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This can also be reflected in poorer conversion rates and a significantly longer delay until the actual purchase or lead. Graphical representation with dots symbolizing the number of Google searches B2B researchers conducted an average of 12 searches before they became active on a company’s website (Google Watchblog study) Channel break in the B2B customer journey B2B e-commerce has been growing steadily for years and experts expect that B2C behavior will continue to rub off on the B2B sector.
However, there are still enough companies where purchases are made by email, telephone Special Data or fax and not via an online shop. The research channel then does not correspond to the conversion channel: There is a channel break in the customer journey. This can also result in poorer conversion rates when B2B customers research online and then convert offline. Often significantly higher conversion value (=sales or defined conversion value) in the B2B sector The scope in which SEA campaigns are profitable for B2B companies is correspondingly significantly higher: If the value of the actual (offline) conversion is several thousand euros.
SEA can be worth 250 € - especially when a much larger market can be targeted with new regions. Overall, one can conclude that setting up and optimizing SEA campaigns with regard to the actual, often large conversion can often be significantly more complex than in the B2C sector, depending on the company. This is how you set up SEA campaigns for a B2B company The more complex a company is, the more important it is to conduct a structured analysis before starting the SEA campaigns.
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發表於 2024-3-6 16:56:37