Performance Marketing: All You Need to Know to Reach the Modern Buyer
Posted: Mon Dec 23, 2024 6:01 am
The world of performance marketing can be a minefield.
So many different factors that can impact whether an ad is successful. So many channels to reach target audiences. Constant changes and updates to best practices to contend with.
Not to mention the evolution in the way that buyers buy.
So how do you navigate the paid landscape to find the tactics and plays that work in today’s market?
We speak to performance marketing mastermind Silvio Perez, Founder of AdConversion, to bring you up to date with a paid masterclass.
Using Capterra as a channel
Buying the right software isn’t easy when there are a couple of thousand options to choose from - all broadly doing the same thing.
Capterra is a review site that helps businesses find the best software. And as a place that draws a lot of in-market buyers looking for the best solutions to their problems… it presents a great opportunity for B2B paid ads.
Silvio said:
“If you’re working in an number indonesia existing category, then using Capterra is a great option because people likely know and want to search for a business like yours.”
“If you’re in an emerging category, then this might be harder, although you could try bidding on an existing related category; it depends if the cost per click makes sense.”
However, one thing to note about using Capterra is that the CPC can vary dramatically based on regions. Not only that, but the conversion rates can vary wildly too.
Cognism’s Head of Paid, Canberk Beker, said:
“I tested UK versus US and other regions, and in the US it was much more expansive and conversion rates were much better than in EMEA.”
Silvio added:
“There can be a big variation in the price you pay based on which spot in the results you’re bidding for. The price for the top spot in Capterra - depending on the search term - can be much more expensive.”
Capterra still hasn’t rolled out their quality score feature beyond the beta test, meaning the top spot would no longer just be down to the top bid.
It would come down to the quality of the landing page experience, the relevance of the ad and how well-maintained your Capterra listing is. But it’s something to keep an eye out for in the future
So many different factors that can impact whether an ad is successful. So many channels to reach target audiences. Constant changes and updates to best practices to contend with.
Not to mention the evolution in the way that buyers buy.
So how do you navigate the paid landscape to find the tactics and plays that work in today’s market?
We speak to performance marketing mastermind Silvio Perez, Founder of AdConversion, to bring you up to date with a paid masterclass.
Using Capterra as a channel
Buying the right software isn’t easy when there are a couple of thousand options to choose from - all broadly doing the same thing.
Capterra is a review site that helps businesses find the best software. And as a place that draws a lot of in-market buyers looking for the best solutions to their problems… it presents a great opportunity for B2B paid ads.
Silvio said:
“If you’re working in an number indonesia existing category, then using Capterra is a great option because people likely know and want to search for a business like yours.”
“If you’re in an emerging category, then this might be harder, although you could try bidding on an existing related category; it depends if the cost per click makes sense.”
However, one thing to note about using Capterra is that the CPC can vary dramatically based on regions. Not only that, but the conversion rates can vary wildly too.
Cognism’s Head of Paid, Canberk Beker, said:
“I tested UK versus US and other regions, and in the US it was much more expansive and conversion rates were much better than in EMEA.”
Silvio added:
“There can be a big variation in the price you pay based on which spot in the results you’re bidding for. The price for the top spot in Capterra - depending on the search term - can be much more expensive.”
Capterra still hasn’t rolled out their quality score feature beyond the beta test, meaning the top spot would no longer just be down to the top bid.
It would come down to the quality of the landing page experience, the relevance of the ad and how well-maintained your Capterra listing is. But it’s something to keep an eye out for in the future