Ford The bitter smell of defeat. Contextual Advertising Experience
Running a contextual advertising company is a dreary business. First, customer needs, terms, ads, keywords, minus words, ad correction, keyword correction, minus word correction. Correction - writing - correction. Some campaigns in my practice consist of 80,000 words, phrases, and minus words. Work takes a year. Some campaigns are 10 words long and take 1 hour.
The largest and most complex are the campaigns for the auto business. Up to 6,000 keywords alone. And the industry is very competitive, the cost of the request reaches $ 15 per click. Even in the Runner, according to some requests, up to 700 competitors.
However, not about that.
We are moving a contextual advertising campaign for a specialized technical center. Sale and maintenance of automobiles: repair, painting, add. equipment. Normal medium sized business in the initial phase. The site is fresh, beautiful. You can’t attract customers except contextual advertising quickly.
We write: repair, maintenance, service, car service, and so on a couple of thousand words that describe working with the car, parts and components. For example: painting a car and painting a bonnet, straightening the bonnet and replacing the bonnet, and there is also a bonnet latch and its lock.
We remove all unnecessary. We use minus words or other features of Yandex.Direct. For example: we need a body, but the body is gone. This visitor asks about what kind of bodies Ford has, and not about where to buy / repair it. This request to the technical center is not interesting, but they ask a lot of it. Therefore, the key phrase Ford Body is written: "! Body Fod." Missed the plural and am am am. Yandex has money for the context, visitors are inappropriate, failure to strive for 100%, the phone is silent. Everything is fair and everything is bad.
However, not about that.
Launched an advertising campaign in Yandex.Direct. Specialized technical center, serves one brand. All is well. Spring - revitalization of the market - the click has gone - viewing 2-3 pages - the average time spent up to 2 minutes. All indicators are normal. The call is however sluggish.
We convince ourselves that this is a crisis (spring 2009) and customers need time to make a decision. 10 days click increases. The call is sluggish. Very sluggish.
The customer is keen on marketing - you need to lower the price and increase advertising. Reduce - increase. The click rolls over 5 times higher than expected. There is no call. The director of the technical center throws things and will constantly check whether the telephone line is working, click, viewing depth. He is interested in how to determine competitor clipping. There is no call.
The client is already in apathy, he writes to the shareholders that the crisis is not the time for the new technical center and, apparently, something else needs to be closed about advertisers, site builders and other evil spirits. The click is already 12 times higher than predicted. There is no call. Yandex Deret eats money, shows brilliant attendance.
AND?
And nothing.
Narrowly think.
Specialized technical center Ford. Excellent advertising campaign in Yandex.Direct with about zero result. 500 dollars a day. 6,000 keywords and minus words in a Ford campaign.
And it was necessary to subtract only three -Tome, -spirits and -Washroom water.
At the same time as our advertising campaign, designer Tom Ford entered the spring Russian market with his perfumery. And thousands of the fair sex, having read glossy magazines, began an active search on the Internet. Request: Ford, Tom Ford, Ford Eau de Toilette. And there is an announcement: “Ford. The best offers and special, spring prices! ” And then, getting to the fascinating pages of the site about Ford cars for sale and repair, they were dumbfounded, for a couple of minutes, from such a blatant deception. And even flipping through several pages in the hope that all this is an absurd mistake and that now everything will be fine, thereby providing the necessary statistics on the depth and time spent on the site.
The largest and most complex are the campaigns for the auto business. Up to 6,000 keywords alone. And the industry is very competitive, the cost of the request reaches $ 15 per click. Even in the Runner, according to some requests, up to 700 competitors.
However, not about that.
We are moving a contextual advertising campaign for a specialized technical center. Sale and maintenance of automobiles: repair, painting, add. equipment. Normal medium sized business in the initial phase. The site is fresh, beautiful. You can’t attract customers except contextual advertising quickly.
We write: repair, maintenance, service, car service, and so on a couple of thousand words that describe working with the car, parts and components. For example: painting a car and painting a bonnet, straightening the bonnet and replacing the bonnet, and there is also a bonnet latch and its lock.
We remove all unnecessary. We use minus words or other features of Yandex.Direct. For example: we need a body, but the body is gone. This visitor asks about what kind of bodies Ford has, and not about where to buy / repair it. This request to the technical center is not interesting, but they ask a lot of it. Therefore, the key phrase Ford Body is written: "! Body Fod." Missed the plural and am am am. Yandex has money for the context, visitors are inappropriate, failure to strive for 100%, the phone is silent. Everything is fair and everything is bad.
However, not about that.
Launched an advertising campaign in Yandex.Direct. Specialized technical center, serves one brand. All is well. Spring - revitalization of the market - the click has gone - viewing 2-3 pages - the average time spent up to 2 minutes. All indicators are normal. The call is however sluggish.
We convince ourselves that this is a crisis (spring 2009) and customers need time to make a decision. 10 days click increases. The call is sluggish. Very sluggish.
The customer is keen on marketing - you need to lower the price and increase advertising. Reduce - increase. The click rolls over 5 times higher than expected. There is no call. The director of the technical center throws things and will constantly check whether the telephone line is working, click, viewing depth. He is interested in how to determine competitor clipping. There is no call.
The client is already in apathy, he writes to the shareholders that the crisis is not the time for the new technical center and, apparently, something else needs to be closed about advertisers, site builders and other evil spirits. The click is already 12 times higher than predicted. There is no call. Yandex Deret eats money, shows brilliant attendance.
AND?
And nothing.
Narrowly think.
Specialized technical center Ford. Excellent advertising campaign in Yandex.Direct with about zero result. 500 dollars a day. 6,000 keywords and minus words in a Ford campaign.
And it was necessary to subtract only three -Tome, -spirits and -Washroom water.
At the same time as our advertising campaign, designer Tom Ford entered the spring Russian market with his perfumery. And thousands of the fair sex, having read glossy magazines, began an active search on the Internet. Request: Ford, Tom Ford, Ford Eau de Toilette. And there is an announcement: “Ford. The best offers and special, spring prices! ” And then, getting to the fascinating pages of the site about Ford cars for sale and repair, they were dumbfounded, for a couple of minutes, from such a blatant deception. And even flipping through several pages in the hope that all this is an absurd mistake and that now everything will be fine, thereby providing the necessary statistics on the depth and time spent on the site.
