Detailed Summary of "Case Study: B2B & B2C" (Episode 438) from The Paid Search Podcast
Hosted by Chris Schaeffer, Certified Google Ads Specialist
1. Introduction to the Case Study
In Episode 438 of The Paid Search Podcast, Chris Schaeffer delves into a comprehensive case study comparing Business-to-Business (B2B) and Business-to-Consumer (B2C) Google Ads campaigns. This episode was inspired by a listener's request from the UK, aiming to provide actionable insights for optimizing Google Ads strategies tailored to different business models.
2. Defining B2B and B2C
Chris begins by clarifying the fundamental differences between B2B and B2C:
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B2B (Business-to-Business): Involves selling products or services from one business to another. Examples include companies selling office furniture to corporations or providing specialized HVAC services to businesses.
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B2C (Business-to-Consumer): Focuses on selling products or services directly to individual consumers. Examples include retailers selling sunglasses or local pizzerias targeting individual customers.
Notable Quote:
"B2B very often defines its audience in a very specific way. Whereas B2C is just we have this product and anybody that wants it, we want them to find us."
— Chris Schaeffer [05:45]
3. Setting Up Campaigns: Number of Campaigns
A significant distinction lies in the number of campaigns each model typically requires:
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B2B: Due to lower search volumes, B2B campaigns often necessitate fewer, more targeted campaigns. Chris suggests that a B2B campaign might consist of one or two campaigns focusing on specific business needs.
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B2C: Given the higher search volumes, B2C campaigns require a larger number of campaigns to manage the vast array of consumer searches effectively. This can range from three to five or more campaigns to handle the diversity in consumer intent and behavior.
Notable Quote:
"I'm going to have more campaigns in the consumer focused account because there's a lot of volume. I need to be able to make decisions."
— Chris Schaeffer [09:30]
4. Bidding Strategies: Differences Between B2B and B2C
Bidding strategies differ markedly between B2B and B2C due to variations in traffic volume and conversion behavior:
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B2C Bidding: Chris adopts a more cautious approach, starting with manual Cost-Per-Click (CPC) bidding and potentially transitioning to automated strategies like Max Clicks or Target CPA as data accumulates. The high volume allows for quicker optimization.
Quote:
"I want to sample the traffic, try all the different traffic that's coming in, and try and get an equal amount of all these different levels to see what's going to work best for me."
— Chris Schaeffer [12:15] -
B2B Bidding: In contrast, Chris employs a more aggressive manual bidding strategy, aiming for top ad positions to capture the limited but highly targeted traffic. Automated bidding is less favored due to lower conversion volumes, which can hinder algorithm effectiveness.
Quote:
"I'm going to bid more aggressively, and I'm always going to be manual."
— Chris Schaeffer [15:40]
5. Keyword Selection: Precision in B2B vs Flexibility in B2C
The approach to keyword selection is tailored to the business model:
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B2B Keywords: Focused and specific, often utilizing phrase and exact match types with long-tail keywords (three to five words) that incorporate industry-specific terminology. This precision ensures that ads reach the intended business audience without attracting irrelevant consumer traffic.
Quote:
"I'm not going to choose broad, wide scope kind of stuff. I'm going to be very specific because... you're treading that thin line between consumer and business."
— Chris Schaeffer [22:10] -
B2C Keywords: More flexible in match types, allowing for broader reach. While Chris typically prefers phrase match, he may also use broad or exact matches depending on the campaign needs. The focus is on capturing a wide audience interested in the product.
Quote:
"Anyone who's interested in these glasses, anyone who's interested in this desk would be interested. As long as they're looking for a desk or sunglasses."
— Chris Schaeffer [24:05]
6. Budget Considerations for B2B and B2C
Budget allocation strategies differ to accommodate the dynamics of each model:
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B2B Budgeting: Chris recommends a moderate budget, balancing the higher cost-per-click (CPC) typical in B2B sectors without exposing the campaign to excessive risk. Overcommitting can lead to unsustainable expenditures given the higher CPCs.
Quote:
"B2B traffic is expensive. It's hard to find and it's much more difficult than B2C."
— Chris Schaeffer [27:50] -
B2C Budgeting: Offers more flexibility, where both small and large budgets can be effective due to the abundance of consumer searches. This allows for experimentation across various budget levels to find optimal performance.
Quote:
"For B2C, anything goes. Small, large. Something small could totally work because you have the entirety of the search funnel."
— Chris Schaeffer [29:30]
7. Geographic Targeting: Large vs Specific Areas
Geographic targeting strategies are adapted to the target audience's nature:
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B2B Geographic Targeting: Emphasizes larger geographic areas such as entire metroplexes or regions to ensure sufficient impression volume. Narrow targeting (e.g., specific zip codes) can severely limit data collection and increase CPCs.
Quote:
"For B2B, large is better. Whatever you think is appropriate for your moderate budget, go with a larger area."
— Chris Schaeffer [32:10] -
B2C Geographic Targeting: Allows for more granular targeting, such as specific zip codes or neighborhoods, especially for localized businesses like local dentists or pizzerias. This precision helps in efficiently reaching the intended consumer base.
Quote:
"For B2C, anything goes. I might run a very specific zip code specific target campaign."
— Chris Schaeffer [33:45]
8. Negative Keywords: Importance in B2B
Implementing negative keywords is crucial, particularly for B2B campaigns, to filter out irrelevant consumer traffic:
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B2B Negative Keywords: Chris adopts an aggressive stance, utilizing numerous one-word negative keywords to exclude consumer-level search intent. This ensures that the campaign remains focused on qualified business searches, reducing wasted spend on irrelevant clicks.
Quote:
"Negative keywords are very important because they keep you from moving to the left and right too much."
— Chris Schaeffer [36:20] -
B2C Negative Keywords: While still important, the need is less pronounced as consumer campaigns inherently target a broader audience without the stringent need to exclude business-specific searches.
Quote:
"There isn't a whole lot of red zones, danger zones for B2C."
— Chris Schaeffer [37:05]
9. Ad Copy: Technical vs Emotional Language
The tone and content of ad copy vary to resonate with the target audience effectively:
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B2B Ad Copy: Emphasizes technical details, specificity, and concrete information. Including prices and strong calls to action is common, aiming to appeal to business decision-makers seeking factual information to make informed purchases.
Quote:
"I use numbers, I use prices, I'll use strong call to actions, I'll use highly technical terminology in my ad copy."
— Chris Schaeffer [39:50] -
B2C Ad Copy: Leans towards a more emotional and friendly tone, creating a connection with individual consumers. The language is lighter and more casual to attract a broad audience seeking personal satisfaction from their purchases.
Quote:
"In consumer, I might use lighter, more emotional, more friendly, casual language."
— Chris Schaeffer [40:35]
Conclusion
Chris Schaeffer's case study in Episode 438 provides invaluable insights into tailoring Google Ads strategies for B2B and B2C models. By understanding the distinct characteristics and requirements of each, advertisers can optimize their campaigns for better performance, efficient budget use, and higher conversion rates.
For listeners seeking personalized advice or further assistance, Chris directs them to his website chrissafer.com or to contact him via email at paidsearchpodcast@mail.com.