Views: 0 Author: Site Editor Publish Time: 2021-12-05 Origin: Site
The development of globalization has made the economic and trade connections between countries around the world closer and closer. Digital marketing has become an indispensable marketing method for foreign trade companies. Among various digital marketing methods, search engine marketing has always been the best.In recent years, as China-Russia relations have become increasingly friendly, many foreign trade companies have begun to explore business opportunities in the Russian market. As the largest search engine in Russia, Yandex is not only a platform for netizens to browse and focus on advertising, but also aggregates the most popular websites nowadays. payment method, so it is very popular. Different industries pursue different advertising effects. As B2B companies, most of the products they produce are not suitable for retail and small-scale orders. It is not only time-consuming and labor-intensive, but also unable to obtain sufficient profits.Therefore, B-side customers are the customer group pursued by B2B companies.Today we will take the Yandex account of a company that produces various types of LED lights as an example to explain from the definition of B-end customers to how to position customer groups, and finally optimize to obtain target customers. The so-called B-end customers are overseas dealers, brand owners, wholesalers, supermarket chains, etc., who can achieve a large number of wholesale and sales customers.This Led lamp company's target customers are B-end customers, and the minimum order quantity is 100 pieces.In order to capture more B-end customer flow, we can optimize and adjust it in two stages. The first stage is precise traffic, and the second stage is to increase volume. The first stage: accurate traffic 1. Determine the product keywords to be placed Here we take Led Lights as an example. We use the matching form to achieve precise traffic flow.The Yandex platform recommends using phrase matching: 'светодиодные фонари' because Russian has more grammar. Compared with exact matching [светодиодные фонари], phrase matching can help identify grammatical forms and achieve more accurate search traffic. At first, the keyword matching form in the company's Yandex account was an exact match: [светодиодные фонари], but the search terms involved were very inaccurate and would bring up many words that were not related to the product, such as Japanese Led lamps Светодиодный светильник Япония, etc. .Later, we adjusted the keyword matching form to phrase matching 'светодиодные фонари', and within a week the search terms were accurately matched. Regarding the matching form of keywords and other issues, we will have the Yandex Help Center, which you can enter by clicking the link. Yandex Help Center: https://yandex.com/support/direct/new-interface/guide.html 2. Good use of search term reports Through the search term report, we can understand the behavior of netizens in different time periods, and regularly export the search term report to filter and add search terms.We can filter once a week or every two weeks, and set words that are not related to the product as no words to block irrelevant traffic; words that are related to the product can be set as keywords to capture the search habits of netizens. After adjusting the matching form of the keyword, we need to observe the changes in the data.We will export the search terms report of the company's Yandex account every day.Compare the search terms with the triggering keywords to check their relevance, and then filter and add them in a targeted manner. Irrelevant ones are set as negative words to exclude, and relevant ones are added as keywords. For example, in this account, the search term: Japanese Led lamp Светодиодный светильник Япония. If the keyword: Led lamp светодиодные фонари is triggered, we can set the word Japanese Япония as a negative word.Although we cannot control users' search habits in advance, we can capture changes in netizens' behavioral habits in a timely manner, thereby helping the account gain more effective visitors. 3. Optimization and adjustment of advertising slogans Generally, companies that want to obtain B-end customers have certain requirements for order quantities, so we can highlight descriptions such as 'wholesale', 'bulk purchase', and 'minimum order quantity' in their advertising slogans, which can It has a certain restrictive effect on the audience group, which is more conducive to attracting B-end customers. So we checked and optimized the account’s advertising slogans.At first, the advertising slogan of this account did not reflect the advertising text about the minimum order in bulk, so we promptly optimized the advertising slogan and added 'Chinese suppliers (Китайские поставщики)' and 'Minimum order of 100 pieces (Минимальный заказ 100 шт）' and other contents are added to the advertisement title and advertisement text to ensure the targeted nature of the advertisement slogan. The above content is for the operation of precise traffic in the first stage. After the adjustment in the first stage is completed, we can enter the second stage: increasing the volume. Why do you say increase the volume?Because the operational setting of precise traffic in the first stage will also lead to a decline in magnitude, without data, advertising will not be effective.In this way, the account has achieved accurate traffic in the first stage, but the magnitude has dropped significantly, so in the second stage we need to make the following settings to increase the exposure and clicks of the advertisement. 1. Industry budget First of all, we need to ensure that there is enough budget for advertising display and delivery. We can set it according to the account's keywords and country conditions. We must ensure that each keyword and each target geographical location can be allocated a budget and have room for delivery.After setting a new budget, the system will deliver ads according to the account settings to obtain more exposure. In the early stage, the account budget was set to US$50/day, and later we expanded the budget to US$100/day.Because budget is an important prerequisite for advertising to achieve magnitude, ensuring that ads can be fully displayed can achieve better results.After we increased the budget, the exposure of customer accounts increased by 53% from the previous 1.70,000 to the current 2.60,000. 2. Appropriate bid Raising the bid can not only improve the ad ranking, but also effectively improve the competitiveness and strive for more exposure and clicks.But if your keyword's current ranking has reached the homepage, you can ignore this operation.Because this account has always been ranked on the home page, we have not made any adjustments to the bid settings. 3. Delete negative words It should be noted that negative words are also an influencing factor that cannot be ignored. The purpose of setting negative words in the early stage is to achieve accurate traffic, but whether words will also bring certain restrictions, because the current traffic has reached accuracy, so the previously filtered negative words can be It has been deleted, especially the regional words. It is recommended to delete them all.However, you can also retain some competing product words. This operation can release more traffic to the account. In the previous launch of this account, negative words were screened and added every week, so after the traffic reached accuracy, we retained some of the negative words of competing products, and then deleted all regional words and other negative words. The exposure It did increase by about 10%. 4. Build online alliances and remarketing ads The forms of online alliances include pictures, videos and animations, but no matter which form, the quality of the material must be guaranteed.The text description should also be the same as the search advertisement, reflecting 'Chinese supplier (Китайские поставщики)' and 'Minimum order of 100 pieces (Минимальный заказ 100 шт)'.At the same time, we can simultaneously conduct keyword fixed investment and audience group fixed investment. The effect of keyword fixed investment will be better because the portrait of the audience is not easy to define, but we can synchronize the investment to obtain more traffic. Let’s talk about remarketing. Yandex’s remarketing is based on the addition and setting of Metrica.Therefore, before setting up remarketing, make sure that a valid tracking code has been added to the account.For remarketing, you should also pay attention to the quality of the materials and the setting of the advertising slogan. The display format with pictures and texts can not only gain more exposure, but also intuitively help the company establish its brand image. Since this account did not place network alliance and remarketing ads in the early stage, we set up and placed network alliance ads and remarketing ads.The keyword fixed investment and the audience fixed investment are synchronized, and the materials are all selected high-quality pictures and videos. In conjunction with the search ads, the advertising slogans include 'Chinese suppliers (Китайские поставщики)' and 'Minimum order of 100 pieces (Минимальный заказ 100 шт)'.After the above adjustments, the account has indeed seen significant improvements in data volume and effectiveness, with clicks increasing by 31% and conversions increasing by 12.7%. While we pursue accurate traffic, we must also pay attention to the control of magnitude. Clicks are accumulated based on exposure.Only by strategically placing accounts can we achieve better results and capture more B-end customer flow.
