The volume of traffic from general search campaigns updated 2024 mobile phone number data in relation to branded ones in the B2C segment is 60/40. Our experience shows that the difference in CTR between branded and general advertising campaigns can reach 600%.
Search Advertising for Financial Products: CTR Peculiarities by Industry in B2B and B2C
How to increase CTR:
Indicate only those USPs that are important when choosing your product - for example, "cashback" or "online registration" for debit cards.
Analyze your competitors' USP.
When filling out extensions, follow the recommendations of search engines.
Launch media campaigns to increase brand or product awareness with brandformance KPI. In our experience, CTR in branded advertising campaigns during media flights increases up to 2.5 times.
Features of the SRS by industry
The CPC in the B2B segment is higher than in B2C. B2B products are expensive, the decision-making process for purchasing is complex and multi-stage, and takes a lot of time. The query capacity of B2B products is small relative to B2C, the competition for the search auction is high, and the CPC can reach 320 rubles. But advertisers can afford quite expensive clicks, since the average check for products and LTV in B2B are higher.
Search Advertising for Financial Products: CPC Peculiarities by Industry in B2B and B2C
Search engines and devices
In Google Ads, the CPC is lower for mobile, since the system is adaptive, and the competition at the auction is slightly heated. Many advertisers refuse to place mobile ads, since they do not have adaptive pages. We recommend reducing the display of ads on mobile devices using adjustments in the absence of an adaptive version of the site.
In Yandex.Direct, the auction is not as segmented by device types as in Google Ads, so the average CPC is approximately the same.
In terms of consumer behavior, search on mobile devices is impulsive and decisive. In campaigns working in specified KPIs, be sure to set rates for entering the first positions of special placement, since the mobile search is limited in the number of offers. From the desktop, users search for information more thoroughly, studying the maximum number of offers, which allows not to lose efficiency even when placing in a guarantee.
How to reduce CPC:
Use low-frequency semantics in your advertising campaign.
Clean up your search queries to show ads only for product-relevant queries. We recommend updating your negative keywords at least once every two weeks.
Use analytics systems and optimize bids on expensive keywords that do not meet KPIs. You will be able to monitor keywords with strong competition and too high a bid to enter special placement and react to changes based on the auction situation and the effectiveness of the keyword.
Optimize your advertising campaign based on quality indicators in Yandex.Direct and Google Ads (opticore) to increase the predicted CTR, which will affect the final CPC.
Make bid adjustments by city, gender and age, audience, devices.
Run RLSA campaigns - this helps reduce your CPC by 15-20%.
Create a separate landing page for mobile devices to improve the quality indicators of advertising accounts. According to E-Promo, these actions lead to a decrease in CPC by approximately 5%.
Use three types of semantic matches: broad, exact, and phrase. The average CPC in the industry can decrease by 10-15%.