Listing ads are advertisements that appear on the search results pages of search engines such as Google and Yahoo. When a user searches for a specific keyword, an ad related to that keyword appears on the screen. As it is possible to attract users who are relatively likely to take action, many companies use it as a first step in their digital marketing.
However, in order to succeed with B2B listing ads, which have different characteristics to B2C, there are several points that need to be considered. In this article, we will explain the differences between B2B and B2C listing ads, the advantages and disadvantages of listing ads for B2B companies, and then go into detail about the points that will improve the effectiveness of listing ads for B2B companies that are trying to expand into the Japanese market.
If you are interested in generating leads from the Japanese market, do not hesitate to contact us for free consultation. We will make clear advice based on our extensive knowledge of B2B listing advertising in Japan.
Differences Between B2B and B2C Listing Ads
Search Volume
The biggest characteristic of B2B listing ads is that the search volume is lower than for B2C. The target for B2B is ‘companies’, so the search volume is inevitably lower than for B2C, which targets general consumers. For this reason, it is important to think thoroughly about targeting and selecting explicit keywords in B2B listing ads in order to reach potential users effectively.
Time to Conversion
B2B listing ads tend to take longer to CV. Because there are many decision-makers and the products are expensive, it’s not rare that B2B companies take more than three months to make a purchase.
Diversity of Conversion Points
In B2B, there are many different types of conversion points. These include purchasing products or services, applying for free consultations, downloading materials, and booking seminars or webinars. In order to meet these wide-ranging needs, it is necessary to set up a variety of conversion points.
The Benefits of Listing Ads for B2B Companies
Easy to Reach Warm Prospects
The greatest advantage of listing ads is that they can be displayed to users searching for specific keywords. They allow you to approach a more specific target than general mass advertising, which is distributed to a large, unspecified number of people.
The Results Come Quickly
As listing ads begin to be distributed immediately after passing the screening process, they are more effective than SEO measures. In some cases, conversions can occur within a month. This is a major advantage for B2B companies, which tend to have longer-term transactions, in terms of seeking quick results.
Easy to Verify Effectiveness
With listing ads, you can collect detailed data. By analyzing things like the number of times an ad is displayed, the number of clicks, the conversion rate, the type of event that occurred, the age and location of the user, etc., you can improve the precision of your ad management. One of the advantages of listing ads is that you can easily verify their effectiveness using this kind of data.
Flexible Advertising Cost Adjustment Is Possible
As the cost of listing ads is determined by the cost per click, you can set a budget in advance and post ads within that range. This makes it possible to reach your target audience effectively within your budget.
The Disadvantages of Listing Ads for B2B Companies
Not Suitable for Gaining Awareness
Listing ads are basically an advertising method aimed at CVs, and are not very suitable for attracting customers or gaining awareness. If your aim is to gain awareness, it would be better to take other measures.
Advertising Costs May Be High
The cost per click for listing ads varies depending on the keyword. In cases where there is intense competition in the target industry or for keywords, or where the CPA (cost per acquisition) deteriorates, the cost of advertising may become expensive.
If You Operate In-House, You Will Need Knowledge
Managing listing ads requires specialist knowledge, including advertising appeal, budget adjustment, optimisation of ad text and keyword selection, and data analysis. If the operator is unable to formulate an appropriate advertising strategy, there is a possibility of unnecessary costs being incurred, so care is required when managing in-house.
Key Points for B2B Companies to Improve the Effectiveness of Their Listing Ads in the Japanese Market
#1 Clarify the Purpose and Preconditions
Be clear about which target segment you are going to deliver your listing ads to, and for what purpose. Depending on the target segment and the consideration phase of potential customers, the search keywords you should aim for and the destination page will also differ. It is also important to set the target conversion number and budget as preconditions before implementing the measures.
#2 Set Up MCV (Micro Conversion)
For B2B transactions, the price of the product is high and it is rare for a CV to be generated immediately, so it is effective to set up a micro conversion (MCV). Lead nurturing is possible by creating an initial point of contact, such as filling out an enquiry form or downloading materials.
#3 Target Warm Prospects
It is a good idea to start with keywords for the active segment when using listing ads. This is because the active segment has specific needs, so the ads are more likely to make CVs.
One common mistake is to set keywords for the potential prospects that are not the warm prospects. For example, rather than using broad keywords like “marketing strategy”, you can reach the warm prospects more accurately by setting specific keywords like “marketing support for SME” or ‘sales support services for B2B’.
#4 Select Keywords That Lead to Results
When managing listing ads, it is extremely important to select keywords that are likely to lead to results. Here, the term ‘results’ refers to specific customer actions, such as inquiries, requests for materials, and product purchases. By selecting keywords that encourage these actions, it is possible to maximize the effectiveness of the ads.
Characteristics of Keywords That Are Likely to Lead to Results
Keywords that are likely to lead to results are those that suggest information that customers are looking for or solutions to specific problems. This allows customers to obtain information that matches their needs, so the likelihood of a CV is increased. The following are examples of keywords that are likely to lead to results.
- ‘Case study”: These are keywords related to specific examples that show how your company’s products and services have actually been useful. For example, provide our success stories for the keyword “marketing agency case study”, increasing trust and promoting conversions.
- “Price”: Keywords related to price indicate that customers are specifically looking to understand the cost of a product or service and comparing different options. For example, “marketing agency fees” or “business software price comparison” are effective for targeting potential customers who are requesting quotes.
Utilizing Long-Tail Keywords
Furthermore, you can achieve even better results by making use of long-tail keywords, which have low competition and low cost per click. Long-tail keywords are made up of specific, detailed phrases, and although they usually have low search volumes, they tend to have high conversion rates because the target is narrow.
For example, the following long-tail keywords can be considered.
- marketing automation for sme
- medical sales support
#5 Understanding the Japanese Language and the Japanese Market
If you are targeting the Japanese market, you need to be careful about language translation and the business environment of the Japanese market.
The first is the issue of translation. For example, if you want to use the keyword ‘lead generation service’, the direct translation into Japanese will not get any search results, but the Japanese translation of ‘sales agent’ will get a lot of search results and will have the same purpose as ‘lead generation service’. There are many cases where you cannot get CVs because of the subtle differences in expression when translating into Japanese, so it is better to ask a specialist to translate it if possible.
Secondly, it is important to understand the differences between the business environment in Japan and your home country. In the case of one service we handled in the past, the Japanese market was less mature than the overseas market, so the keywords for the service, which had been translated into Japanese, did not generate any CVs. It is necessary to check whether the market for your company’s products is at the same level of maturity in Japan as in your home country, including the business environment.
#6 Regular Analysis and Improvement
As industry trends and needs change at an astonishing rate, regular analysis and improvement are essential. Use analysis tools such as Google Analytics or Ahrefs to analyze website traffic and user behavior. If you are not getting the results you want, you can consider the following measures.
- Improve the LP or site to which you are transitioning: improve the call to action and improve usability
- Link with other lead acquisition measures: combine with other measures that are highly compatible with listing ads, such as SEO
Conclusion
- The B2B market differs from the B2C market in that it has a low search volume, a long time to conversion, and diverse conversions. When B2B companies are managing their listing ads, it is essential to understand the characteristics of the B2B market and take a strategic approach.
- The key to success is to target the warm prospects and select keywords that lead to results. By selecting keywords that target people with specific needs and designing ads with micro-conversions in mind, it becomes easier to acquire leads. By selecting keywords that indicate the information and solutions that customers are looking for, it is possible to increase the conversion rate.
- Because you can flexibly change the content and delivery settings of your listing ads, it is important to optimize them in real time. In particular, clear targeting to prevent unnecessary clicks is effective. In addition, you can improve the performance of your ads by regularly analyzing and improving them.
If you are interested in generating leads from the Japanese market, do not hesitate to contact us for free consultation. We will make clear advice based on our extensive knowledge of B2B listing advertising in Japan.