Myth Busted: B2B Buyers Will Convert After Hours

Level: Intermediate

By: Amanda Evans | Chief Advertising Officer

The Idea

The myth: B2B buyers aren’t active on nights and weekends. The reality: the always-on nature of modern business means B2B buyers are ready to convert at any time.

Impact

5-10% improvement on CPL

Explanation

Ten years ago it was accepted that B2B campaigns should be dialed back on nights and weekends to target users during business hours. But as the workday has extended and people are connected at all times, savvier B2B advertisers are realizing they need to be running campaigns 24/7. Added bonus: Many B2B advertisers haven’t gotten the word yet so these historically “off hours” allow for higher click-through rates and better pricing.

Works Best for Advertisers With

  • B2B advertisers with a defined set of “B2B” keywords. (In other words, keywords which may also overlap with a consumer audience may not have as much success.)

Pro Tips

  • Use the segmentation functionality in AdWords (not dimensions report) to identify best performing days of the week and hours of the day down to a campaign level.
  • Use bid modifiers to adjust for small performance differences and campaign automation to adjust budgets for larger performance differences.

While no single tip or tactic is going to be a silver bullet, the cumulative impact of multiple tactics can ultimately make a huge difference and help you gain a competitive advantage. Here at Closed Loop, we believe success is about doing 1000 little things right and then keep them optimized at all times to ensure optimal results. We excel at this.

If you’re spending more than $30K/mo on digital advertising and wondering if you could be getting better ROI contact us for a free audit that is guaranteed to make you think differently about your campaigns.