In B2B, where the number of products is relatively small, it may seem difficult to take advantage of the benefits of Criteo advertising, but the wide range of placements and machine learning make it very attractive even for B2B products.
So, this time we will introduce some key points to increase the effectiveness of Criteo advertising for BtoB products .
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table of contents
Point 1 for increasing effectiveness in B2B: Targeting
Machine learning takes time to work
Assign parameters to check the quality of your leads
Prepare a separate campaign for mobile
Point 2 for increasing effectiveness in B2B: Audience
Start CCA 2-3 weeks after retargeting distribution
Use Customer Match
Point 3 for increasing effectiveness in B2B: Creativity
Improve CTR by using coupons
Point 4 for increasing effectiveness in B2B: Bidding adjustment
If the range of product unit prices is large, use "category bidding" with CPC
Test by dividing ad sets by recency
Point 5 for increasing effectiveness in B2B: Lead measurement
Count conversions by unique users
summary
Point 1 for increasing effectiveness in B2B: Targeting
First, I will tell you some targeting points to keep in mind when using Criteo ads for B2B products.
Machine learning takes time to work
With Criteo advertising, B2B products tend to have job seekers contact phone numbers list fewer conversions than B2C products and take longer to learn , but CPA (cost per acquisition) can remain high even after a certain number of conversions has been achieved and a week has passed.
In fact, one B2B client was able to receive around 17 to 18 conversions per week, but the CPA did not decrease easily, and it was only after about two weeks that it finally began to decrease and fell to less than half of its original value.
This shows that even if machine learning behavior is not good initially, it may be better to set a slightly longer evaluation period and wait and see rather than immediately stopping ad delivery .
If the CPA still does not improve, there may be some reason that is hindering the targeting accuracy. You may also try creating another campaign with the same settings and switching it to reset the learning.
Assign parameters to check the quality of your leads
Even if the CPA is low, it is meaningless if the appointment acquisition and sales conversion rate are low. Especially for B2B products, it is necessary to regularly review the effectiveness while taking into account the lead time .
The minimum granularity that can be assigned to parameters on the management screen is the ad set, so in order to analyze which lead has which yield, you need to assign parameters directly to the end of the final URL listed in the feed . For more information, please see the official help page .
Reference: About ad tracking (official help page)
Prepare a separate campaign for mobile
In the case of B2B, users often conduct research using a PC at work or elsewhere, and there are relatively few cases where they actively want to look at products in their private time, so mobile generally tends to have a higher CPA .
However, depending on the product, you can expect to get conversions on mobile devices. If you already have a high reach rate or are considering a new approach, it may be worth giving it a try.
One thing to note is that for mobile, you should create a separate campaign and set the device to "mobile only." Criteo Ads does not allow you to adjust bids by device , so if you add mobile to the same campaign and the results are poor, you will have no choice but to stop the whole campaign.
Point 2 for increasing effectiveness in B2B: Audience
Start CCA 2-3 weeks after retargeting distribution
CCA (Criteo Customer Acquisition) is a menu that maximizes new customer acquisition based on users' purchase and browsing history and interests from the vast amount of data held by Criteo.
Since it is delivered to users who have not visited the site before, it may seem like the CPA is high, but by delivering it in parallel with retargeting, it is sometimes possible to acquire leads at the same CPA as retargeting or even a lower CPA.
Most of our clients who use Criteo also implement CCA, and we have heard from Criteo staff that many companies are also introducing CCA in the B2B space.
CCA audiences are extracted from the past three months of data from retargeting lists, so depending on the number of conversions, it is best to start CCA 2-3 weeks after the retargeting delivery.
Reference: New Look achieved a four-fold increase in orders after implementing Criteo Customer Acquisition (Criteo official website)
Use Customer Match
This can also be done through other media such as Google Ads and Facebook Ads, but by uploading customer email address information to Criteo and creating lookalike audiences , you can reach better quality users.
However, depending on the company's security rules, uploading to an external location may be difficult. Internal confirmation is required, so it can be said that the hurdle is a little high.
Reference: "Criteo Similar Audiences" successfully increased sales by 30% and reduced CPC by 50% (Criteo official website)
Point 3 for increasing effectiveness in B2B: Creativity
Improve CTR by using coupons
The coupon function allows you to add any appeal to a still image slide and display it in a rotating pattern, which increases visibility and is expected to improve CTR (click-through rate) .
This function is mainly used for B2C sales, but the coupon function can also be used in B2B cases by appealing to customers with messages such as "Free trial for x number of days" or "Are you concerned about x?"
There is no need to contact a Criteo representative, and it can be set up on the admin screen, so the barrier to implementation is low and it's an easy measure to try.
Reference: How to upload and manage coupons on Criteo (official help page)
Point 4 for increasing effectiveness in B2B: Bidding adjustment
If the range of product unit prices is large, use "category bidding" with CPC
Especially in the case of B2B, the unit price of a product can be high and range widely, from tens of thousands to hundreds of thousands of yen. Therefore, if you operate with a target CPA (cost per acquisition), you may end up only delivering products with low unit prices, and the delivery of high-profit products may be reduced.
In addition, when target ROAS (return on sale) operations are based on sales, high-priced items will be delivered if there is a conversion, but if the conversion does not lead to an appointment or a business negotiation, while delivery will be strengthened, it will not lead to sales, so ROI tends to deteriorate.
Although it will be a little more complicated to operate, it is better to set a category for each product and perform manual bidding (CPC) for each category.
