to be users looking for an advertising agency).
One of the points to consider when determining whether a market is one in which you can compete through search advertising is whether there is a high volume of searches for the category to which your company's product or service belongs .
The search volume of keywords can be investigated using the free tool "Keyword Planner" provided by Google . (You will need to create a Google Ads account beforehand to use this tool.)
If Keyword Planner is not available, you can use these general trends to estimate whether your category has high or low search volume:
<General trends in search volume for categories>
(1) Search volume tends to be low
In the first place, when a service or product has a limited target audience, the search volume tends to be small in proportion to the target volume.
In addition, even if the target volume is large, products and services that use cutting-edge technology such as AI but do not have an established market, or products that deal with issues that are assumed to be solved by people themselves and not by introducing a service or product, such as management consulting, tend to have low search volume.
If there are few opportunities to search for keywords related to your product (low search volume for potential keywords), it will be difficult to get an opportunity to display your ad even if you run search ads, so you will basically have to compete using display and SNS ads, etc.
2) Items that tend to have high search volume
Conversely, unless the search volume falls into one of the low cases mentioned above, the larger the target of the service or product, the larger the search volume tends to be.
b2b.allis-co.com
A systematic learning guide for the basics of programmatic advertising
This article summarizes the basic knowledge that you should generally have, regardless of industry, when starting advertising management. If you are not confident in your ability to achieve stable results with advertising management, please start with this...
Also, please understand that while the broad framework of "BtoB industry x advertising operations aimed at acquiring leads" is the same, the "optimal solution for advertising operations" needs to be derived through customization, taking into account various variables in the business and external environment, such as the market to which the product or service belongs, the advertising budget available for investment, and the characteristics of the product.
Therefore, please note that the know-how presented in this article is a summary of the "general solutions" that you should first learn in order to carry out stable advertising operations.
The target audience is B2B businesses that operate advertising accounts with a monthly advertising budget of approximately 3 to 5 million yen or less, depending on the market size of the service.
Although this is only a guideline, if your budget exceeds 5 million yen, the contents of this article alone will likely not be enough to aim for a score of 70 to 80. Therefore, we recommend that you first check whether there are any aspects of the contents of this article that have not been reflected in your company's advertising account, and then proceed to read other related articles.
The specific topics covered in this article include: 1) how to select advertising media, 2) best practices common to all media, and 3) account design for search ads and meta ads , and reflect the knowledge gained from Ollie's experience in supporting the advertising operations of many B2B companies.
In addition, there are best practices for advertising management that are common to both BtoB and BtoC.
Therefore, if you are not yet confident that you have fully mastered best practices for advertising operations in general, we recommend that you first understand the following article, which systematically summarizes the basics, and then use this article to learn know-how specific to B2B businesses.
First, in this chapter, we will explain how to choose advertising media. In order to increase the cost-effectiveness of advertising, it is important to select advertising media according to the characteristics of the market in which you are competing.
1. Search Ads
As a general rule, if your product or service is in a market where it can be competed with search advertising, the basic rule is to allocate your budget to search advertising first.
The reason for allocating budgets preferentially job seekers phone number list to search advertising is that it is an advertising method that has a large impact on lead generation, as it allows ads to be delivered to potential users who are likely to be interested in your company's products and services based on search keywords (for example, users who search for keywords such as "how to choose an advertising agency" are likely to be users looking for an advertising agency).
One of the points to consider when determining whether a market is one in which you can compete through search advertising is whether there is a high volume of searches for the category to which your company's product or service belongs .
The search volume of keywords can be investigated using the free tool "Keyword Planner" provided by Google . (You will need to create a Google Ads account beforehand to use this tool.)
If Keyword Planner is not available, you can use these general trends to estimate whether your category has high or low search volume:
<General trends in search volume for categories>
(1) Search volume tends to be low
In the first place, when a service or product has a limited target audience, the search volume tends to be small in proportion to the target volume.
In addition, even if the target volume is large, products and services that use cutting-edge technology such as AI but do not have an established market, or products that deal with issues that are assumed to be solved by people themselves and not by introducing a service or product, such as management consulting, tend to have low search volume.
If there are few opportunities to search for keywords related to your product (low search volume for potential keywords), it will be difficult to get an opportunity to display your ad even if you run search ads, so you will basically have to compete using display and SNS ads, etc.
2) Items that tend to have high search volume
Conversely, unless the search volume falls into one of the low cases mentioned above, the larger the target of the service or product, the larger the search volume tends to be.
b2b.allis-co.com
A systematic learning guide for the basics of programmatic advertising
This article summarizes the basic knowledge that you should generally have, regardless of industry, when starting advertising management. If you are not confident in your ability to achieve stable results with advertising management, please start with this...
Also, please understand that while the broad framework of "BtoB industry x advertising operations aimed at acquiring leads" is the same, the "optimal solution for advertising operations" needs to be derived through customization, taking into account various variables in the business and external environment, such as the market to which the product or service belongs, the advertising budget available for investment, and the characteristics of the product.
Therefore, please note that the know-how presented in this article is a summary of the "general solutions" that you should first learn in order to carry out stable advertising operations.