March 28, 2010 at 20:11A small master class. How to create a good contextual advertising campaign
Hi% username%!
Today I would like to conduct a small master class. The bottom line: briefly tell the main points about how to create a high-quality and working advertising campaign.
What will happen in this post:
- What is contextual advertising and why not SEO?
- Why is it profitable to make good announcements?
- How to make a good announcement?
- 5 easy ways to increase your clickthrough rate.
“And that is far from all ...”
Often customers ask the question, why should we abandon SEO in favor of contextual advertising . Usually, the answer immediately follows: "Contextual advertising will never replace search engine promotion, it complements it." Contextual advertising will never beat SEO. However, the contextual advertising campaign will never “fly out of issuance”. That is, traffic, as it went, will continue to go regardless of the latest update.
But this does not mean that SEO is better, there are topics where SEO will cost 3-4 times more expensive than contextual advertising. And the context will gather a larger audience than search engine optimization.
Direct and Adwords is not the cheapest tool. There are also advertisers in contextual advertising with a monthly budget of 5 million rubles.
Yandex.Direct, like Google AdWords, has an ad quality parameter and a bid parameter that the advertiser is willing to pay. Yandex.Direct has a simple formula:
f (CTR * BID) , where
CTR is the ratio of the number of clicks on an ad to the number of impressions of this ad.
BID is the maximum cost per click an advertiser is willing to pay.
That is, to be in the most clickable place, you need to either pay a lot or make a good announcement.
// True, there are several more not very significant parameters. For example, finding a keyword in the headline and ad text.
The main problem of beginning Internet marketers is that they do not understand the main rule: " Offer the user what he is looking for ." Why offer to buy "drinking water" if he is looking for "how to bake bread"? Although there are exceptions when it is profitable.
The second problem is to choose only good high-frequency queries and do not forget to clear the garbage. So, if you show “nanny,” you can spoil the mood of the advertiser. For example, the ad “ Nanny for your child ” will be displayed on requests:
- nanny movie
- porn nanny
- online nanny, etc.
These queries will lower your clickthrough rate, and the cost per click will increase dramatically. Often in Yandex.Direct, the system will disable the ad for low CTR. In such cases, it is better to select low-frequency queries and make announcements on them. For example: "a nanny for a child."
There are some more tricks to increase CTR. Here are the 5 most popular:
1. For each keyword - its own ad.
Make a separate ad for each keyword. If the user asks about the “golden ring”, then offer to buy a golden ring. If he asks for a “golden ring with amethyst”, then the announcement should be directed precisely to this demand.
2. For each city - its own announcement.
What do you think, which ad will be clicked more often in Perm?
As practice shows, the second option will have approximately 8-12% CTR, and the first about 4-7% in special accommodation. Therefore, it is necessary for each city to make its own announcement. Then the user who requested a “railway container” in Perm will receive an announcement about the sale of containers in Perm, and not “in Russia”.
3. Minus unnecessary words.
It’s ridiculous to say this, but when I advise people on the preparation of advertisements, in most cases negative keywords are not used at all. Why show an ad for those who don’t need it? This is not only disadvantageous for the advertiser, but also significantly reduces CTR.
For one online store, I had to make almost perfect ads at one time. I otminusovat everything that prevented to increase the CTR. The result is amazing, here are the screenshots of the statistics:
Needless to say, 35.16% CTR is a very good result? Naturally glad I and the customer. The customer receives more customers for little money, and I get more money from the commission in total.
4. Be more original than competitors.
First, you don’t need to copy a competitor’s ad. By this you will not stand out, but rather get lost.
Secondly, write about what the competitor does not have. So at the end of 2008, insurance companies greatly increased their customers by offering users “OSAGO calculators”. Now there are more than 15,000 monthly requests for the "OSAGO calculator".
5. Night and day audience.
This topic is very suitable for online shopping, but can be used for other companies. At night, many turn off advertising campaigns. Consequently, the competition at night is less.
We start an additional “night” advertising campaign, and on the client’s website (if this is not an online store) we launch the “order form” or “feedback form”.
I did not go into details, but if I wish the habrayuzers, I can continue to write on this topic. Every month, new "chips in contextual advertising" come off. I can also write about how to get cheap traffic. I also plan to do several experiments, and show in practice how contextual advertising works.
This is my first post on a hub, so do not kick much :). Express your comments on contextual advertising posts in a comment.
Today I would like to conduct a small master class. The bottom line: briefly tell the main points about how to create a high-quality and working advertising campaign.
What will happen in this post:
- What is contextual advertising and why not SEO?
- Why is it profitable to make good announcements?
- How to make a good announcement?
- 5 easy ways to increase your clickthrough rate.
“And that is far from all ...”
Introduction. What is contextual advertising and why not SEO?
Often customers ask the question, why should we abandon SEO in favor of contextual advertising . Usually, the answer immediately follows: "Contextual advertising will never replace search engine promotion, it complements it." Contextual advertising will never beat SEO. However, the contextual advertising campaign will never “fly out of issuance”. That is, traffic, as it went, will continue to go regardless of the latest update.
But this does not mean that SEO is better, there are topics where SEO will cost 3-4 times more expensive than contextual advertising. And the context will gather a larger audience than search engine optimization.
Direct and Adwords is not the cheapest tool. There are also advertisers in contextual advertising with a monthly budget of 5 million rubles.
Why is it profitable to make a good announcement?
Yandex.Direct, like Google AdWords, has an ad quality parameter and a bid parameter that the advertiser is willing to pay. Yandex.Direct has a simple formula:
f (CTR * BID) , where
CTR is the ratio of the number of clicks on an ad to the number of impressions of this ad.
BID is the maximum cost per click an advertiser is willing to pay.
That is, to be in the most clickable place, you need to either pay a lot or make a good announcement.
// True, there are several more not very significant parameters. For example, finding a keyword in the headline and ad text.
How to make a good announcement?
The main problem of beginning Internet marketers is that they do not understand the main rule: " Offer the user what he is looking for ." Why offer to buy "drinking water" if he is looking for "how to bake bread"? Although there are exceptions when it is profitable.
The second problem is to choose only good high-frequency queries and do not forget to clear the garbage. So, if you show “nanny,” you can spoil the mood of the advertiser. For example, the ad “ Nanny for your child ” will be displayed on requests:
- nanny movie
- porn nanny
- online nanny, etc.
These queries will lower your clickthrough rate, and the cost per click will increase dramatically. Often in Yandex.Direct, the system will disable the ad for low CTR. In such cases, it is better to select low-frequency queries and make announcements on them. For example: "a nanny for a child."
There are some more tricks to increase CTR. Here are the 5 most popular:
5 easy ways to increase the CTR of contextual advertising.
1. For each keyword - its own ad.
Make a separate ad for each keyword. If the user asks about the “golden ring”, then offer to buy a golden ring. If he asks for a “golden ring with amethyst”, then the announcement should be directed precisely to this demand.
2. For each city - its own announcement.
What do you think, which ad will be clicked more often in Perm?
As practice shows, the second option will have approximately 8-12% CTR, and the first about 4-7% in special accommodation. Therefore, it is necessary for each city to make its own announcement. Then the user who requested a “railway container” in Perm will receive an announcement about the sale of containers in Perm, and not “in Russia”.
3. Minus unnecessary words.
It’s ridiculous to say this, but when I advise people on the preparation of advertisements, in most cases negative keywords are not used at all. Why show an ad for those who don’t need it? This is not only disadvantageous for the advertiser, but also significantly reduces CTR.
For one online store, I had to make almost perfect ads at one time. I otminusovat everything that prevented to increase the CTR. The result is amazing, here are the screenshots of the statistics:
Needless to say, 35.16% CTR is a very good result? Naturally glad I and the customer. The customer receives more customers for little money, and I get more money from the commission in total.
4. Be more original than competitors.
First, you don’t need to copy a competitor’s ad. By this you will not stand out, but rather get lost.
Secondly, write about what the competitor does not have. So at the end of 2008, insurance companies greatly increased their customers by offering users “OSAGO calculators”. Now there are more than 15,000 monthly requests for the "OSAGO calculator".
5. Night and day audience.
This topic is very suitable for online shopping, but can be used for other companies. At night, many turn off advertising campaigns. Consequently, the competition at night is less.
We start an additional “night” advertising campaign, and on the client’s website (if this is not an online store) we launch the “order form” or “feedback form”.
And that’s not all ...
I did not go into details, but if I wish the habrayuzers, I can continue to write on this topic. Every month, new "chips in contextual advertising" come off. I can also write about how to get cheap traffic. I also plan to do several experiments, and show in practice how contextual advertising works.
This is my first post on a hub, so do not kick much :). Express your comments on contextual advertising posts in a comment.