Seven simple rules for effective contextual budget management

    For most small businesses, advertising is a major part of promotion costs. But since almost everyone uses contextual advertising, prices for its placement are constantly growing.

    The contextual advertising specialist of the Total View media agency Vladimir Fomenko on the pages of the RBC publication spoke about seven rules for the effective management of contextual advertising and cost optimization.

    Consider the cost of attraction

    It’s recommended to place ads only on key phrases that current customers enter and avoid inefficient queries.
    Good advertising for small businesses pays off 100%. Do you have that? See a summary of the costs of context and profit. If you spent 100 thousand rubles and received 20 orders, the cost of attracting one person was 5 thousand rubles. If each client brought less than this amount, for example 4 thousand rubles, then you are working in the red.

    Do not strive for first place

    If you do not work in “hot” niches (for example, “tow trucks” or “exit tire fitting”), it makes no sense to overpay for first places in extradition or for special accommodation.

    Use indirect queries

    The target audience introduces not only direct requests, but also indirect ones. Big teddy bears can be sold on the request “how to make peace with a girl”, and unique gadgets through “what to give to her husband”.

    Cut off the target audience

    Use the banners on the Google AdWords Display Network , choosing gender, age, location, preferences specifically for your target audience.

    Turn off impressions in mobile applications. Advertising from mobile applications in most cases is not targeted: the user accidentally clicks on a banner, being, for example, in a free game.

    Constantly test the landing pages of the site

    For example, a user went to the site for the query: “Dry cleaning at VDNH”. On the first screen of the landing page it says: "Dry cleaning with free delivery throughout Moscow." The user sees a convenient offer, he does not need to put things in dry cleaning, this will be done by the courier.

    Try to think in advance and register on the site the answers to possible customer questions: “How much more expensive?”, “How long will the cleaning take?”, “How and on what equipment will the cleaning take place?”, “What documents and guarantees will I receive?” .

    Connect multiple sales channels

    The more sales channels are used, the lower the cost of attracting a client (search engines, social networks, media resources, video channels, etc.).

    Some buyers do not immediately place an order, but first look at the product and leave. However, later, when they get to the site from a banner or from social networks, they make a long-awaited purchase.

    Learn from competitors

    There are many services with which you can "peep" advertising requests and advertisements of competitors. For example, in SpyWords it’s enough to enter the address of a competitor’s site or a key phrase, and the system will display all the data on requests.

    Personalize Ads

    If the user entered “mobile tire fitting in Krasnogorsk” in the search and saw the heading “Mobile tire fitting. Departure to Krasnogorsk in 30 minutes ", the probability of a call from such a page is much higher than with the usual heading" Mobile tire fitting ".

    Moreover, Yandex.Direct , and especially Google AdWords, crawl the content of landing pages. When the site uses various headers for requests, the cost per click may decrease by 1.5 times.

    Inform customers

    Search engines, such as Yandex, are more likely to increase the websites of companies that leave their details and other contacts for communication: address, phone, work schedule. In addition, in this way you increase customer confidence in your resource.

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