May 9, 2021 We Serve Information in a Simple Way

Paid Traffic as a Tool in B2B Marketing

Paid traffic, be it contextual advertising, targeted advertising, or YAN (Yandex advertising network), is an integral part of promoting the company’s products in the B2B segment. The advertising campaigns (AC) themselves work according to different scenarios than in the B2C detail, since regardless of the sphere in which the organization operates, the very mechanics of decision-making and, as a result, the timing of the transaction is different.


In B2C, sales are often impulsive, influenced by various emotional factors. It is easier to interest a user in a product or service if discounts are provided. In B2B, sales are based on a well-tuned company strategy. The personal qualities of the participants in the transaction are of great importance. A group almost always makes decisions of people, so advertising campaigns in this segment should take into account their interests and close professional expectations from the product. Discounts are less significant because the cost of the solution is not the dominant factor. The quality of the product and the competence of the employees with whom you have to work are much more critical.

Nothing helps to increase sales in B2B more than competently setting up all elements of an advertising campaign. There should be an interaction between its components. There should be a synergy that comprehensively affects customers at all levels of the sales funnel. For this reason, the launch of paid traffic should be based on a strategic rationale, why the budget is spent in this direction, what goals must be achieved by investment in advertising.


Features of Paid Traffic

A key feature of paid traffic is the exclusivity of the leads it can generate. High traffic from organic SERPs is undoubtedly a necessary and useful thing, but even it is inferior to the possibilities of targeted advertising on LinkedIn.


Ads or newsletters on this social network can attract specific customers that the customer company planned to see as partners. There is a unique term, Person-based marketing, to denote such activity. This type of marketing involves individual work with decision-makers, which consists of the collection and analysis of their behavior on the Internet.


Another point is that for the successful closing of a deal, as mentioned earlier, an integrated approach and attention to individual components is essential.


Promotion Strategy Using Paid Traffic

Each ad campaign is unique, if only because the initial data is different at the moment when paid traffic comes into play. It can be a brand-new business or a company that has had negative advertising experience in the past. Certain amendments may also be made depending on the scope of the organization or the seasonality of the proposals.


Nevertheless, it is possible to single out specific steps in the global strategy that are inherent in most of the promotion scenarios in the B2B segment using YAN, targeted and contextual advertising.


  • setting goals for the correct tracking of analytics;
  • work with the client’s website: implementation of recommendations aimed at resource optimization and lead generation;
  • setting up search advertising in Yandex. Direct and Google Ads;
  • creation of dynamic search campaigns;
  • setting up remarketing campaigns;
  • additional customization of movements in the CCM and YAN taking into account new users;
  • restarting ads based on the selection of more converting ones.


How to Use Paid Traffic Correctly?

It is generally accepted that paid ads in B2B are necessarily expensive, and the cost of a lead is necessarily hundreds of dollars. In reality, a lot depends on the field of activity of the company, and it is wrong to determine any good indicators of the cost of a click or lead in isolation from the total income from a transaction.


In absolutely any advertising campaign, the cost of attracting customers should not be higher than the income they provide. Still, in B2B, even a margin of 10% of the transaction can be an indicator of the success of an ad. Accordingly, the wider the marginality of the transactions, the more successful the campaign.


This is not to say that paid B2B traffic is unambiguously more expensive than B2C traffic. Instead, it makes sense to talk about the more significant difference per click between highly competitive queries and the second position. There can be a critical difference between the most relevant question and its closest synonym. Therefore, in B2B, it is so essential to research the market before launching an advertising campaign to understand precisely how different users from the target audience are looking for a product, what tasks they plan to solve by purchasing it.


How it Looks in Practice

The first stage of such advertising campaigns always has a test shade and determines the most exciting keywords for further targeted work with them. The duration of the period is, on average, from two days to two weeks.


Attention to keywords is necessary not so much from the position of defining more marginal queries, but instead to cut off non-targeted traffic and work only with the audience segment that influences decision-making and promotes sales.


During the testing period, the cost of a lead may be higher, but the company receives valuable information about which direction it is going. Based on this data, new ads are compiled, and landing pages are adjusted, which consistently leads to a decrease in the cost of a lead to $ 70-75, which completely satisfied the client.

No other promotion tool could provide such explosive growth as paid traffic in this example.

Did you find this article helpful? Check out the rest of our website for more information.

Related Posts

How to Clear Gmail

Despite the fact that Google gives all of its users 15 GB of free space in the cloud, which is...

5 Annoying Situations You Can Avoid with a VPN

VPNs, virtual private networks, have long been used to provide online privacy. But what is it? The principle of operation...

How to Turn on iOS 14 App Library on Any Android

Exactly a week ago, Apple released iOS 14. The launch, however, as well as the beta-testing update, went surprisingly smoothly....

How to Get Back Old Google Search in Chrome Browser

Google search has gone through a lot of changes in recent years. The company has improved the search algorithms, increasing...

Finally! Qualcomm Shows How to Make Android Smartphones

Probably, everyone has such companies from which we would like to get a smartphone. It’s not clear where, but for...

Why I Would Rather Choose 5G Than a Long Smartphone Life

There are still those in the world who do not adequately relate to the arrival of fifth-generation networks, but, fortunately,...

How Google Corrupts Android to Make the OS More Secure

Android, unlike iOS, never gave me the impression of user protection first. The openness of the file system, the ability...

How to Stop YouTube From Pausing

Recently, YouTube has introduced a new feature that reminds of relaxation when watching videos. Now, during prolonged viewing, the message...

How To Find a Lost Phone

You can use native Google and Apple services to find your lost phone. Or use third-party applications. What To Do...

Types of Facebook Ads | TechPlusTips

Facebook is an effective advertising channel. Of course, in terms of popularity in the USA. But it is generally accepted...

What’s Wrong with Two-Factor Authentication (2FA) on Android

Everyone knows that Android security is frankly so-so. Not that I regularly experience infections, but I have to read about...

How do I Feel about Leaks of New Smartphones?

This week there was an event that once again made us think about what is generally happening in the world...

Stop Gmail From Tracking Your Activities

The emails and mailings from marketing companies that spam many users’ inbox are not just product advertisements. Such emails are...

SEO for Small Businesses: Know What it is and it’s Worth

The investment in SEO and digital marketing strategies has grown and received prominence from the major brands in the market,...

Where to Safely Store Passwords on Android

Just yesterday, I had a debate with an old friend of mine about online privacy. We discussed how to properly...

error: Content is protected !!
%d bloggers like this: