Views: 0 Author: Site Editor Publish Time: 2021-03-31 Origin: Site
An important attribute of Internet advertising isMeasurability of results.For most B2B companies who are new to Google, the two most frequently asked questions are:'google adsWhat is the effect?''I'll just wait to receive the email, right?'In fact, Google can bring you far more than just inquiry emails. There are also many indicators that will affect whether you have enough inquiries. Google effects are divided into direct effects and indirect effects based on the differences between the website side and the account side.The direct effects include inquiries, orders, etc. on the website side, and the indirect effects include indicators such as display share on the account side, interaction rate, conversion cost, etc.By understanding these indicators and continuously optimizing them, your inquiries will be doubled.Let’s talk about the direct effects first: 1. Inquiry email That is, after the visitor came to the website, he sent a consultation email related to the products sold.This point is one of the most important core effects and one of the advertising indicators that all B2B companies are most concerned about.Email is the most important tool we use when communicating with overseas customers. Business owners must pay attention to it and keep email online at all times. Since there is a time difference between most overseas countries and us, we recommend that you download mobile email software, such as NetEase Mail, or bind email to WeChat to receive and understand the inquiry content as soon as possible without missing any email. 2. Message form That is, website visitors leave product-related consultation messages on the website's message board, which is also an important criterion for defining the effect.With the development of website technology, many website messages have been automatically forwarded to mailboxes.Even so, it is recommended that business owners still check the message board at least every 2-3 days to ensure not to miss any potential customers.Does anyone know where to check the messages?With website technology, you need to log in to the website backend. Once you log in, you can see the message information. 3. Online instant chat tool That is, the chat tool embedded on the website can communicate at any time. Click on it to achieve real-time dialogue.It is generally recommended that the chat window be placed on both sides or in the middle of the website page. It should not cover a large area to avoid affecting the visual experience.After some visitors come to the website, in order to understand product information in a timely manner, they will use chat tools to communicate.The characteristics of this tool are short, flat and fast.The more easy-to-use and commonly used online chat tools include TQ, Talk.to, Whatsapp, Skype, etc. 4. Number of phone calls That is, website visitors contact the business directly through the phone number on the page.After communicating with thousands of B2B companies, we found that there are not many opportunities for overseas potential customers to call directly for communication.However, in order to reflect greater professionalism, it is still recommended to reflect the telephone information on the website.Warm reminder, you must open the Global Communication service. 5. Access the core indicators of the website The core indicators of website visits are:Average webpage loading time, PV, average page dwell time, website bounce rateSeveral items.Before Google ads start running, you need to add GA code to the website and observe the performance of these indicators through Google Analytics.Let’s explain it in detail: Average web page loading time: refers to the average time it takes for a web page to finish loading in a browser from the beginning of browsing (such as clicking a web link), measured in seconds. B2B corporate websites are recommended to keep it within 3 seconds.When the loading speed is >3 seconds, it is likely that potential customers will be missed due to long waiting times.For specific testing methods, we can use the Google PageSpeed Insights tool for detection. PV (Page Views): Refers to the total number of pages viewed by visitors on a website.The greater the number of web page views, the more users like the content of this website and it is attractive enough.For Google ads, we have set up access links for different products. Many users have clear needs and will directly browse to the products they need after coming to the website. Average time on page: refers to the average time a visitor spends browsing a certain page or group of pages or screens.As a B2B website, a website with good content can only be considered to have an average dwell time of more than 3-5 minutes.If the page stays for a long time, it means that the content of the web page is attractive enough and users are willing to stay for a while.When the stay time is <3 minutes, optimization should be carried out for specific page content, such as adding product highlights, product features, performance introduction, uses, etc., to increase page reading interest. Website bounce rate: refers to the percentage of visitors who only viewed one web page on the website without interacting with it, accounting for the total number of interactions.It is recommended that the B2B corporate website bounce rate be kept <80%. When >80%, it means that the existing page content is not enough to arouse the interest of potential customers, and page content needs to be optimized.Under normal circumstances, it is usually between 60% and 80%. 6. Orders and order amounts I think this must be the ultimate goal of all business owners in placing Google ads, so there is no need to explain it further. 1. Conversion costs Controlling conversion costs is an important data indicator in the Google account placement process.In general, the lower the conversion cost, the better the account data performance.Generally speaking, the conversion cost of the steel pipe industry should be controlled within 500 yuan, and that of the felt industry should be controlled within 300 yuan.Because B2B involves a wide range of industries, I will not elaborate here one by one. If you are interested, you can directly scan the QR code of Siluzan Academy and interact with the official account to obtain it. 2. Brand awareness promotion Let me share with you a funnel logic. The top level is to see attention, then interest, then desire, and finally cooperation and purchase, and then conversion to word-of-mouth, etc.This is the process of brand recognition.Brand is a long-lasting and stable mutual demand relationship established between an enterprise and its customers.The moment we start using Google for advertising, we have already begun to draw a heavy stroke on the people who use Google to search and use our products in the target market. This stroke is called brand power.YouTube is an important product that effectively enhances brand power.Through YouTube Trueview discovery ads and interstitial ads, company and product information can be displayed on the market in the form of videos to increase publicity. 3. Impression share That is, among the estimated advertising exposure opportunities that we are eligible to receive in Google advertising, we actually get the proportion of exposure.The main influencing factors are budget, ad ranking and ad rating.B2B display share usually needs to be >80%, which is considered to be more effective..When <80%, more advertising display opportunities will be missed and need to be improved.Specific data for this dimension can be viewed at the campaign, ad group, and keyword levels of your account. 4. Interaction rate It refers to the ratio of advertising Clicks (number of clicks)/Impressions (number of advertising exposures). It is the most basic data and can reflect the impact of the advertising creatives we write and the keywords we place on potential customers.Interaction rate in Google account usually recommends>1.8%, which is a relatively ideal effect.When <1.8%, it means that the advertisement is not attractive enough, and creative optimization should be carried out immediately, such as using keywords in the advertisement title and description, using capitalization appropriately in the title and description, highlighting the uniqueness of the advertisement, etc. 5. From inquiry to order – communication skills with potential customers As B2B business owners, we all know that there are cycles from inquiry to order.Depending on the product, the cycle may be as short as one week, as long as one year or even longer.Therefore, after receiving inquiries from Google ads, we should strategically follow up and eventually convert them into orders.Here are three follow-up methods that I usually use to communicate with B2B foreign trade people: ①Email skills: a. The theme needs to be unique and unique to attract customers’ attention immediately.Such as directly reflecting the certification certificate, price, etc. b. The main content highlights the company introduction, product performance and various certifications it has, and sets a gradient quotation and validity period, such as a quotation based on the destination port information, what is the FOB price, what is the CIF price; a quotation based on the order quantity, and what is the MOQ Price, what is the price of bulk cargo, what is the price of the entire container, etc.c. Contact information must be left at the signature place, including company name, phone number, fax, Skype, etc. ② Actively ask for opinions and comments on the quotation: When following up, deliberately emphasize the validity period of the quotation to put a little pressure on the customer; also attach a product detailed list. ③For customers with strong intention and strength, we can proactively offer free samples, special reminders and preferential promotions.
