Business launched, the site is made, but attendance had any. Young companies will contextual advertising, if properly done everything.
One reason for failure is the lack of business start clear strategy of online marketing, which would ensure the influx of targeted visitors and sales leads are the first days of the enterprise. However, even if small budgets to invest in the content, it is possible not only to maintain the company afloat, but also to achieve its profitable growth.
What is contextual advertising
contextual advertising - this is a marketing tool that works on the success of the business 24 hours a day, 7 days a week. This system allows advertisers to broadcast paid advertisements in search results, in social networks (Eg, YouTube), on the sites of advertising networks in order to attract motivated and increase traffic sales. One of its advantages - immediate effect: The first visitors come to the site immediately after the ad placement.
Through the mechanism of targeting (defining the target audience based on the search query), contextual advertising is considered one of the most powerful and effective promotional channels. In the Russian segment of the Internet the main systems of paid placement targeted ads are "Yandex system. Direct "and Google AdWords.
Creating a campaign
- Start with the counter intelligence on your website. Use Google Analytics in the conduct of the campaign in Google AdWords and "Yandex. Metric "when using" Yandex. Direct ". This will allow to obtain a more detailed picture of user behavior, attracted by advertising links, and the effectiveness of the keywords. Analysts need to track conversions, on the basis of which a decision on the adjustment of the campaign, the addition or deletion of the words, optimizing budgets.
- To a large extent the effectiveness of the campaign depends on the proper selection list keyword. The most productive narrow queries (LF) with concretized value (product categories, sections of the catalog, product names), which are also characterized by a low cost.
- Plan campaign structure. For added convenience, select multiple destinations, and create more ad groups (for example, the advertising section of new products and goods from sales).
- Price change from one ad depends on its CTR (ratio of impressions to clicks). To have a positive impact on this parameter, you must create the most attractive and relevant to the user Announcement text. To enhance the effect, it is recommended to use the quick links, and special extensions (phone, address, icon).
- Time management, use display ads time targeting. So you can communicate with the target audience only within working hours of your company, if you exclude the possibility of the clock receiving online orders. Similarly, we can ask and Location targetingBy limiting your ads only to users of a particular region.
- Determination of ratesPerhaps one of the most difficult moments of the campaign settings. It is important to establish an adequate price to remain competitive in the bidding for a place in the show and do not throw away money. Properly selected list of requests (minimum entry general queries with a wide semantics, such as "window") It helps to optimize the click price to provide an advantageous position to receive targeted ads and transitions without overpayments.
Optimize campaign
- After starting the context of promotion every day track results (Number of crossings, indicators of achievement and failure, and so on). Make necessary changes to the campaign to improve its productivity.
- Analyze reports on the work of the key requests to find and add new words you wantThat increase conversion. Regularly works with negative keywordsTo avoid showing ads on irrelevant search queries (for example, in the case of negative words of the book sale will prompt "download" or "free").
Optimizing PPC advertising campaign will improve its efficiency, reduce the cost of Lida, improve its quality indicators and ultimately increase sales.
synergistic effect
With all the obvious advantages of contextual advertising has one big disadvantage - the lack of inertia (When disconnected ads stop transitions), which aims to fill a second giant search engine marketing - SEO. Search engine optimization requires a long time before the appearance of visible results, but at the exit site to the top, you will receive a constant steady traffic. In order to achieve synergies - Quick-start and long-term effect - use both promotional tool: paid clicks (PPC) and search engine optimization.
Independent creation and management of even one campaign - time-consuming process that requires appropriate knowledge, to which, again, it takes time. Spend time on something other than business - a bad idea, especially for start-ups, and therefore it is important to find a good automation tool. As such, we recommend that the assistant automated service for the organization of search engine marketing SeoPult. Thanks to him the business owner can focus on the really important matters for him, and the effectiveness of contextual advertising work will provide a specially created for this service.