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B2B – Low Volume, High Deal Size Impression Share
We’re a B2B company focusing on some lower search volume campaigns, but deal sizes worth over six figures.
Advertisers in our space have high budgets as many are public companies or are doing $100 million+ in annual revenue. Our budgets are not close to theirs.
In a low volume space like this, would you prioritize top of page impression share at all? Click through rates are a bit low right now, but advertisers at the top have the money + large brand recognition.
Trying to see if I should try to be a bit more competitive on my CPCs with a theory that that click might convert better and the payoff is well worth it or just be more patient and stick with lower impression shares.
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1 Reply
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Have a couple clients in the space; generally with 6+ figure deal sizes people are getting multiple bids. So it’s less important to be absolute top of page, and more important to simply get the click volume from relevant searches.
i.e. if you know “Widget alternative” is a really good keyword for you but only gets a couple searches per day, I’d focus on doing whatever you can to drive the most volume there as opposed to just worrying about top of page rate. Max clicks actually works very well for this type of thing – particularly when you have a long lead time and/or aren’t bringing conversion values back into the account so Google has no way to identify marketing qualified leads.
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Focus on your best converting keywords and max impression share. If you don’t win ad auctions, then you can not win the click and get the deal. Low volume is going to get you nowhere.
If your CTR is low, then work on your ad copy and connect it to what the search intent is about. Make sure those line up with what is on your landing page. In the end this is an ad auction, you can win against bigger budgets but need to build out the campaigns to do it.
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For the low volume B2B stuff, it can be tough on search with the high CPCs. I’ve found a workaround I’ve been using for a bit that works pretty well.
I use a YouTube scraping tool (Scrapebox) that allows me to enter keyword or phrases related to what these b2b users are searching. From there, it will quickly curate a list of thousands of very highly relevant YouTube urls.
Once I have the list, I put them into ad groups lumped together, based on their keywords. From there, I’m able to get really qualified views at ridiculously low CPVs, even in the US. And I can also make the video ad super relevant to the videos they are watching.
For the next step, I create a secondary YT campaign with the goal of Drive Action which retargets to the audience that viewed the entire video of the first campaign. Takes a bit of ad testing, but once you crack the code, watch those leads flood in!
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