The goal of targeted advertising is to show the product to those who really need it. The more productive impressions, the lower the click price and, consequently, the cost of the lead. But how to achieve this? Maksim Nakhabo, director of the Aktion Marketing project, knows about ways to make online advertising more effective.
Features of the B2B sphere
If you look at targeting through optimistic optics, you can rejoice. There are fewer errors in creatives, ad texts are being written better and better. But if we show ads to the wrong people, the
CTR will be low and clicks will be very expensive
This happens primarily because marketers use library shop few criteria for segmentation. Gender, age, solvency, geography and interests – such rough segmentation is not suitable for the B2B market.
A toy seller will, of course, target ads to users with children. Conversion cannot be zero: a childless aunt will choose a gift for her nephew, and someone, fulfilling a childhood dream, will buy a toy for themselves. But you should aim where the chance to sell is higher.
But setting up targeted advertising in the B2B segment is very difficult. In terms of gender, age and solvency, an HR director is no different from a chief accountant or a financial director. But the products that can be offered to them are fundamentally different.
Interests are not an indicator either. If you offer services for sellers on marketplaces, you will probably mark “online trade” as an interest. But such an ad will also be shown to buyers. In the same way, equipment for clinics will be shown not only to managers, but also to medical students, practicing doctors,
Dypochondriacs who monitor their health
What to do? Let’s look at three strategy options for companies that don’t want to waste budgets on showing to an unlimited audience.
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1. Collect your own base
In any advertising account, you can set up ao lists ad display for a selected audience. But for this, you need a ready-made database.
You shouldn’t collect contacts of organizations from open sources.
